Among the new car-making forces, WM Motor's presence seems to have been low. WM Motor, which was founded in 2015, and NIO and Xpeng, which were founded in 2014, basically started to speak out at the same time. Over the years, NIO and Xpeng seemed to be somewhat prosperous, while

Among the new car-making forces, the presence of WM Motor seems to have been low. WM Motor, founded in 2015, and NIO , Xpeng , etc., founded in 2014, basically started to speak out at the same time. Over the years, NIO and Xpeng seemed to be somewhat prosperous, and WM Motor The car is a little lonely.

From a confident start to deviating from the original intention

In April 2018, WM Motor's first model EX5 was launched. At that time, WM Motor founder Shen Hui was full of confidence at the launch conference. He said that nearly 3,000 units were sold in China in 2017 million new cars, but there are only 710,000 new energy vehicles because there is no WM Motor. At the same time, it also claims to build efficient smart electric cars that are affordable and enjoyable for users.

Judging from the 112,300-216,300 yuan price of the WM EX5 after subsidies, it is indeed a pure electric model that consumers can afford, but in fact, in terms of price, the price/performance ratio is not very high. The price system is even higher than that of joint venture fuel models of the same level. Therefore, those who can afford it may not really buy it. According to a number of media reports, from around October 2018 to the end of December 2021, the cumulative delivery volume of the WM EX5 exceeded 60,000 units, a total of 26 months , the average monthly sales volume is about 2,300 vehicles. Can such sales be considered outstanding?

In addition, it is not known whether it is comfortable to use, but according to the complaint cases of car complaint network and car quality network, many car owners have initiated quality complaints. Among them, forced power lockout caused a significant reduction in cruising range in the past It can be said that there has been a lot of noise in 2021. In addition, service attitude, power battery failure and odor in the car are also complaints.

Since 2018, WM Motor has launched 4 models. In addition to EX5, there are also EX6, W6 and E.5. However, there is no sales data for WM EX6, and the sales performance of the other three models may not be the same. WM Motor is worried. According to data from the Automobile Dealers Association, official data from WM Motor indicates that in the past five months of this year, WM Motor’s cumulative delivery volume has reached 18,000 vehicles, a year-on-year increase of 86.6%. However, the editor calculated based on statistics from the Automobile Dealers Association. According to the data, the cumulative sales volume of WM Motor from January to May 2022 is 11,938 units, of which the cumulative sales volume of WM E.5 is 6,345 units, W6 is 3,391 units, and EX5 is 2,202 units. It can be clearly seen that the main focus is online booking. The WM E.5 is the main sales force of WM Motor.

At the same time, WM EX6, as the second product of WM, goes against Shen Hui ’s vision of “making a pure electric model that is affordable for users” because its price is as high as 23.99 even after subsidies. Starting from 10,000 yuan, the top version goes to 279,900 yuan. This pricing system is actually unacceptable to most ordinary consumers. Therefore, it may not be surprising that there is no sales data.

Entering the market from the home market and being obsessed with mobility but not well received

Judging from the current situation, WM Motor's strategy of entering the market from the low-end home market has not won the hearts of more consumers, and may even make it less popular in the future. It will be more difficult. And the deployment of online car-hailing since the first model EX5 has greatly affected individual users' favorability of the WM Motor brand, and WM Motor has no intention of giving up this sector.

At WM Motor’s mid-year media communication meeting in mid-July 2021, WM Motor announced its development plan for the second half of that year and launched a dual LOGO strategy. One is the original circular frame LOGO. It is applied to WM Motor’s shared models, while the product LOGO applied to individual users is a newly designed, approximately oval shape.

Has this strategy saved WM Motor's brand image? Still in terms of data, in 2021, WM Motor delivered 44,157 new cars throughout the year. Although it increased by 96.3% year-on-year, the cumulative sales of Weilai and Xiaopeng during the same period reached 91,000 and 98,000 respectively. vehicles, and Weilai Automobile increased by 109.1% year-on-year, while Xiaopeng Automobile increased by more than 360% year-on-year.

You must know that the average unit price of NIO's products has reached more than 400,000. Although Xpeng Motors' unit price is relatively low, among its sales in 2021, its P7 model delivered 60,569 units, accounting for 62% of the total delivery volume for the year. %, it is also a relatively high-end product. Among WM Motor's annual sales of 44,157 vehicles, 23,516 were from WM EX5, accounting for more than 53% of the total sales. The main model is over a hundred thousand, but in this case , Weimar’s sales volume is less than half that of Weilai and Xiaopeng.

At present, the sales of EX5, the first model of WM Motor, are in a straight line. The sales of E.5 and W6 models fluctuate greatly, and the sales performance is unstable. And importantly, when its sales go up, it may be with Retail sales have little to do with it, but large orders from mobile travel.

Losses have been expanding year after year and gross profit margin has been delayed.

According to WM Motor's financial report, from 2019 to 2020, WM Motor's net loss attributable to its parent company increased from 4.42 billion, to 5.08 billion, and then to 8.20 billion, with the loss trend expanding year by year. . Of course, for WM Motor, the expanding losses in successive years may not be due to poor sales, but the main reason should be that the gross profit margin has not been able to turn positive. From 2019 to 2021, WM Motor's gross profit margin was -58.3%, -43.5% and -41.1%. Although they have improved, they are still quite pessimistic. At the same time, a horizontal comparison of Weilai and Xiaopeng will find that the gap is even wider.

Of course, it is not only the gross profit margin, but also the sales volume. Data shows that WM Motor’s cumulative delivery volume in the three years from 2019 to 2021 does not exceed 80,000 vehicles, totaling 78,888 vehicles. Similarly, Weilai, Xiaopeng and Ideal’s sales in 2021 will be much higher than WM Motor’s. From this point alone, WM Motor really needs to work harder.

electric EV: Is Weimar falling behind? Can you return to the track?

Some people believe that WM Motor, Weilai and Xiaopeng were initially members of the first echelon of new car-making forces. However, as a few years have passed, the former has become more and more popular, but WM Motor seems to have fallen behind. So can WM Motor return to the track and regain its glory? Judging from the current situation, it is estimated that Smart will place its hopes on the Weimar M7 that is being brewed.