In the fierce competition in the new energy vehicle market, Changan Qiyuan should have become a bright star, but unexpectedly became a bleak meteor. From the darling of the market to the abandoned corner, the road to the fall of Chang'an Qiyuan is full of ups and downs and helplessness.

From the day of its birth, Chang'an Qiyuan fell into a dilemma that was difficult to get rid of - ambiguous positioning. As the middle force among the three new energy brothers of Chang'an, it can neither compete with the cost-effective Deep Blue, nor can it be compared with the high-end wisdom of AVATAR. This kind of positioning of "high is not low" has made consumers deeply confused about Chang'an Qiyuan.

The failure of Changan Qiyuan E7 is the best example. While the model has innovative technologies such as the industry's first sliding rear dome design, these technologies don't really touch the core needs of consumers. SUV owners dislike the bizarre trunk design, while pickup truck owners complain about its lack of cargo capacity. What's more deadly is that its high price far exceeds the premium ability of the new brand, according to relevant data, 0 years 0 months, Changan Qiyuan E0 terminal cumulative sales are only 0 vehicles, almost completely forgotten by the market.

如果說定位迷失是長安啟源的第一步走錯，那麼品質危機的爆發則讓它陷入了更深的困境。長安啟源A05在第三方碰撞測試中的糟糕表現，徹底擊碎了消費者對它的安全神話。長安啟源A05在30%重疊鑽撞卡車測試里，A柱斷裂，B柱和C柱變形，車輛結構評級為P（差）。副駕駛假人頭部撞擊車頂，甚至暴露在車外，二次受傷風險極高。在40%重疊正面偏置碰撞時，A柱門檻輕微變形，剎車踏板侵入嚴重，車輛結構評級為M（一般）。而在70%重疊高速追尾測試中，燃油系統大量洩漏，碰撞後起火風險巨大，燃油系統完整性被評級為P（差）。這些觸目驚心的結果，讓消費者對長安啟源的安全性產生了嚴重的質疑。

What is even more ironic is that during the same period, Chang'an Qiyuan A07 received a five-star evaluation in the C-NCAP evaluation. This huge contrast with the third-party test results not only made consumers deeply suspicious of the test standards, but also seriously damaged the brand image of Changan Qiyuan.

In addition to safety issues, Changan Qiyuan also faced quality complaints such as false battery life, car machine jamming, abnormal body noise, and loose components. The frequent occurrence of these problems has brought consumers' trust in Chang'an Qiyuan to a freezing point.

While product quality problems occur frequently, Chang'an Qiyuan's service system has also exposed serious shortcomings. In the face of consumer complaints and rights protection, Changan Qiyuan's after-sales service is often slow to respond and ineffective. Some car owners waited for half a month to repair their cars after the accident, but failed to get a satisfactory solution; Some car owners have not solved the problem of abnormal noise of their vehicles after 21 repairs, but have been shirked by the manufacturer and refused to compensate.

This attitude of "promising a good thing before buying and shirking responsibility after buying" not only made consumers feel disappointed and angry about the service quality of Chang'an Qiyuan, but also completely collapsed its brand image in the hearts of consumers.

The failure of Chang'an Qiyuan is the result of the combined effect of product positioning, quality control, service system and other problems. In the increasingly fierce competition in the new energy vehicle market, Changan Qiyuan failed to accurately grasp the market demand and consumer psychology, resulting in the failure of products to be recognized and favored by consumers. At the same time, its shortcomings in quality control and service system have further exacerbated its market dilemma.

The fall of Chang'an Qiyuan is not only a history of brand failure, but also a profound lesson. It tells us that in the new energy vehicle market, there is no sentiment at all, and only enterprises that truly meet the needs of consumers and provide high-quality products and services can win the favor and recognition of the market. And Chang'an Qiyuan has obviously missed this opportunity.