As the “one brother” of the new energy market, the development of BAIC New Energy is obvious to all. Since 2004, the support of national policies has led to the rapid rise of the new energy market. At that time, BAIC New Energy seized the opportunity and developed rapidly under the drive of the market. It was backdoor listed in 2016-2018 and became a “China New Energy”. The first share of energy vehicles". However, the good times are not long. In just a few years, as the subsidy policy declines and the market changes, BAIC is currently on the verge of “dangerous”.
As of October, the total sales volume of BAIC New Energy was 2,037, a year-on-year decrease of 76.32%. In the first 10 months of this year, BAIC New Energy’s cumulative sales were 23,123 vehicles. In the first 10 months of last year, BAIC New Energy’s cumulative sales volume was 106,983, a year-on-year decrease of 78.39%.
Seeing this data is shocking, but in contrast, the various problems exposed by BAIC in recent years seem to be expected.
First of all, judging from the current BAIC New Energy products, there is almost no advantage compared with cars in the same class. This also stems from the fact that BAIC New Energy does not pay much attention to the research and development of new products. Almost all new models are derived from the “skin change” of fuel vehicles. There is no innovation in terms of exterior design, interior configuration, and battery life. In the age of pursuing youth and beauty, consumers are not the core and sincere and attractive products are produced. It will be sooner or later that it will be outdated. Therefore, it is not reliable after all, at least from the current situation. This point.
The appearance is not good, and innovation is not to be said for the time being, then the quality and safety of the product must be guaranteed, right? In fact, BAIC New Energy also has many quality problems in many products. It makes consumers money to fool consumers? Isn't this "playing with fire and self-immolation"? According to major car complaint platforms and some Beiqi owners, BAIC New Energy’s current models have power battery failures, charging failures, seat failures, etc., and sometimes steering failures, inaccurate mileage display, etc. These problems are all flaws for a new energy vehicle.
In addition to product quality problems, many users also report that there are problems with after-sales service, which will have a serious impact on brand reputation and product sales. A car is just a product, and after-sales service is what makes consumers really feel the "temperature" of a car company, and it is also related to the repurchase rate. The reality is that there are many problems with BAIC's after-sales service: poor technical skills of maintenance personnel, incomplete supporting of the original car, poor quality of accessories, etc. Obviously, BAIC New Energy does not pay attention to the construction of after-sales service at all, which frequently disappoints consumers.
New energy market competition is quite fierce, and the momentum of new forces building cars is fierce. If you still go the old way, it will be eliminated sooner or later. Returning to users, you have to come up with products that consumers can trust. According to the current situation, BAIC New Energy wants to break the deadlock and revitalize the brand is the key.
