AutoBeta(AutoBeta.net)03/03 Report--

On the first day of construction after the Spring Festival, Gaohe rushed to the hot search location on Weibo.

According to several media reports, Gaohe recalled its internal assembly today and announced that it would stop production for six months from today. Insiders told the media that employees' salaries before February 18 will be paid as usual. Employees who stayed in Gaohe Motor before March 15 will only be paid basic salary, while after March 15, employees will only be paid basic salary in Shanghai.

It is worth noting that as early as the beginning of this month, it was reported that Gaohe Automobile held a full staff meeting, at which it was announced that the year-end bonus would be cancelled, and the salary of employees in January was postponed to the end of February. At the same time, officials said they would take corresponding self-rescue measures such as layoffs. Did not expect less than a month later, the news of the suspension of production, naturally triggered a hot discussion on the Internet.

In this regard, some netizens commented: this day has come, not all of a sudden. Another netizen said: it's a pity that the positioning was too radical at first.

In fact, it is not surprising that Gaohe announced the suspension of production. After all, since October last year, it has been reported that high-tech car layoffs, the proportion of layoffs as high as 20%, individual departments can lay off up to 50%. At that time, in response to the layoffs, Gaohe Automobile said: large-scale layoffs are false information, this is a normal personnel flow. Subsequently, in January this year, there was news that Gaohe had stopped work and stopped delivery, not delivering cars and so on.

For the rumor, Gaohe Automobile also quickly responded that: everything is normal in the operation of the company, and the work of research and development, production, marketing and delivery is advancing normally. The original platform has deleted the relevant posts and warned the posting members. The misinterpretation of the relevant information has caused serious damage to Gaohe's brand reputation and misled public opinion. The company has reported the case to the public security department. Please do not believe the rumor.

Although officials quickly refuted the rumors on several occasions, they still couldn't handle the problems. Last month, it was once again exposed in the market that Gaohe had withdrawn its stores in shopping malls in Chengdu and Guangzhou. From the announcement of the withdrawal, we can see that the withdrawal of Gaohe Automobile is very sudden, and the shopping mall has not received any advance notice.

In this regard, Gaohe Automobile still issued a statement saying that due to the adjustment of brand strategy, the Gaohe Brand Center in Guangzhou Gaode Land Winter Square was relocated, and the new site was located in the Gaohe user Center in Guangzhou Science City. Of course, from the announcements issued by the two shopping malls, it is not difficult to see that the high-tech car capital chain is tight.

As we all know, car building requires a steady stream of funds. Since its inception, its models do not have a strong sense of existence in the market. At present, Gaohe HiPhi X, Gaohe HiPhi Z and HiPhi Y are on sale. Among them, the price range of Gaohe HiPhi X is 5701.8 million, and the price of Gaohe HiPhi Z is 51-630000 yuan. HiPhi Y positioning pure electricity in the large-scale SUV, is the lowest price model under Gaohe Automobile, the price range is 339000 yuan-459000 yuan. Officials had high hopes for the model, hoping to reverse the sluggish sales. But unfortunately, after all, did not support the heavy burden of sales.

According to the data, the sales of HiPhi Y from September to December 2023 were 1444, 1000, 511,468 respectively. From January to November 2023, the cumulative sales of the three models of Gaohe Automobile were 4265.

Without the support of sales volume and the integration of external funds, no matter how much money is available, it will be impossible to maintain. From this point of view, it may not be difficult to understand why Gaohe announced a suspension of production for six months.

At present, with the rapid development of new energy vehicles, the market competition is becoming more and more fierce, a new round of knockout has begun. At this time, Gaohe announced a suspension of production for six months, although this can reduce some expenses to a certain extent. However, with reference to the car companies that have announced a shutdown in the past, almost none of them have recovered.

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