Author: Zhang Sheng
Source: Mingjin.com
The mouth of the god car is mostly a deceitful ghost.
Car companies that make money by telling stories are even silent!
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China New energy vehicle industry, there is never a shortage of stories, let alone accidents.
"Go back to China next week, Jia Yueting will be a lot of Xu Jiayin ", these two most legendary bigwigs in China are blocked from the hottest track at the moment.
After receiving $450 million in Wall Street's car manufacturing money in two months, Jia Yueting changed his mind to : The plan for mass production delivery in 2022 is gone, and more money is needed. Whether the delivery will be made next year is still to be determined. Two years ago, it was almost mass production, and it was built for 8 years, but it still didn't even have a shadow.
Unlike Boss Jia, there is always kind American investors favoring him. Xu Jiayin's Evergrande Auto is almost unable to hold on to . At the end of October, the plan to deliver 100 vehicles was just realized. Hengchi President Liu Yongzhuo 's declaration that "a big sale is a foregone conclusion" has not yet gone. Bad news came from Evergrande's Tianjin factory, which has started 60% of its layoffs, and the delivery plan for 10,000 vehicles in the first quarter of next year has also become a castle in the air.
But even worse, it is a car company that claims to be as famous as the three major German giants BBAs. It has actually fallen to the point where it sells the car with tears on a short video platform and sells the car at a bargain price of 15% off, but no one cares about it.
This famous family with a century-old history is Borgward Car . After burning out all state-owned enterprises by 5 billion, it is only one step away from being pushed into ICU, and is still making the final struggle.
plays a lot of good cards, and Borgward 's death is not unfair at all.
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The former luxury car overlord BBA has been declining, and the "century-year German enterprise" that has blown out is still dreaming of spring and autumn .
Borgward Automobile is indeed from German blood. It was founded a hundred years ago in the early 1990s. With its excellent quality and reputation, Germany Borgward successfully ranked among the three major German car companies in the 1950s. Its annual sales reached 1 million vehicles, second only to BMW and Mercedes-Benz , and it accounts for 60% of Germany's export share, worthy of being the name of a magic car.
A financial crisis that broke out in 1961 took Borgward's life.
Surprisingly, at the 2015 Geneva Motor Show in Switzerland, the state-owned enterprise BAIC Foton took action and spent 5 million euros, causing the German automaker to resurrect again after 54 years.
From then on, holding the German Borgward brand, Futian has embarked on an "unusual road" that most people are familiar with.
1. He forced himself to take advantage of BBA and tried his best to highlight his "century-old German company" and his identity as an equal to Mercedes-Benz and BMW, for fear that someone would not know.
Fotian is well aware of the favor of Chinese people for German car companies for decades. Borgward used his signature as soon as he started. "Centenary Borgward" is just a spoken word, and the promotion of "German Industry 4.0" has also become a routine operation.
forced himself to add drama, claiming to be four brothers of the same school as BMW, Mercedes-Benz, and Audi , forcibly creating a concept of "Germany Four BBBA", which seems to be worthy of the identity of German luxury cars.
In order to further strengthen its "German flavor", Borgward Investment moved its headquarters to Germany and invested 2.5 billion to establish a R&D center in Stuttgart. Under a series of high-end operations of
, Borgward Automobile's reputation has become famous in the country and its brand value has risen.
2. The price of joint venture, the taste of luxury cars, and Borgward's differentiation strategy became a hit.
In April 2016, Borgward's first mid-size car BX7 was launched, with a price of 169,800-302,800 yuan. It is sincere and retains its ambition to move towards the high-end, which makes many car owners overjoyed. The luxury car
has attracted much attention as soon as it was launched. A large number of people came to see this "German car company". In the early stage, the monthly sales were stable at 5,000 units, the highest sales volume exceeded 6,000 units, and the annual sales volume reached 40,000 units, which is quite successful.
It’s a pity that Borgward’s highlight moment only ended here. Foton did not really regard Borgward as his own son. In addition, he was not well-managed and was eager to harvest the hat of German luxury cars before he could wear it. He soon lost all the reputation of this century-old car company.
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Bower, who sold his body twice, can never escape the fate of becoming an abandoned son.
Those car owners who came to German wealthy families were happy for less than half a year and were driven crazy by Borgward's poor quality problems. After-sales inaction caused a large number of complaints to Borgward. The engine noise, transmission oil leakage, and circuit failures, and there was almost no part without any problems on Borgward.
Some car owners even reported that they had driven less than 10,000 kilometers and added more than 10,000 oil, which was like drinking water. It was comparable to the "friend of gas stations" Nazhijie .
Therefore, less than half a year of Borgward's popularity, sales volume declined sharply. In 2018, the cumulative sales were only 32,000 vehicles, which was directly cut in half.
In December of the same year, Shenzhou Youche announced that it would acquire Borgward for 4.109 billion yuan. Foton Motor 's stake in dropped to 33%, and Borgward officially entered the story rhythm of Luckin boss Lu Zhengyao .
Boss Lu, who knows how to be down-to-earth and follow the trend, made a good move to build cars with the left hand and rented cars with the right hand, directly opened up the closed loop of the automobile industry, and started selling cars on the Internet early.
is indeed the "number one fool". The operation method makes Futian call himself an expert.
In October 2019, Shenzhou invited the "waste Edison" handmade Geng and Lei Jiayin to sell cars on Douyin , and won an order of 1,623 vehicles in one and a half hours, setting a new record for domestic car manufacturers to sell cars in the annual live broadcast.
What is impressive is that a brainwashing advertisement launched by Borgward was called "Borgward is so expensive". Under the awkward "good, expensive" blow by former CCTV host Lang Yongchun and grassroots internet celebrity Yu Hu , Borgward finally played himself to a dead end...
Under the guidance of Boss Lu, Borgward sold 44,900 vehicles in 2019, a significant increase of more than 40%.
However, this has also become the last glory of Borgward. It is reported that Borgward had been completely discontinued in 2019, and all cars on the market were in stock. Seeing that the car market was booming, there were dealers who offered to sell Borgward at a low price not long ago, with the price being only 50%-60% off the guide price. Behind
is that Borgward can’t even get 2 million yuan. Faced with the debt collection of hundreds of creditors, Borgward’s account is empty, just like when it was purchased, there is only one empty shell left.
Late at night on April 8 this year, BAIC Foton issued an announcement stating that Beijing Borgward was unable to repay its due debts due to financial depletion, and decided to apply for bankruptcy liquidation of . It has submitted an application to the court, and the company lost 5.3 billion yuan for this.
The first generation of German top four has become a joke.
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cars are not easy to make, luxury cars are even more difficult!
Evergrande Auto has burned nearly 50 billion yuan before mass-producing 100 cars, and it has been difficult to mass produce, and it is still hovering on the edge of the cliff.
Not to mention Yulona Zhijie, which once held the title of "Taiwan's No. 1 car company", had a starting price of up to 398,000, but because of its outrageously high fuel consumption, it became a "friend of gas stations".
There are also a number of cool new energy vehicle companies such as Biden and Saleen. The deaths are different, but there is a key cause of death: there is no core technology, or even no technology, and there is no guarantee of minimum quality. When the product and high-end positioning are seriously misaligned, it is only a matter of time before the collapse!
When the times abandoned you, I really wouldn't even say hello.
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