保价协议成废纸？ 深蓝汽车被指变相降价，董事长承诺成空谈 | 次世代车研所

Core Viewpoint - Deep Blue Automotive faces backlash from existing customers due to perceived price reductions on the S09 model, despite previous commitments to maintain pricing for a year [2][5][6] Group 1: Management Changes - Deep Blue Automotive appointed Jiang Hairong, former CMO of Honor, as the new president, while Deng Chenghao was promoted to chairman [2][12] - The management change aims to address marketing shortcomings amid ongoing customer dissatisfaction [12] Group 2: Customer Complaints - Customers are upset over the launch of the S09 Super Long Range version, which offers enhanced battery capacity at the same price, seen as a de facto price cut [5][6][9] - Many customers have filed complaints, demanding compensation for perceived losses in vehicle value due to the new model's introduction [6][8] Group 3: Sales Performance - Deep Blue Automotive's sales targets have not been met for two consecutive years, with a 2023 target of 200,000 units resulting in only 134,800 units sold, achieving a completion rate of 67.4% [12][13] - For 2024, the company set a target of 280,000 units domestically and 450,000 units globally, but only managed to sell 243,000 units, with a completion rate of 54% [12][13] Group 4: Financial Performance - In 2024, Deep Blue Automotive reported revenues of 37.225 billion yuan and a net loss of 1.572 billion yuan, indicating ongoing financial struggles despite a reduction in losses compared to 2023 [14][15] - The company is under pressure to achieve profitability and improve customer satisfaction amid declining sales and negative public sentiment [15]