Why is the R Auto ER6 not selling well?
2 Answers
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.
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.
