In 2006, the brand-new "Haima" second-generation Familia logo went on the market, which was a landmark event for the independent development of Haima Automobile. The newly listed second generation of Fulaimei became the first domestic independent brand with a sales volume of over 10,000 in that month, which was a good start, and finally contributed to the comprehensive spread of the independent brand layout behind Haima Automobile.
However, the road of Haima's own brand has been criticized. Whether it is a logo that is indistinguishable from Mazda or a logo similar to Mazda on a self-developed model, Haima Automobile is good at "scratching the ball" and is often spit out. It can be said that Haima automobile was built from 1988. Except Flamel, which is well known to all, everything else became mediocre.
In 20 17, Haima suffered a lot of turnover losses, car sales declined, and the stock market was turbulent, which made people worried. Some people have posted comments such as "the horse may go bankrupt", which seems to smell the information that the hippocampus is going to collapse. So will hippocampus really be eliminated by the times in this wave, as people guess?
In the past 20 17 years, Haima 2 only sold140,000, which not only failed to achieve the sales target of 300,000, but also decreased by 35% compared with the same period. Car sales directly halved, MPV decreased by 30%. Although the SUV market is still hot, the sales volume of Haima in this market segment has also dropped by nearly 25%. Subdivided into specific models, Haima S5, as the main sales force, only handed over 63,000 answer sheets, while Haima S7 only sold more than 1.6 million units. Familia, one of the "three old", performed only 1 0,000 performances.
As we all know, Haima Automobile, Flamel and Prima are all products of cooperation with Japan and Malaysia. Obviously, it is not enough to defend your brand effect just by "living on one's laurels". Although the listing of 20 13 Haima S7, Haima M8 and Prima EV has enhanced the market appeal of Haima to a certain extent, after 20 16, only S5 in the SUV field still shines brilliantly, and other models have not hit the market.
At present, the hippocampus seems to be in a dilemma, but it is still alive and has not faced the crisis of bankruptcy. We can see what other cards the hippocampus can play.
The first card
In terms of vehicle, Haima has mastered the technologies of automotive electronics, lightweight, NVH, system matching and vehicle matching. In terms of powertrain, we have mastered the technologies of high-performance small-displacement supercharged direct injection engine, high-efficiency automatic transmission, hybrid drive module, powertrain, NVH, EMS, TCU software development and calibration, and have key component resources.
The second card
The powertrain of hippocampus has been able to cover 1.0TGDI, 1.2TGDI, 1.6TGDI, 6MT, 7DCT and P2 hybrid modules. At the same time, car networking, information interconnection, big data and cloud platform technology "internet plus"; Thinking and R&D investment have also been deeply integrated into the whole process of its operation and the whole value chain.
The third card
2065438+In September 2007, Haima Automobile signed a framework agreement with Xpeng Automobile to engage in the production of new energy vehicles. According to the planning of Xpeng Motors, the production capacity of 50 18-2020 will be provided by Haima Zhengzhou factory. At the same time, Haima also said that it plans to launch a pure electric vehicle with a cruising range of 450km in 20 19, a new platform with a longer cruising range in 2020, and an L3 self-driving electric vehicle in 2022.
label
Negative information such as sales decline, losses and complaints have become the key words of Haima Automobile 20 17, from "joint venture" to "domestic production". Haima automobile stumbled all the way until it faced an unprecedented crisis in 20 17. Hippocampus was forced to stand at the crossroads of fate, as if facing "autonomy" or "joint venture". Similarly, the hippocampus now has to make a choice. Whether choosing to target the future field of new energy vehicles or reforming the existing product layout, there are not many brands of Haima Automobile, so how to combine and attack becomes very important. It remains to be seen whether nirvana is reborn from the fire or rolled in the abyss.
@20 19