AutoBeta(AutoBeta.net)09/07 Report--

Recently, Haima issued an auto production and sales announcement in August 2020, showing that Haima sold 897 cars in August, down 42.5% from January to August compared with the same period last year, down 55.74% from January to August. It is worth mentioning that the above sales came from SUV and MPV models, with SUV sales down 42.17 per cent to 864 and MPV sales down 50 per cent to 33.

On August 23, the seahorse car heavyweight model 7X officially launched, the new car positioning compact class MPV, can be regarded as the successor of Fumilai F7, can also be regarded as the "successor" of Prima that year, the new car launched a total of three models, the official guiding price is 12.58-149800 yuan. In terms of power, the hippocampus 7X provides two power combinations of 1.5T+6AT and 1.6T+6AT, of which 1.6T has a maximum power of 195hp and a peak torque of 293N ·m.

Seahorse 7X shoulders the important task of sales of seahorse cars in the second half of the year and even for a long time in the future. Haima Motors has successful experience in the MPV market. It launched its first MPV model Prima as early as 2004, which is regarded as the leading car company in the domestic MPV market, and then launched Haima V70, Fumei F7 and other models, and also made certain achievements, but with the gradual expansion of the car and SUV market, the market demand for MPV is relatively limited.

At present, the domestic MPV market is mainly occupied by SAIC GM Wuling, the market below 100000 yuan is occupied by Wuling Hongguang, about 100000 yuan is occupied by Baojun 730,10-150000 yuan class performance is mainly GAC GM6 and SAIC Chase G50 and other models. From a brand point of view, the brand influence of the above car companies is much higher than that of Haima, which is not easy to get a piece of the MPV market. Judging from the data, a total of 33 seahorse 7Xs were sold in the last week of August, and sales are really not optimistic.

In addition to the Haima 7X, Haima also needs to boost sales of the Haima 8s, which was once known as the brand savior, but sales of the car after its launch are also very low. Not long ago, the seahorse 8S launched a replacement model, and whether it can improve its current sales dilemma remains to be tested by the market.

Seahorse Motor, which has been established for more than 30 years, is indeed at a critical juncture. After a loss of 994 million yuan in 2017, Haima continued to lose 1.637 billion yuan in 2018 and made a net profit of 85 million yuan in 2019, but the automobile business is still the biggest problem for its development.

At the end of August, Haima Motor announced that it achieved an operating income of 1.311 billion yuan and a net loss of 173 million yuan in the first half of 2020, deducting a net loss of 228 million yuan in non-recurrent profit and loss, including 44 million yuan in government subsidies. If the sales of the above two models are weak, how will Haima change its position as a further edge of the market?

Welcome to subscribe to the WeChat public account "Automotive Industry Focus" to get the first-hand insider information on the automotive industry and talk about things in the automotive circle. Welcome to break the news! WeChat ID autoWechat