On January 6, Great Wall Motor released annual production and sales data showing that Great Wall sold a total of 1.281 million new cars in 2021, an increase of 15.2% year-on-year, and sold more than one million for six consecutive years.
Judging from the release data, there are three points worth paying attention to. First, the Haval brand laid a "half of the wall" for the Great Wall, with a total of 770,000 vehicles sold throughout the year, an increase of 2.6% year-on-year, accounting for 60.11% of the total sales of the Great Wall; second, the annual export volume of the Great Wall exceeded 140,000 vehicles, up 143% year-on-year; third, the annual sales of new energy vehicles on the Great Wall hit a record high, with a total sales of 137,000 vehicles, accounting for 10.7% of the total sales.
Looking at the whole industry, several car companies that have released sales data at present - Great Wall, Geely, Chery, ANDD's annual sales in 2021 are 1.281 million, 1.328 million, 962,000 and 730,000 respectively, and the Great Wall is closely following Geely, with a gap of only 47,000 vehicles with Geely. However, the growth rate of the Great Wall, whether it is total sales, overseas exports and new energy vehicle sales, is higher than that of Geely.
Haval, the Great Wall "sweet burden"?
Overall, the Haval brand is still the sales force of the Great Wall. According to the data, Haval sold 770,008 vehicles in the whole year, an increase of 2.6% year-on-year, accounting for 60.11% of the total sales of the Great Wall.
Among the Haval brands, the "national god car" Haval H6 sold 370,437 vehicles in the whole year, and the Haval big dog sold 100,690 vehicles in the whole year, and the sum of the two models accounted for 61.18% of the total sales of the Haval brand.
It can be seen that the Haval brand is to Great Wall Motors, just as the Haval H6 and Haval Big Dog are to the Haval brand.
Although star models are important, on the other hand, excessive dependence on a single explosive model has also become a potential "bottleneck" for enterprises.
It is understood that at present, there are as many as 11 models on sale of the Haval brand, and models including the divine beast, first love, red rabbit and Haval H6S are positioned in compact SUVs, which also means that under the huge volume of Haval, internal friction between products begins.
It is the recognition of this situation that in the past 2021, the Great Wall has launched a number of replacement and new models such as Weipai Machiduo, Weipai Latte, Weipai Mocha, Tank 300 City Edition, Tank 500, Euler Good Cat GT, etc., and promoted the establishment of the tank brand and the global debut of Salon Car.
According to the data, Weipai sold a total of 58,363 vehicles in the whole year. Weipai's mocha has accumulated sales of 28,545 units, and Macchiato DHT has accumulated sales of 5,145 units. Tank deliveries continued to rise, with cumulative sales of 84,588 units, with 11,958 units delivered in a single month in December, an increase of 18.3% month-on-month.
A series of initiatives have provided new opportunities for sub-brands. At the same time, in addition to products, Great Wall is also striving to use overseas markets as a new growth pole.
Annual overseas sales exceeded 140,000 units
In overseas markets, Great Wall Motor's sales in 2021 exceeded 140,000 units to 142,793 units, an increase of 103.7% year-on-year, accounting for 11.1% of sales, ranking second among its own brands. Up to now, the cumulative overseas sales of the Great Wall have exceeded 900,000 vehicles, and the whole vehicle has been exported to more than 170 countries.
The sharp increase in overseas sales is inseparable from the rapid growth of Great Wall pickup trucks. It is understood that the Great Wall pickup truck sold 25,033 new cars in December, an increase of 15.7% year-on-year, with a cumulative sales of more than 20,000 vehicles in 16 months; in 2021, the sales of Great Wall pickup trucks were 233,006 units, an increase of 3.6% year-on-year, and the cumulative sales of overseas trucks were 43,599 units, a year-on-year increase of 119%, accounting for 30.5% of its total overseas sales, and it has maintained the first domestic and export sales for 24 consecutive years.
Among them, the monthly sales of the Great Wall Gun hit a new high, reaching 15,117 units. In 2021, the Great Wall Cannon will fully develop the two major categories of fashion commercial and passenger leisure, and the global version of the passenger gun, artillery, black bullet, brigade gun, locomotive gun, etc. have been listed one after another, further improving the product matrix and helping sales growth.
At present, the Great Wall Cannon has been listed in more than 50 countries and regions on four continents such as Australia, Chile, South Africa and Egypt. Not only that, in 2021, Great Wall Motor's globalization strategy accelerated, while investing in the construction of the Rayong plant in Thailand and acquiring the plant in Iracemapolis, Brazil, Great Wall actively explored overseas markets, issued the Thai market strategy and the European market strategy, landed in Egypt, Nepal, Brunei, Pakistan, Laos and other new markets, and continuously expanded overseas market share with the advantages of new intelligent technology products.
In addition, the Great Wall has also achieved good results in the new energy vehicle market.
Annual sales of new energy vehicles are 137,000 units
In the new energy vehicle market, Great Wall sold 136,953 vehicles in 2021, accounting for 10.7% of total sales, a record high, and Chery and Geely pulled out a gap of nearly 20,000 vehicles, second only to BYD in its own brands.
A major reason for the growth of the Great Wall in the field of new energy vehicles is mainly due to the accurate market positioning of the Euler brand.
Since 2021, With the market positioning of "car brands that love women more", Euler has targeted the travel needs of female users, launched a number of new members of the cat family such as ballet cats, punk cats, and lightning cats, and continued to stage product transformation.
In terms of market performance, Euler is also not convinced. In 2021, Euler sold a total of 135,028 new vehicles, an increase of 140% year-on-year. In December alone, Euler sold 20,926 vehicles, surpassing 20,000 units for the first time, an increase of 64.2% year-on-year, a record high, and firmly in the camp of electrified cars.
Among them, Euler Good Cat sold more than 10,000 units in December, reaching 10,685 units, an increase of 430% year-on-year, with a cumulative sales of about 50,931 vehicles in 2021; Euler Black Cat sold 8,056 vehicles in December, and 63,492 vehicles in the whole year.