Introduction: Five years later, Wei Pai "changed its name", the salon is coming, Euler has completely fallen into the "retro style", and Wei Jianjun's high-end dream is trying to break through the "alternative" play.
Overcoming difficulties and great uncertainties, the 2021 Guangzhou Auto Show opened as scheduled.
To be honest, this year's Guangzhou Auto Show is much more "lively" than we imagined, the enthusiasm of car manufacturers is still relatively high, and the media is a long-lost climax.
Yes, the year is coming to an end again, how can everyone not join in the fun of the final battle?
Multi-brand power, the Great Wall Auto Show reproduced the "top stream"
The Public Day of the Get-Off Exhibition is still in full swing.
Looking back at the Great Wall Motors, which continued to participate in the exhibition with multi-brand and strong lineups at this auto show, it has undoubtedly become a "top stream" again.
According to the observation of Leju Automobile, the great wall under the leadership of Haval to open the new marketing style of the transformation, of which there may be a lot of "credit" to Wenfei.
The new car is positioned as a high-performance mecha battle run, named "Mecha Dragon", and the global limited edition opens reservations, priced at 488,000 yuan and limited to 101 units.
According to Wen Fei, CEO of Salon Motors, the car show opened at 10:00 a.m. on the day of the opening of the car show, and it was snapped up at 1:00 p.m., and the 101 limited editions were all sold out.
Deliveries are expected to begin in the first half of next year.
Needless to say, as another important chess piece laid out by Great Wall Motors on the high-end road after WEY (now renamed Weipai), Euler, Beam and other brands, the Salon Car was born on the shoulders of giants, and the debut of this auto show can be described as a blockbuster.
It can't be said that it has received a lot of color and praise, but under the huge controversy, the traffic and attention have been fully earned.
From The Haval Dog, the Great Wall Cannon, to the Tank 300, Mocha, to the Lightning Cat, the Punk Cat, the Dream Fulfillment...
The outside world can clearly perceive that great wall motors, which have changed sharply in the past two years and increased their marketing layer by layer, have put how to play with traffic and attention in the context of the new era.
Wen Fei frankly said that he was "not used to it", so he came to the salon to create dreams
The Haval Dog, which opened a new chapter in the marketing of the Great Wall, was launched during the period of Haval brand marketing by Wenfei and built into an "Internet celebrity" product in one fell swoop.
Sharon Zhixing CEO Wen Fei
As we all know, Wenfei is together with Liu Yan, Ning Shuyong, Liu Zhifeng and other well-known marketing celebrities in the industry, concentrated on recruiting wei Jianjun under the Great Wall around 2018.
Thanks to Wen Fei's characteristics of "high-profile work and low-key behavior", even after the other three people left the Great Wall one after another, he was still able to be "reused" and promoted under the Great Wall Wei Jianjun.
Of course, the reason why the "reuse" here is in quotation marks, in fact, at the beginning of this year, when Wenfei was transferred from the position of general manager of the Haval brand to the preparation of the salon project, we had a special analysis and comment, and we will not repeat it here.
In a word, WenFei as a "foreign" franchise talent, and indeed in the marketing line of the line of repeated achievements, Wei Jianjun transferred it from the mature haval brand, turned to "open up" to build a salon, a new high-end brand of electric vehicles with an unknown future, is the best candidate for public and private.
After all, Zhou Yu's fight against Huang Gai, such as fish drinking water Wen Fei knew better than anyone.
From another point of view, from Haval to turn around to create a new brand, to do something different, perhaps as Wen Fei now said to the media:
"Because there are too many unaccustomed, it is better to do it yourself and come to the salon to create dreams."
The Mech Dragon Limited Edition sold out, and 488,000 broke through the ceiling of the Great Wall
Back to Salon Cars and the mech dragon itself for this release.
The reason why it is said that it was born with great topicality and "controversy", Le tease the car thought that it was nothing more than the following two aspects:
First, the "mecha style" modeling design of the mecha dragon, placed in the current new energy car circle, is too different and different;
Second, from Wei Jianjun's previous 14th Five-Year Plan strategic plan to Wen Fei's introduction to the lofty goals of Sharon Motors, it cannot be said that it is all bragging and putting satellites, but it does give people the feeling of some exaggeration and some "floating"!
Not to mention chairman Wei Jianjun previously shouted that the Great Wall will achieve annual sales of 4 million units in 2025, of which new energy vehicles account for 80% and other ambitious achievements;
Even in terms of the newly launched high-end electric brand of Sharon Motors itself, Wenfei clearly played the "three fastest" on the PPT:
The fastest to achieve profitability, the fastest to break 100,000 vehicles, the fastest to break 100 billion (revenue)...
Whether Leju believes it or not, anyway, Leju Automobile noticed that after the release of Salon Automobile's strategic goals and the release of the first product, Mech Dragon, many media peers have expressed different degrees of concern and doubt, and indeed shocked everyone again.
In this regard, Wen Fei also showed quite frankness in responding to external concerns and answering media doubts, "What we make is a work of art, and only a few people can appreciate the art."
In Wen Fei's view, "mecha is always a man's romance", the limited edition model of Sharon Car and Mecha Dragon has cut into a seemingly niche "blank" market from the beginning.
Prior to this, all kinds of traditional and new forces were more mainstream and common, urban SUVs and cars cut into the battlefield.
Therefore, the purpose of the Great Wall to launch the salon brand is simple and rude, not to pursue the upper volume (at least in the short and medium term, it is difficult to go), but more to further enhance the brand image.
To put it bluntly, install B, you see the same as the representative of independent strong enterprises, my Great Wall can also make high-end electric vehicle products with a price of hundreds of thousands.
Visually inspect these 101 limited edition mech dragons, some "handmade" taste!
As for the "non-limited edition" products of Salon Motors and even The Mech Dragon, when they will be officially put into large-scale production and listing, it remains to be seen.
The conventional path is blocked, and the high-end adopts an alternative play
It should be pointed out that loading B is not an absolutely pejorative term, after all, this thing itself can be called the just need of the times.
As Wen Fei said, the luxury brand dominated by BBA has basically 50% of the price of the high price for a long time is the "brand premium" part.
So why do consumers, especially Chinese consumers, flock to pay for the high price of luxury brands?
The words are not rough, there is a need to install B.
Therefore, when the era of electrification came, a number of domestic friendly forces, including Geely, BYD, Changan, SAIC, GAC, Dongfeng, etc., have increased their weight to the high-end electric vehicle track.
As the leader of the SUV, the Great Wall naturally cannot be "instigated", whether it is from the perspective of practical interests or the status of the jianghu, it must also be on!
The problem is that compared with many of the above friendly forces, the Great Wall has made too brilliant achievements in the field of fuel vehicles and SUVs with high fuel consumption in the past, and the burden of transformation is much heavier.
These make the Great Wall in the field of new energy, especially the launch of vehicle products and brands, obviously half a beat slower...
Without the first-mover advantage and entering as a "latecomer", how can the Great Wall successfully break through in the field of high-end, especially in the field of high-end energy?
Following the trend and taking the road that others have already taken, it seems that there is no mistake, but it is difficult to counterattack with a high probability, so we see that at present, whether it is Wei Pai, Euler, or the newly launched Salon Car, they have adopted a strategy of blazing another path and taking the side of the sword.
Wei brand trend retro car - dream come true
At this year's auto show, although the protagonist in the center of the stage is a latte and other conventional models, the trendy retro car on the side of the booth- "Dream Fulfillment" continues to become the hottest corner of the entire booth.
According to the author's conversation with the relevant person in charge of the booth manufacturer, the price of the dream is expected to be higher than all the Models on sale of wei brands, three or four hundred thousand or even more expensive, not impossible!
Euler's booth is also going up, following the white cat, black cat, lightning cat and other "various kittens", the new focus of the masterpiece - punk cat, is said to further impact the price of 300,000.
The price of the Eulabunk cat may hit 300,000
As for the salon car that is focused on this time, in the name of "limited sale", the mecha dragon directly raised the price system of the Great Wall to a new height of 500,000 yuan!
Le Tease Observation:
Five years ago, Haval had already become a domestic SUV leader.
Under the name of Wei Jianjun, Great Wall Motors launched China's first luxury SUV brand - WEY, which can be called a pioneer representative of the new round of independent soaring in recent years.
Wei Jianjun, chairman of Great Wall Motors
"I plugged my last name, WEY can only succeed, not fail"!
After five years, it cannot be said that WEY failed, but the conventional path did encounter greater challenges and bottlenecks.
If it were not for the tank 300 strange moves, relying on another way of "alternative" play, to save some face, WEY's low posture in the past two years, really will make Wei Jianjun very faceless.
The popularity of tank 300, coupled with Euler's transition to the "retro" wind, is also very effective, perhaps making Wei Jianjun and the Great Wall fully aware that they can no longer follow the routine of the industry and rush high.
As mentioned earlier, following behind others and taking the road of being corrupted by friendly forces, it is more difficult to turn defeat into victory if it is highly likely to not work.
Like the Salon Mech Dragon, continuing to take the "alternative" path by surprise may really realize Wei Jianjun's high-end dream.
After the pilot has assembled, it remains to be seen whether the division commander Wen Fei can wake up the mech dragon as scheduled!