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

On March 8, Great Wall Motor released a production and sales express showing that the total sales volume of automobiles in February was 68209, down 3.65% year-on-year, and the cumulative sales volume from January to February was 129,728, down 28.94% year-on-year. According to the annual sales target of 1.6 million vehicles announced by Great Wall Motor, the target completion rate in the first two months was 8%.

The same period of 2022 is the Spring Festival holiday. It is reasonable to say that Great Wall Motor should realize growth. However, the market performance of Great Wall Motor is obviously abnormal. Only Great Wall pickup truck realizes year-on-year growth. Haval, Euler, Wei brand and tank all decline year-on-year, especially Wei brand. The monthly sales volume is only more than one thousand vehicles, with a year-on-year decline of 75.81%.

Great Wall Motors has five brands, including Haval, Wei, Great Wall Pickup, Euler and Tank. According to the data released by Great Wall Motor, except for the year-on-year growth of Great Wall pickup trucks, other brands have declined to varying degrees. Among them, Haval brand, as the sales pillar of Great Wall Motor, is also the weather vane of its sales trend. Sales volume accounts for more than half of the whole, down 6.74% year-on-year, but the accumulated year-on-year decline in the first two months is 30.18%.

The stall of Haval brand is related to the market. At present, its listed models are mainly concentrated in the compact SUV market, including Haval H6, Haval Red Rabbit, Haval First Love, Haval Big Dog, Haval Cool Dog, etc. These models are very close regardless of price or positioning, and it is difficult to avoid "killing each other", which affects the market play of Haval H6. With more and more SUVs of other brands being launched to the market, the pressure of Haval, which mainly pushes SUV, is also increasing.

As a high-end brand owned by Great Wall Motor, Wei's performance is hard to compliment. According to the data, the sales volume of Wei brand in February was only 1072 vehicles, down 75.81% year-on-year, while the cumulative sales volume in January-February was 2,128 vehicles, down 77.67% year-on-year. Under the pressure of sales volume, Wei brand has also sought transformation, hoping for the two core technologies of "intelligent DHT" and "coffee intelligence". The whole series layout has long endurance DHT-PHEV models and cuts into the high-end new energy vehicle track. However, under the pressure of crowded track and head enterprise, Wei brand's transformation road is still continuing. At the 2022 Guangzhou Auto Show, Wei brand new flagship SUV Blue Mountain DHT-PHEV has been unveiled and is expected to compete with the ideal L8.

At the end of January, Chen Siying officially joined Great Wall Motors as CEO of Wei Brand and General Manager of Tank Brand Marketing, reporting directly to Li Ruifeng, Chief Growth Officer of Great Wall Motors. According to the data, Chen Siying is a marketing veteran in the traditional automobile industry. He once worked for SAIC Passenger Cars, Beijing Automobile and Qoros Automobile. In April 2019, Chen Siying joined Geely's Linkages Automobile as Deputy General Manager of Linkages Automobile Sales Company, in charge of marketing public relations business. Now that he is CEO of Wei Brand, I wonder what kind of spark will he bring to this brand?

In addition to being inferior to rivals in the plug-in market, this is also true in the pure electric market. As the only pure electric brand owned by Great Wall Motor, the sales volume of Euler brand in February was 4,475 vehicles, down 28.53% year-on-year. Before this, Euler relied on black cat, white cat two low-priced models, in the market won the favor of many female car owners. However, due to cost pressure, Euler stopped production of the two models, coupled with the previous "core door" event of the good cat model, so that the performance of the Euler brand in the market continued to shrink. After the black cat white cat stopped receiving orders, Euler launched the lightning cat, ballet cat, different from the previous bias towards women, these two models are more personalized design, the outside world thinks Euler intends to tear off the "female label", but from the current market performance, not good.

Compared with Haval, Wei brand and Euler, the performance of tank brand is relatively bright, with 6,344 tank brand sales in February, down 1.92% year-on-year. At present, the tank brand products on sale include tank 300 and tank 500, among which tank 300 is the main sales model of tank brand, accounting for more than 85% of the total sales volume of tank brand. In the future, tank brand will also launch tank 400, tank 700 and other models.

How can Great Wall Motor solve the worries? In December 2022, Great Wall Motor announced that it would adjust the brand structure of its products, fully integrate the two brands of Euler and Salon, and Wen Fei, CEO of Salon Brand, served as CEO of Salon and Euler. In addition, Wei brand and tank two brands are also fully integrated, tank brand CEO Liu Yanzhao concurrently Wei brand CEO, fully responsible for Wei brand and tank dual brand operation management. According to the introduction of Great Wall Motor, after the integration of the two brands, they will realize their independent operation.

Such drastic reform shows the urgency of Great Wall Motor's "seeking change". Looking back at 2022, the market performance of Great Wall Motors is not optimistic. According to the data, the total sales volume of Great Wall Motors in 2022 was 1.0675 million vehicles, down 16.67% year-on-year, with a huge gap from its sales target of 1.9 million years, and the completion rate was only 56.19%. However, in 2023, Great Wall Motors lowered its target to 1.6 million vehicles, which attracted much attention from the market.

CGO Li Ruifeng, chief growth officer of Great Wall Motor, said that the sales scale and penetration rate of Great Wall New Energy did not meet the original expectations because chip supply and battery supply were limited. Although many products had mass production conditions, they were forced to postpone due to market environment problems, supply problems and pricing problems.

Welcome to subscribe to the WeChat public account "Automotive Industry Focus" to get the first-hand insider information on the automotive industry and talk about things in the automotive circle. Welcome to break the news! WeChat ID autoWechat