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With the rapid development of new energy car-making industry, a large number of new force automobile enterprises emerge. With the cold market, the industry encounters reshuffle ahead of time, and some new car-making brands face the fate of being eliminated. Today, only a few brands have emerged and gained market space, and some are still struggling.

Today, Sina Auto Weibo and several auto self-media released a PPT picture of Aichi Auto executives carrying goods and all-staff marketing plan. It is said that Aichi Auto implements annual assessment and requires senior executives to collectively carry goods and sell cars. 50% salary will be delayed before the annual index is completed.

According to the internal chart exposed, the self-owned automobile enterprise Aichi Automobile will implement the "senior management with goods" and "all-staff marketing" schemes from now on, and employees at all levels will have the number of annual assessment indicators in 2020, including self-purchase or recommended purchase.

Specifically speaking, the figure reveals that the annual senior management index of Aichi Automobile Management Committee members is 8 sets, the annual index of L1-VP level is 5 sets, and the annual index of L2 director level is 3 sets. Before completing the annual target, the salary of the above-mentioned senior management personnel will be delayed by 50%. If the target of the current year is completed before the end of the year, all delayed salaries will be reissued and the normal monthly salary payment standard will be restored.

The annual appraisal index of employees at L4 and L3 levels of Aichi Automobile is 1 set, and the completion of employees will be taken as an important basis for annual performance appraisal.

Sina Auto official authentication micro bo revealed that it asked relevant people to verify the authenticity of the picture, and got a confirmed reply.

It is worth noting that the chart does not disclose what further measures will be taken if executives fail to complete the appraisal indicators at the end of the year. After all, for this new force car enterprise, how to sell the car is a big difficulty that needs to be solved at present. From January to August this year, the cumulative sales volume of Aichi Automobile was only 927 units, with an average monthly sales of only about 116 units, according to the Federation. However, L1-VP executives and members of the management committee bear 5-8 task indicators respectively, and the pressure they face is obvious.

For ordinary employees at L4 and L3 levels, the annual assessment index is 1 set, and they can choose to purchase or recommend others to purchase to complete the assessment. But judging from the price of vehicles, it may be difficult for ordinary employees to afford them. At present, the price range of 2021 Aichi U5 after subsidy is 1669 - 249,900 yuan, and NEDC mileage is 405km, 503km and 600km respectively. This price belongs to the positioning of middle and high-end products among independent brand products.

Some personage inside course of study thinks, love Chi car has hundreds of sales are government and enterprise purchase, real individual consumer is very few, this time all carry goods to sell car does not rule out is back water war. Another industry insider said that Aichi's all-in-one marketing plan was ultimately a drop in the bucket. The track was too crowded and wobbly to keep falling. It was too difficult.

Aichi Automobile is one of the new car manufacturers in China. Founded in February 2017, Fu Qiang is the former president and CEO of Volvo Car China Sales Co., Ltd. Data show that Aichi Automobile has completed five financing times successively, and has accumulated about 8 billion yuan. Aichi Automobile completed the factory construction with an annual output of 300,000 vehicles in Shangrao, Jiangxi Province, and acquired the production qualification by taking shares in Jiangling Holdings.

Compared with other new force car-making enterprises, Aichi Automobile entered the market later, and its first production model was launched at the end of December 2019. Subsequently, it encountered Xinguan pneumonia epidemic, which brought great obstacles to the product and marketing promotion of Aichi Automobile. Brand awareness and product competitiveness are still the dilemma that Aichi Automobile urgently needs to solve. Continued dismal sales will only aggravate the enterprise crisis.

When the new power automobile circle is almost sucked away by Tesla, NIO, Ideal, Xiaopeng, Weima and other brands, the squeezed Aichi car is not optimistic by the outside world, but Fu Qiang said in an interview at the 2020 Chengdu Auto Show: Aichi has been ready to re-energize and will survive tenaciously.

For the sales target of 2020, Aichi has set a sales volume of 13000 vehicles, including 10000 domestic vehicles and 3000 overseas vehicles. As it is still in the capital consumption stage, Aichi revealed that the company needs financing to drive its business, and mass production delivery will give investors confidence.

With the change of subsidy policy and the retreat of the upsurge of new vehicle market, the capital environment has also changed greatly. Investors have become extremely cautious about the investment projects of new energy vehicles. Under the financing difficulties, the new vehicle enterprises are faced with the problem of survival. NIO, Xiaopeng and Weima solved the capital problem briefly after getting financing, while Baiteng, Bojun, Sailin, Ranger and Future Automobile stopped or closed down successively.

Transferring annual sales targets to executives and their own employees in this way is undoubtedly a temporary solution. However, Aichi Automobile, a newly built autonomous car company, may be "back to the water".

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