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According to previous media reports, Great Wall plans to launch a high-end smart electric car brand, internally named "SL Project". New products, including pure electric or add-on electric vehicles, will be sold at a higher price than existing products, against new car-building forces such as Standard Tesla and Ulay.

It is understood that the Great Wall Motor "SL project" is named "Salon Zhixing". According to Tianyan, Shanghai Sharon Zhihang Industrial Co., Ltd. was established in 2014. the company's previous name was "Shanghai Harvard Automotive Technology Co., Ltd." and officially changed its name to "Shanghai Sharon Zhihang Industrial Co., Ltd." on December 10. the legal representative was changed to Li Peng.

As can be seen from the shareholding structure, the only shareholder of Sharon Zhihang is Shanghai Pan Information Technology Co., Ltd., which is 100% owned by Great Wall Automobile Co., Ltd. In other words, Sharon Zhihang is actually a secondary subsidiary of Great Wall Motor. In addition, after "Shanghai Harvard" was changed to "Salon Zhihang", its business scope has also been expanded, including new energy vehicle sales, new energy vehicle exchange facilities sales, waste power battery recycling, charging pile sales, Internet of things technology research and development services.

At present, there is not much news about the new high-end new energy vehicle brand of Great Wall, including new brand naming, vehicle logo LOGO, product planning, product performance and so on. However, it has been learned from the China intellectual property and Trademark Office that Great Wall Motor has previously registered trademarks such as "Soul", "Great Wall Soul" and "moving Soul", and the English name of Soul is "SOUL", which fits well with the "SL Project", so the new brand under the Salon Zhihang project may be named Soul.

In fact, it is nothing new for traditional car companies to launch high-end car brands. In July this year, Dongfeng Automobile named its high-end electric brand "Lantu", and in November this year, two traditional car companies announced to enter the field of "high-end smart cars". One is that Changan Automobile announced that it will work with Huawei and Ningde era to build a CHN pure electric platform, and the other is the "Zhiji car" launched by SAIC with Pudong New area and Alibaba.

At present, Great Wall has four major car brands, namely, Harvard, WEY, Euler and Great Wall pickup trucks. In the first 11 months of this year, sales of Great Wall Euler and Great Wall pick-up trucks both increased year-on-year, while Harvard and WEY declined. The Harvard brand is the main selling brand of Great Wall, with cumulative sales of 644700 vehicles in the first 11 months, accounting for 67.09% of the total sales of Great Wall. The main selling model of the Harvard brand is the Harvard H6, accounting for more than 40% of the sales of the Harvard brand. However, in the face of fierce pursuit of competitive products, the Harvard H6 has been slightly weak.

Secondly, WEY, which is regarded as a high-end brand, does not seem to find a breakthrough in its development. The Great Wall WEY brand was launched in 2016 as a high-end SUV brand named after Wei Jianjun. At the beginning of the launch, WEY's VV5 and VV7 models continued to sell well, but after WEY launched the VV6 model, VV5 and VV7 model sales continued to decline. Cumulative sales of the WEY brand fell 28.3% in 2019 and 24.47% in the first 11 months of this year compared with the same period last year.

Finally, there is the new energy vehicle. Euler Automobile is the new energy vehicle brand of Great Wall Motors. Although the cumulative sales in the previous November increased by 20.17% compared with the same period last year, the cumulative sales were only 43516, and it mainly focused on the low-end new energy vehicle market. At present, the best sales are the Euler Black Cat models with sales of 60, 000 to 70, 000 yuan.

Overall, although the sales of Great Wall Automobile, as an independent brand, are eye-catching, the growth of the main selling brand Harvard and high-end brand WEY is weak, while the new energy brand Euler faces the low-end market development. Therefore, under the trend of product electrification and high-end brand development, Great Wall Automobile is bound to launch high-end new energy vehicle brands to further expand the market, but with the increasingly competitive high-end new energy market, the challenges faced by Great Wall Motor can not be ignored.

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