Selling the most expensive cars, the biggest lie, high -combination and then defining "luxury car"

This article was original by Sutoo123

Author / Hao Danchun

The front foot just launched its second model -Hiphi Z, and the back foot was deeply trapped in the "public opinion vortex" to become a hot object of discussion in the car circle.

Recently, high -car owners' rights defending their rights have caused heated discussions on social platforms. It is reported that the 50 Hiphi X users accused High -Heart Motors of "false propaganda and consumer fraud" in the process of publicity and sales of Hiphi X, which should be treated in accordance with the law.

After reading the lawyer's letter carefully, Sutu.com found that the sales fraud suspected of High -Heal Motors was divided into three major aspects:

During the publicity and sales process, Gaohe Hiphi X said that its audio was "Meridian British Treasure Brand Audio", but after disassembly, it was found that the audio was not the treasure of Britain, but the domestic audio brand audio;

The "semiiline interior" is used to promote external propaganda, but the leather of the seat part is semiiline leather, and other places such as the door panel and the central control are artificial leather;

When promoting the sales of Hiphi X, the battery power was 97 degrees of electricity. However, after the car was opened, the owner found that the power was only 94.3 degrees.

It is worth mentioning that shortly after the news of the "high -car owner's rights protection" was revealed, the car blogger@said that the car was dismantled to his personal high -end Hiphi X audio.

At the same time, it is not difficult to find through disassembly videos. The Hiphi X's audio cover is indeed printed with the brand logo of British treasure, but the internal speakers do not have any information about British treasure, and the audio amplifier is printed with "MADE "in China".

With the release of disassembly videos, Gaohe completely sat in the hearts of the public completely the crime of "incorrect goods".

The text game of High -Heal Motor uses the wrong direction

Two days after the incident, Gaohe responded to the matter through its official Weibo: "According to user feedback, there may be understanding of different angles of configuration according to user feedback. The) cooperation model, on the other hand, is also based on car product description. It may cause some users to understand the bias of the product, and we apologize for this. We will continue to do more detailed communication with users Exchange and self -optimization. "

However, the public did not buy this response. "First of all, it is a dump of the pot, and then it is the practice of the industry. It does not mention the specific processing method at all." A highly praised comment on Weibo replied.

In addition, an industry engineer has publicly stated that if Land Rover and other models are equipped with British treasure audio, the speaker will have the brand logo of British treasure. "It may be that the British treasure provides a audio adjustment technology for Hiphei X, so it has its logo on the audio cover."

In fact, since the release of Hiphi X, its official account has repeatedly emphasized that the model has been equipped with Meridian's British British speaker system. At the same time, the words "Hiphi X's luxury and the sound system of British treasures have formed a perfect cooperation".

However, it is not difficult to find that the "Land Rover example" mentioned above is not difficult to find that there is indeed a cooperative relationship with the British treasure, and the cooperation only includes the audio system, not the audio hardware that users imagine. Gao He misled the audio system as a sound hardware during the propaganda, and it was really suspected of selling fraud.

It is worth mentioning that the high -combination was not questioned by the owner for the first time. In May this year, the "vehicle interconnection" function was accused of leaking privacy risks. According to previous reports, some bloggers posted a video saying that through the high -syndicate "vehicle interconnection" function, we can see the real -time driving recorder screen of the strange high -co -car owner of thousands of miles away. In response to this, Gaohe Motors responded that the "vehicle interconnection" function has been closed, and subsequent will be determined based on the development of the industry and regulations.

According to the ideal car CEO Li Xiang, there are not a few car companies that engage in "moths".

Perseverance of High -Heal

As the most expensive domestic pure electric vehicle in China, since its birth, Gaohe has always defined itself with "New World's First Science and Technology Luxury Brand" and "Chinese luxury brand new ceiling". The pricing of more than 500,000 clearly points out its goal of based on its high -end market.

In the industry, the pricing of Xiaopeng P7 and BYD Han has differentiated the inherent market of BBA traditional BMW 3/BMW 4/Mercedes -Benz C; Weilai ES6/ES8, ideal ONE divided Audi Q5/BMW X3/Mercedes -Benz GLC. Only the Audi Q7/BMW X5/Mercedes -Benz GLE market has few challengers.

So Gaohe looked at it at a glance. But unfortunately it was "low -eyed".

In addition to the performance of the BBA at all, even the only sales volume depends on the mature layout of the BBA in this price range.

In addition, the delivery volume is actually a decisive factor that a company can develop for a long time and whether it can have a user base. At present, 50%of China's passenger cars are concentrated within 200,000. This is a car company that has to take it seriously Numbers.

In contrast, although it is particularly enthusiastic about the label of the "ranking first in the luxury brand electric vehicle market segment of 500,000 luxury brands". However, the actual sales of less than 400 vehicles were unclear. According to data from High -Heng Public, the sales volume of HipHi X throughout May was 369 vehicles, and then traced back. The cumulative sales volume of high -end in 2021 was 4,237 units. The transaction price is close to 700,000 yuan.

Recently, Hiphiz, a large -scale pure electric coupe in the second model of Gaohe Motor, appeared and began to be blindly determined. The price range was 600,000 to 800,000 yuan. It is expected to be officially delivered in the second half of the year. This means that Gaohe is still focusing on high -end markets, and spending a longer time to occupy a smaller market, it is bound to not increase the market share and easily cause futile.

Luxury car = expensive car but expensive car ≠ luxury car

In recent years, benefiting from the intelligent change of electricity in the domestic automotive industry, more than 300,000 yuan of luxury car markets have faced multiple optimizations of scale, structure, and pattern. Under the trend of consumption upgrade, the scale of the luxury car market of more than 300,000 yuan has continued to expand. In 2021, the domestic luxury car market sold about 3 million units throughout the year. The domestic luxury brand share is expected to continue to increase to more than 15%, and the total of 4 million vehicles are expected to be in 2025.

In this context, the new energy offensives of traditional foreign giants such as Toyota, Ford, and Volkswagen are endless; Ji Yan, Salon, Avita, etc. are also layout; zero -run, Nezha, etc. It is necessary to win a place in the market, and a single high -co -car that positions a single market will be unavoidable to face a layer of killing.

Throughout the history of automobiles, no brand can survive by the sales of hundreds of vehicles per month, and Hao Rolls Royce and Lamborghini are also difficult to escape the fate of being acquired. Therefore, only a hundred data per month is really a lot of money for Gaohe Motors.

In addition, if you want to be a luxury brand, it is not only simply raising the price of the product, but also the service and quality of the same price as the price. Obviously it is HIPHI X, which is priced at 570,000 to 800,000 yuan, but "stealing beams to change columns" on the brand of speakers, which not only does not meet the pricing, but also the positioning of luxury brands. The huge differences between the two in terms of audio effects and costs will also cause the high -convergence of word of mouth to collapse instantly.

Of course, in addition to the cool packaging and the price of prices, how to turn the "technical luxury" slogan of high -ranking "technology luxury" slogans into reality and break the external doubts, which is far more important than the virtual name of the high -end ceiling, which is more important. However, at this time, "consumer fraud" is exposed, and the reservation data of Hiphi Z is bound to be affected.

At the end

In January 2022, it was reported that the Chinese Express of Gaohe Motor Company was listed in Hong Kong as early as 2022, and it was planned to raise no more than $ 500 million in funds, and it was cooperating with UBO and Morgan Stanley on IPO matters. In this regard, the relevant person in charge of the Chinese Express claimed "unknown."

If Gaohe really has a listing plan, with the existing strength of Gaohe, I am afraid that it is not enough to tell the "story" of capital enthusiasm.

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