Why was the Refine S4 discontinued?
2 Answers
There are several reasons for the discontinuation of the Refine S4: 1. Weak foundation: JAC Motors' passenger vehicle product lineup is too thin, with untimely or incomplete updates, ultimately leading to a lack of product sustainability. It's like going to war without sufficient weapons, making it naturally difficult to survive in the market. 2. Quality issues: JAC has been at the center of negative publicity, such as exposure of rust problems and emission fraud. None of these are minor issues, and the damage to the brand is immeasurable. 3. Complacency and resistance to change: Whether in R&D or marketing, the company almost never hires externally, relying solely on internal training. For decades, there has been no influx of external ideas, making such an enterprise inevitably too rigid and predictable in its struggle to survive.
I heard that the discontinuation of the JAC Refine S4 is mostly due to its poor sales performance. The car was positioned in the compact SUV market, but the competition is too fierce. Models from Great Wall and Geely, for example, offer more competitive prices and richer features, making them more appealing to consumers. Additionally, JAC's high production costs and thin profit margins made continued production unviable. Automakers also need to consider overall resource allocation, shifting funds and manpower to more popular segments like new energy vehicles or larger SUVs. In this context, discontinuing the model is actually quite normal. Many brands are now streamlining their vehicle lineups, retaining only profitable flagship products. If you used to drive a Refine S4, there’s no need to worry—there are plenty of alternatives in the same segment, such as the Geely Binyue or Great Wall H2, which offer reliable performance and good resale value. Moving forward, automakers will focus more on innovation, and the phasing out of older models is inevitable. After all, consumer preferences change too quickly, and those who can’t keep up with the trends will inevitably be left behind by the market.
