This brand has been with us for more than 30 years, and now I really want to see you again.

Li Xia, the name that has been with us for more than 30 years and nearly two generations, has finally come to say goodbye.

Recently, Tianjin FAW Li Xia Automobile Co., Ltd. issued an announcement on the proposed change of company name and securities abbreviation. Among them, the name of the company was changed from "Tianjin FAW Li Xia Automobile Co., Ltd." to "China Railway Materials Co., Ltd.", and the business scope increased the manufacturing and sales of high-speed rail equipment, parts and components, and the sales of rail transit construction machinery and components.

Judging from the change of its name and business scope, Tianjin FAW Li Xia should bid farewell to the passenger car market, rather than changing its medicine. In other words, the previous information has been verified. Li Xia, really say goodbye to us.

Although Li Xia has changed her name and surname, it can be said that Li Xia was a star car company at that time decades ago. The story still has to start with reform and opening up. 1978 After the Third Plenary Session of the Eleventh Central Committee, China began to implement the domestic reform and opening-up policy. Domestic reform began in rural areas, and opening to the outside world began in Guangdong and Fujian. In the following years, great changes have taken place in the domestic economic vitality.

With money, I naturally want to do something big. 1980s, Beijing Jeep and Shanghai Volkswagen became the only joint ventures at that time, and related models were already on the market at that time. However, these models all have a problem, that is, they are too big, and the subsequent price, maintenance cost and car use cost are far beyond the affordability of the country at that time.

Then, after several rounds of negotiations, 1984, Tianjin Automobile Industry Corporation (formerly known as Li Xia, hereinafter referred to as Tianjin Automobile) signed an agreement with Daihatsu, and Daihatsu transferred the minivan Daihatsu Hijet and the minivan Daihatsu Xiali to Tianjin Automobile. 1.0 complete set of manufacturing technology.

At that time, the goal of Tianqi was very simple, that is, to avoid its sharp edge and not to touch the areas where others have mature products, but to find undeveloped areas. Therefore, mini-cars are a good breakthrough. The newly introduced Daihatsu helicopter was named "Gorgeous" by Li Ruihuan, then the mayor of Tianjin, and the imported Daihatsu Xiali was named "Li Xia" a few months later. This is the beginning of the name "Li Xia".

However, although the economy developed rapidly at that time, the domestic automobile market was not fully formed, and the people didn't have that much money, so the automobile procurement at that time was mainly public procurement, and private consumption was pitiful. Moreover, the early stage of production was basically carried out in CDK mode, with all imported parts and components, the domestic production rate was extremely low, and the price was above 65.438+10,000, which was very exaggerated at that time. ?

So even if the sales performance was good at that time, the capacity utilization rate was still relatively low. However, since 1987, the localization rate of Li Xia cars has been increasing, and correspondingly, the prices have also started to decline. However, Changan Suzuki Alto, which is listed at the same time as Li Xia, is produced in the form of joint venture, and the localization process is faster. When the cost of Li Xia was well controlled, the private users in the southern region had been occupied by Alto.

Judging from the choice of production mode, it is prescient for Li Xia to choose to introduce a complete set of technology instead of joint venture. However, this joint venture is very in line with the market economy. At that time, the problems such as the lack of discourse power and the lack of technology when being sent out of the market were not prominent. In addition, the domestic industrial base was definitely not good at that time, so Li Xia, which was explored by itself, did not keep up with the pace of its competitors. ?

In the future, due to factors such as space, price, durability, low maintenance and car cost, Li Xia and its modified models will successfully enter the taxi market, and Li Xia will be the main driver in major cities in China such as Beijing, Tianjin and Shanghai. I think that's when most people get to know Li Xia.

1997, Tianjin automobile was changed to Tianjin Li Xia automobile co., ltd, which only produced Li Xia products. At this time, we can call it Li Xia. Subsequently, the modified Li Xia TJ7 130U was equipped with a Toyota 8A four-cylinder engine and aluminum alloy wheels for the first time. Perhaps it was at this time that the foreshadowing of cooperation with Toyota was laid. ?

The year 2000 should be a turning point for Li Xia. This year, China joined the World Trade Organization (WTO), and then car manufacturers all over the world turned their attention to China, a market that has not been seriously developed, and China's automobile market began to enter a state of fierce competition.

And Toyota is ready. Toyota will bring its latest compact car Platz to Li Xia for production. The model made in Li Xia is called Li Xia 2000, which is almost identical except that the logo and engines of the two cars are different, but Li Xia's operation has set a stumbling block for himself.

First of all, Li Xia 2000 is more expensive. Although the vehicle technology has made great progress, compared with Jetta and Santana at the same price, the appearance is not excellent. Then, Li Xia's reputation was damaged in the later period when Li Xia became a taxi driver. The name Li Xia 2000 also makes consumers think that this car, like the previous Li Xia, has no obvious advantage in market cognition. Finally, Toyota's very famous VVT-i technology engine was not launched at that time. Although people pay more attention to things that can be seen and understood, such as appearance and interior (it is the same now, but it has been greatly improved) rather than engines with technical thresholds, so the later marketing also lacks highlights. From then on, Li Xia stepped into the mud pond and never dared to leave easily.

If the opening of the market in 2000 was a blow to Li Xia, but Li Xia still had a chance to turn over, then 2002 was the year when Li Xia turned over. This year, the restructuring plan between FAW Group and Tianjin Li Xia was negotiated by many parties, and most of Li Xia's shares were transferred to FAW, which gained absolute control over Li Xia.

During the reorganization, it is envisaged that FAW will make efforts in the field of medium-sized cars and commercial vehicles, while Li Xia (Tianjin FAW) will continue to deepen its efforts in small cars. However, after FAW and Toyota became joint ventures in the same year, FAW left its resources and attention to the joint venture, and FAW Toyota constantly introduced new products to occupy the market. At that time, Li Xia was not taken seriously in FAW Group.

Although at the initial stage of the merger, Jingya, a modified model, and Junya and Shenya of Li Xia A series were introduced, which made great progress in configuration and design, but compared with the products launched by the joint venture brand, there was still something missing.

In 2004, the 1 10,000 car rolled off the assembly line in Li Xia. At this time, Li Xia introduced Li Xia N3. The exterior interior design and vehicle configuration are still of a high standard, equipped with 1.0L and 1.3L engines, and independently suspended at the front and rear. Compared with previous products in Li Xia, this Li Xia N3 is obviously more attractive. After optimizing the configuration, the sales volume of the redesigned products launched in 2005 continued to climb, and more than 6,000 units could be obtained in one month when they first went on the market.

In the next few years, N3 series became the pillar of Li Xia, and in June 2009, it helped Li Xia achieve 2 million achievements. At this time, Li Xia introduced Li Xia N5 as before. Although there is no change in the mechanical structure, the larger body size, better design and richer configuration greatly increase the appeal of N5 to consumers. In the first month of listing, it has achieved sales of over 10,000 vehicles. I think this is the most energetic time in Li Xia.

In 20 13, Li Xia N7 went public. This crossover is an attempt by Li Xia, but it can have a more personalized appearance at the same price. At that time, many people really liked this car. It's just that those years were also the years when other independent brands and joint venture brands made great efforts. After the novelty passed, the sales volume of N7 in Li Xia dropped rapidly, and the subsequent sales performance was terrible.

In the next few years, although Junpai A70, Junpai D60, Junpai A50, Junpai CX65 and other products were introduced, they were not very good. By June 2038+February 2020, the monthly sales of all Li Xia models will be only 2,400.

After 20 18, sales will continue to decline, and monthly sales will be discounted. After 20 19, the parent group experienced various changes and metamorphosis, but Li Xia remained the same. It used to specialize in producing small cars. After people gradually became rich, it was abandoned because of various restrictions, which has become the result of an encounter.

This is not to say that Li Xia is not self-motivated, it is the result of the choice of the times, because Changan Suzuki, which also specializes in the field of small cars, has retreated from the market after several struggles. Li Xia and its old rivals, after years of competition, were once brilliant and silent, and finally fell under the wheel of the times.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.