Amidst widespread attention, EnjoyAuto S9, under the Hongmeng Zhixing brand, was officially launched on August 6th this year. This highly anticipated flagship sedan, targeting traditional luxury gasoline sedans such as BMW 5 Series, Audi A6L, and Mercedes-Benz E-Class, has a price range of RMB 399,800 to RMB 449,800. However, looking back now, its market performance has been disappointingly erratic.

In the initial stages of its launch, EnjoyAuto S9 sparked heated market discussions. According to official data released by Hongmeng Zhixing, the model secured over 2,500 pre-orders within 24 hours of its launch and exceeded 4,800 within 72 hours. Yu Chengdong expressed satisfaction with these results, believing they exceeded expectations and even outstripped the monthly sales of pure electric models from BBA. However, the actual sales figures starkly contrast these impressive numbers.

According to third-party data, EnjoyAuto S9 only sold 758 units in October. This number is not only far below market expectations but also stands in stark contrast to the overwhelming pre-order situation before its launch. During the so-called "golden September and silver October" peak sales season for automobiles, EnjoyAuto S9's performance was undoubtedly disappointing.

So, what led to EnjoyAuto S9's sales Waterloo?

Firstly, the high price point poses a significant obstacle for consumers. In the pure electric sedan market, models priced above RMB 300,000 are relatively scarce, and sales volumes are generally low. EnjoyAuto S9's price range approaches RMB 500,000, which is undoubtedly a substantial burden for most consumers. Despite Huawei's strong heritage and Hongmeng Zhixing's brand endorsement, consumers still need to weigh the balance between price and performance when making a purchase.

Secondly, the single powertrain system limits EnjoyAuto S9's market performance. In the current new energy vehicle market, consumers still have range anxiety. As a pure electric sedan, EnjoyAuto S9 does not offer diversified powertrain options such as extended range or hybrid systems. This limits its potential consumer base to a certain extent and deters some consumers with higher range requirements.

Furthermore, the intensity of market competition cannot be ignored. In the new energy vehicle sector, major automakers are launching new products to gain a foothold in this rapidly growing market. As Hongmeng Zhixing's first flagship sedan, EnjoyAuto S9 still needs to improve its brand recognition and market reputation. Facing numerous powerful competitors, its market competitiveness appears relatively weak.

In summary, EnjoyAuto S9's post-launch sales performance has undoubtedly been a heavy blow. For Hongmeng Zhixing, this is not only a failed market test but also a tarnished brand image. In the future, how to adjust product strategies, enhance market competitiveness, and regain consumer trust will be pressing issues to address. For consumers, this also serves as a reminder to approach the balance between product performance and price more rationally when purchasing new energy vehicles.