AutoBeta(AutoBeta.net)07/11 Report--

According to a report by the Financial Union today, Evergrande Property held an internal meeting in the morning. It is understood that the meeting was about the distribution of Hengchi 5 sales assessment tasks. The specific assessment tasks were subdivided into each project by each major region, and the specific sales assessment indicators would be determined according to the number of owners in the community.

In this regard, some netizens said: Evergrande's own community charging pile is completed, parking space to give some discount, or very easy, after all, the owner volume is there. Some netizens said: live in Evergrande community, property has begun to send friends circle to promote this car.

It should be noted that Hengchi 5 has carried out "internal appraisal of owners" in many places earlier, and some urban Evergrande residential areas and commercial streets of Evergrande Plaza have hung signs such as "Hengchi Sales Center" and "Hengchi Exhibition Experience Center". There is also news that interested customers can make an appointment to register first, only customers who make an appointment to register in advance can experience the test drive first, and the test drive time is about the last week. In February this year, a picture of Evergrande Group's internal "Mobilization Meeting for Fully Launching Hengchi Key Marketing Work" was exposed. According to the picture, the participants were the leaders of regional property management, leading groups and property service centers. In addition to internal personnel participating in the marketing of Hengchi 5, it also held a national marketing campaign "Recommended Car Purchase Win Commission" on Hengchi Automobile APP, which included submitting the information of users with car purchase intention to Hengchi Automobile during the activity period, and obtaining recommendation reward after the user completed the small order and paid the deposit.

In addition, Evergrande Automobile also established Hengchi Guorui New Energy Automobile Sales (Beijing) Co., Ltd. in April to recruit relevant automobile sales consultants. On April 30, Hengchi released a message related to "Authorized Agent Recruitment" to recruit in 18 cities across the country. At the same time, it also announced its order-based sales, light asset operation, small and refined exhibition hall, located in the automobile business circle, unified retail price, to ensure sales profit sales model.

From this series of marketing promotion operations for Hengchi 5, it is not difficult to see Evergrande's determination to prepare water for the first battle. In recent years, Evergrande has experienced crises such as stock suspension, debt default and vehicle stagnation. However, against the background of huge debts, Evergrande Group still adheres to the "dream of building cars", seeks more possibilities for mass production of Evergrande cars by selling its assets, and even "protects cars and abandons houses", and formulates the industrial plan of "realizing the industrial transformation from real estate to new energy vehicles in the next 10 years, forming new energy vehicles as the main part and real estate as the supplement". In other words, Evergrande Group has no choice but to transform from real estate to new energy vehicles. The success of Evergrande Automobile has also become the key to Evergrande Group's turnaround. Only the success of Evergrande Automobile can save Evergrande from water and fire. As the first mass production car of Evergrande Automobile, Hengchi 5 assumes the role of "Savior".

It is understood that Hengchi 5 opened pre-sale on July 6, luxury version pre-sale 179,000 yuan. Delivery began in October this year and the first 10,000 vehicles were delivered in the first quarter of 2023. Liu Yongzhuo, president of Evergrande Automobile, attended the on-site press conference and said that the price was full of sincerity and was the best pure electric SUV within 300,000 yuan.

For the pre-sale of Hengchi 5, Evergrande Automobile also showed full sincerity and issued a series of rights and interests, such as: The first 10,000 car buyers who have paid the small order can pay the car price at the time of delivery. At the same time, they can enjoy the refund of returning the car within 15 days after picking up the car, 60% discount for repurchase within three years after picking up the car, 15,000 yuan for large order, free H-Pilot intelligent driving assistance package, lifetime free warranty for the whole vehicle, lifetime free basic maintenance, free charging pile, 5 years free flow, lifetime free 24-hour road rescue/trailer/repair and other services.

It is also very important whether Hengchi 5 can be recognized by the market. However, according to the current situation of Hengchi 5, it is not easy to get recognition from the market. After all, Hengchi 5 has no brand advantage compared with other brands, and the debt crisis of parent company Evergrande Group has seriously affected its reputation. Moreover, as far as the product strength of Hengchi 5 is concerned, it is not very competitive in the face of other mature products. At present, the situation is not optimistic whether Hengchi 5 can play a hematopoietic function to relieve Evergrande's debt pressure. Mining potential users from owners, although this is a shortcut for Evergrande to quickly obtain orders. However, some insiders pointed out that it is unreasonable for Hengchi Automobile to regard Evergrande owners as the first batch of target users. After all, if the owner wants to buy a car, he may give priority to the model and brand just needed. Hengchi Automobile is less likely to win the favor of Evergrande owners.

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