I have to admit that Great Wall Motors is increasingly showing the pattern and weather that only multinational giants have.
In November, Great Wall Motor's cumulative sales volume was 122,510 units, up 61.3% year-on-year. As of November, Great Wall Motor has sold 1118624 new vehicles, an increase of 16.3% year-on-year, and the total sales volume in the first eleven months has exceeded the sales volume of the whole year of 2020.
It is worth noting that Great Wall Motor sold 15,006 units overseas in November, an increase of 61.3% year-on-year, a record high.
Category Demon King
If the sales performance is likened to a report card, then Great Wall Motor's report card may have two comments, the first comment is the category victory, and the second comment is the new and old brand kinetic energy conversion.
On the one hand, the strength of the old brand has tightly defended the moat of Great Wall Motors in the urban SUV and pickup truck categories.
The Haval H6 sold 324436 units in November, continuing the myth of the domestic SUV sales champion in the 101st month; haval big dog sold 10,345 units a month, an increase of 20.9% year-on-year, a record high.
Great Wall pickup trucks sold 20,810 vehicles in November, with a cumulative sales of more than 20,000 vehicles in 15 months, firmly occupying the position of the industry's first brother.
On the other hand, the continuous development of new brands, Euler and tank brands, one supports the electrification transformation of the Great Wall, and the other stabilizes the category basic disk of hardcore off-road SUVs.
The Euler brand sold 16,136 vehicles in November, an increase of 39.2% year-on-year, creating a new monthly sales record, and becoming the most popular electric vehicle for Chinese women in China, second only to BYD, Tesla and Wuling.
Tank 300 delivered 10,108 units in November, the production capacity finally exceeded the 10,000 unit mark, tank 500 only in November effective pre-sale orders have exceeded 27,000, the car has not arrived, the single has arrived.
Of course, you can't just report good news and no worries, the Great Wall also has its own regrets in November.
The year-on-year decline in November is a common feature of most car companies.
For example, FAW-Volkswagen fell 40.2% year-on-year, SAIC-GM fell 30.8% year-on-year, Dongfeng Nissan fell 29.2% year-on-year, Geely Automobile fell 10% year-on-year, and Changan Automobile Group fell 14.35% year-on-year.......
The Great Wall is not exempt from vulgarity, data show that in November, Great Wall Motors sold a total of 122,510 vehicles, down 15.65% year-on-year.
If you only see this from the monthly sales structure, then this article is actually not necessary to write. This November, we not only saw the Great Wall Motors of the Category Demon King, but also saw a Great Wall Motors that converted old and new kinetic energy.
The innovation of old kinetic energy
Before talking about this issue, let's clarify a fact: What kind of self does Great Wall Motors want to be?
Great Wall Motors is thoroughly transforming itself to meet the future and establish the goal of transforming into a global technology mobility company. With high-quality products and high standards of service, we create a high-quality travel experience for global users and continue to enhance the global value of the brand.
Yes, becoming a global technology mobility company is the ultimate goal of Great Wall Motors.
Under this premise, Great Wall Motors needs to complete intelligent transformation and category innovation as the only way to go to the goal.
Speaking back to the Haval H6.
Undoubtedly, the Haval H6 is very important to the Haval brand. Especially before 2020, how important is it? It can be said that Great Wall Motor's recognition as a professional SUV manufacturer began because of the success of the Haval H6. A model once led the way for a business.
However, after 2020, the importance of the Haval H6 to Great Wall Motors is quietly changing. Moreover, this change comes from the initiative of Great Wall Motors.
Usually, the reason for this change is that no car company is willing to bet its life on a model. Whenever you have the opportunity, you will definitely try to rewrite this situation.
However, Great Wall Motors has its own more special reasons, that is, the "category innovation" that serves the grand strategy - the Haval brand is the main battlefield of category innovation.
So, in 2020, the Haval Big Dog appeared. This "three-quarter scale" car redefines the distance from the city to the outskirts.
While the Haval Big Dog continues to rise, the sales of Haval First Love, Haval Red Rabbit, Haval Divine Beast and other models are also growing steadily, with the former reaching 7606 in November and the latter reaching 5076 units.
Therefore, the Haval brand has a particularly interesting phenomenon.
After the Haval H6 reached 55,000+ at the end of last year, the monthly sales level in the first 11 months of this year basically remained between 25,000 and 35,000 units. In terms of the historical performance of the Haval H6, it is actually a lower-middle level.
However, this did not affect the annual performance of the Haval brand in the slightest. From January to November, its cumulative sales of 675621 vehicles, an increase of 4.8% year-on-year, half of the country's position is still stable.
Of course, if the Haval H6 can maintain the monthly sales level of 70,000+ or even 80,000+ in 2016, Great Wall Motors is happy to see it succeed. The fact is that without forcing the Haval H6 to return to the top, the Haval brand still achieved positive growth.
The transformation and upgrading of the old kinetic energy has made the Haval brand younger and more evenly balanced, and this is where the vitality of the Haval brand lies.
The transformation of new kinetic energy
The new kinetic energy here is both Euler and tanks, and of course, the Wei card we want to talk about the most.
Restore a real Wei card
Weipai, a high-end brand of Great Wall Motor that began in 2016, was established only 3 years ago, and its cumulative sales have exceeded 300,000 vehicles, at that time it became the sales champion of its own high-end brand.
Because of Wei Pai's glorious past, it is inevitable to compare it with Lynk & Co, and while acknowledging Lynk & Co's success, we cannot hastily deny Wei Pai.
Because the two have the same beginning - fighting for the value of their own brands, directly into the price hinterland of joint venture brands. But there are different follow-up development paths.
Lynk & Co is becoming more and more courageous in the number of traditional car-making roads, but Wei Pai has found another way and accelerated to a new blue ocean of intelligent hybridization.
Just imagine, if the tank system that belonged to Weipai was not separated from Weipai in April this year, Weipai's current sales data would not be much brighter.
It is true that the independence of the tank has its lofty ambitions, and Wei Pai's planning still shows his lofty ambitions.
In June this year, Great Wall Motors officially released the 2025 strategy: by 2025, it will achieve annual global sales of 4 million vehicles, of which 80% are new energy vehicles, with operating income of more than 600 billion yuan, and in the next five years, the cumulative R & D investment will reach 100 billion yuan.
Considering the fact that Euler is currently limited by the positioning of models, Weipai will complete the dual layout of HEV and PHEV under the blessing of intelligent driving, intelligent cockpit and intelligent services.
Therefore, what Weipai needs to do is to come for the goal of "80% for new energy vehicles" in the short term for the 2025 strategy, and the longer-term planning is to become the vanguard of the intelligent transformation of Great Wall Motors.
In fact, in order to purely complete the target task, Weipai has stopped production and sale of the VV series. The new coffee family is blessed with DHT smart blending technology and is heading for the next 15 years.
This is the Wei card, the change is only to keep pace with the needs of the times, and the dormancy is only to better cater to the new market that is about to erupt.
brief summary
This November, the presentation of Great Wall Motors on the sales side is like crossing a critical point, showing more and more the atmosphere of giants.
The foundation is stable, the overseas market is accelerated, the new energy products maintain a high growth rate, the category innovation is remarkable, and the intelligent characteristics are infiltrated in every product...
That's what a global tech mobility company should look like.