AutoBeta(AutoBeta.net)05/09 Report--

On May 7, Shandong Automobile Circulation Association issued a document entitled "consumption warning of Guanzhi Brand cars". According to the contents of the document, the consumption rights protection workstation of Shandong Automobile Circulation Association received a number of complaints about after-sale maintenance of Guanzhi car owners in Jinan. According to the investigation of the association, four Baoneng Guanzhi auto stores in Jinan have been closed and the factory's service phone has been cancelled. For this reason, the consumer rights workstation of Shandong Automobile Circulation Association mailed an inquiry letter to "2088 Baoan North Road, Luohu District, Shenzhen", where the headquarters of Baoneng Group, which belongs to the Guanzhi brand, was returned because the letter was empty. According to the multi-understanding of the Association, Baoneng Motor currently has serious business problems, and so far there is no response, resulting in the legitimate consumer rights and interests of Guanzhi brand owners can not be protected and seriously damaged. For this reason, Shandong Automobile Circulation Association put the Baoneng Guanzhi automobile brand on the consumption blacklist and issued a consumer warning to the vast number of consumers in the province: be careful to buy Baoneng Guanzhi brand cars.

Data show that Guanzhi Automobile was founded in 2007, the legal representative is he Hua, with a registered capital of about 16.925 billion yuan. As an early independent brand with high-end positioning in China, the starting point of Qoros is not low, but its development in China is not smooth. In 2013, Qoros officially unveiled its first production model, the Guanzhi 3 sedan, which is targeted at the compact sedan market, and officials said the Qoros brand will target mainstream joint ventures such as Volkswagen and Toyota. From 2014 to 2016, Quan Zhi launched Quan Zhi 35 door version, Guanzhi 3 Urban SUV, Quan Zhi 5SUV and Guanzhi 3 GT4 models, of which Guanzhi 35 door version went on sale at the end of June 2014; Guanzhi 3 Urban SUV went on sale in December 2014, Quan Zhi's first medium-sized SUV model, Quan Zhi 5SUV, went on sale on March 2, 2016, and Guanzhi 3 GT went on sale in November 2016.

Judging from the timing of the product release, the speed of Qoros's product launch is not slow, but during the period when Chery controlled Qoros, its development was not smooth, sales remained depressed, performance continued to lose money, and members of the original management team also left one after another. In October 2017, he Goth, vice president of Qoros Automobile, officially resigned, which led to the gradual disintegration of the once proud "international team". According to the financial data released by Qoros, it lost 2.2 billion yuan in 2014, 2.5 billion yuan in 2015 and 1.9 billion yuan in 2016.

In December 2017, Guanzhi Automobile released, Baoneng Group strategic investment Guanzhi Automobile has become a major shareholder, forming Baoneng, Chery Automobile, Quantum shareholders holding. At the beginning of 2018, Baoneng Group acquired a 51% stake in Guanzhi for 6.63 billion yuan, officially becoming the controlling shareholder of Guanzhi Automobile. In January 2019, Baoneng again bought a 12 per cent stake in Quantum for 1.56 billion yuan, increasing Baoneng's stake in Quan to 63 per cent.

After Baoneng Group took over Qoros, Qoros ushered in a brief "dawn". Its sales volume in 2018 was 63000, an increase of 320% over the same period last year. The main source of sales is that Baoneng won an order of 95000 units for Qoros through its associated car rental company, which means that the increase in Qoros sales is not from the end market, but is purchased by Baoneng's linked cloud car rental platform. Sales of Qoros have also declined year after year. Yao Zhenhua, chairman of Baoneng Group, announced at the Qoros Automobile Dealer Conference in March 2018 that he would invest 10 billion yuan in new car research and development each year for five consecutive years starting from 2018, and is expected to launch 26 new models by 2022. However, over the past few years, this promise made by Baoneng Group to Guanzhi has failed to reverse Quan Zhi's predicament.

According to the data, Qoros sales fell to 22700 in 2019 and again to 13100 in 2020. By 2021, under the influence of many factors, such as internal staff turnover, protection of rights of external suppliers and dealers, and sales failure, its sales have halved again, with sales of only 5200 vehicles in 2021, including zero in July and less than 100 in October and December. And Baoneng, the "big financier" of Guanzhi Motor, is also difficult to protect itself. since 2021, there has been an endless stream of information about Baoneng "layoffs", "social security for severed employees", "shop closure" and so on. At the beginning of 2021, it was revealed that Baoneng was in deep financial problems. Due to financial problems, Baoneng's manufacturing bases in Kunshan, Jiangsu Province and Kunming, Yunnan Province were suspended. In addition, media reported that the Baoneng Automobile sector cut about 8400 people from about 23000 a year ago. Both the group and direct-run stores are "hardest hit" for layoffs, with the proportion of layoffs exceeding 65%, and those who remain have not received wages and owed social security for several months.

Although Quan Zhi Automobile is an early independent brand with high-end positioning in China, it is also expected that it has come to the current stage. In September 2020, Qoros launched the Quan Zhi 7 model, and the new car has been improved in appearance, interior and power to varying degrees. It is regarded as the key model of Quan Zhi's "back battle", but the final market sales are also very average. In addition, Qoros has issued a "five-car continuous launch" product strategic plan, including a new A+ class sedan, two add-on electric models and two annual SUV models of Qoros 5S and Guanzhi 7, but ultimately failed to meet the needs of the market. Cui Dongshu, secretary general of the Federation of passengers, pointed out in an interview with the media earlier that "it is not effective to promote new automobile products, and the aging and out-of-date mode of products is the main reason why Guanzhi Automobile is abandoned by the market." poor management and lack of product innovation have doomed Guanzhi Motors not to go too far.

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