Judging from the market sales performance, geometric cars are not easy to do, or even terrible. According to the data released by China Automobile Association, the cumulative sales volume of geometric brands in 20 19 years was only 12000 vehicles, far below the previous annual sales target of 35,000 vehicles. The monthly sales volume of Geometry A has remained at the level of 1000 vehicles for a long time, and it is always difficult to make a breakthrough. By 2020, affected by the epidemic and the Spring Festival holiday, the sales performance of Geometric brand will almost stagnate. The cumulative sales volume in the first quarter was only 700 vehicles, accounting for only 0.6% of the new energy market.
It is worth noting that as early as last year's launch conference of Geometry Automobile, An Conghui, president of Geely Holding Group and president and CEO of Geely Automobile Group, said at the conference that Geometry A has more than 65,438+08,000 orders from Norway, France, Southeast Asia, South America and other regions in the global market. Up to now, the cumulative sales volume of Geometric brand since its birth is not enough to reach 1.8 million units. We not only question whether all foreign orders have been cancelled or not delivered. What is the reason? I think the geometric car knows best.
Perhaps many people will be hindered by their own brands, and brands will not be recognized by consumers as an excuse for poor sales of geometric cars. But does this statement really make sense? In the same period of April last year, Geometry A was listed on April 1 1, and the first model of Aion series with similar positioning and brand height of GAC New Energy was listed on April 27, but compared with Geometry A's monthly sales of 1000 vehicles, -Aion S has been rising steadily since its listing. In 20 19, the cumulative sales volume of Aion S was 34,000 vehicles, and in the first quarter of this year, the sales volume of Aion S was 7,038 vehicles, which formed a crushing trend on geometry a.
Compared with our brothers, the sales volume of Geely New Energy in 20 19 was 69,600 vehicles, including Geely Emgrand, Emgrand GL, Borui, Yue Bin and Emgrand GSe, among which the sales volume of Emgrand EV alone reached 28,400 vehicles. Being bullied outside, wearing small shoes at home, a geometric car that has been on the market for a year, it is hard to say success.
When Geometry entered the trough since the brand was born, Geely Automobile's new energy strategy was also questioned. In the previously released "Blue Geely Action" new energy strategy, Geely said that by 2020, new energy vehicles will account for more than 90% of the group's overall sales, of which pure electric vehicles will account for 35%. According to Geely's sales of 65,438+0,350,000 vehicles in 2065,438+09, Geely needs to sell 470,000 pure electric vehicles to reach the standard. How effective can the geometric vehicles be?
Obviously, the performance of the geometric car listed for one year can't meet Geely's expectations, and it can't bring enough fire support to Geely. At this moment of brand crisis, sales crisis and severe market pressure, Geometric Automobile ushered in a coaching change, with the intention of making Geometric Automobile make achievements this year. Recently, Geely Automobile officially appointed Liu Zhifeng to replace Zheng Zhuang as the general manager of Geometry Brand Sales Company. At this point, Liu Zhifeng's appointment is quite crucial.
Liu Zhifeng, the new general manager, is a veteran "autobot". He has worked in Beijing Jeep, Beijing Hyundai and other brands, focusing on the sales field, and is one of the witnesses of Beijing Hyundai entering the era of one million vehicles. On June 20 18, Liu Zhifeng joined Great Wall Motor, but only five months later, Liu Zhifeng left Great Wall to join Geely, responsible for brand strategic planning and new business development.
After taking office, Liu Zhifeng faced many challenges, including the pressure brought by Tesla's domestic production to local brands, the impact of new forces such as Tucki and Weilai, and the increasing market competition in the new energy vehicle market. These are all difficult problems that geometric cars have to face on the way to rise.
Moreover, on the giant ship of Geely Group, the growth of new energy market is the key point if we want to stay ahead for a long time in the future. Whether the geometric car can play a good driving role depends on the performance of the geometric car after the coaching change.
It is reported that Geely Automobile's Emgrand EV and Emgrand GSe have been classified as geometric cars. Although the sales volume will increase a lot for geometric cars, for Geely cars, it is nothing more than a left-handed thing. According to Geely's previous plan, Geometry brand will launch SUV pure electric vehicle Geometry C this year. With the continuous supplement of the product lineup, it is still unpredictable whether the market performance of geometric cars will improve with the increase of chips.
A new brand that has just been established for one year can't bear the dream of Geely's electrification at present, but it is still changing, everything is getting better, and the story has just begun, not too late.
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