How about Guanzhi?

A few days ago, it was reported that although the Qoros Changshu base is still there, it has actually been completely shut down. According to the latest data released by the Association, the output of Qoros Automobile in July was really zero, and the cumulative output from June to July this year was 1927 vehicles. Even if all the cars can't be sold, this production and sales volume is not enough to maintain a brand.

There are indications that Guanzhi, a high-end domestic brand that once ate crabs, seems to be in trouble again.

What happened to Guanzhi? What is Baoneng Automobile's attitude towards Qoros? Let the kung fu car show you around.

(1) Independent high-end pioneer, but touched the wrong stone.

Qoros is the forerunner of high-end impact of independent brands. In 2007, Chery and Israel Group jointly established Chery Quantum Automobile Co., Ltd., the predecessor of Qoros Automobile.

At that time, Chery was in full swing and owned five brands, namely QQ, Fengyun, Yun Qi, Son of the Orient and Tiggo. Although it hurts Chery to see this thinking that "having more children is easy to fight", at that time, Chery seemed unstoppable. Therefore, Chery wants to hit the high end and break the ceiling of its own brand.

As a "crab-eating" brand, Qoros doesn't have much experience to learn from. Chery and Israel Group have hired many top experts and executives in the industry, such as the design director of MINI, the assembly executive director of Saab and the marketing director of McCarthy. These well-known figures in the industry have successively joined the Qoros automobile team. At the same time, Qoros also recruited a large number of cross-border talents, such as its marketing director from Lenovo and its logistics director from Qian Kaijie.

It can be said that this kind of thinking of Guanzhi is quite advanced. It did not build its own team as slowly as traditional car companies did, but completed the team building efficiently. Its practice has a far-reaching impact on domestic car companies.

In 20 13, Guanzhi 3 was born. In the European E-NCAP crash test, the European five-star crash was easily obtained, which was also the first five-star won by China's own brand, and the total score was the first of all similar European models in that year. This achievement was not surpassed by Volvo V40 until several years later.

It uses 1.6L naturally aspirated and 1.6T turbocharged engine, which is as good as the joint venture model at that time. The car body engineering of Qoros was done by Saab bosses, and the chassis adjustment was done by BMW M-series engineers. The output is really amazing. Its control test indicators have not lost the BMW 3 Series long-axis version at that time, and even some indicators are comparable to the standard axis 3 Series.

In terms of configuration, Qoros 3 is not stingy. In addition to the ultra-high safety configuration, it is also equipped with a car Bluetooth system, an 8-inch capacitive screen and a reversing image with a dynamic reversing auxiliary line prompt.

At that time, the strength of Qoros 3 was actually quite advanced, and it was generally believed that it had the strength of Civic, even slightly better. Unfortunately, China's consumption concept had not changed at that time. Everyone's understanding of cars still stays in three aspects: brand, price and reliability. As for whether it is safe or easy to drive, these can only be said to have this concept, which has not yet risen to the point where it affects car selection.

For Qoros 3 and subsequent Qoros 5, the brand power is not as good as that of joint venture brands, and the reliability is not as good as that of self-owned brand cars. After all, new technologies are used too much and too expensive. As a result, everyone applauded, but few people paid the bill.

(2) Baoneng is not ambitious. It seems that Jiayuan is actually doomed love.

After Qoros 3 suffered a cold reception in the market, Chery also made several adjustments, but with little effect. By 20 17, Chery could not support the huge expenses of Qoros and sold it to Baoneng Group.

Baoneng has just experienced a very sensational "Baoneng War", which gives everyone a very intuitive understanding of their economic strength. Although he is a "layman" of an automobile manufacturer, he is indeed the most suitable financial controller and can afford the advanced R&:Team D.

After Baoneng took office, Qoros started a new round of smashing Qian Chao and hired a group of top engineers and managers in the industry. However, Baoneng still failed to solve the core problem of "praise" Guanzhi, that is, most users who spend so much money on cars simply don't consider Guanzhi.

Moreover, the core technology of Qoros itself comes from Chery. In the era of the birth of Qoros 3, bringing Chery's strongest technology, coupled with first-class design and well-armed high-end suppliers, is indeed somewhat competitive. However, with the listing of powerful competitors such as the tenth generation Civic and the new generation Sagitar, CR-V and Fangrong have been replaced one after another, and the products of Qoros Auto itself can't beat them. Coupled with fewer outlets and average marketing level, Guanzhi can only become smaller and smaller.

And Qoros 7, which was listed in Shanshan in 2020, still doesn't have many bright spots or even topics. It's out of date before it's famous.

There is a wave of sales in the blink of an eye, but it turns out that this is actually a capital game that Bao can play. These sales are only made by Baoneng's linked cloud procurement, and there are still not many real C-end users buying Guanzhi.

Since 20 17, Baoneng has been madly taking land all over the country in the name of building cars. This action has also aroused the vigilance of relevant departments. At the end of last year, the regulatory authorities began to strictly investigate Baoneng's investment projects all over the country, especially the progress of car investment and production base projects.

In this way, Baoneng's interest in building cars is even lower. After all, for real estate developers with deep pockets, high investment and low return on building cars can be said to be incompatible.

(3) This prosperous time is as you wish, but where is Guanzhi Road?

In the era when Qoros was founded, Chery had an "ambition &; Quot "is to get rid of the cheap image of the self-owned brand car at a price of 6.5438+0.5 million yuan, which was unimaginable at that time.

Although Qoros finally failed to realize this dream, other car companies have actually realized it. A while ago, Wilson, a third-party organization, released the market monitoring data for this year1-July. The average bicycle price of BYD reached 15 1800 yuan, which was more than147,800 yuan of the first-line joint venture brand Volkswagen. The average bicycle price of GAC Chuanqi also reached 6.5438+0.44 million yuan, and the average bicycle price of Geely and Great Wall also approached 6.5438+0.40 million yuan.

The price of independent brands is indeed rising. BYD's high-end models such as Han and Tang sell well, and Chuanqi's GS8 and M8 also have very strong market influence. Great Wall Tank Series and Geely China Star Flagship Series are both above RMB 6.5438+0.5 million, and their sales are among the best in the same level. Even the Star Road series made by Chery itself has a fairly stable market performance.

It can be said that everything Qoros expected in the early days of its establishment has been realized. Successful brands include medium-sized cars, SUVs, MPVs, electric cars and hard-core off-road vehicles, which can be described as a hundred flowers blossom. All this has nothing to do with Guanzhi. As a pioneer of "eating crabs", its business situation is in jeopardy.

Judging from the current situation, Baoneng is probably not interested in continuing to build cars. However, the brand Qoros still has a certain appeal, hoping to have a good next home to take over. After all, Qoros has a good brand image in the hearts of many Chinese people.

(4) Kung Fu.

The failure of Guanzhi is largely due to the lack of "grounding gas" and the failure to understand the real needs of users, which made it pay a painful price. Quality is worthless, and it is not necessarily unsuccessful. The most typical one is the current Ling Ke series, but only if you have enough mass and low-cost communication, enough influence and channels for promotion.

Where is the way of the future? I hope domestic first-tier car companies can take over, and I really want to see this brand shine again.

Million car purchase subsidy