AutoBeta(AutoBeta.net)12/18 Report--

After Harvard, WEY, Euler, Great Wall pickup, tank and salon six sub-brands, Great Wall may usher in a seventh sub-brand. On December 17, according to the information of the electronic bidding platform of Great Wall Holdings, Great Wall Motor is bidding for the "Great Wall car Brand Channel Design Project". According to the words "car brand" in the announcement, the Great Wall car business will operate in a separate brand form, and the announcement information also shows that Great Wall's car brand channel is divided into two modes: new retail and traditional retail. It includes 4S store, brand experience store, city exhibition hall and superstore. However, Great Wall has no further information about the specific name of the brand.

As for the positioning of cars, according to the bidding documents, from the suppliers participating in the bidding need to have rich experience in middle and high-end automobile brand image design, imported, joint venture brands, new car power brands, as well as the original cooperation experience of the brands of front-line big companies in no less than 2 years, it is speculated that the Great Wall car brand will most likely focus on the middle and high-end market.

There is also news that Yu Fei, previously general manager of Euler brand marketing, will take over the car brand. So far, Great Wall has not responded to the news.

In June this year, Great Wall unveiled its 2025 strategy, saying that by 2025, Great Wall plans to achieve its annual global sales target of 4 million vehicles, 80 per cent of which will be new energy vehicles, with revenue exceeding 600 billion yuan. In terms of the latest product production and sales, according to official information, the cumulative sales of Great Wall Motor reached 1118624 vehicles from January to November this year, an increase of 16.3% over the same period last year, while sales in overseas markets were 127026, an increase of 106.3% over the same period last year.

Among them, Great Wall Motor released the 2025 strategy, on the brand matrix, Great Wall Motor made a breakdown, that is, in 2022, the new brand "Salon" will be listed for the first product; in 2023, Euler achieved the first place in the new energy market segment, with global sales exceeding 1 million. Before 2025, the whole system launched more than 50 new energy models. At present, Great Wall Motor already has six different positioning sub-brands, including the Great Wall pickup truck positioned as the "pickup leader", the Harvard brand positioned as the "China SUV global leader", the Wei brand as the "new generation smart car", the Euler brand as the "global car brand that loves women more", the tank brand as the "trendy SUV", and the salon brand as the "luxury intelligent BEV brand".

In the matter of building sub-brands, Great Wall Motors has moved quickly this year and the market performance of the brand is very eye-catching. Among them, the tank brand was officially released at the Shanghai Auto Show this year. In April this year, Great Wall Motor announced that it would operate independently of the tank brand. It is well known that the sales of the tank brand model Tank 300 have been very hot in the market since it was exposed. It was once difficult to pick up the car in the terminal market. At present, the tank brand is selling and exposing five models. Including tank 300, tank 400, tank 500, tank 700 and tank 800.

In addition, another new high-end brand of Great Wall also unveiled at the Guangzhou Auto Show and brought its first product. The first model of the salon car, which locates the pure electric coupe, was officially launched on November 19, which is also the first car of Great Wall Motor.

It is worth mentioning that the WEY brand of Great Wall currently sells VV5, VV6, VV7, Mocha and other models. On December 17th, the WEY brand announced the official launch of the WEY latte DHT, with a total of three new models, including medium cup, large cup and super large cup. But for this sub-brand, judging from the past sales data, the sales of the WEY brand are not very optimistic. The data show that from January to November this year, the cumulative sales of the WEY brand was 48000 vehicles, down 29.46% from the same period last year, making it the only brand under Great Wall to decline.

Great Wall Motors has said that it will not start the car business until it makes the SUV number one in the world. But judging from the current action, Great Wall will start the car business soon. The exposure of the car brand also means that Great Wall will further expand its brand lineup, but in the highly competitive car market, the brand has not yet officially entered the market, and it will take more time to figure out how the market will perform in the future.

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