AutoBeta(AutoBeta.net)04/08 Report--

Great Wall Automobile released production and sales KuaiBao on April 7, showing that car sales in March totaled 90240, down 10.59% from January to March, down 10.59% from January to March, down 22.41% from a year earlier. According to the annual sales target of 1.6 million vehicles announced by Great Wall, the target completion rate in the first quarter is 13.7%.

In March, Great Wall pickup and tank brands of Great Wall Automobile increased year-on-year, while Harvard, Euler and Wei brands all declined compared with the same period last year, especially Wei Brand, which sold only 1275 vehicles in the whole month, down 73.19% from the same period last year. It is understood that Wei Brand has declined for 12 consecutive months compared with the same period last year, halving for 6 consecutive months.

As a high-end brand owned by Great Wall, the performance of Wei Pai is hard to compliment. According to the data, Wei brand sales in March were only 1275, down 73.19% from a year earlier, while cumulative sales in the first quarter were 3403, down 76.18% from a year earlier.

Wei Jianjun, chairman of Great Wall Motor, once said: "Wei Brand bet on my last name, only success can not fail." But at present, Wei Pai, which has been established for six years, can not hide its decline after several twists and turns.

Wei Brand was born in November 2016. after the launch of the company's founder Wei Jianjun, the VV series sold more than 10,000 cars a month, but as the prices of joint venture brands fell and independent brands launched high-end products one after another, sales of Wei Brand fell rapidly, falling 21.53% to 78500 vehicles in 2020 compared with the same period last year.

In 2020, Wei Brand launched Tank 300, which sold well on the market, and developed strongly in the market segment, but Great Wall Automobile stripped Tank 300 from Wei Brand and established a sub-brand-Tank, which greatly weakened the competitiveness of Wei Brand products. In order to break the situation, Wei Brand began to adjust its strategy, defining its brand positioning of "new generation smart car" and introducing coffee intelligent platform and intelligent hybrid DHT scheme at the same time. In May 2021, Wei Brand launched a medium-sized SUV Mocha, which is the only fuel car product that Wei Brand currently sells. Since then, Wei Brand has launched new energy vehicles with lemon hybrid DHT technology, including Mocha DHT, Macchiato DHT/ Macchiato DHT-PHEV, latte DHT/ latte DHT-PHEV and so on. The overall model is mainly named "Coffee", while the previously launched VV series has been discontinued.

At present, the transformation of Wei Brand new energy direction is not smooth. In 2022, Wei brand sales fell 37.66% year-on-year to 36381 vehicles, making it the biggest decline brand of Great Wall for three years in a row, and according to the current sales trend of Wei brand, it is expected to become the worst brand of Great Wall in 2023.

The multi-model concept is to believe that there is always a model that can succeed, but this is bound to distract the resources and energy within the brand and consume it in wave after wave of ineffective product releases. At the same time, Wei Brand has made three strategic adjustments in the short period of six years since its establishment. From high-end fuel cars to hardline off-road SUV, and then to today's new energy vehicle brands, consumers can not form a complete understanding of the brand.

In terms of other brands, except Wei Brand, Harvard and Euler all showed a decline, with the Euler brand falling 32.59% to 9615 vehicles and the Harvard brand down 13.05% to 47419 vehicles. Compared with Harvard, Wei Brand and Euler, the performance of the tank brand is relatively eye-catching, with sales of 11950 tank brands in March, an increase of 33.94% over the same period last year. At present, tank brand products include tank 300 and tank 500 models, of which tank 300 is the main sales model of tank brand, accounting for more than 85% of the total sales of tank brand. In the future, tank brand will also launch tank 400, tank 700 and other models.

How to solve the problem of Great Wall Motor?

On March 22nd, the Euler brand is officially integrated with the salon brand, and the first model of the salon brand, the machine nail dragon, will be displayed in the Euler APP. At the same time, the Mechatron zone in the APP is also online. Fu Xiaokang, vice president of Great Wall Automobile, said: "after the adjustment, Euler and Sharon adopt a dual-brand operation model to further concentrate superior resources, comprehensively improve operational efficiency and coordination, and better cope with the fiercer competition in 2023. We will do a good job in the three battles of globalization, high-end and new energy."

On March 27, the Harvard brand of Great Wall officially named its new energy sales network "Havron Network", which means that in the future, Harvard brand new energy vehicle products will adopt independent sales channels to distinguish them from fuel vehicle products. At the same time, the Harvard brand also announced the naming of its new energy series models, code-named A07 model named Qionglong, code-named B07 model named Qionglong MAX, in which Qionglong MAX will be the first model equipped with Great Wall Hi4 technology, while Owl Dragon will continue to be equipped with DHT-PHEV plug-in system. It is understood that the Harvard brand plans to launch seven Harvard new energy products this year, including EV and PHEV models.

Such a drastic reform shows the eagerness of Great Wall Motor to "seek change". Looking back on 2022, the market performance of Great Wall Motor is not optimistic. According to the data, the total sales of Great Wall cars in 2022 were 1.0675 million, down 16.67% from the same period last year, and there is a huge gap from its 1.9 million sales target, with a completion rate of only 56.19%. Great Wall Motors has lowered its target to 1.6 million in 2023, which has attracted much attention from the market.

CGO Li Ruifeng, chief executive of Great Wall Motor, said that the sales scale and permeability of new energy at Great Wall did not meet the original expectations because of restrictions on chip supply and battery supply. Although many products were qualified for mass production, supply and pricing problems had to be postponed due to market environment problems.

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