Friends born in the 1960s and 1970s are no strangers to Li Xia. In the 1980s and 1990s, Li Xia sat on the throne of China automobile market for 18 years in a row, and became an amazing car in the eyes of a generation.
Li Xia originated from Tianjin FAW and first appeared in? 1986, when Tianjin FAW assembled the Japanese Daihatsu Xiali model in the form of all parts and named it "Li Xia". ? Since then, the name of Li Xia brand has become louder and louder. Especially Li Xia introduced by 1990? TJ7 100 became an instant hit.
Nowadays, in the eyes of many post-80s and post-90s, Li Xia brand seems to be the representative of low-end cheap cars. But what about the early ones? Li Xia is taking a high-end route. Although TJ7 100 adopts a three-cylinder engine with a maximum output power of 53 HP and a maximum output torque of 77 Nm, matching a four-speed manual gearbox and adopting a four-wheel independent suspension, it has sold for 6,543,800 yuan. It is said that the price of the Second Ring Road in Beijing was only 1.900 yuan/m2 at that time, and a Li Xia car could buy a suite in Beijing. It can be seen that only families who are either rich or expensive can afford it.
With the change of market demand, Tianjin FAW formally established Li Xia Automobile Brand on 1997, and transformed its positioning into low-end mini-cars and small cars. It was listed on the Shenzhen Stock Exchange on 1998 and entered the capital market from then on. Li Xia immediately launched the N3 model, which sold a total of one million vehicles after listing, becoming the first model with a sales volume of one million vehicles among its own brands. Moreover, FAW Li Xia uses Toyota engine and learns Toyota management mode, which is called "Toyota of China".
In 2002, China FAW Group Co., Ltd. and Tianjin Automobile Industry (Group) Co., Ltd. signed a joint restructuring agreement and officially became Tianjin FAW Li Xia Co., Ltd., after which FAW Li Xia continued to expand its production, producing nearly 200,000 vehicles a year at most, and its sales volume was the champion in 18 years.
By 20 1 1, the annual sales volume of FAW Lixia reached the peak of 253,000 vehicles, and the operating income reached 9.9 billion yuan, creating a sales miracle for local car companies in China. At that time, Li Xia was almost synonymous with the "God Car". However, after 20 1 1, the sales volume of FAW Li Xia began to decline and it has been losing money.
Comparing the sales data of 20 12 and 20 13, they are185,000 vehicles and135,000 vehicles respectively, but their sales plummeted from 20 14 to 20 18, and the sales volume in the last year was less than 20,000 vehicles. Li Xia positioned itself as a low-end group, but the concept of national consumption began to change from 20 14. Independent brands such as Geely, Great Wall and Chang 'an have rapidly upgraded their products and services, but Li Xia has remained unchanged, directly missing market opportunities, and sales began to decline.
I believe everyone has heard of the following situation. In the past eight years (20 12~20 19), FAW Li Xia has accumulated losses of tens of billions. In order to protect the shell, only some assets need to be sold to achieve profitability. On 20 15, FAW Li Xia sold its internal combustion engine manufacturing branch and product research and development center. In 20 16, it sold 0/5% shares of FAW Toyota/kloc-0, and in 20 18, it sold 0/5% shares of Tianjin FAW Toyota. This has lost its greatest hematopoietic function. In April of the same year, Li Xia brand officially stopped production, and Junpai brand became the focus of FAW Li Xia's development. However, since Junpai D80 was listed in 20 18, no new car has been launched.
In the past two years, FAW Li Xia hopes to save itself with the help of the new force of building cars. Successively cooperated with Baiteng and Bojun. In 20 18, faw Li Xia transferred its wholly-owned subsidiary huali automobile 1 yuan to nanqi star (parent company of baiteng automobile), and baiteng automobile will officially take over faw huali, thus faw Li Xia successfully got rid of 850 million yuan debt and employee salary. 2065438+September 2009, FAW Li Xia announced the establishment of a new energy joint venture company with Nanjing Bojun New Energy Automobile, in exchange for 500 million yuan of assets for the equity of the joint venture company 19.9% and the qualification of FAW Li Xia to build cars. However, with the reshuffle of Barton and Bojun Automobile, FAW Li Xia's attempt to save itself by building a new force failed.
As FAW Li Xia officially changed its name to China Wu Tie, the once popular Li Xia brand finally died out.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.