AutoBeta(AutoBeta.net)06/29 Report--

According to the national enterprise credit information publicity system, industrial and commercial changes have taken place in Dongfeng Yulong Automobile Co., Ltd., shareholders Dongfeng Automobile Group Co., Ltd., Yulong Continental Investment Co., Ltd. have withdrawn. Hangzhou Dajiangdong State-owned Capital Investment Management Co., Ltd. has become a wholly-owned shareholder.

Data show that Dongfeng Yulong Automobile Co., Ltd. (hereinafter referred to as "Dongfeng Yulong") was established in October 2010. it is a joint venture between Dongfeng Automobile Group Co., Ltd. (hereinafter referred to as "Dongfeng Automobile") and Yulong Continental Investment Co., Ltd. (hereinafter referred to as "Yulong Investment") with a ratio of 50:50 shares, mainly producing its own brand "Na Zhijie" products.

In March 2013, Dongfeng Motor and Yulong (China) Automobile Investment Co., Ltd. (hereinafter referred to as "Yulong China") formed a joint venture Dongfeng Yulong Automobile sales Company (hereinafter referred to as "Yulong sales Company") with a share ratio of 50:50. Responsible for the sale of Nazhijie cars produced by Dongfeng Yulong. However, during the ten-year take-off of the auto market in mainland China, Na Zhijie has never delivered the desired results.

In 2015, Dongfeng Yulong sold 60300 new cars in the whole year, which was the peak moment of Nazhijie brand in China. Dongfeng Yulong sales began to decline since 2016, and even inviting Jay Chou to endorse it failed to reverse the decline. In 2018, Dongfeng Yulong fell to less than 10,000 vehicles, selling only 9231 vehicles for the whole year. In 2019, Dongfeng Yulong sold only 1640 vehicles, Dongfeng Yulong Hangzhou production base has been in a state of production standstill, most of the national sales outlets have also withdrawn from the network. In 2020, with the full outbreak of the epidemic, Dongfeng Yulong has almost no sense of existence. In November of the same year, Yulong sales Company went bankrupt.

In a short period of ten years, Dongfeng Yulong has come to an end, which is inseparable from its market positioning and product quality.

In September 2011, Dongfeng Yulong launched its first product, the Nazhijie 7 SUV, with 2.0T and 2.2T engines and a price range of 18.8-268000 yuan. At that time, when the domestic SUV market was growing in a dividend period, Nazhijie's big 7 sales were considerable, and 31100 vehicles were sold in 2012, making it one of the best-selling models of the year.

Later, Dongfeng Yulong began to lay out MPV and cars, and even invited Jay Chou to endorse its products. At that time, Dongfeng Yulong really had unlimited scenery, but after two years of popularity, Dongfeng Yulong fell into a situation where sales and word-of-mouth both fell, because Na Zhijie began to have various problems after using the car for a short time, and the high maintenance cost made car owners want to cry without tears. In addition, the fuel consumption of Na Zhijie is also very high. "CNPC Sinopec strategic partner"-this is the most classic joke that netizens make fun of Na Zhijie, and it has unwittingly become the label of Na Zhijie car.

Today, Nazhijie's official website shows a total of eight models, namely URX, U5 EV, U5 SUV, Quanxin You6, Rui3, Quanxinna 5, You6 SUV and Xinda 7 MPV, but all of them are actually out of sale.

In mid-2022, Dongfeng Yulong Automobile Co., Ltd. issued the Investment Promotion notice of Dongfeng Yulong Automobile Co., Ltd., which is mainly aimed at the effective integration of existing assets and the sustainable development of the enterprise. According to media reports, the announcement puts forward seven basic requirements for prospective investors, among which it is clear that "investment projects focus on the research and development and sales of new energy vehicles" and that "two or more investors can jointly participate in the investment, but at least one investor must meet the above conditions."

In view of this, Dongfeng Yulong will focus on the new energy vehicle business after the restructuring is completed, and the entry of Hangzhou State assets Bureau may be the first step, but can the Na Zhijie brand take this opportunity to usher in a "new life"? Maybe it's still an unknown.

The domestic car market reshuffle is accelerating, and the life of weak joint ventures is becoming more and more difficult. Dongfeng Renault was the first to close the door, and now it's Dongfeng Yulong's turn. In the future, those car companies that do not want to make progress, there is no long-term layout of new products, and there is no guarantee of product quality, will be eliminated by the market, it is only a matter of time.

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