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谁杀死了哪吒?
晚点LatePost·2025-08-21 13:45

Core Insights - Neta Auto experienced a rapid rise and fall within three years, becoming the top-selling new energy vehicle brand in 2022 but facing a significant decline in 2023, leading to layoffs and production halts by 2025 [5][6][28] - The company's failure is attributed to management's misjudgment of market trends, internal conflicts, and poor decision-making during critical transformation points [5][6][19] - External factors such as ongoing price wars, accelerated competition in smart technology, and tightening financing conditions further compressed Neta's survival space [6][24] Group 1: Market Performance and Strategy - In 2022, Neta Auto gained popularity in the sub-100,000 yuan market with its Neta V SUV, leveraging a low-price strategy to capture market share [8][9] - The company’s sales figures in 2022 may have been inflated, with over 20,000 vehicles sold as "zero-mileage used cars," impacting the credibility of its sales data [8][9] - Neta's aggressive sales targets, driven by the former CEO's ambition, led to a chaotic pricing structure that ultimately harmed dealer relationships and brand trust [9][17] Group 2: Product Development and Organizational Issues - Neta Auto's decision to launch the Neta GT sports car faced internal opposition, with many questioning the rationale behind producing a niche vehicle at a time when the brand was still establishing itself [11][13][15] - The company struggled with supply chain issues, particularly with the Neta L model, which faced production delays due to component shortages [15][17] - Organizational inefficiencies and a lack of decisive leadership contributed to missed opportunities, such as a potential partnership with Volkswagen that was abandoned due to slow progress on Neta's new platform [19][20] Group 3: Financial Challenges and Future Outlook - By the end of 2024, Neta Auto's financial situation deteriorated, with a significant drop in bank loans from 38 billion yuan to just over 3 billion yuan, reflecting a loss of investor confidence [27][28] - The company attempted to secure a final round of financing, aiming for 4-4.5 billion yuan, but faced a drastic valuation drop from over 40 billion yuan to just 6 billion yuan, ultimately failing to close the deal [27][28] - As of mid-2025, Neta Auto's workforce dwindled to under a thousand, with ongoing discussions about restructuring and potential new investments [28]