“投入不设上限”成空谈！ 昊铂销量崩盘，广汽高端梦碎 | 次世代车研所

Core Viewpoint - GAC Group's high-end brand Haobo is struggling to meet sales targets, leading to its merger with Aion, indicating a setback in its ambition to become a leading high-end brand in China [2][5][10]. Sales Performance - Haobo's cumulative sales for 2024 are projected at 17,300 units, achieving only 34.6% of its target of 50,000 units [5][8]. - Monthly sales have remained around 1,000 units, with some months reporting zero sales for the Haobo SSR supercar [2][8]. - In the first eleven months of this year, Haobo's total sales reached 13,800 units, which is lower than the monthly sales of mainstream new energy vehicle brands [8]. Strategic Changes - GAC Group announced the formation of the Haobo-Aion Business Unit, merging the two brands for unified operations, with a complete channel integration planned by March 31, 2026 [5][10]. - The merger is seen as a strategic retreat to consolidate resources and reduce costs, as Haobo's performance did not meet expectations [6][10]. Market Challenges - The high-end market is facing intense competition, particularly in the 100,000 to 200,000 yuan segment, where Aion's main models are being directly challenged by competitors like BYD and XPeng [10]. - Haobo lacks distinct technological advantages and a direct sales network, leading consumers to perceive it as a premium version of Aion rather than a standalone high-end brand [10][12]. Brand Image Issues - Haobo has faced multiple marketing crises, including public criticism from sponsored athletes and negative publicity from product experiences, which have damaged its brand image [12][14]. - The brand has also resorted to significant price reductions on several models, indicating struggles to maintain its premium positioning [14][15]. Future Prospects - GAC Group is prioritizing the new high-end smart electric vehicle brand "Qijing," developed in collaboration with Huawei, which is expected to launch two new models in mid-2024 [17][19]. - The success of Qijing may determine GAC's ability to establish a foothold in the high-end market, raising questions about Haobo's future role [19].