AutoBeta(AutoBeta.net)06/02 Report--

On June 1, the new Wei brand mocha DHT-PHEV model was officially launched, and the new car launched a total of models with a price range of-10,000 yuan. As a medium-term revamped model, the new Mocha DHT-PHEV has been replaced with the latest family design style, with the shadow of a small Blue Mountain. The new car continues to carry a plug-in hybrid system composed of 1.5T engines and motors, and future competitors will target models such as the ideal L7 and frigate 07.

In terms of appearance, the new car adopts a new design style, the front face is equipped with a borderless air intake grille, and the Wei LOGO is placed in the center of the front of the car, with trapezoidal encirclement and side vent design, which makes the front face look more solid and plump. The headlight group is very similar to Wei Brand Lanshan, with a split styling design, with a penetrating LED daylight belt at the top and a horizontal layout at the bottom, which is integrated with the air guide on both sides and has a high degree of recognition.

On the side of the body, the new Mocha DHT-PHEV basically continues the style of the cash model, with a slippery back body, large-size wheels and hidden door handles. The complex and changeable waistline injects more power into the new car. In the rear part of the car, the design of double-layer penetrating taillights is very eye-catching, and the recognition after lighting is very high. At the same time, the shape similar to the air guide is also used on both sides of the rear enclosure, which has a certain echo effect with the front encirclement. In terms of size, the length, width and height of the new car are 4881/1960/1690mm and the wheelbase is 2915mm.

In terms of interior decoration, the new Mocha DHT-PHEV also adopts a new design style. the whole center console is mainly equipped with straight lines, with a 9.2-inch LCD meter and a 14.6-inch suspended LCD screen, and a 9-inch touchpad underneath, and the traditional physical keys are also replaced by the touch screen, which makes the sense of technology more obvious. It is worth mentioning that the new car has also eliminated the electronic lever design and replaced it with today's shielding structure, leaving more room for use in the central channel area, and the new three-frame multi-function steering wheel looks more refined.

In terms of power, the new Mocha DHT-PHEV is still equipped with a plug-in hybrid system composed of a 1.5T engine and a motor, in which the maximum power of the 1.5T engine is 115kW, and the maximum power of the front and rear motors is 130kW and 135kW respectively. In terms of battery life, the long-lasting version provides a 34 kilowatt-hour battery pack with a pure electric mileage of 175km under WLTC conditions. The ultra-long endurance version is equipped with 39.67kWh battery pack and has a pure electric mileage of 204km under WLTC conditions.

In April, Wei Pai finally achieved a long-lost sales growth, up 3.58 per cent year-on-year to 2375 vehicles. Prior to this, Wei Brand became the biggest decline brand under Great Wall for three years in a row, with sales falling for 10 consecutive months and halving for six consecutive months. In the first quarter of 2023, Wei brand sales totaled 3403 vehicles, a year-on-year drop of 76.18%.

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 order to save Wei Brand's lacklustre market performance, Great Wall has launched a number of models named after "coffee" in the past two years, including Mocha, Macchiato and latte, positioning different models according to the complexity of the coffee making process. But this new set of play has not only failed to revive Wei Brand sales, but has been complained by consumers that it is "unapproachable".

However, a number of new cars recently launched are indeed expected to reverse the situation of Wei Brand. April 13, Wei brand new SUV-- Lanshan officially listed, the guidance price of 27.38-308800 yuan, April 25 delivery, the month's retail sales of 1050 vehicles, accounting for half of the total sales of Wei brand. In addition to Blue Mountain, Wei's first MPV-- Gaoshan was officially unveiled at the 2023 Shanghai Auto Show, with a 1.5T engine and motor plug-in system with a maximum engine power of 115kW.

In fact, the competitiveness of Wei brand products is not weak, the early Wei brand design positioning and design appearance are strong, recognized by male consumers, but now Wei brand mainly plays young people, naming and design style has also changed, user group positioning has also become blurred. For Wei Pai, the transformation of both high-end and new energy is a challenge, and it is not easy for Wei Pai to overcome two major problems at once.

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