Legal Counsel: Mr. Zhao Jianying
Following the six sub-brands of Haval, WEY, Euler, Great Wall Pickup, Tank and Salon, Great Wall may usher in a seventh sub-brand. On December 17, according to the information of the electronic bidding platform of Great Wall Holdings, Great Wall Motors is conducting the bidding work of "Great Wall Motor Car Brand Channel Image Design Project", and judging from the word "car brand" in the announcement, the Great Wall Car business will operate in the form of a separate brand.
Specifically, the brand channel of Great Wall Motor Car is divided into two modes: new retail and traditional retail, including 4S stores, brand experience stores, urban exhibition halls, and supermarket stores. However, regarding the specific name of this brand, Great Wall Motors has not disclosed further information.
As for the positioning of the car, according to the bidding documents, from the suppliers participating in the bidding, they need to have rich experience in the image design of high-end automobile brands, imports, joint venture brands, new car power brands, and the original cooperation experience of the brands of first-line manufacturers within 2 years, no less than 2 of these information sources speculate that the Great Wall Motor car brand will most likely focus on the high-end market.
In addition, it is also reported that Yu Fei, who previously served as the general manager of the marketing of the Euler brand, will take over the car brand. However, as of now, Great Wall Motors has not responded to this news.
In June this year, Great Wall Motor released its 2025 strategy, which said that in 2025, Great Wall Motor plans to achieve the goal of 4 million vehicles per year in the world, of which 80% will be new energy vehicles, with operating income of more than 600 billion yuan. In terms of the latest product production and sales, according to the official information, Great Wall Motor's cumulative sales from January to November this year reached 1118624 units, an increase of 16.3% year-on-year; sales in overseas markets were 127026 units, an increase of 106.3% over the same period last year.
Among them, in the 2025 strategy released by Great Wall Motors, on the matrix of brands, Great Wall Motors made a subdivision, that is, in 2022, the new brand "Salon" will list the first product; in 2023, Euler will achieve the first place in the new energy segment, with global sales of more than 1 million. By 2025, more than 50 new energy models will be launched throughout the system.
At present, Great Wall Motors already has six sub-brands with different positioning, including the Great Wall pickup truck positioned as the "pickup leader"; the Haval brand positioned as the "global leader in China's SUVs"; the Wei brand positioning the "new generation of intelligent cars"; the Euler brand positioning as the "global car brand that loves women more"; the tank brand positioning "Tide Play Off-Road SUV"; and the salon brand positioning "Luxury Intelligent BEV Brand".
From the current point of view, Great Wall Motor's six major brands have three high-end positioning, including Wei brand, tank and salon. Among them, the current sales performance is better is the tank brand. On the eve of the Shanghai Auto Show in April this year, Great Wall Motors announced that it would operate the tank brand independently, and the tank 300 originally belonging to Weipai was once popular since its listing, and after the inclusion of the tank brand, there was a scene of a car that was difficult to find. At present, the tank brand products on sale include tank 300 and tank 500, while tank 400, tank 700 and tank 800 will also be introduced to the market in the future.
In addition, the performance of the first Launched Weipai in the current market is not optimistic, and the future performance of the newly launched Salon Car is full of uncertainty. Great Wall WEY is the first high-end brand launched by Great Wall Motors, positioned similar to Geely Lynk & Co, Changan UNI, Chery Xingtu, the current models that have been listed include VV5, VV6, VV7, Mocha, Macchiato, latte and other models, but its current performance in the market is more general. According to the data, from January to November this year, the cumulative sales of the WEY brand were 48,000 vehicles, down 29.46% year-on-year, and it was the only brand under Great Wall Motor that declined.
As for Sharon Motors, it is the latest high-end brand released by Great Wall Motor at the Guangzhou Auto Show, the first model Mech Dragon was released at the Guangzhou Auto Show, the new car positioned as a pure electric coupe, and announced that the global limited edition model is limited to 101 units, and the official suggested retail price is 488,000 yuan. Sharon Automobile said that in the future, it will become the first brand of luxury pure electricity in China with 400,000-800,000 yuan.
At present, the passenger cars listed by Great Wall Motors are mainly SUVs. Previously, Great Wall Motors was also involved in the car market, and before 2010, The Tengyi C30, C50 and other models also had a place in the history of Chinese cars, but in order to comply with the market situation at that time, Great Wall Motors proposed a strategy of focusing on SUVs, and now under the premise that suvs have completely gained a foothold, Great Wall Motors' car business is just an old thing. Wei Jianjun, chairman of Great Wall Motors, also said bluntly: "Cars must be done"!
Great Wall Motors has said that it will make the SUV the world's first to carry out the car business, but from the current action point of view, Great Wall Car will also come, and the exposure of the car brand also means that the brand lineup of Great Wall Motors will be further expanded, but in the fiercely competitive car market, the brand has not officially entered the market, and how the future market performance will take more time to answer.
End
Source: Automotive Industry Concern (ID: autoWechat)
In the comments section, you can add the wrong or missing parts of the article, so that the next person who sees it will learn more, and you know exactly what everyone needs...