哪吒汽车，何至于此?

Core Viewpoint - The article discusses the challenges faced by Nezha Auto, highlighting its financial struggles, management changes, and the competitive landscape in the Chinese electric vehicle market. It emphasizes the need for Nezha Auto to adapt and innovate to survive in a saturated market. Group 1: Financial Struggles - Nezha Auto has experienced significant financial difficulties, with a funding gap of approximately 7 billion yuan and total liabilities nearing 10 billion yuan as of November last year [3][4] - Cumulative losses from 2020 to 2022 reached 11.14 billion yuan, with a loss of 45,000 yuan for each vehicle sold in 2022 [11][12] - By the end of 2023, losses expanded to 6.75 billion yuan, with cash and cash equivalents reduced to 2.83 billion yuan [16] Group 2: Management Changes - CEO Zhang Yong was replaced amid internal layoffs and salary cuts, indicating severe internal and external pressures [3][17] - The founder, Fang Yunzhu, returned to the forefront to address the company's challenges, but rebuilding trust with consumers, investors, and suppliers will be a lengthy process [17][20] Group 3: Market Position and Competition - Nezha Auto initially thrived by capturing the low-end electric vehicle market, achieving sales of 152,000 units in 2022, surpassing competitors [4][10] - However, the market has become increasingly competitive, with stronger brands like BYD and Tesla leading price wars, forcing Nezha Auto to react rather than proactively compete [11][21] - The company has struggled to differentiate its products and maintain cost control, leading to a loss of market share to newer entrants with better offerings [10][11] Group 4: Strategic Shifts - Nezha Auto is attempting to pivot towards the mid-to-high-end electric vehicle market, investing 2 billion yuan in a new vehicle platform [13][14] - The launch of new models, such as Nezha S and Nezha GT, has not met sales expectations, with the S model selling only 24,000 units in 2023 [14][15] - The company is also focusing on international expansion, aiming for overseas sales to account for half of total sales within two to three years [20][21]