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Pull and step on Tesla! A new force was fined 200000

2024-05-30 Update From: AutoBeta NAV: AutoBeta > News >


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A few days ago, Tianyan check information showed that Zhongliantian Automobile sales and Service Co., Ltd. (hereinafter referred to as "Zhonglianxia"), an automobile related company, was fined 200000 yuan by the Minhang District Market Supervision Administration of Shanghai for false or misleading commercial propaganda.

According to public data, Zhongliantian Automobile sales and Service Co., Ltd. was established in 2018, with a registered capital of 2 billion yuan, paid-in capital of 1.5 billion yuan, and the legal representative is Ark, which is mainly engaged in the wholesale industry. The company is wholly owned by Hezhong New Energy Automobile Co., Ltd.

As for why Zhongliantian Automobile sales and Service Co., Ltd. was fined? According to the punishment imposed by the Minhang District Market Supervision Administration of Shanghai, published online, in February 2022, the publicity pictures released by Zhonglianxia contained the slogans of "the first batch of highly integrated nine-way valve groups in the Nezha S industry" and "20% increase in winter service life". It is expressed that the newly listed Nezha S cars are the first models in the industry to be equipped with nine-way valve groups and can increase their mileage by 20% in winter. After investigation, the above publicity content of Zhonglian all over the world makes misleading commercial publicity on the performance, function and quality of its Model S cars, deceiving and misleading consumers. In addition, the promotional picture marked 9 greater than 8 text and graphics combination, 9 represents the nine-way valve group used by Nashi S, 8 represents the eight-way valve group used by Tesla, 9 has a higher brightness and larger font size, and marks Nashi S and Tesla around the two numbers, respectively. Through the expression that 9 is greater than 8 and the mileage is increased by 20% after using the nine-way valve group, the promotional picture fabricates the misleading information that Nezha S is better than Tesla, thus damaging the commercial reputation and commodity reputation of Tesla.

However, in terms of advertising, this is not the first time that a car has "overturned". It is reported that in May 2019, a dealer in Xiangtan was named and warned by the relevant authorities for printing an advertisement on the national flag. For this reason, United Motor also issued an apology, saying that the action was a public welfare event held spontaneously by local dealers, and pointed out that improper marking on the flag had caused adverse social impact, and the dealers involved had been seriously dealt with.

According to the data, Naha Automobile is the automobile brand of Hezhong New Energy Automobile Co., Ltd., which was founded in 2014. Up to now, the models on sale include the Naxi U, the Naxi V, the Naxi S and the Naga GT. Among them, the Naxi S was launched in July 2022 and positioned as a medium and large sedan, with a price range of 19.98-338800 yuan at that time. It offers two versions of extended range and pure electric cars, and mainly competes with Xiaopeng P7 and BYD Han EV in the car market.

Although there are a lot of models in Nahan, its development in 2023 is not smooth. Official figures show that Naha delivered a total of 127496 new cars in 2023, down 16.16% from a year earlier, of which only 5135 were delivered in December 2023, ranking "at the bottom" for six consecutive months. It is worth mentioning that Naha car is the top seller of the new car-building forces in 2022, with a total delivery of 152073 vehicles.

On January 2, Zhang Yong, CEO of Nashi Automobile, made a summary and reflection on the poor performance in 2023, pointing out that there were five major problems in its operation in 2023, namely: the switch between new and old production was not well connected, and the rhythm was chaotic; the pricing of new products on the market was too high, although the adjustment was in place in the second half of the year, but the first opportunity was lost; the production of the lossmaking product line was greatly reduced; the way of communication is old and there are good things that cannot be said. The marketing headquarters is centralized and the management is weak. And make innovations in the new year, including: Zhang Yong personally serves concurrently as the general manager of the marketing company; do a good job in the listing of 5 SUV, Nezhan L and crossover EP41; adjust the existing product line and upgrade the channel; all stand up and take up the post again; after two years of development, overseas markets have the basis to accelerate progress in 2024; comprehensively improve marketing communication and user communication.

Zhang Yong, co-founder and president of CEO and marketing company, announced a global sales target of 300000 vehicles for 2024, including 200000 domestically and 100000 overseas. Subsequently, Zhang Yong announced on his personal Weibo: "24 years of three small goals: let dealers make money, let users satisfied, let shareholders rest assured."

As for whether Nahan Automobile can achieve its annual sales target of 2024 on schedule, "Automotive Industry concern" will also continue to pay attention.

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