腾势，怎么就成了“扶不起的阿斗”？

Core Viewpoint - The article discusses the challenges faced by Tengshi Automobile, a high-end electric vehicle brand under BYD, highlighting its marketing strategies, sales performance, and brand positioning issues in the competitive electric vehicle market [1][4][20]. Group 1: Marketing and Brand Positioning - Tengshi's marketing strategy has been criticized for being inconsistent, particularly in its portrayal of high-end vehicles, leading to confusion among consumers [3][4]. - The recent management change, with Zhao Changjiang being replaced, is seen as a response to underwhelming sales performance and brand perception issues [4][5]. - Despite being positioned as a high-end brand, Tengshi struggles with brand recognition and differentiation from BYD, which affects its market positioning [20][21][22]. Group 2: Sales Performance - Tengshi's main model, the D9, has shown strong sales, with 102,951 units sold in 2024, making it the top-selling MPV for two consecutive years [7][10]. - However, other models like the N9 and Z9 series have underperformed, with N9 selling only 1,708 units in March 2025, far below expectations [13][14]. - The overall sales trajectory of Tengshi is characterized as "high opening and low going," indicating a lack of sustained success across its product lineup [13][14]. Group 3: Competitive Landscape - The electric vehicle market is highly competitive, with brands like Xiaopeng and NIO offering advanced technologies and unique user experiences, which Tengshi has yet to match [28]. - Tengshi's reliance on BYD's technology has led to a perception of minimal differentiation between its high-end and mid-range models, impacting consumer willingness to pay a premium [25][27]. - The brand's struggle to establish a strong high-end image is compounded by the fading influence of its former partnership with Daimler, which initially provided a luxury appeal [22][23]. Group 4: Future Outlook - The recent leadership change is viewed as a potential first step towards revitalizing the brand, but significant challenges remain in achieving true high-end status [29][30]. - To succeed, Tengshi must redefine its brand positioning, enhance product differentiation, and leverage unique technological advantages to attract consumers [30][31].