GAC Hechuang: The collapse of a big gamble
Hey, did you hear that? GAC Hechuang is afraid that this car company is going to be cool! It is said that shipments to dealers have been stopped, and employees have begun to "take compensation and leave" one after another. It is really embarrassing that this brand, which was once pinned on high hopes, has now fallen to the point where it may be abandoned by GAC.
Recalling that at the beginning, when GAC Hechuang was still called GAC NIO, how many people thought that this would be a dark horse in the domestic new energy vehicle market. As a result, NIO withdrew, changed to Zhujiang Investment Management as a partner, and changed its face to GAC Hechuang. Everyone still thinks that with the blessing of the new owner, this brand can always break out of the world, right? Who would have thought that this move would be so embarrassing.
Let's take a look at this sales first, it's miserable! In the first five months of this year, more than 3,100 units were sold, and in previous years, about 20,000 units were sold. This performance, I'm afraid that even a third- or fourth-tier car company can't compare. What's worse is that the models launched are either "copycats" of Aion, or they have no highlights at all. At this level, do you still want to fight your way out of the encirclement in the current car market with serious involution? Dream about it!
In the final analysis, the failure of GAC Hechuang exposed a fundamental problem - the lack of core competitiveness. Without excellent technology and clear brand positioning, I want to rely on the capital and star effect of major shareholders to win the world, isn't this a fool's dream? In this era of chaos among the new forces of car-making, money alone is not enough, and it is really untenable to have two brushes.
Let's take a look at the fate of those "executives" of GAC Hechuang. I thought it would be a good opportunity to jump ship from GAC, but I didn't expect that after a few years, instead of soaring, I was facing the dilemma of unemployment. How many of these people's careers have been ruined? It's sad to think about.
In fact, the collapse of GAC Hechuang also reflects the cruel reality of the entire auto market to a certain extent. Without real talent and learning, it is difficult to gain a foothold in this market of survival of the fittest by relying only on capital operation and marketing packaging. Those companies that rely on PPT to build cars and rely on concepts will be ruthlessly eliminated by the market sooner or later.
Therefore, all the "warriors" who want to enter the new energy vehicle market should weigh their own catties. Without excellent technology, no clear market positioning, and no products that can impress consumers, don't think about sharing this pie. You know, this is not a game that can fool the past by asking a few celebrities to endorse and engage in a few marketing campaigns.
As for the future of GAC Hechuang? To be honest, the outlook is worrying. Laying off 50% of employees and stopping shipments is already a sign of bankruptcy. Even if GAC wants to turn the tide, I'm afraid it will be a lack of skills. After all, in this fast-changing market, missing an opportunity is missing out on everything.
So, in the face of such a bleak situation, how will GAC choose? Do you continue to burn money and hold on, or decisively let go of the stop loss? What do you think about this?