At this point, this brand, once completely dominated by Chery Automobile, reappeared in the spotlight after two years of "silence".
As early as 20 14, Yi Kai Automobile was established by Anhui Jiangbei Development Co., Ltd., Chery Commercial Vehicle (Anhui) Co., Ltd. and Wuhu Construction Investment Co., Ltd., and was controlled by Chery Automobile Co., Ltd. ..
After the establishment of Yi Kai Automobile, the brand slogan of "Smart Connected Car Loved by Young People" was launched. At that time, under the wing of Chery Automobile, the new company completed the channel layout of nearly 200 dealers and 300 service outlets in just two years.
However, similar to the outcome of Chery's early multi-brand strategy, Yi Kai Automobile, which lacked product competitiveness, did not bring the expected sales after listing. And all the way to the edge of the independent brand market.
According to the data, during the four years from the birth of Yi Kai Auto to the change of ownership, its new car sales were less than 200,000. With the internal optimization of Chery Automobile and the implementation of reducing operating costs, Yi Kai Automobile was finally forced to divest.
20 17 17 Sichuan Yibin pushi group co., ltd., a wholly-owned subsidiary of Wuliangye group, held 0.5% equity of Yibin Yi Kai automobile co., ltd. at the subscription price of 15829033 yuan, becoming the third largest shareholder in Yi Kai. According to public information, Yibin Pushi was established on August 20, 1998 with a registered capital of1500,000 yuan, and is a holding subsidiary of Yibin Wuliangye Group Co., Ltd.100. ..
At the same time, Yibin Automobile Industry Development and Investment Co., Ltd. with local state-owned background holds 50.5% equity of Yikai with a capital contribution of 65,438+0,598,73.245438+0,000 yuan, and the equity of Chery Automobile, the sole shareholder of Yikai, has dropped to 49%.
At this point, "Wuhu Yi Kai Automobile" was officially changed to "Yibin Yi Kai Automobile".
According to Yibin Daily, the registered capital of Yi Kai Automobile Company reached 3.5 billion yuan after the change of ownership. After the relocation, Yibin will obtain the qualification of independent passenger cars (including traditional cars and new energy cars). It is reported that after the project of Yibin Yi Kai Automobile Company is fully completed and put into production, it is estimated that the output value will be more than 654.38+0.2 billion yuan, and more than 6543.8+0.500 new jobs will be created.
According to the data of Sky Eye Survey, in the past two years since Yi Kai Auto changed ownership, New Oriental has successively replaced the company's directors, supervisors, managers and other senior managers. A group of Chery employees, including Yin Tongyue, withdrew from the management of the company.
Last year1October 28th, 165438+, after the last batch of senior executives completed the replacement. The following month (after the change) was granted access by the Ministry of Industry and Information Technology.
At the same time, Yibin Yi Kai Automobile Intelligent Factory with a total investment of 3.7 billion yuan was announced to be completed and put into production, which also ushered in the release of the first new car "Xuan Jie". The new car is positioned as a compact SUV and is expected to be officially launched in the first quarter of this year.
It is understood that Yi Kai Automobile has formulated the "Four Innovations" plan of "new brand, new factory, new marketing and new products" after the change of ownership. At the brand level, Yi Kai Automobile designated last year as the year of brand remodeling; At the factory level, Yibin factory was officially completed and put into operation; At the channel level, 100 first-class 4S dealers were added; At the product level, seven new cars will be launched in 2020, including three pure electric vehicles.
At present, Yi Kai automobile has three * * * models, namely, Yikai X5, Yikai X3 and Yikai E3. All belong to the original Chery automobile renamed model.
In this regard, some insiders said that Yi Kai Automobile, which was born in Chery, has a certain ability to build cars, but combined with the current domestic automobile market competition, it is difficult to gain a foothold in the market without the support of core technologies.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.