AutoBeta(AutoBeta.net)05/24 Report--

Recently, the Ministry of Industry and Information Technology has exposed a group of Haima 7X mass-produced models, the overall design of which is basically the same as that unveiled at the 2019 Guangzhou Auto Show. According to previous reports, the seahorse 7X will go on sale in June, and the new car uses the family's latest "ocean element" design language, offering 6-seat and 7-seat layouts to choose from.

The exaggerated appearance design is the biggest feature of the seahorse 7X. Judging from the appearance of the declaration chart, the most attractive thing about the new car is the front grille that occupies a large area of the front face. The front grille of multilateral shape and the grille under the black grid with sharp headlights make the front face quite aggressive. In terms of size, the length, width and height of the new car is 4815/1874/1720mm and the wheelbase is 2860mm.

In terms of power, the new car will provide two kinds of power equipment. Among them, the 1.5T engine codenamed HM474Q-T has a maximum power of 165hp, while the 1.6T engine codenamed HMA GA16-YF has a maximum power of 195hp, which is consistent with the previously exposed information.

Is there a market prospect for seahorse 7X? As far as the current MPV market is concerned, SAIC GM Wuling Hongguang occupies most of the market share, coupled with other traditional car companies to speed up the layout of the MPV market, such as Toyota Sena is about to be made, SAIC-Volkswagen Viloran is about to be listed, Buick GL8 optimized configuration, etc., it is difficult for Haima 7X to stand out among these models. Purely from the performance of the seahorse 7X, the appearance is in line with the personalized needs of consumers, but it is too abstract, and the configuration also tends to be mainstream, but if you want to impress consumers, you still have to rely on the final price. According to the current market situation, if it is higher than the 86800 price of SAIC Chase G50 to compete for mainstream models such as Geely Jiaji, it will undoubtedly lead to a dead end. Of course, in the context of the gradual loss of brand power, can the price-for-quantity strategy still work?

According to the plan of Haima Automobile, Haima will continue to invest heavily in new product development and technology upgrading in the next five years, and has formulated a market-oriented and implemented a new marketing strategy. In the second quarter of this year, Haima will launch three models, namely, the 2020 Haima 8s, Haima 7X and Haima 8P, covering the traditional fuel vehicles and hybrid models of SUV and MPV. The update iteration and launch of new cars can inject some vitality into the brands on the edge of the market, but in the context of increased competition for other mainstream products, Haima has been "willing but powerless".

Seahorse car in the history of China is also a little famous, the introduction of Mazda advanced technology to create 323, Fumilai and other classic models, laid a solid reputation for the brand image. However, in the context of the rapid rise of domestic brands, Haima, which has no technical strength, began to be abandoned by the market, and the continuous decline in performance and sales led to the company having to sell real estate and subsidiary assets. but also in this way to turn the performance in 2019 into profits.

In 2020, when the market continued to decline, Haima, which had no assets to sell, could not stop losing money. The first quarter financial report showed that the operating income of Haima Motor was about 442 million yuan, down 37.85% from the same period last year. The net profit loss belonging to shareholders of listed companies was 99.1864 million yuan, compared with a net loss of 43.98 million yuan in the same period last year. In terms of sales volume, the cumulative sales of Haima Motor from January to April was 3967, down 48.76% from the same period last year, and only SUV models were produced and sold.

In the light of the current problems encountered in the domestic automobile market and Haima, Jing Zhu, chairman of the Haima Group, submitted relevant proposals on plug-in hybrid vehicles at the national two sessions, and he suggested that the policy discrimination against plug-in vehicles should be abolished. in the double points policy, the right of road, the right to purchase, the government car procurement and other aspects, mixed cars and pure electric vehicles should be given the same treatment.

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