When the 2017 Haval Million Ceremony, Chairman Wei Jianjun showed the words "SUV does not do the world's first, do not consider launching car products" behind his back, and the applause is thunderous at the same time, the burden on the Haval brand is undoubtedly the heaviest.
Insisting on the pin crown for ten years, the Shenche H6 is truly deserved
In 2011, the first generation of Haval H6 was listed, starting from 100,800, becoming the hottest independent brand model at that time, and I heard the employees of the Great Wall Company talk about "At that time, some customers smashed the exhibition car glass with bricks, in order to buy a Haval H6," he said.
(1st Generation Haval H6)
At that time, the domestic compact SUV was undoubtedly the world of Tiguan and RAV4, and the starting price of the 2012 SAIC Volkswagen Tiguan was 189,800 yuan, but basically no one could buy it with the guidance price. The old colleague's father bought the SAIC Volkswagen Tiguan at that time, "at that time, I found a few acquaintances, and finally added 20,000 yuan of cars." ”
The Haval H6 also had a case of increased price increases, and the Great Wall quickly stopped such behavior.
Since then, independent brands have begun a crazy SUV car-making plan, many brands have suspended the development of sedan models, fully launched SUV products, according to incomplete statistics, in 2012, the domestic domestic listed SUVs have 20+ models (including joint venture + autonomy), in 2013 in the domestic market SUV has exceeded 33 models, and by 2016 the domestic passenger car market listed SUV models have reached 43 models, to 2018, the domestic cumulative listing of nearly 100 SUV models.
Soon, the army of self-owned brand SUVs led by Haval H6 quickly occupied half of the market segment, and the joint venture divided the world, which also made the Great Wall firmly say in 2017 that "SUVs do not do the world's first, do not consider the launch of car products" rhetoric.
Such a crazy SUV boom has made the independent brands that have not been in the car market straighten their waists and earn the first bucket of gold in their lives, and during this period, Haval H6 has maintained the first position in single-month SUV sales, which has continued until August this year, and has been the champion of single-month SUV sales for 99 consecutive months.
However, the turning point also occurred in the second month of Haval H6 winning the SUV market for the 99th consecutive month, and the model Y's monthly sales exceeded 3W+, surpassing Haval H6 to become the SUV market champion, and also ending H6's hope of winning the championship for 100 consecutive months.
Although the Haval H6 still maintained the sales champion in the SUV market in the next two months, the Haval H6 was difficult to grow, and the problem of weak model updates was also exposed.
(3rd Generation Haval H6)
(2nd Generation Haval H6)
Today's third-generation models, saying that the gap between the appearance and the second generation is not large, no one will object to it, the reason is that you want to launch the next generation of models on such a sales pillar is a very big courage, but also a very risky behavior, once the replacement fails, it means that the top beam pillar of the home is gone, just like the three-cylinder X-Jun, this first few months did not have to resume the previous generation of four-cylinder X-Trail? Dongfeng Nissan's sales pillar has changed from Qijun + Xuanyi to Xuanyi single-soldier combat.
But Haval can't do it, Haval so far only has Haval H6 alone.
Great Wall official November sales show that the Haval brand in November 2021 sales of 69170 vehicles, of which Haval H6 sold 32443 vehicles, Haval big dog 10345 vehicles, these two have occupied more than 60% of the sales accounted for, in addition to the Haval mythical beast that has not yet been listed, the remaining 7 cars only contribute 40% of monthly sales.
In the past decade, Haval H6 is an absolute domestic god car, and the achievement is not even more unattainable by any independent SUV, but in the next decade, does the Haval brand still rely on Haval H6 car to support sales?
It's too hard to rely on a car, and it's even harder for Haval to break the game
Of course, Haval can not not know the problem, but also has been exploring how to broaden the market, during the launch of H7, H8 and other models did not receive good market feedback as scheduled, and finally had to choose to stop production, and now only Haval H9 can still occupy a small amount of market share in the off-road circle by relying on leather durability and high cost performance.
In addition to the upward development of models, Haval has also launched small SUVs such as the H2 and H1, but as the market's attitude towards such models has become cold, such models have gradually disappeared.
In the end, Haval could only hope for the compact SUV market, hoping to build another Haval H6.
Starting from 2019, the idea of new category model development has been implemented within the Great Wall, and great wall motors in 2020 are definitely the hottest brands of independent brands, Great Wall Cannon, Haval Big Dog, Tank 300, Lemon Platform, Tank Platform, Coffee Intelligence, from new category models, to three major technology brands, from naming to marketing, Great Wall seems to have found a traffic password.
But it has to be admitted that new categories such as Haval Big Dog and Tank 300 are destined not to be mass consumption, but more to pursue the love of young consumers who pursue personality.
Time to 2021, tank brand independence, tank 300 continues to sell hot, mark-up, scalping, entering the overseas market, and even has become a value preservation artifact, wealth management products, tank 500 is on the first day of listing received more than 20,000 orders, equipped with 3.0T + 9AT has become a good story in the industry.
In contrast, the Haval big dog that debuted in the same year, the momentum is much smaller, in addition to the topic of heat is no longer there, sales have not continued to increase as expected, the highest sales are in November this year, but also only one-third of the sales of H6. This is far from meeting the demand for a Haval brand like the H6 that can support the situation.
At this time, Haval has 8 compact SUV models on sale, almost every one of which is more or less grabbing the market share of its own big brother, in order to break through this status quo, Haval once again launched a new flagship model - Haval Divine Beast.
We seem to have become accustomed to such a name, and Haval's answer is yes to whether to rewind again.
The size of the Haval Beast has reached 4780mm*1890mm*1675mm, and the wheelbase is 2800mm, which has completely exceeded the size of 4733mm*1890mm*1675mm, the wheelbase is 2791mm and the positioning of the medium-sized SUV is still a compact SUV.
The haval god beast with a pre-price of 132,000 to 169,000 yuan (haval H6 guidance price of 98,900 to 157,000 yuan) seriously coincides with the haval H62.0T model guidance price, so when the haval god beast is officially listed on December 18, will consumers who go to the store to see the car fall into the idea of "buying H6 is better than buying a Taiwan god beast, anyway, the price is almost the same"? Or is it the thinking that "buying a god beast is not as good as buying an H6, and the configuration is much higher"?
In the past decade, Haval H6 has supported the entire brand, and in the next decade, will Haval rely on H6 to support the entire brand?
It is the era that has created Haval H6, but also created China's leading SUV brand Haval, the opportunity is only once, was seized by the Great Wall, but Haval also fell into the dilemma of "how to rebuild an H6".