You must have heard such a saying before, "Wuling makes whatever people make", but the problem is that users don't necessarily buy what Wuling makes now. At the beginning of 2023, Wuling Hong Guang, which has always been regarded as a "magic car", ushered in a decline. In June this year, 5438+ 10 month, the monthly sales volume was only 1 10,000, a year-on-year decrease of 59.8. Hong Guang MINI EV dropped to 16400, down 38.5% year-on-year, while Wuling Capgemini, which was once touted for a long time, was even worse, with monthly sales.
Previously, SAIC-GM-Wuling actually went up all the way, but this "going up" did not refer to sales volume, but also included market volume. Even if you don't know much about the automobile market, you will definitely remember Wuling, which produced masks across the border during the epidemic and sold snail powder after the epidemic.
During the epidemic, people's emotions may be very clear to you. In such a special period, it really makes people look sincere and sound warm to use the phrase "Wuling will build what people need". Naturally, in the last two years, the word "Wuling" has suddenly become the light of domestic products in the minds of ordinary people.
Cars like Wuling Hong Guang MINI EV can be regarded as successful products launched by Wuling. This product stands out among the new energy vehicles at the same level, because its price is cheap enough to stop buying food and walk easily enough. However, even during March15 last year, there were a lot of complaints on the car quality network or cars were caught in a quality storm, but in the special period of the previous two years, people still seemed willing to believe in this "temperature-savvy" enterprise. As a result, this car has exceeded 65,438+065,438 438+ 10/00000 since its launch, and it is the best model in A00 market segment.
However, with the rapid growth of sales, Wuling seems to be increasingly deviating from the inherent image of traditional car companies, and its recognition of the people is also losing its "sureness". ...
▲ Is Wuling accelerating away from the people?
According to the financial report data released by SAIC, SAIC-GM-Wuling saw the biggest decline. In June and 10/0, the production and sales volume were 71000 and 30,000 respectively, with a drop of more than 70%, which not only far exceeded the overall decline of 47.75% of SAIC-GM-Wuling, but also meant that more than half of the production of SAIC-GM-Wuling was in stock.
Looking back on the sales performance in 2022, we can actually see the crisis that Wuling is facing now. Last year, the sales volume of SAIC-GM-Wuling was 788,200, which was 65,438+08.7% lower than that of 20,265,438+0. In the field of new energy, there were 442,654,38+0,000 vehicles in the whole year, an increase of 2.5%, accounting for more than domestic oil vehicles, ranking second in the domestic new energy market in 2022.
However, if we make a careful comparison, we will find that Tesla, the third place, delivered 439,700 new cars last year, which not only increased by 37. 1% year-on-year, but more importantly, the average transaction price of Tesla was higher than that of several Wuling Hong Guang MINI EV. Besides, compared with the triple-digit growth of brands such as Geely, Guangzhou Automobile Aian, Chery, Chang 'an and Nezha, Wuling's market performance in the new energy field was indeed insufficient last year.
In June this year, 5438+ 10, Wuling Hong Guang MINI EV, the shoulder of SAIC-GM-Wuling brand new energy family, only achieved 16400 vehicles last year, and it was even worse in February, with only 10000 vehicles in its early days. You know, this car was the global champion of small pure electric vehicle sales last year. As of June 65438+February last year, it has been a China brand pure electric vehicle for 28 consecutive months.
As a car with strong topic and attention for a long time, the monthly sales data of Wuling Hong Guang MINI EV in June last year (5438+ 10) was 30,000 vehicles worse than that in its hot period. Can the unfavorable start of the year be used as a shield for the Spring Festival holiday? It obviously doesn't make sense to explain it with this old-fashioned thinking. In the same period, BYD Dolphin delivered 17582 vehicles, and in February this year, it directly broke 22,000 vehicles.
In contrast, several cities with good sales of low-end micro-electric vehicles have obviously become saturated. When policy-driven changes to product-driven, cars like Wuling Hong Guang MINI EV may gradually lose popularity.
In addition, with the acceleration of the new energy era, other manufacturers will definitely smell business opportunities, and they will definitely want to take a slice of Wuling Hong Guang MINI EV. At present, many brands have entered A00 new energy market segment, the most representative ones are Chery QQ ice cream, Geely Panda mini and Changan Lu Min waxy corn. These models have brand-new upgraded product strength, which is indeed better than the "low-equipped version" of Wuling Hong Guang MINI EV, and their future market performance is very promising.
Based on this background, Wuling actually wants to be different from Wuling Hong Guang MINI EV and make more exquisite cars to provide users with more choices, but in fact, several cars launched by Wuling Hong Guang MINI EV are now in a tepid state, among which KIWI EV, which is highly anticipated by the government, is a typical example.
Kiwi EV is arranged under Baojun brand, even though this car has many targeted upgrades, such as "Lingxi Intelligent Driving System", dual endurance and crossing design of Wuling Hong Guang MINI EV, standard airbags for drivers and passengers, Dalian screen in the car, etc. This is a hardcover version of Hong Guang Mini EV.
But the fact is that the sales volume of Baojun KiWi EV in June this year was only 482 5438+ 10/0, so the product strength of this model need not be sprayed. Its overall performance is outstanding among many mini pure trams, but the problem is that the price of the car is really too high. The price of this car 202 1 model is 77,800 yuan, and the later 2023 model is 8.78 ~ 60 yuan.
Looking back at this sentence, "What Wuling wants to build is what people need", what Wuling wants to build is actually a human car, and people always think that Wuling brand products are grounded, but when the function is upgraded and the battery life doubles, the price will naturally increase. However, after Baojun KIWI EV is produced by Wuling, the car price should not be around 654.38+ 10,000 yuan. To put it bluntly, the brand height of Wuling is still high.
▲ Why is Wuling suddenly not recognized by the people?
The slogan of Wuling flies together, and it is bound to fall into the arms of the people, but why do you think it is gradually losing the trust of the people? The answer may be that its reputation is gradually losing. ...
If you open the complaint interface of a website, you will find that there were more than 10 complaints on this website in the first two months of this year. There is almost no problem with such cheap car service, and the main problems are concentrated on product quality, among which chassis suspension, tire eating, steering wheel deviation and other problems are the high-incidence areas for complaints.
On May 25th, 20021year, a car website released a collision test video of Wuling Hong Guang MINI EV and Lao Toule. The two cars adopted the 50% offset collision standard of 64 km/h. At the moment of collision, it can be clearly seen that the situation of Lao Ren Le is not optimistic. It's like a crushed jar, and the dummy in the car is in pieces.
Compared with the situation of Laorentou, the situation of Wuling Hong Guang MINI EV is relatively good, but it is also "limited". Judging from the results after the collision, although the passenger compartment is relatively complete, the A-pillar is obviously deformed and the battery pack is not damaged, it is not good to look at the details carefully. The collapse area of the vehicle firewall is seriously deformed, and the longitudinal beam participates in the collision, but the energy absorption is insufficient, which leads to internal invasion, and the passenger compartment also invades to a certain extent.
At that time, the final conclusion of the program was that although the car passed the national standard, the national standard collided with a stationary object. This time, Wuling Hong Guang MINI EV collided with Laodule, and its performance was indeed better than the latter, but it has actually reached the relative limit. If you meet a mainstream car with larger size, higher safety factor and much more vehicles on the road, the result can be imagined. ...
In fact, on the normal road, the safety of Wuling Hong Guang MINI EV is quite worrying. On May 23, 2022, a traffic accident occurred somewhere on Nanhai Avenue in Haikou City, Hainan Province. At that time, a Wuling Hongguang MINI EV hit the pier, and the scene was very tragic.
Looking at the photos taken in the parking lot later, we can see that the car has been unrecognizable, including A-pillar, door and other parts. Although the airbag in the car bounced off normally, due to the serious collapse of the car body, the front of the car pressed against the driver's seat, which eventually led to the death of the occupants in the car due to injuries.
In fact, the accident in Haikou last year was not a case. 202 1 February An accident occurred in Hebei. As can be seen from the photos at the scene of the accident, the front of Wuling Hong Guang MINI EV was seriously damaged, the A-pillar had been folded back, and even the roof was severely deformed, and the door had already been thrown to the side of the vehicle. Although the accident was caused by an Audi A4L speeding, it can be seen from the accident that the structure of Hong Guang MINI EV was seriously damaged, which eventually led to the internal damage of the vehicle.
As early as last year, we reported and commented on Wuling Hong Guang MINI EV. This car is cheap, so it is a good choice to buy it as a means of transportation for buying food. It can be said that the market of "Laodule" has been completely destroyed. The buyers of this car are basically the second or third car in the family, and some of them are dining cars that are too big to drive in the community.
At the same time, it should be noted that if Wuling Hong Guang MINI EV will be the first car in your life, if you want to take care of long-distance travel or city commuting, we don't recommend you to buy it. To sum up, considering the positioning, safety and future usage scenarios of this car, it should be noted that this car is actually just a scooter. At the beginning of the design, you didn't expect you to run a long distance, so it is enough to match the basic configuration, and all other configurations are cut off to directly reduce the price of the car. This is my favorite way to deal with it.
Even though Wuling Hong Guang MINI EV has been developed for several years, or because of the consideration of "cost", its low-profile models can only be equipped with airbags, while the government has chosen standard models on the more expensive macaroon and GAMEBOY series, but even the models in Haikou are equipped with airbags, on the other hand, the high-profile versions of the latter two have increased in price because of the increased configuration, except for the convertible models. The remaining models are priced at 46,5438+08-70,800. How many people will choose this car because it is cheap enough?
Summary of "I have a car": As a new energy vehicle with higher popularity than Tesla Model3, Wuling Hong Guang MINI EV seems to have unusual characteristics. It has no automatic driving function symbolizing high-end new energy and no human-computer interaction. Big screen technology, fast charging technology, everything is unusual.
The appearance of MINI electric car in Hong Guang is aimed at the current situation of difficult parking in domestic cities. With the advantages of convenience and economy, it meets people's demand for a convenient and low-cost means of transportation and solves the commuting demand in a small area in one fell swoop. However, according to past accident cases, it is really dangerous not to expect it to be responsible for long-distance travel or to use cars in places with complex road environment.
Sales of SAIC-GM-Wuling have declined recently. In fact, it is not that we are not optimistic about the brand, but that it does not support the competitive threshold in the new energy era with brand-new technology and positioning. At this stage, Wuling only makes low-priced cars, which really provides a brand-new solution for daily travel, but if this continues, it will not get tickets for the new era. After all, it is an indisputable fact that these "hardcover" Hong Guang MINI EV are not hot. "I have a car" has more original new car/price reduction market reports. Come and get the first-hand information about buying a car!
This article is from the author of Icano. I have a car, and the copyright belongs to the author. Please contact the author in any form. The content only represents the author's point of view and has nothing to do with the car reform.