CPCA data shows Skyworth Auto's domestic cumulative sales in H1 2026 were only 387 units, with May sales as low as 38 units—less than two per day. Founder Huang Hongsheng had loudly proclaimed a goal of "1 million annual sales by 2030," but that now seems remote. Product lag, low brand recognition, and poor channel conversion are the three root causes of Skyworth's predicament.
Sales Collapse: The Brutal Reality of 387 Units in Six Months
CPCA data reveals Skyworth Auto's domestic cumulative sales in H1 2026 totaled just 387 units, with May sales plummeting to 38 units—less than two cars per day. June recovered slightly to 56 units, but this figure is negligible compared to leading brands selling tens of thousands monthly.
Breaking down by model, the mainstay Skyworth EV6 sold 24 units, HT-i sold 14 units. From February to May, monthly sales remained in double digits.
The downward trajectory is clear:
- 2022: 21,916 units total, up 255.72% YoY
- 2023: ~18,600 units, missing the 40,000 target
- 2024: ~35,000-40,000 units (including significant overseas contributions)
- 2025: Under 4,000 units, cliff-like decline
- H1 2026: Only 387 units
Three Traps: Product, Brand, and Channel All Fail
The core reason for Skyworth's predicament is severely lagging product competitiveness. Its first model, the EV6, launched in 2022 and has not received a major facelift since. Core hardware—powertrain, smart cockpit, ADAS—remains at 2020 levels.
Specific shortcomings:
- Range and charging: Competitors have popularized fast charging and advanced ADAS; Skyworth remains at old standards
- Intelligence: Smart cockpit experience lags, ADAS functions missing
- Quality reputation: Lacks stable user word-of-mouth
On the brand front, Huang Hongsheng tried to leverage the "Skyworth" home appliance brand, but appliance and auto purchase decisions follow completely different logic. Skyworth's "wellness car" differentiation—heart rate monitoring seats, air quality monitoring, one-key sleep mode—lacks third-party certification and frequently malfunctions.
Channel-wise, Skyworth tried using its 12,000 home appliance retail outlets to display cars, but conversion was extremely limited. Unlike new forces' direct sales model, Skyworth's "dealer + urban experience center" hybrid approach resulted in inconsistent service standards.
Overseas Market Also Stalls
Skyworth's troubles aren't limited to China. In December 2024, Skyworth entered the UK market under the Skywell brand with the BE11 EV SUV priced at ~290,000 yuan. However, in less than 20 months, only 127 vehicles were registered, with first-year terminal sales at just 6 units. Only one of ten local insurance companies was willing to underwrite the model.
Lessons from Crossover Auto Ventures
Skyworth's failure is not unique. It serves as a warning to all companies attempting to cross into the auto industry:
- Product competitiveness is the baseline: Without continuously updated products, no brand can win
- Channels must be professional: Appliance channels cannot directly convert to auto sales
- Differentiation must be real: Concepts like "wellness car" without technical backing become mere gimmicks
In 2026, China's NEV penetration has exceeded 60%, with leading brands delivering hundreds of thousands monthly. Brands lacking core technology and user reputation are being rapidly eliminated. For industry analysis, visit EX1000.COM.
