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Haima Automobile, as an old car company which has experienced the ups and downs of the car market for 30 years, has now faced the crisis of being eliminated by the market. A few days ago, it was revealed that Haima Motors will make a transformation plan.

What was revealed was an internal document about the Haima Group, which said that a company transformation research office would be set up because of the need for work. Lu Guogang, vice chairman and deputy general manager of Haima Group, is also the director of the company's transformation research office; Zheng Li, secretary to the chairman of Haima Group, is also the deputy director of the company's transformation office, presiding over the daily work; and Li Qiongwu is the full-time deputy director.

Some people in the industry think that the company transformation research office will be set up within Haima Group, which may be a sign that Haima Group will withdraw from the automobile industry, and some netizens even tease that Haima may want to transform into a real estate company.

Judging from the sales data of seahorse cars, it is very embarrassing. According to KuaiBao, the latest production and sales of Haima Motor in November, a total of 2426 vehicles were produced in November, down 57.39% from a year earlier, and November sales were 2364, down 10.22% from a year earlier. From January to November, the cumulative sales of seahorse cars were 25610, down 58.95% from the same period last year, and some models have been discontinued. Only one model that went on sale this year is in production.

According to reason, the monthly sales of seahorse cars are so low that the loss should be huge. As a result, a large amount of factory capacity is idle, and even production has become a loss. However, according to the results of the first three quarters of Haima, the revenue of Haima in the first three quarters of this year was 3.43 billion yuan, a decrease of only 15.07% compared with the same period last year; the net profit and loss attributed to shareholders of listed companies was 201 million yuan, that is, there was still a large amount of revenue.

And this source mainly depends on its continuous sale of "family property". Since April this year, Haima Motor has sold its 401 apartments in one breath, plus the R & D center, of which the property is expected to be disposed of at 333 million yuan, with an estimated net profit of 170 million yuan. And its 100% stake in Shanghai Haima Automobile Research and Development Co., Ltd. was transferred to Ruizhishang Industry at a transfer price of 806 million yuan + the profit and loss during the period between the base date of equity transaction and the date of equity delivery.

In a period of time, Haima Motor did not focus on cars, but the real estate sector has become the core business of Haima. As the core business of an automobile company is not cars but real estate, it is not difficult for netizens to suspect that seahorse cars are more professional in real estate than cars, and even transform into "selling houses full-time".

There is also another direction for the establishment of a transformation research office for Haima Motor. The company will focus on energy conservation and transformation projects on new energy vehicles. According to the company's plan, plug-in products and 400KM endurance electric vehicles will be launched in 2019, deep hybrid products and long-endurance electric vehicles with variable platforms will be launched in 2020, and L3 self-driving products, including plug-in 8s and S5, will be launched in 2022. However, it is almost impossible to find out the sales of the new energy models that seahorse put on the market earlier. On the contrary, Xiaopeng car, which is manufactured by OEM, is in the forefront of the new power of car building.

In the face of fuel models with uncertain prospects, the company will lose money for years, and will face the crisis of delisting at any time. It is also very difficult for seahorse cars without core technology to enter the new energy market rashly. After all, the domestic new energy market has basically been locked in individual car companies.

Most seriously, some people think that there is too much content involved in the automobile industry. This time, the news is that Haima has set up a research office specifically for "exit". The name is transformation, but it is actually preparing for exit. As for what the purpose of the research office will be, we can only wait for the official news of the hippocampus.

In the current downward environment of the car market, I am afraid that Haima is also unlucky. As more and more properties are sold, the cost of being able to "protect themselves" will also be reduced, and when it is unable to make a profit, persistent losses mean that this 30-year-old car company is about to leave.

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