不难理解，作为曾经负责哪吒汽车国内市场营销的相关负责人之一，在张磊（化名）任期内的哪吒汽车历经无数"高光时刻"，不仅2022年问鼎"国内新势 力车企年度销量冠军"，风头一度盖过"蔚小理"，更成为彼时汽车、资本市场眼中的璞玉。在外界看来，这家血脉中融合了传统车企、地方国资和"清华 系"基因的新势力，完全具备"我命由我不由天"的黑马潜质。 但突然的转折也让张磊始料未及。2024年新年钟声敲响，哪吒汽车的销量最终定格在12.7万辆，仅为2023年年初定下目标的一半。很快，"销量滑坡"的责 任被分割划清，一部分员工的年终奖被打了7折，一纸职务调整公告则结束了张磊在哪吒汽车的职业生涯。面对《每日经济新闻》记者的"旧事重提"，他 笑了笑，声音多了些无奈。 曾以29亿元投资、并成为第二大股东的"红衣教主"周鸿祎（360集团创始人、董事长），用他的"流量"为哪吒汽车站台，直播、拍卖迈巴赫、吐槽高管等 话题不断涌上热搜，但最终未能拯救哪吒汽车于"水火之中"，甚至导致品牌形象进一步受损。 8月11日，中国执行信息公开网的一则因违反财产报告制度，被广州海珠区法院列为失信被执行人的公告，再次将哪吒汽车拉回公众视野。 "别问了，别问了 ...

Core Viewpoint - Neta Auto, once a leader in the new energy vehicle sector, is facing severe financial and operational challenges, including bankruptcy proceedings and allegations of sales fraud, which have tarnished its reputation both domestically and internationally [1][3]. Group 1: Financial Performance - Neta Auto reported revenues of 5.087 billion, 13.0496 billion, and 13.555 billion from 2021 to 2023, with net losses of 4.84 billion, 6.666 billion, and 6.867 billion respectively, totaling a cumulative loss of 18.373 billion over three years [8]. - The gross margins for the same period were -34.4%, -22.5%, and -14.9%, indicating a deteriorating financial situation [8]. Group 2: Sales Fraud Allegations - Neta Auto allegedly inflated its sales figures by insuring vehicles before they were sold, allowing the company to prematurely recognize sales to meet monthly and quarterly targets [3]. - From January 2023 to March 2024, Neta Auto reportedly misrepresented at least 64,719 vehicles, which is more than half of its claimed total sales of 117,000 vehicles over 15 months [3]. Group 3: Market Position and Strategic Missteps - Neta Auto was once the sales champion among new energy vehicle brands, achieving over 152,000 units sold in 2022, but has since seen a drastic decline in sales, with only 87,948 units sold in 2024 and just 1,215 units in the first quarter of 2025 [8]. - The former CEO, Zhang Yong, is criticized for missing strategic opportunities, such as failing to partner with major international automakers and prioritizing the development of a sports car over more market-relevant models [6].

Core Insights - Neta Auto, once hailed as a "dark horse" in the new energy vehicle sector, is facing its biggest crisis since its inception, with its parent company, Hozon New Energy, initiating bankruptcy restructuring procedures [2][3] - The company has experienced a dramatic decline in sales, with a 63% drop in annual sales and an asset-liability ratio exceeding 85%, indicating severe financial distress [3][4] - Neta Auto's strategic missteps, particularly in transitioning from low-end to high-end markets, have led to a dual predicament of failing to establish a strong brand while losing its foothold in the low-end segment [3][4] Financial Situation - Neta Auto is in a precarious financial state, with significant debts owed to key suppliers, leading to a chain debt crisis [4][6] - The company has implemented a debt restructuring plan where 70% of supplier debts are converted into equity, reflecting a dire cash flow situation [4][6] - Production capacity is underutilized, with actual utilization below 30% of the planned 350,000 units, and the headquarters factory currently inactive [4][6] Market Dynamics - The restructuring process is a race against time, with a deadline of July 30 to secure strategic investors and resume production by Q4 2024 [6][10] - The competitive landscape in the Chinese new energy vehicle market is intensifying, with many companies struggling to survive, making it challenging for Neta Auto to attract long-term capital [6][10] - The market is evolving towards oligopoly competition, with a significant reduction in the number of viable players expected in the next three years [10][11] Technological Challenges - Neta Auto's R&D investment has been consistently below 5% of revenue, significantly lower than the industry average of 15%, resulting in technological lag [7][10] - The company faces challenges in launching competitive products by 2026, which is critical for its survival in a rapidly evolving market [7][10] Industry Implications - Neta Auto's struggles reflect broader challenges within the new energy vehicle industry, which is transitioning from a phase of rapid expansion to one focused on efficiency and resilience [9][10] - The fate of Neta Auto will serve as a litmus test for other companies in the sector, highlighting the necessity for sustainable business practices and technological advancement [10][11] - The ongoing crisis emphasizes the importance of a robust industrial ecosystem for the long-term success of the Chinese new energy vehicle market [11]

Core Viewpoint - Neta Auto's debt-to-equity swap plan has failed, leading to increased financial distress for the company, which owes approximately 6 billion yuan to suppliers [1][2]. Group 1: Debt Situation - Neta Auto owes around 6 billion yuan to suppliers, with an initial plan to resolve half of this debt, amounting to 3 billion yuan, to secure new funding [1]. - Only a little over 2 billion yuan of debt could be resolved through the debt-to-equity swap, leaving several billion yuan unresolved [2]. - The company had previously reached agreements with 134 core suppliers for over 2 billion yuan in debt-to-equity swaps, including major players like CATL and Guoxuan High-Tech [2][3]. Group 2: Management and Leadership Issues - There are calls from investors to remove founder and CEO Fang Yunzhu as a condition for continued support [4]. - Fang Yunzhu acknowledged the company's crisis in an internal letter, highlighting issues in strategy, organization, and management [6]. - High-level departures have occurred, including the resignation of the former CEO Zhang Yong and other executives [6]. Group 3: Operational Challenges - Over 300 dealers have demanded compensation for operational losses and the return of unpaid rebates and subsidies by May 11 [8]. - Fang Yunzhu has publicly apologized and promised to resolve issues related to parts supply and vehicle deliveries [10]. - Legal troubles are mounting, with over 400 judicial cases involving Neta Auto's parent company, and Fang Yunzhu being listed as a person subject to enforcement with 20 million yuan in frozen shares [10][14]. Group 4: Financial Performance - Neta Auto's sales peaked in 2022 at 152,000 units, but have since declined significantly, with 2023 sales dropping to approximately 127,500 units, a 16.16% decrease [20][23]. - Projections indicate a further decline in sales, with estimates of 64,500 units in 2024, representing a 49.37% drop [23]. - The company has faced management turmoil, with frequent changes in leadership affecting strategic direction and product planning [25]. Group 5: Future Outlook - Despite the current challenges, there may still be a glimmer of hope for Neta Auto, as the situation is not yet deemed a complete failure [17]. - The competitive landscape in the new energy vehicle sector remains intense, and the company's ability to navigate this crisis is uncertain [27].

Core Viewpoint - Neta Auto is facing significant operational challenges, including the potential removal of its founder and CEO, as well as a series of negative events impacting its brand and financial stability [1][5][14]. Group 1: Company Operations and Management - The logo of Neta Auto was removed from its Shanghai headquarters, indicating a decline in brand presence [1]. - The company's founder, Fang Yunzhu, is facing a motion for removal from his position as chairman and CEO, driven by state-owned shareholders [5]. - Neta Auto has experienced a series of leadership changes, including the departure of its overseas head and other executives, which has disrupted operations [10][12]. Group 2: Financial Performance - Neta Auto's sales dropped significantly, with 2024 cumulative sales at 64,549 units, a 49.37% decrease from 127,496 units in 2023 [7]. - The company reported cumulative losses of 18.373 billion yuan from 2021 to 2023, with a single-year loss of 6.867 billion yuan in 2023 [7]. - As of the end of 2023, Neta Auto had only 2.836 billion yuan in cash against short-term debts of 15.4 billion yuan [7]. Group 3: Market Position and Strategy - Neta Auto was once a market leader in 2022 but has seen its market share decline to less than 40% within two years [4][7]. - The company's attempt to shift towards high-end models has failed, with significant drops in sales for its new series [10]. - The strategic decision to expand into overseas markets has not yielded expected results, with low penetration rates and disrupted supply chains [12][14]. Group 4: Industry Implications - The situation at Neta Auto highlights the vulnerabilities of new energy vehicle companies that rely heavily on capital infusion and low-price strategies [15]. - The challenges faced by Neta Auto serve as a warning to other new energy vehicle manufacturers about the increasing survival challenges in the market [15].

Core Insights - Neta Auto has experienced a dramatic turnaround in its fortunes, transitioning from a market underdog to facing significant sales declines in 2023, attributed to internal strategic missteps rather than external market conditions [1][2] - The company's initial success was driven by low pricing, but as competition intensified, its lack of clear brand positioning and product strategy became apparent [2][4] Group 1: Strategic Misalignment - Neta's product matrix is chaotic, lacking a coherent brand identity and evolution path, which has hindered its ability to escape the "low-cost car" label [2][4] - The launch of the Neta S exemplifies strategic misjudgment, as it was rushed to market without a clear target audience or market positioning, leading to disappointing sales performance [2][4] - In contrast, Leap Motor has maintained a focused strategy, gradually moving up the price range while developing popular products with clear audience targeting [3][4] Group 2: Cost Control Issues - Neta's R&D investment has been substantial, amounting to 6 billion yuan from 2021 to 2022, but this has not translated into competitive technological advantages [4][6] - The company's approach to smart driving system development has been ineffective, relying on external suppliers without sufficient internal expertise to optimize the technology [6][7] - Neta's hardware-heavy strategy, prioritizing expensive components without adequate software support, has resulted in wasted resources and poor user experience [6][7] Group 3: Market Position and Competition - Neta has failed to introduce competitive new products in a timely manner, particularly in key areas like smart technology and range, leading to a loss of market share [8][9] - The company’s limited financing capabilities have restricted its operational flexibility, making it vulnerable to strategic missteps that could have severe consequences [7][8] - Comparatively, Neta's challenges mirror those faced by other new energy vehicle companies, such as NIO, which is also grappling with strategic misalignments and market pressures [8][9] Group 4: Lessons for the Industry - Neta's decline serves as a cautionary tale for the entire automotive industry, highlighting the importance of strategic clarity and effective cost management [13] - The contrasting fortunes of Neta and other brands like Xpeng and NIO illustrate the critical need for adaptability and innovation in a rapidly evolving market [13]

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]

Core Viewpoint - The news regarding Neta Auto's associated company, "Hezhong New Energy," facing a bankruptcy review has sparked significant attention in the new energy sector, although the company is not yet at the point of actual bankruptcy [1]. Group 1: Financial Situation - Neta Auto's associated company, "Hezhong New Energy," has been applied for bankruptcy review by "Shanghai Yuxing Advertising Co., Ltd." with the case being handled by the Zhejiang Provincial Jiaxing Intermediate People's Court [7]. - On March 25, Neta Auto announced that it had reached a debt-to-equity swap agreement with 134 core suppliers, totaling over 2 billion yuan, including major suppliers like CATL and Guoxuan High-Tech [7][8]. - The company is currently undergoing an E-round financing plan aiming to raise 4-5 billion yuan, with the lead investor expected to contribute around 3 billion yuan [8][10]. Group 2: Operational Challenges - Neta Auto has been facing severe cash flow issues, with reported losses reaching 6.75 billion yuan by the end of 2023 and current cash and cash equivalents at 2.83 billion yuan [14]. - The company has been unable to deliver vehicles, including the "Neta L," which had garnered 30,000 orders within 35 days of its launch, due to supply chain disruptions caused by extended payment terms with suppliers [14][15]. - The company has also been criticized for its strategic shift towards higher-end models, which has not yielded the expected results, leading to a significant decline in its market position [20]. Group 3: Future Prospects - Neta Auto is attempting to revitalize its operations by expanding into the Southeast Asian market, particularly Thailand, where it has secured a credit line of 10 billion Thai Baht (approximately 2.15 billion yuan) [8][19]. - The company aims to achieve a 50% share of its total sales from overseas markets within two to three years, with plans to turn a profit by 2026 [18][19]. - The Thai market has shown significant growth in electric vehicle sales, with a nearly 40-fold increase in pure electric vehicle sales over the past four years, indicating a favorable environment for Neta Auto's expansion [22].

汽车行业每隔一段时间，都会流行一轮"为年轻人造车"的风潮。当下，行业就已经明显进入了存量竞争 阶段，国内汽车产销量的增速逐年下降。"新鲜出炉"的年轻人们，自然而然就成为了车企争抢的"新的 增量"。 但车企往往会错误地认为，年轻人买车只要便宜就行。比如，哪吒汽车曾推出过一款 17.88 万元的纯电跑车 哪吒 GT，声称是"年轻人的第一台跑车"。结果市场并没有为此买账。 "低价=年轻化"是一个认知误区。据 B 站联合央视市场研究 （CTR） 最新发布的2025年汽车行业白皮书显 示，00 后借助家庭资源，首台车购车年龄已经低至 22 岁——几乎大学毕业即拥有车。 约四分之一的 90、00 后首次购车锁定 20 万元以上价格段，几乎是中高端汽车市场的潜在人群。 车企琢磨不透年轻人，这与 Z 世代的需求跃迁有着直接关系。他们关注的维度已从单一的价格因素转向更 综合的考量，既追求实用价值，还要满足个性化需求，更强调情感表达和生活方式契合。 车，不仅仅是交 通工具，也不再仅仅是刚需。 在 2025 年上海车展上，B 站就用一个 1500 平米的展台，展示了年轻人对车的一些理解：结合了 《碧蓝航线》游戏角色 IP 的全网首 ...

撰 文 / 陆 巡 设 计 / 张 萌 "羡慕极越。 "提及赔偿方案和进度，哪吒汽车前员工们对汽车商业评论如是表示。 至少，极越的员工们为自己最后的权益争到了公平和保障。在相关政府部门的指导和见证下，建立 了一个监管共管账户，用于代极越为员工支付相关费用，垫付资金由百度和吉利提供。经济补偿方 面，将按照"N+1"的标准进行。 3月19日，哪吒汽车在上海总部爆出供应商讨债以及哪吒汽车提出将70% 的债务进行债转股方案。 "都是真的。"哪吒汽车前研发人员张挺（化名）对汽车商业评论称，供应商们睡在大厅讨要欠款， 上海那边的员工们在维权，这些消息一直都有。 这里是哪吒汽车的北京设计中心。研发族的设计、产品规划和智能院的六七十人，曾经在这里灯火 通明地加班过。如今，因欠了几百万元的物业费，这里被物业封锁。 车头对着的是LED墙 一面挂着巨幅LED屏幕的墙，代表着哪吒汽车扩张时期的排面。这面LED墙斥资几百万元，当时的 设想是想呈现像赛车游戏一样的3D投影效果，后来没怎么使用过。 自去年9月起，张挺和陆续被离职的三四千名哪吒汽车员工们，都在坐等所欠的薪水和赔偿方案。 按照离职时签署的协议，60天后哪吒汽车执行赔偿。距离收 ...