Why was the Geely Emgrand EC8 discontinued?
2 Answers
Here are the reasons for the discontinuation of the Geely Emgrand EC8: 1. Exterior design: The appearance and tuning did not match the positioning of consumers in this price range. The EC8's exterior design and tuning direction could be summarized as a "low-end business vehicle," but most consumers in this price range actually purchase cars primarily for family use. Incorrect positioning led to low sales. 2. Engine: The vehicle was equipped with 2.0L and 2.4L displacement engines, paired with a 6AT transmission. This transmission was a mature automatic transmission product from DSI, an Australian automatic transmission company acquired by Geely.
As someone who follows the evolution of automotive technology, I suspect the discontinuation of the Geely Emgrand EC8 is largely due to its outdated platform architecture. The EC8 was developed on an old chassis system, which had inherent limitations from the outset, such as inflexible suspension tuning and relatively high fuel consumption. Later, Geely invested in new modular platforms like the CMA, which support more advanced connectivity and powertrain systems. Newer models like the Emgrand GL or Borui have taken over the EC8's market share with their more eco-friendly and energy-efficient technologies. Upgrading the EC8 would have been too costly, leading to its natural phase-out. This is quite common in the industry—automakers must continually innovate to keep up with trends like connectivity and autonomous driving. I've seen other brands, like BYD, handle older models similarly. Had the EC8 updated its design earlier, it might have survived, but as technology and times change, discontinuing it frees up resources for more promising product lines. Remember, a good car must evolve with the times, or it will quietly exit the stage.
