本报（chinatimes.net.cn）记者刘凯 北京报道 继9月6日威马汽车发布《关于"新威马汽车"重组情况的说明》之后，时隔两个月，威马汽车再度传来好 消息。 11月5日，威马汽车对外宣布，小威随行APP已重新在iOS和Android平台上线，其蓝牙车控、远程车 控、蓝牙钥匙、车辆信息同步等主要功能均已恢复使用。目前，处于试运行阶段的小威随行APP，支持 车型包括威马EX5（可旋转小屏版）以及威马EX6。 然而，表面风光之下，危机早已暗流涌动。与竞争对手相比，威马的研发投入明显不足。公开数据显 示，2019—2021年，威马的研发开支分别为8.93亿元、9.92亿元以及9.81亿元，三年累计研发投入不足 30亿元。而同一时期，蔚来的研发投入超过119亿元，差距悬殊。 更为严重的是威马内部的管理问题，一位前员工透露，公司内部存在严重的"部门墙"现象，内耗严重影 响了企业效率和创新能力。与此同时，产品质量问题也开始浮现。2021年12月，威马在短短4天内连续 发生3起自燃事故，随后宣布召回1282辆EX5车型，这一事件严重打击了消费者信心。 从财务数据来看，2019至2021年，威马分别亏损约41.45亿、 ...

Core Insights - The article discusses the rise and fall of several new energy vehicle companies in China, particularly focusing on Neta, WM Motor, and HiPhi, highlighting their initial successes and subsequent failures due to strategic missteps and market competition. Group 1: Neta's Rise and Fall - Neta achieved remarkable success in 2022, selling 152,000 vehicles and becoming the top-selling new energy vehicle brand, leveraging its "high value for money" strategy with models like Neta V and Neta U [1][40]. - The Neta V, priced between 70,000 to 90,000 yuan, offered significant space and features compared to competitors, which were mostly microcars [4][10]. - However, Neta's reliance on low pricing and high volume led to low profit margins, and its sales strategy heavily depended on dealers, resulting in inflated sales figures that did not reflect actual consumer demand [41][40]. Group 2: Strategic Errors - Neta faced critical strategic errors in 2023, particularly during a price war initiated by Tesla, which led to a significant drop in sales, with a year-on-year decline of over 30% starting in June 2023 [42][46]. - Instead of adjusting prices to remain competitive, Neta launched a new model, the Neta S, at a higher price point, which failed to attract consumers in a highly competitive market [47][48]. - The company continued to pursue a "brand upgrade" strategy with the introduction of the Neta GT, which diverted resources from more viable projects and ultimately led to a decline in overall sales [50][55]. Group 3: WM Motor's Challenges - WM Motor, founded by industry veteran Shen Hui, initially gained traction with its EX5 model, but failed to establish a strong brand identity compared to competitors like NIO and Xpeng [14][60]. - The company struggled with quality issues, including multiple recalls and incidents of vehicle fires, which undermined its reputation for reliability [80][87]. - WM Motor's lack of a distinctive market position and reliance on traditional automotive strategies contributed to its decline, as it could not compete effectively against brands with clearer identities [88][62]. Group 4: HiPhi's Strategy and Market Position - HiPhi attempted to replicate Tesla's high-end strategy with its HiPhi X and HiPhi Z models, but faced challenges due to overlapping market segments and increased competition [28][32]. - The company invested heavily in marketing and infrastructure but failed to achieve significant sales, leading to financial difficulties and a lack of market presence [38][39]. - HiPhi's inability to adapt to the rapidly changing market dynamics and its reliance on a narrow product strategy ultimately led to its downfall [36][55]. Group 5: Market Dynamics and Conclusion - The article emphasizes that the new energy vehicle market in China is highly competitive, with companies needing to adapt quickly to changing consumer preferences and pricing pressures [44][45]. - The ability to secure funding and successfully navigate the IPO process has proven crucial for survival, as seen with companies like NIO and Xpeng, which managed to leverage market conditions to their advantage [92][93]. - In contrast, Neta, WM Motor, and HiPhi's failures highlight the importance of strategic flexibility and the risks of adhering to outdated business models in a fast-evolving industry [55][94].