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To tell you the truth, Nazhijie's reputation is not worse than that of BBA. In the domestic automobile market, it is "well-known" for this brand. Of course, its fame does not come from its good sales or product power, but because its fuel consumption is ridiculed by consumers.

A few days ago, Oriental Yulong announced that the new Nazhijie model URX will be unveiled in Taiwan, China. The car will be built "based on the concept of panoramic development" and provide car networking function, after which it will be introduced to the Chinese mainland market by Oriental Yulong.

The new car is not much different from other Nazhijie models, whether in appearance or interior, it is worth mentioning that the Nazhijie URX cancelled the dashboard design, and some netizens joked that "without the dashboard, you can finally drive well, and you don't have to worry about fuel consumption."

Of course, to make fun of, the new car still has to be sold. According to Nazhijie's official website, there are currently two dealerships in Beijing, one of which is in charge of new car sales. However, some media visited and learned that the store had been changed into a GAC-Mitsubishi 4S store. The staff in the store said that due to the poor sales of Na Zhijie, it had no choice but to change it into a GAC-Mitsubishi brand, but at present, the store can still carry out after-sales and maintenance work for Na Zhijie. The staff also said that there are no more dealerships in Beijing.

It is understood that in May 2008, Dongfeng Group and Yulong Group established a subsidiary Na Zhijie Brand, and its parent company is one of the best automobile enterprises on both sides of the Taiwan Strait, so it has great hope for this brand.

In 2010, Yulong Group and Dongfeng Group established a joint venture with Dongfeng Yulong Co., Ltd. after the establishment of the joint venture, the first model, the Nazhijie 7 SUV, was officially launched on September 30th, 2011.

Sales of the Nazhijie Big 7 rose at the beginning of the market, with sales of more than 30,000 vehicles in 2013 and 60,000 in 2015, ushering in the peak of Nazhijie.

Unfortunately, Nazhijie did not spend much energy to improve its products, and its competitiveness and reputation gradually exhausted. Due to the stagnant level of research and development, product strategic positioning and other problems, user reputation collapsed and sales fell sharply. However, sales of Nazhijie fell off a cliff to 17600 in 2017, 6768 in 2018 and less than 1,000 in the first eight months of 2019.

It is worth mentioning that in the face of declining sales, Na Zhijie has also taken measures to save himself. In 2017, Yulong Group invested heavily to set up "Na Zhijie Automobile sales Co., Ltd." in China, which is responsible for the development and sales of Na Zhijie in the mainland.

In 2018, Oriental Yulong said it will make a push in the new energy vehicle market in the future. It plans to launch pure electric vehicles in 2018, gas-electric hybrid and plug-in hybrid models in 2019, and fully deploy new energy in 2020.

The ideal is very plump, but the reality is very bony! At the 2018 Guangzhou Auto Show, Nazhijie launched the Nazhijie U5 EV, which is scheduled to go on sale by the end of 2018, but until now, the launch date and price are unknown.

While the progress of the new energy model plan is in doubt, Na Zhijie wants to reverse the current dilemma by re-launching efforts on fuel models. The Nazhijie URX is one of its fuel vehicles, but it is not known whether the car meets the sixth national emission standards.

Industry insiders said that in the increasingly competitive auto market, it is not easy for Na Zhijie to regain consumer recognition with a brand new model. Moreover, Dongfeng Yulong is also facing the challenge of shrinking channels, if this most basic problem is not solved, it will be doubtful whether Nazhijie URX can meet consumers smoothly in the future.

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