AutoBeta(AutoBeta.net)03/08 Report--

On March 7, the media revealed that the Nanning factory had been shut down for more than half a month, and the park was desolate, leaving only gatekeepers and unsold inventory cars. As for the reasons for the shutdown of the Nanning plant, it is reported that on the one hand, the factory does not need so many production lines for the time being, and on the other hand, the Nanning factory does not undertake to produce new models launched by Nanning this year.

In response to the news, Zhang Yong, co-founder of Naha Automobile and CEO, said in a Weibo message posted today: "the Nanning factory is the export base, of which there will be 50, 000 to 60, 000 sets of KD pieces for export this year." In addition, Zhang Yong also pointed out: "that article said that there are very cheap cars to deal with, the price is too strong, such a cheap car, please give me 10,000."

Nezhong Automobile, a brand owned by Hezhong New Energy Automobile Co., Ltd., was founded in 2014. it owns Nezhong U (RMB11.88-206800), Najiv V (RMB7.39-103800), Najie S (RMB15.48-224800) and Naga GT (RMB18.88-226800). It focuses on low-end models, and the price of its products is basically in the range of RMB7.39-220000.

Data show that at present, Naha Automobile is located in Tongxiang, Zhejiang, Yichun, Jiangxi and Nanning, Guangxi. Among them, Tongxiang factory is the first intelligent production base established by Naha Automobile, which was put into production in 2018. The factory covers an area of more than 400mu, with a total construction area of 96762 square meters, which mainly produces Nezhu V and Nahu U. Jiangxi Yichun factory covers an area of 747mu, with a total investment of about 3.2 billion yuan. It was put into production in January 2022 and is responsible for the production of Nahong S, Nahu U, Nahu V, with an annual production capacity of 100000 vehicles. Nanning production base is the result of strategic cooperation between Naha Automobile and Guangxi Nanning Municipal Government, covering an area of about 800mu, with a total investment of more than 3.5 billion yuan, and began construction in 2020.

Zhang Yong revealed in a Weibo post today that the construction of Tongxiang General Assembly Plant (not Tongxiang No.2 Factory) started in January 24, and is currently working overtime. The equipment is coming into operation this month and is expected to start production in May. The production capacity will reach more than 200000 units after it is put into production. The transformation and expansion of the production line will have a great impact on the vehicle output of 310 in 4 months.

In 2022, Naha Automobile is the top seller of the new car-building forces, with a total delivery of 152073 cars, becoming the dark horse of the new car-building forces. But 2023 is a different story, with figures showing that 127496 new cars were delivered in 2023, down 16.16 per cent from a year earlier, while its annual sales target is 250000, with a target completion rate of only 51 per cent.

For the decline in sales, Zhang Yong publicly conducted a series of summary and reflection review at the beginning of the year. Zhang Yong pointed out that there are five major problems in the operation of Naha Automobile in 2023, namely: there is no good connection between new and old production, and the rhythm is chaotic; the pricing of new products on the market is too high, and although the adjustment is in place in the second half of the year, the first opportunity is lost; the loss-making product line substantially reduces output; the way of communication is old and good things cannot be said; and the centralized management of marketing headquarters is weak. And make innovations in the new year, including: Zhang Yong personally serves concurrently as the general manager of the marketing company; do a good job in the listing of 5 SUV, Nezhan L and crossover EP41; adjust the existing product line and upgrade the channel; all stand up and take up the post again; after two years of development, overseas markets have the basis to accelerate progress in 2024; comprehensively improve marketing communication and user communication.

"in 2024, at least four global models will be brought to more countries and regions, and eight products will be sold simultaneously at home and abroad in 2025, marching toward the overseas sales target of 100000 vehicles in the coming year," he said. all over the world, it will accelerate the layout of overseas channels in the Middle East, South America, Western Europe and other regions or focus on domestic sales, covering five continents and 50 countries, with more than 500 overseas channels. " According to the latest news, Naha's first overseas factory in Thailand, the Thai Ecological Wisdom Factory, has been put into production and will soon enter the Mexican market, followed by the introduction of a number of flagship models to the market.

According to the plan, the global sales target of Naha in 2024 is 300000, of which 200000 are domestic and 100000 are overseas. The latest figures show that from January to February this year, Najia delivered a total of 16117 vehicles, of which only 6085 were delivered in February, down 39 per cent from the previous month. During the year, whether the car will go against the trend, "Automotive Industry concern" will also continue to pay attention.

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