AutoBeta(AutoBeta.net)12/08 Report--

On December 8th, Great Wall released production and sales figures for November 2022. According to the data, Great Wall sold 87600 vehicles in November, down 28.53 per cent from a year earlier. The cumulative sales from January to November were 990100, down 11.49 per cent from a year earlier. So far, Great Wall Motor has completed only 52.10% of its annual sales of 1.9 million vehicles in the previous November, and it is almost impossible to achieve the annual sales target.

In response to the sharp decline in production and sales data in November, Great Wall said it was affected by the epidemic, affecting some factories and parts suppliers, resulting in sharp restrictions on production and sales in November. Great Wall Motor is fully cooperating with epidemic prevention work, and actively solving related problems, trying to reduce the impact.

In terms of brand segmentation, only tank brands grew slightly in November, with Wei Brand and Euler brands halving. The Harvard brand, the backbone of Great Wall sales, fell 22.04 per cent to 53923 vehicles in November from a year earlier. At present, the main selling models of the Harvard brand include Harvard H6, Harvard Dog, Harvard Divine Beast, Harvard Red Rabbit, Harvard first Love and Harvard H9, etc., but the performance of the above models is average.

Take the data of new car traffic insurance from January to October 2022 as an example, from January to October, the sales of the "National Miracle car" Harvard H6 was only 190900, down 34.39% from the same period last year; the number of Haversian dogs was 69700, down 15.75% from the same period last year; Hafer M6 was 55500, down 55.93% from the same period last year; Hafer H9 was 8966, down 25.49% from the same period last year; Harvard Red Rabbit was 22300, up 36.85% from the same period last year. Harvard God Beast for 34900; Haverku dog for 3887, a number of models are showing a downward trend.

New energy vehicle brand Euler sold 6776 vehicles in November, down 58.01% from a year earlier. Due to cost pressure, Euler's black cat and white cat miniature pure electric models suspended orders for new cars on February 14, and the Euler brand has only Euler cats on sale since then. Black cat and white cat are important sales sources of the Euler brand, and the suspension of the two models has greatly reduced the sales of the Euler brand. As of November, Euler brand sales totaled 97000 vehicles in the first 11 months, down 14.93% from a year earlier. At present, Euler brand models include Euler good cat, ballet cat and lightning cat models, of which ballet cat and lightning cat are nearly on the market, ballet cat price is 19.3-223000 yuan, lightning cat price is 18.98-269800 yuan, mainly low-cost electric cars. the next two models will become the main products of Euler's new sales.

Wei Brand remains the biggest decline brand under Great Wall, with sales plunging 66.43 per cent in November from a year earlier to 2110 vehicles. In the previous November, sales were equally dismal, with just 48000 vehicles, down 27.53 per cent from a year earlier. However, this is not surprising. Wei Brand has become a "big burden" of Great Wall since last year.

As for the tank brand, as a relatively new brand, tank is basically the brand with the biggest monthly increase of Great Wall Motor. However, there was only a slight increase in November, with data showing that it rose 8.02 per cent to 10919 vehicles in November from a year earlier, compared with a 28.17 per cent year-on-year increase to 12753 vehicles in October. According to new car traffic insurance data, tank sales totaled 85000 in the first 10 months, up 46.25% from a year earlier, while tank 500s sold 12900 since they went on sale in March, performing well among models of the same class.

In fact, in 2022, Great Wall's major brands launched a number of new cars, including Tank 500, Wei Brand Dream fulfillment, Harvard Cool Dog, Harvard H6 hybrid and Euler Lightning Cat, etc., but a series of new cars failed to bring growth to Great Wall after the launch, but suffered a sharp decline. According to official data, only the tank brand of Great Wall's five major brands grew year-on-year in the first 11 months, while the rest declined.

Or affected by the continued slump in sales, Great Wall announced on December 8 that it would adjust the organizational structure of its brand. This adjustment involves all vehicle brands of Great Wall, including Harvard, Wei Brand, Tank, Euler, Great Wall pickup truck and the newly established salon brand. In order to concentrate superior resources and comprehensively enhance operational efficiency and coordination, Euler and Salon, Wei Brand and Tank will adopt a dual-brand operation model.

Among them, the Euler brand and the salon brand are fully integrated in organization and management. according to data, Sharon is the latest high-end car project launched by Great Wall, which was established in August 2021. Its first car, "Mechatron regular version", was declared in the Ministry of Industry and Information Technology in September this year, but so far the official launch date of the model has not been announced. After this adjustment, the two major brands will focus on the pure electricity market, with salon brand CEO Wenfei serving as salon and Euler dual-brand CEO.

Wei Brand and tanks are also fully integrated in organization and management, and then focus on high-end new energy and the global market. Tank brand CEO Liu Yanzhao also serves as Wei Brand CEO. He is fully responsible for the operation and management of Wei Brand and Tank brands and the building of advanced new energy. The two systems will achieve their own dual-brand operation.

While the Harvard brand and the Great Wall pick-up truck brand continue to operate independently, although the Harvard brand is an extremely important vehicle brand leading the growth of Great Wall car sales, Great Wall Motors said it will increase resource investment and accelerate the transition to new energy. On the evening of August 22nd, the Great Wall Harvard brand held a new energy vehicle strategy conference, officially announced the start of new energy transformation, and launched a new brand LOGO. According to the plan, the new energy sales of Great Wall will account for 80% of sales by 2025, and the Harvard brand will officially stop selling fuel vehicles by 2030.

In fact, this organizational restructuring is the second adjustment of Great Wall Motor in the past two years. In 2020, Great Wall Automobile completed the organizational reform of version 3.0 and formed the organizational structure of "one car, one brand, one company", that is, the brand matrix of Harvard, Wei Brand, Euler, tanks, pick-up trucks and unlisted salons. For this adjustment strategy, Great Wall Vice President Fu Xiaokang revealed that it can be understood as: "1 set of channels, 1.5 sets of organizations, 2 brands." As to whether the adjustment can bring new growth points to Great Wall Motor, it will take more time to verify.

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