AutoBeta(AutoBeta.net)04/24 Report--

The most popular thing at the Shanghai auto show was that the dealers of Quan Zhi Automobile collectively went to the platform to protect their rights. All the Quan Zhi dealers wore a T-shirt emblazoned with Baoneng Guanzhi's deceptive operation and "harmed the dealers and returned my hard-earned money." this has only been four months since the last incident in which Quan Zhi dealers collectively defended their rights.

At the end of last year, at the end of last year, 40 Guanzhi dealers across the country said that there were six main points: 1, manufacturers' low-price direct sales did not return interest 2, did not punish the behavior of cross-district sales, 3, promised to add new models every year 4, only to give dealers auto show fees 5, performance assessment requirements are unreasonable 6, there are no rebates to dealers, and so on.

First, it recorded losses year after year, and Baoneng became the savior after it was incorporated into it.

Guanzhi Motor has recorded losses year after year since its establishment, but there has never been a rights incident like this one. Before Baoneng took over, Guanzhi was jointly owned by the Israeli Group and Chery Automobile. The last capital injection was in March of 17 years, and the amount of capital injection was 770 million RMB. At that time, the Israelis who injected capital were optimistic that Qoros was relying on Chery's technology and new energy models at that time. Just in 18 years, Israeli shareholders released figures for the first three quarters of Qoros, which showed that it sold 11400 vehicles in the first quarter, 19200 in the second quarter and 17500 in the third quarter, all of which were higher than the total annual sales in the previous 17 years. Qoros's sales reached 61000 in January-November last year. In 2018 last year, it was a cold winter for the automobile industry. What is the reason why Bao Neng has been able to rise against the market like chicken blood?

Second, sales figures do not represent profits

After Quan was taken over by Baoneng, Baoneng boosted sales through internal digestion. Qianhai car Leasing, also owned by Baoneng, only purchased 15000 vehicles for the sharing business through an agreement in 2017, when Qoros CEO Li Feng announced that sales of Qoros in 2018 had reached 95000.

According to the data released by Israel shares, the leasing business purchased only 48000 vehicles in the first three quarters of 2018, but the profit of a single unit of the purchasing business is lower than the income of consumers buying a single unit, so Guanzhi is still in a state of loss. As a result, the loss in 2018 has reached 1.362 billion, which is the ninth year of loss. So the problem of loss has been bothering Guanzhi.

Third, the backlog of inventory makes dealers dissatisfied.

Together with the official wholesale volume of only 60, 000 vehicles, CEO verbally sold 95000 vehicles, while the listed insurance figure was 38000, which means that 28000 of the dealers' inventory has not been digested, while most of the sales have not been delivered to consumers. This means that dealers need to digest the rest of the inventory on their own. Therefore, it can be concluded that the actual sales of Guanzhi is basically a show of its own, leading to a vicious circle. No wonder the dealers at the Shanghai Auto Show showed such activist behavior on the booth.

At the time of its founding, Qoros always boasted an international team and process technology close to international top products such as BBA, the international luxury brand, and in terms of design, it first hired the former design director of BMW mini, as well as a group of managers who had served as GM and Ford, to take up the leadership of the company, but in the end, it failed to get out of the predicament, for a big reason: the imperfect layout of a brand. Since its inception, Guanzhi has only two models. Second, the market positioning is not clear. When Chery was founded, Guanzhi was positioned as a luxury brand, from brand craftsmanship to mechanical quality as a second-and third-tier luxury brand, but the overlap of sales prices makes people feel that it is only an emerging domestic brand. Third, no efforts have been made to promote the brand, which leads to the present situation.

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