Hongqi Automobile is always the luxury positioning brand that is the most active in announcing sales among many domestic car brands. You must know that as the car company that has been the most active in announcing sales, FAW-Hongqi always announces its sales for the month on the last day of the month, so its confidence is quite high. However, starting from April 2022, FAW Hongqi will no longer announce sales. As a media person who has paid close attention to FAW-Hongqi for a long time, why is this?
It is not difficult for careful netizens to find that the latest sales data for the first half of the year released by the Passenger Car Association seems to be able to give the answer. Perhaps FAW Hongqi's sales have declined too sharply, and FAW Hongqi is too embarrassed to announce sales anymore.
Hongqi âs sales target for this year has been raised again
According to the sales volume in the first half of the year released by the Passenger Car Association, the sales volume of FAW Hongqiâs eight models on sale are as follows: H5 33,215 units, H9 12,784 units, E-Q M5 7,935 units, H7 2,635 units , HS5 58,675 units, HS7 5,140 units, E- HS9 2,269 units, E- HS3 70 units, the total sales volume of these models is 122,723 units.
Then the editor checked the official website of FAW-Hongqi and found that in addition to the above eight models, it also has three models on sale: L5, LS7 and H9+. These three models are all million-dollar customized models, and their market sales should not be large.
It is conceivable that these 122,723 vehicles are the sales volume of FAW Hongqi in the first half of the year, so there should be no big difference. In the same period last year, FAW Hongqi's cumulative sales were 145,000 vehicles, a year-on-year decrease of almost 15%.
In 2021, FAW Hongqi set a sales target of 400,000 vehicles for itself. In the end, it only vaguely claimed that it had completed 300,000 vehicles, a year-on-year increase of 50%. At the beginning of this year, FAW Hongqi continued to lock the annual sales volume at 400,000 vehicles. Now it is more than half-way, and the sales volume has only achieved more than 120,000 vehicles. The editor predicts that this year's sales target of 400,000 vehicles is hopeless. According to this momentum, FAW Hongqi may not even have 400,000 units this year, let alone 300,000 units last year.
400,000 vehicles have become the sales bottleneck of FAW-Hongqi. The impact of the epidemic is a universal culprit. The reason for the lack of cores is hard to explain. The editor speculates that FAW-Hongqiâs senior management will most likely blame the epidemic by the end of this year.
Hongqi actually has frequent quality control problems that have led to complaints.
Auto Hongqi's sales have been unsatisfactory. The impact of the epidemic is an objective reason. However, FAW Hongqi's frequent product quality problems and complaints about reduced distribution have led to a poor reputation among consumers. I am afraid it is also an important root cause that cannot be avoided.
FAW Hongqi's main SUV model HS5 has a large number of user complaints on the car quality website: A 2022 2.0T Zhilian Qichang Edition Hongqi H9 owner has been plagued by the above problems since buying the car, with body resonance and seat shaking. , the wiper logic error cannot automatically adjust the speed according to the amount of rain, the brakes are noisy, and there is a harsh sound every time the brake is applied. All the problems are concentrated on such a car that is known as the ceiling of domestic production. It is really unacceptable. During this period, I found the 4S shop many times. , all told that there is no solution. In the end, the car owner hopes that the manufacturer will come forward and not consume everyone's feelings.
Another user of the 2022 facelifted 2.0T Zhilian Qixian Edition complained that the new car had a running-in period inspection at a 4S store one month later. On the way home, it showed a cooling system failure. If the failure occurred, he immediately contacted the 4S store. The 4S store technician instructed to open the antifreeze cap to check the antifreeze . The antifreeze bottle exploded, causing severe burns. Now I am hospitalized due to burns and I am asking for compensation.
Another user of the 2022 2.0T Zhilian Qixian Edition said that after only half a year of driving the new car, there were abnormal noises in the front passenger and front passenger doors, abnormal noises in the B-pillars, poor sound insulation in the trunk, and the noise was significantly greater than similar models. He called FAW Hongqi Customer service waited for a month with no reply and asked for a solution as soon as possible. Seeing so many complaints about major problems with FAW Hongqi, fortunately, these minor problems are actually quality control issues.
In addition to quality issues, there are also numerous complaints from users about the reduced configuration of Hongqiâs main sedan models, H5 and HS5. All 2020 Hongqi H5 series come standard with CarLife configuration for mobile phone interconnection, and except for the entry-level models, all other models are equipped with wireless charging. A user of the 2022 Hongqi H5 complained that the car had reduced CarLife configurations.Many users say that the new H5 eliminates the increasingly important intelligent configurations in life and only adds a meaningless second-row seat back adjustment, while the price of the new H5 has not been reduced.
FAW Hongqi has indeed undergone earth-shaking changes since Xu Liuping became the chairman of FAW Group . FAW Hongqi's brand-new brand image is refreshing, and sales are also rising steadily. From almost zero sales to 50,000, 100,000, and 200,000, it has created a miracle in the automobile industry.
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Under the rapidly growing sales data, FAW-Hongqi has also been exposed to negative news. For example, some suppliers and dealers said that they were forced to purchase Hongqi brand cars. With the decline in sales, FAW Hongqi Sales Co., Ltd. has also undergone personnel changes recently. The former general manager Chen Xu was transferred to the president of China FAW Marketing Innovation Institute, and the former deputy general manager and general manager of the sales branch of FAW Besturn Wang Shengli took over. When Wang Shengli takes up his new post, the editor suggests that Wang Shengli and the senior management of FAW Hongqi should calm down and think coldly. Is the high sales target the only goal pursued by Hongqi? While focusing on sales figures. Should we also take into account product quality control? In this era where quality is king, which one is more important, user satisfaction or sales targets?
