AutoBeta(AutoBeta.net)11/16 Report--

Taiwan's "Industrial and Commercial Times" reported that the withdrawal of Yulong's own brand Na Zhijie from the mainland market is a foregone conclusion, and the related business on the other side has entered the final stage. Dongfeng Yulong Automobile sales Company (Dongyu sales), which was originally responsible for selling the Nazhijie brand, was confirmed by the local court to have a reason for bankruptcy and went into bankruptcy liquidation proceedings.

Yulong said that Dongyu sales due to insolvent, after the creditors applied to the Hangzhou Intermediate people's Court in Zhejiang Province for bankruptcy liquidation, the court made an acceptance ruling after hearing.

Dongfeng Yulong Automobile Co., Ltd. (Dongyu Manufacturing) was established in December 2010 as a joint venture between Dongfeng Motor Company and Taiwan Yulong Group, each holding 50% of the company. it is the first automobile manufacturing enterprise on both sides of the Taiwan Strait to be positioned as a Greater China independent brand and integrates vehicle research and development, production and sales, mainly producing products of Yulong's own brand "Na Zhijie". The company is located in Linjiang Industrial Park, the automobile industry development base of Hangzhou, and is located in Xiaoshan District, Hangzhou City.

In 2013, Dongfeng Motor and Yulong Motor once again formed a joint venture with a share ratio of 50:50 to form Dongfeng Yulong sales Company, which is responsible for selling Na Zhijie automobile products produced by Dongfeng Yulong.

Yulong also pointed out that Dongyu sales had no real operation in 2018, and the current after-sales business of the mainland Na Zhijie brand would not be affected; after Dongyu sales Company entered the bankruptcy proceedings, Yulong Motor would assist in handling relevant matters with the court in accordance with the law.

On November 14, Dongfeng Motor related sources confirmed to the media the news that Dongyu sales had entered bankruptcy liquidation. As for Dongyu Manufacturing, he said that Dongyu Manufacturing has a manufacturing base, production qualifications, land and many other assets, how to dispose of these assets is still inconclusive.

According to the Industrial and Commercial Times, Yulong spokesman Luo Wenyi said that since last year, Yulong Group has gradually started the preparatory work for the pragmatic transformation of its own brand, including the impairment of related assets and creditor's rights. the liquidation of Dongyu sales will not have an impact on Yulong's operation and cash flow. It is understood that as the automobile business of Yulong Group has entered a pragmatic transformation, it is a foregone conclusion that Na Zhijie will withdraw from the mainland market, and the related business of the Yulong Zhijie brand on the other side has also entered the final stage, including Dongyu sales and Dongyu manufacturing in the mainland. how to transform, how to deal with debts, Yulong are actively negotiating with shareholders on the other side.

This also means that Dongfeng Yulong, which has been established for 10 years, may come to an end with the progress of related matters, and Nazhijie Motor is coming to an end in the mainland market.

In 2011, Dongfeng Yulong launched its first model, the Nazhijie 7 SUV, and soon reached the peak of its development. Dongfeng Yulong made a profit in 2012. In 2015, Dongfeng Yulong Na Zhijie reached its peak annual sales of 60,000 units.

Subsequently, Dongfeng Yulong successively launched big 7 MPV, Quan Xinrui 3 and other models to make up the product line, but under the problems of product quality and user reputation, Dongfeng Yulong sales also declined one after another. Dongfeng Yulong sold just over 40, 000 vehicles in 2016, falling to just 7056 in 2018 and 1947 in 2019.

In December 2019, Dongfeng Yulong launched a medium-sized SUV--URX in an attempt to save the company. The car sells for 14.36-155600 yuan, with a 1.8T engine and an Ericsson 6-speed manual gearbox. The launch of the new car failed to save the company's sales difficulties, and because it did not meet the national six emission standards, the car could no longer be sold.

At present, Dongfeng Yulong is at a standstill in production. In the first nine months of this year, Dongfeng Yulong's production and sales volume were 22 and 77 respectively.

It is believed that Na Zhijie's car was destroyed by "fuel consumption", which is a brand overwhelmed by quality and word of mouth. Today, jokes related to Na Zhijie are also widely circulated on the Internet, "CNPC Sinopec Strategic Partnership"-- this is the most classic joke that netizens make fun of Na Zhijie, and this joke has unwittingly become the label of Na Zhijie. Even Sinopec's official Weibo once teased Na Zhijie.

In the used car industry, Na Zhijie's jokes are also widespread. Some netizens even think that Na Zhijie is a brand that lives in jokes. Some people in the industry said, "although the vast majority of people know that it is a parody, the vortex scene has indeed taken root in the hearts of the people. It is no longer a matter of car replacement that Na Zhijie wants to change this habitual thinking, but needs to wait for people to change."

In this way, it may be a matter of time before Nazhijie withdraws from the mainland market, and what impresses consumers most about this brand is not only sighing, but also jokes.

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