GAC Fiat Chrysler's delisting boots landed.

Yesterday, Stellantis Group announced on its official website that because the joint venture company GAC Fiat Chrysler established with GAC Group has been in a state of loss in recent years, and the previously discussed joint venture equity change plan has not progressed, the two parties are negotiating to terminate the joint venture company. In the future, Stellantis will independently sell and operate Jeep products in China through imports.

The picture is taken from the official website of Stellantis Group

In fact, it is no surprise that the Jeep brand "falls". According to the monthly production and sales report of GAC Group (stock code: 601238), in the first half of the year, the cumulative output of GAC was only 822 units, a year-on-year decrease of 89.35%; the cumulative sales volume was 1,861 units, a plunge of 84.18%. Since March, Guangfei has been on the verge of "farewell". From March to June, the cumulative production and sales of Guangfei are only 2 vehicles.

The picture comes from the GAC Group Production and Sales Express

Before the Jeep brand, another piece of the puzzle in Guangfei, Fiat, has left early. After withdrawing from the Chinese market for the first time in 2007, Fiat, which was unable to let go of China's broad prospects, made a comeback in 2010, and even achieved an annual sales of 68,090 vehicles in 2014. However, the lack of investment, changes in market demand, and intensified competition have made Fiat, which lacks the foundation of the brand, turn sharply; by 2017, its sales were only 2,273 vehicles...

At that time, FCA's positioning and layout of Fiat were also uncertain. The news that FCA will withdraw from China, the United States and other markets is endless, and its "second entry into the palace" can only end in loneliness.

Although Fiat has left the Chinese market, it has not shaken the foundation of Guangfei. By betting on the "SUV market" and devoting all its energy to the Jeep brand, Guangfei Ke has steadily moved forward. Taking 2017 as an example, compared to the bleak Fiat, Jeep's sales exceeded 220,000 units, which can be described as stunning in the market.

This achievement seems reasonable. In terms of brands, Beijing Jeep is the first Chinese-foreign joint venture car brand in China, and "not all SUVs are called Jeep" is even more word of mouth. The Jeep brand has a deep foundation in China; , so that the Jeep brand has a complete SUV product matrix from the small SUV Freeman to the off-road weapon Wrangler; the localization process is also not sloppy. The domestic commander. In addition, the thriving Chinese SUV market provides an excellent stage for the Jeep brand.

However, the Jeep brand suddenly "collapsed" like Fiat. In 2018, Jeep sales dropped to 125,100; in 2019, it dropped to 73,900; in 2020, it was 40,500; in 2021, only 20,100 remained.

The picture is taken from the car quality network

In an environment where the SUV market environment has not changed significantly, why did Jeep, which has a complete and rich product matrix and a deep brand foundation, fall rapidly? First of all, Jeep seems to have inherited the style of American products, such as burning oil, gearbox failures, and flameout in the middle, which undoubtedly eroded consumers' trust in the brand. Secondly, in the face of the coming tide of electrification, Jeep's transformation steps are confusing. The main sales model Guide, Liberty Light, etc. have not been injected with new energy products. Instead, they have brought the "high and low" Wrangler 4xe. It is difficult to play a key role in increasing sales. Finally, in a highly competitive market that keeps pace with the times, it is difficult to survive only by selling "feelings".