AutoBeta(AutoBeta.net)12/21 Report--

The global auto market has been developing for more than 100 years, and we have witnessed the birth and entry of new brands, as well as the decline and disappearance of old brands, which happens every year, especially at a time when new energy has become a development track. To that end, Automotive Industry concern counted the brands that announced their delisting in 2022. Of course, the reasons for different brands are also different.

1. Guangzhou Automobile Acura

On April 8th, Guangzhou Automobile Honda and Guangzhou Automobile Acura announced in a notice on their website that Guangzhou Automobile Honda will no longer produce and sell existing products of Guangzhou Automobile Acura brand from 2023, and relevant channels of Guangzhou Automobile Honda will continue to provide honorable services to Guangzhou Automobile Acura owners and always protect the rights and interests of car owners. This also means that Acura (Acura) will officially withdraw from the Chinese market from 2023.

As one of the luxury car brands, it is not too late for Acura to enter the Chinese market. Acura is a high-end brand launched by Honda for the North American market. Once launched in bian2006 year, Acura announced its entry into the Chinese market. This is the first time that Acura has entered the market outside North America in its 20-year history. Acura's first two models introduced to China are RL and TL, but both models offer only one configuration, with guidance prices of 680000 yuan and 430000 yuan, respectively.

Acura officially entered the public eye in 2009 when Acura invited superstar Andy Lau to endorse it. Since then, Acura has introduced ILX, TLX, RLX, ZDX, RDX, NSX and other models into China, but until 2015, its annual sales did not break through the bottleneck of 5000 vehicles.

In order to curry favor with Chinese consumers, Guangzhou Auto Honda set up the second business of Guangzhou Auto Honda in 2016, which is responsible for selling Acura domestic and imported models. In July of the same year, Guangzhou Auto Acura's first domestic SUV CDX was officially listed with a guide price of 22.98-309800 yuan. Facts have proved that domestic production has indeed contributed to the increase in sales, with Acura selling 16300 vehicles in China in 2017, setting a peak since Acura entered China. However, the problem of Acura still lies in its low brand awareness and slow product update, which have not been solved for a long time, resulting in unpopular sales after the localization of Acura. Acura sold a total of 5762 new cars in China in 2021, down 48.6 percent from a year earlier, including 2810 CDX and 2952 RDX, compared with 157400 in the United States in the same period, according to Acura.

In November, Acura sold only 2007 vehicles in China, down 67.15% from a year earlier. After running out of inventory, Acura will have a hard time meeting Chinese consumers. Some people say that it does not rule out that Acura is sold in China by way of import, but this is the road that Acura has taken. It has not been a big hit in the Chinese market for 16 years. Who will buy a high-priced Acura in the future?

2. Guangzhou Auto Fick Jeep

Shareholders of Guangzhou Auto Fick, GAC GROUP and Stellantis have approved a resolution authorizing Stellantis to file for bankruptcy at a loss, according to a notice on its website. This means that the joint venture, established in 2012, will officially end its development in the Chinese market.

Guangzhou Auto Fiat Automobile Co., Ltd. was officially established in March 2010, the first introduction is the Fiat brand, domestic models including Feixiang, Zhiyue, Fiyue and so on. In 2014, Fiat merged with Chrysler, and the Jeep brand began to be localized in 2015, with domestic models such as Free Light, Liberty Man, Compass and Big Commander, and became popular with the slogan "not all SUV is called Jepp".

The localization of the Jeep brand made Guangzhou Auto Fick usher in a brief highlight. Guangzhou Auto Fick sold 179900 vehicles in 2016, up 23.57% from the same period last year to 222300 vehicles in 2017, the highest since its inception. However, the Fiat brand announced its withdrawal from China in 2018 because of poor sales, leaving Guangzhou Auto Fick with only the Jeep brand to develop independently, just as the Jeep brand was named by the "315th Party" because of the problem of "burning engine oil". Since then, Guangzhou Auto Fick began to decline, with sales falling for four consecutive years. From 2018 to 2021, Guangzhou Auto Fick's sales were 125200, 73900, 40500 and 20100 respectively. After entering 2022, GAC Fick has been shut down, multi-month production and sales directly for "0" or'- ".

"not all SUV are called Jeep", this once popular slogan has lost its voice in the market. Unlike Acura, the Jeep brand will be sold domestically as an import in the future. This also means that Chinese consumers can still buy purer Jeep models, but superimposed tariffs, transportation and other problems indicate that Jeep-branded models will be very expensive, destined to be niche brands and difficult to get seats. Of course, this is Jeep's helpless move, but also the last decency of the Stellantis Group.

3. Beijing Baowo

On November 29, Beijing Baowo Automobile Co., Ltd. was ruled bankrupt by the Beijing No. 1 Intermediate people's Court. At this point, the "German" car company, which calls itself "German BBBA" and "German four brothers", is dying again.

Why do you say "again"? Because Beijing Baowo is originally a brand that was dug up in the "graveyard", packaged and reinvented. According to the data, the Bowo brand was founded in 1919 and has a history of 100 years. At its peak, it was the third largest German carmaker, but in 1961, Bowo was declared bankrupt because of the German economic recession after World War II and its own poor management. In 2015, in order to develop the passenger vehicle business, Chinese commercial vehicle brand Foton Motor spent 5 million euros to acquire and revive the Bowo brand, hoping to enter the passenger car market with the help of Bowo's German genes, and shouted the slogan "German brothers with the same door", known as "BBBA", on a par with Mercedes-Benz, BMW and Audi.

In the second year after the resurrection, Bowo launched its first mass-produced model, the Bowo BX7, and the Bowo BX5 in 2017. However, because Futian Motor only had brand equity when it acquired Bowo, and hard power such as technology and research and development still remained in the last century, Bowo models faced many problems, such as engine noise, high fuel consumption, gearbox failure and so on. Consumers supported by real money soon found that they called themselves "German brothers" but did not have the quality of luxury cars, and Baowo's sales and reputation crashed. Sales fell to 27000 in 2018.

In 2019, the lossmaking Futian Motor had no choice but to sell Bowo, which was taken over by Lu Zhengyao's Department of China. Bowo's sales improved for a short period of time, with sales of 54500 vehicles for the whole of 2019. But this was acquired by the Shenzhou Department of China through the inversion of the left hand and the right hand. Bowo's dilemma has not actually been solved. In 2020, with Lu Zhengyao's Luckin Coffee thunderstorm, the Department of China suffered a financial crisis, Baowo also fell into a desperate situation, with annual sales of only 8703 vehicles. Since then, Baowo assets were seized, the whole store stopped selling the news out. In the end, Bowo fell in the winter of 2022.

The collapse of these three car companies does not have much in common. Acura, which is a brand born for the North American market, like Infiniti, failed to make too big waves in the market either in the initial stage of introduction or after localization. Guangzhou Auto Fick, after localization, has lost the original flavor of Jeep, and in the intelligent, electric, high-end market demand, Guangzhou Auto Fick is still in place to keep the so-called "feelings" constant internal friction, missing a good opportunity. Beijing Baowo, compared with the above two car companies, this is a brand without technical support, the success of the brand is expected to shout slogans, and will eventually be eliminated from the market.

Of course, in addition to the above brands, there are many car companies in a very worrying situation, such as GAC-Mitsubishi, Infiniti, Skoda, Kia and so on. Nowadays, the automobile market is becoming more and more open, and the competition is becoming more and more fierce. if we are not careful, we may face a cruel exit. The experience of the above three car companies has also sounded the alarm for the whole automobile market.

Welcome to subscribe to the WeChat public account "Automotive Industry Focus" to get the first-hand insider information on the automotive industry and talk about things in the automotive circle. Welcome to break the news! WeChat ID autoWechat