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道朗格重组,高端进口车业务按下暂停键
Bei Ke Cai Jing· 2025-05-21 01:09
Core Viewpoint - The restructuring of Daolangge, a high-end imported vehicle platform launched by General Motors in China, is underway due to significant declines in profitability and operational challenges within the high-end import business [3][11]. Group 1: Business Operations - Daolangge has ceased operations in two of its three stores in Beijing, only retaining the service of showing vehicles to customers [2][4]. - The company has stopped accepting new vehicle orders and is currently unable to process test drives due to system shutdowns [5][6]. - As of May 17, 2025, Daolangge announced the suspension of new payment orders for vehicle purchases and adjusted its pricing strategy to include disclaimers regarding applicable taxes and fees [10]. Group 2: Market Performance - Since its launch in September 2022, Daolangge has released two imported models: the Chevrolet Tahoe starting at 648,000 yuan and the GMC Yukon starting at 808,000 yuan, with deliveries commencing in March and April 2025 respectively [9]. - The sales performance of Daolangge has been underwhelming, with an estimated total of fewer than 442 vehicles sold in the first quarter of 2025, representing less than 0.1% of General Motors' total sales in China [14]. Group 3: Strategic Response - General Motors has decided to restructure Daolangge's high-end import business in response to declining profitability, economic changes, and weakened demand [3][11]. - The company aims to optimize its operations in China by streamlining business scale, launching new products, and reducing dealer inventory, with a focus on achieving profitability by the third quarter of 2024 [12]. - Future evaluations of opportunities to introduce high-end products to Chinese consumers will be based on market conditions, customer needs, and policy updates [13].