AutoBeta(AutoBeta.net)09/03 Report--

Recently, the Great Wall holding electronic bidding platform released the "Great Wall Z brand annual marketing strategy-CIS system project" bidding instructions. According to the tender documents, Great Wall plans to launch an annual overall strategy and CIS system tender for Z brand and one of its models in August 2021. In the "Technical requirements", Great Wall Automobile requires that the project team must have rich luxury brand strategy and brand CIS design experience. In the "performance requirements", Great Wall Motor requires bidding stalls to serve luxury cars or luxury goods, high-end fashion brand strategy and CIS creative design business for more than 3 years.

For Z brand positioning and other related information, Great Wall Automobile said that there is no further information disclosed. However, from the "technical requirements" and "performance requirements" point of view, Great Wall Motor "Z brand" may be positioned as high-end luxury.

At present, Great Wall Automobile owns five major automobile brands: Harvard, Euler, Tank, WEY and Great Wall, among which WEY and Tank are all positioned as high-end brands. However, the high-end road of Great Wall does not stop there. As early as 2020, it was exposed that Great Wall would launch a high-end new energy vehicle brand (that is, Sharon Zhihang). As to whether the "Z brand" exposed this time is "Salon Zhihang", another bidding description is obtained from the electronic bidding platform of Great Wall Holdings. Among them, the "Technical requirements" project team must have rich experience in luxury car brand strategy and brand CIS design, while the "performance requirements" project team needs to serve traditional automobile brands or new power automobile brand strategies and CIS creative design business for more than 5 years. This means that "Z Brand" and "Salon Zhihang" should focus on different markets.

At present, Great Wall Motor owns two high-end brands, WEY and Tank, but there are some "differences" in the development of the two brands in the market. WEY currently sells models such as VV5, VV6, VV7, Mocha and so on. Macchiato and latte will also be launched one after another, of which Mocha is the latest model, based on coffee platform. in terms of sales, the market performance of WEY VV series models is very poor, while the latest Mocha is still climbing, with sales of 2006 in June and 2018 in July. At present, the only type of tank on sale is Tank 300. at present, Tank 400,500,700,800 and other models have been planned, of which Tank 500 is scheduled to be on the market at the end of the year, with a price of 30-400000 yuan. high price coupled with positioning high-end cross-country means that the audience is limited.

According to Great Wall's latest sales target, it plans to reach 4 million vehicles by 2025, including more than 1 million in overseas markets. It is understood that Great Wall Motor sold 1.11 million new cars in 2020, an increase of 4.8% over the same period last year. If sales exceed 4 million by 2025, that means sales will grow by 260% in five years, which is still a big challenge for Great Wall Motor.

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