Why was the Ruifeng S5 discontinued?
3 Answers
Ruifeng S5 has not been discontinued for the time being. The following is an introduction about Ruifeng: Appearance: The details of the exterior are also coordinated with the overall design. The air intake grille with three prominent chrome strips has become the signature of Ruifeng S3. The front and rear light designs, along with the window lines, and the windows and lower door sills are decorated with chrome plating. Interior: The Ruifeng S3 features an overall dark interior with red stitching, and the dashboard is adorned with a horizontal silver trim, giving it a sporty texture. The instrument panel adopts a dual-barrel design, with clear display of driving information and adjustable brightness. The three-spoke multifunction steering wheel is wrapped in genuine leather and integrates audio control, cruise control, and Bluetooth functions for easy operation.
As a car enthusiast, I've been following the JAC Refine S5 for many years, and its discontinuation is mainly due to poor market performance. The SUV market is fiercely competitive, with too many rivals like the Great Wall Haval H6 selling like hotcakes. The S5's sales never took off, especially in recent years as new energy SUVs gained popularity, and consumers shifted toward more fuel-efficient and intelligent models. The S5's powertrain is outdated, with relatively high fuel consumption, and its interior design is also behind the times, failing to keep up with trends. JAC Motors probably did the math and realized that producing the S5 was costly with low profit margins, so it made more sense to allocate resources to newer bestsellers, such as the Refine S7 series. In fact, many automakers follow this approach—when sales slump, they decisively discontinue models to free up production lines for upgraded versions. I think this decision is reasonable, but it's a bit of a shame since the S5 was once a standout in the entry-level SUV segment.
Having worked in car repairs for ten years, I've met many JAC Refine S5 owners, with most complaints being about minor but persistent issues like brake noise, electrical faults, and engine vibrations. Seeing the reputation decline, the manufacturer naturally considered discontinuing the model to avoid brand damage. Unstable quality directly impacted sales, and with higher fuel consumption than competitors, owners switched to more reliable brands like Geely or Changan. JAC probably internally assessed repair rates and recall costs—too high to justify keeping the old model. Technically, the S5 didn't upgrade, struggling to meet stricter emission standards, and with poor after-sales service piling up owner complaints, discontinuation was inevitable. For long-term strategy, launching new models was the wiser move.
