Recently, a message broke out on the Internet: Hunan Cheetah Automobile Co., Ltd. has filed for bankruptcy. From this eyeball survey, we can see that on April 30th, 20021year, Cheetah became a bankruptcy applicant.
Like many car companies that are currently in trouble, such as Huatai Automobile and Haima Automobile, Cheetah Automobile has also been brilliant. Changfeng Group, a subsidiary of Cheetah, is an automobile manufacturing enterprise with a history of more than 50 years. It has four automobile production bases in Yongzhou, Hunan, Chuzhou, Anhui, Changsha, Hunan and Jingmen, Hubei. There are also two research institutions (Beijing Automotive Research Institute and Changsha Academy of Engineering), three key parts companies (Power Company, Sino-German Company and Fengshun Company) and a headquarters with an annual output of 500,000 SUVs and pickups. Its main products are cheetah brand SUV and
In 2005, the production scale of Cheetah reached 800-65438+ 10,000 vehicles, which was the largest SUV manufacturer in China at that time. Cheetah King Kong is also known as the "civilian off-road artifact" because of its high cost performance and good off-road performance.
However, in the process of competition in the automobile market, cheetahs are gradually falling behind. After the sales volume of Cheetah reached 65,438+025,000 in 2065,438+07, it began to plummet, leaving only 50,000 in 2065,438+09. At this time, the cheetah's practice is to hire a lot of online "water army" to do marketing. Many articles about cheetahs will have a large wave of "water army" messages praising the excellent quality of cheetahs.
Of course, there is no way to save the sales of Cheetah cars.
As early as 20 18, cheetah was exposed to take measures such as collective salary reduction and factory shutdown due to serious operating losses. The minutes of the internal meeting released on May 29 of that year showed that Changfeng Group, where Cheetah Automobile is located, decided to implement "salary adjustment, burden reduction and salary reduction" for its employees. The document shows that in view of the rapid changes in the automobile industry, the company suffered serious losses in production and operation, and the production base was seriously under-started. The meeting ensured survival through salary adjustment, burden reduction and salary reduction.
Salary adjustment includes 50% salary reduction for some senior executives in headquarters,10-50% salary reduction for employees in research institutes and 30%-50% salary reduction for employees in production bases.
After the operation is in trouble, the contradiction between cheetah and dealer is very prominent. In May 2020, more than 40 authorized dealers from all over the country (hereinafter referred to as "Cheetah Automobile") went to the headquarters of Cheetah Automobile in Yongzhou, Hunan Province to discuss capital matters with Cheetah Automobile. It is understood that the rights protection of headquarters dealers mainly includes four aspects: rebate, non-operating loss, inability to provide new cars (OEM) and "three guarantees claim".
At that time, the cheetah dealer said that the manufacturer stopped production in April 20 19. It can be seen that the management of cheetahs is unsustainable.
On August 18 last year, the authorized dealers of Cheetah jointly issued the Statement on Stopping the Free After-sale of Cheetah Cars in China.
The statement pointed out that due to various violations committed by Cheetah automobile manufacturers against Cheetah 4S stores and after-sales service stores in China in the past 65,438+05 months, including stopping automobile production, using the balance of DMS system, stopping supplying spare parts, answering 400 calls, etc., all 4S stores in China will not be able to provide free maintenance, repair, warranty and other services in the Cheetah automobile warranty manual when most spare parts are exhausted. In other words, the owner of the vehicle during the warranty period needs to repair and maintain the vehicle at his own expense. This is very harmful to dealers and car owners.
The cheetah tried many times to get out of trouble. On April 27th, 2020, Hunan Provincial Government, Changsha Municipal Government and Zhejiang Geely Holding Group signed a strategic cooperation agreement in Changsha. Geely Group will entrust Changsha factory of Hunan Cheetah Automobile Company, a subsidiary of Changfeng Group, to produce and sell new energy vehicles, and build a strategic base of new energy industry chain in central Geely.
At present, it seems that the cheetah can't get out of the predicament by its own efforts, and hopes to solve the problem through bankruptcy and reorganization. Some media reported that there are already three potential investors who want to participate in the restructuring of Cheetah.
So, will Geely become the "savior" of cheetahs? "Big coffee in the automobile industry" will continue to pay attention.
Cafe review:
In recent years, the differentiation of automobile enterprises is very serious, and a number of once brilliant automobile enterprises have been in trouble one after another. There may be a wave of bankruptcy reorganization this year. I hope that after getting rid of the baggage, the auto market will be healthy and upward.
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