Why is the R Auto ER6 not selling well?

[MacHarper]

R Auto ER6's poor sales are due to insufficient brand recognition. Below are the specific details about the ER6: 1. Vehicle positioning: The ER6 is R Auto's first long-distance intelligent connected pure electric family sedan, available in three models: the 620km Intelligent Travel Edition, the 620km Intelligent Enjoyment Edition, and the 620km Supreme Edition. Its dimensions are 4724/1835/1493mm in length, width, and height, with a wheelbase of 2715mm. 2. Powertrain: Equipped with a second-generation 8-layer Hair-Pin permanent magnet synchronous motor, it delivers a maximum power of 135kW (184Ps) and a peak torque of 280N·m, with an official 0-100km/h acceleration time of just 8.3 seconds. The battery pack uses a ternary lithium-ion battery, with an energy consumption of 12.2kWh/100km under NEDC conditions and an NEDC range of 620km.

[JocelynAnn]

As an automotive enthusiast, I frequently study the dynamics of the electric vehicle market. The primary reason for the poor sales of the ER6 lies in the intense market competition. The domestic market is saturated with strong competitors like the Tesla Model 3, BYD Han, and XPeng P7, which boast a range of over 600 kilometers and are equipped with advanced ADAS systems. In contrast, the ER6 generally offers only 400-500 kilometers of range and lags behind in terms of technological appeal. Price-wise, the ER6 is positioned in the 150,000-180,000 RMB range, seemingly affordable but lacking in cost-performance ratio. Consumers would rather spend more for a vehicle with better brand recognition. I've observed that Roewe has underinvested in marketing, with minimal exposure on platforms like Xiaohongshu and Douyin—many people aren't even aware of this model. Additionally, the sparse after-sales service network has been a pain point, with numerous owners reporting difficulties in finding charging stations and long wait times for repairs, further eroding purchase confidence. These shortcomings have gradually marginalized the ER6 in an already crowded market.

[ColeDella]

As a long-time car owner, I recently considered the ER6 when choosing an electric vehicle but ultimately didn't go for it. The official range is advertised as 520 km, but with daily air conditioning use or in winter, it drops below 400 km. Charging time is also about half an hour longer compared to BYD's EV series, making long-distance travel anxiety-inducing. The design feels outdated, the interior has a heavy plastic feel, and the screen response is slow—it can't match the cool tech vibe of the Xpeng G3 or Neta S in the same price range. The price of around 150,000 RMB isn't expensive, but the battery warranty only covers 8 years, shorter than the industry standard of 10 years, which doesn't inspire confidence for long-term use. A friend who bought the ER6 complains about the sluggish infotainment system and lack of updates, with the car depreciating quickly after just six months. Overall, the product lacks appeal, and the brand recognition is low. I think these are the main reasons it's not selling well.

[DeChloe]

Market data clearly shows the underperformance of the ER6 follows a logical pattern. The brand's influence in the EV sector is weak, with consumers prioritizing established players like BYD or Geely. The product suffers from slow iteration, stagnant range improvements, and lacks OTA upgrade capabilities—competitors like the BYD Seal continuously widen the gap through technological innovation. Priced in the 150,000-200,000 RMB segment, the ER6 struggles against rivals such as the Dolphin with inferior cost-performance, reflected in declining sales share year-over-year. Insufficient marketing budgets and sparse online/offline campaigns fail to ignite consumer enthusiasm. Subsidy phase-outs further squeeze entry-level models, disproportionately impacting the ER6's positioning. Strengthening these areas is critical for improvement.

[LaAbigail]

Dealing with the ER6 during the sales process is quite a headache, as customers often complain after test drives. The actual range falls short of 500 kilometers, and the charging speed is slow, unable to match Tesla's fast-charging efficiency, leading to frequent lost deals. Although the price discounts are substantial, inventory piles up, and the low sales commission affects motivation. The service network coverage is poor, with few 4S stores, resulting in customer complaints about inconvenient after-sales service. In contrast, BYD models like the Blade Battery version enjoy a good reputation, with numerous promotional activities making them naturally easier to sell. The ER6 has an awkward positioning—lacking both the premium brand markup and sufficient economic practicality—requiring a refreshed sales strategy to stimulate demand.