How can success be defined? Perhaps the answer to this question will never be only one, for car brands, the sales performance of their products I think is quite telling. In the domestic compact SUV market, the Haval brand is definitely a well-deserved king, not to mention, just look at its main model Haval H6 for many years of hot selling, it is enough to prove its strength.
Of course, blindly "eating the old" is certainly not conducive to brand development, so earlier, Haval had launched F7 and M6, and then with the advent of the lemon platform, Haval has successively brought new models such as Red Rabbit, First Love and Big Dog in the compact SUV camp, showing its ambition to dominate the market. In this wave of "new products", in addition to the eye-catching naming method is amazing, in fact, we can also see the efforts made by Haval in product "differentiation", of which Haval Divine Beast is such a very different model. Whether the differentiated positioning is chaotic warfare to seize the market, or the long-term planning of the careful layout, and can the Haval Divine Beast emerge and bring new sales growth points to the brand? This issue of the quality car will be interpreted in detail for you.
First, basic information and product highlights
Shenbeast is a new product created by Haval brand based on the lemon platform, positioning a compact SUV, launching a total of 6 configurations, and the price range is 130,000-167,000 yuan. In the power section, the first models on the market offered a choice of 1.5T and 2.0T turbocharged engines, and the drivetrain was matched with a 7-speed wet dual-clutch transmission. In terms of size, the wheelbase of the Haval Divine Beast reaches 2800mm, and from the parameter point of view, the "block" of the Divine Beast is already the most "huge" existence in the compact SUV under the Haval brand.
In terms of appearance design, the appearance of the Haval Divine Beast is indeed different from "mortal things", otherwise it would definitely not be able to bear the title of "Divine Beast". The exterior depictions of the new car on Haval's website give the vast universe a sense of mystery, such as the penetrating headlights that emerge from darkness at dawn, the straight and firm waistline of the space NOVA rays, the twin tails of the twin magnetars that reflect each other, and the γ-ray taillights. Although it sounds a bit sci-fi, the final presentation effect is indeed quite eye-catching, at least to achieve a different and avant-garde personality, as for beauty and ugliness, it is a matter of opinion.
Coffee Intelligence 2.0 has made a comprehensive upgrade in the three dimensions of intelligent cockpit, intelligent service and intelligent driving, with "wisdom, intelligent connection, intelligent driving" as the development orientation, and redefining driving with intelligence. Haval Divine Beast built-in HWA high-speed driving assistance, point-to-point easy parking, exploration forward, tracking and reversing and fully automatic fusion parking and other functions, intelligent configuration is full of highlights, creating a strong sense of technology, very attractive to young users.
The Great Wall Lemon platform has the characteristics of high performance, high safety, high ductility and lightweight, which can effectively ensure driving safety. According to official information, Haval Divine Beast adopts a 3DP body, which ensures the strength of the structure and fully takes into account the design needs of lightweight. The car is equipped with 7 airbags and is equipped with a collapsible energy-absorbing steering tube column to fully ensure the safety of the occupants in the car after the accident.
Second, product competitiveness analysis
Haval Divine Beast positions a compact SUV, but in terms of size, it is obviously "leapfrog", after all, with a wheelbase of 2800mm, it insists on saying that it is a compact SUV, which is somewhat "not talking about Martial Virtue". In addition, due to the relatively high product positioning of the Divine Beast, it is indeed not an easy task to find competitors at the same price point. In the end, haval's two "old friends" were selected to compare, and the competing models were Geely Xingyue L and Changan CS75 PLUS. There is no doubt that these three are the existence of "head and face" in the domestic independent brands, and the competitive relationship between each other needs no words, and the war situation is very fierce.
In terms of design, The Haval Divine Beast and The Changan CS75 PLUS are obviously pleasing young people, but the methods are slightly different, the former is mainly a personality label, while the latter is to implement the word sport to the fullest. In contrast, the design of Hoshigoku L is more calm and atmospheric, and there is no lack of delicate refinement, which has a bit of a "young and old" taste. Because their respective design tendencies are slightly different, it is inevitable to be a little embarrassed to force a lateral separation, but in terms of the overall sense of quality and family design language, the three models are very distinctive, and the attraction to the target users is quite strong.
In the power part, the three models are invariably equipped with 2.0T turbocharged engines, of which haval mythical beast and Hoshigoku L match 7-speed wet dual-clutch transmission, and Changan CS75 PLUS uses an 8-speed automatic transmission. For an urban SUV, although the four-wheel drive system is not a "must", it is better than ever. Haval Mythical Beast and Geely Star-Yue L both offer four-wheel drive models to choose from, but the latter's four-wheel drive version is slightly more expensive, so the price performance is slightly worse. Changan CS75 PLUS has no choice troubles, and the entire series adopts the form of precursor.
Compared with the configuration, the overall performance of the Haval Divine Beast is quite outstanding, although the gap is not large, but it still occupies a certain advantage in the comparison with competitors. In terms of practical configuration, there are induction trunks, built-in driving recorders, on-board air purifiers and negative ion generators, and there is exclusive facial recognition in terms of technology configuration, coupled with hidden door handles and steering wheel shifts, the advantages are slowly reflected. However, it should be noted that among the three models participating in the comparison this time, the price of the Haval Divine Beast is the highest, so it is reasonable to have a better configuration performance.
Third, product quality & service trend analysis
As the "upstart" in the compact SUV camp of the Haval brand, will the divine beast have the hidden danger of quality problems? In this regard, we will start from the failure problem of the Shenbeast model in the past year, and compare the fault problems to preliminarily predict the development trend of new car quality problems in the future. Since the Mythical Beast is a brand new model, we will analyze the complaints of the Haval brand model in the past year.
Through the complaint data of Haval brand models in the past year, it can be found that the fault problem is mainly concentrated in the "battery failure", and the complaints are mostly concentrated on the Haval H6 model, and most of them are 2021 models. In addition, there are more complaints about "audio-visual system failure", "steering system abnormal sound" and "vehicle interconnection failure", and the "contribution" of the Haval H6 is also more. Haval Divine Beast is based on the Great Wall Lemon platform, and the current Haval H6 can be understood as a "brother model", so for the time being, it can be considered that the probability of the above problems exists in the Divine Beast, but the actual situation will not be conclusive until it is listed for a period of time.
With the continuous development of China's automobile market, the level of brand pre-sales/after-sales service, the quality of the purchase experience has gradually become an important factor affecting consumers' final purchase. Therefore, based on the massive big data of the vehicle quality network, we will analyze the service problems that have prevailed in brands or car series in the past year to provide a more objective reference for consumers to purchase models.
Since the Mythical Beast is a brand new model, we will analyze the complaints about service problems of the Haval brand in the past year. By screening the complaint data of Haval brand models, it can be found that the number of complaints about "system upgrade problems" and "non-compliance with publicity" is relatively high. Through further analysis, it can be seen that the above major problems are mostly concentrated in the Haval H6 model, and the number of other complaints is relatively small and scattered.
In terms of measuring the reputation of new car after-sales service, we will analyze the response of enterprises to car owners' complaints, and relatively objectively predict the future after-sales service reputation of new cars. According to the data of the car quality network, the complaint response rate of haval brand models in the past year is 100%, which shows that the manufacturer attaches great importance to the demands of car owners.
Fourth, after-sales service policy and network distribution
In terms of policy, the car purchase users of Haval Divine Beast can enjoy seven listed gift packages such as Divine Pet Light Payment Gift, Divine Pet Replacement Gift, Divine Pet Companion Animal Gift, Divine Pet Free Travel Ceremony, Divine Pet Exquisite Gift, Divine Pet Growth Gift, and Divine Pet Quality Assurance Gift. The specific content is subject to the information on the official website, and the local dealer should be consulted for details of the event.
In terms of after-sales service, we promise to provide quality assurance for the products under warranty, and provide free maintenance and replacement services for the faulty parts during the warranty period, as follows:
1. The validity period of the vehicle three guarantees is 2 years / 50,000 kilometers (whichever comes first);
2. In the production model, the vehicle warranty period is 3 years / 100,000 kilometers, whichever comes first.
3. If the product is used beyond the warranty period, Great Wall Motor Co., Ltd. provides repair/maintenance, rescue, accessories and other paid services.
After the purchase of the vehicle, it is bound to involve the daily maintenance of the vehicle, at which time the number and distribution of the brand dealer stores are very important, and even have a certain impact on whether consumers buy the brand model. According to the statistics of the car quality network, the Great Wall Haval brand currently has a total of 2610 dealer stores in China, covering 31 provinces, autonomous regions and municipalities directly under the central government, of which the number of dealers in Shandong, Henan, Hebei and Sichuan provinces is relatively large. Overall, the great wall Haval dealers are widely distributed, and the total amount has reached the first echelon of independent brands, and the overall performance is satisfactory.
summary
Truth be told, the Haval H6's achievements are too dazzling, and other models want to surpass this mountain is almost impossible feat, even Haval himself may not be able to do. Haval's product positioning in the compact SUV camp is relatively high, and both the body size and configuration performance are very "able to play", coupled with this very eye-catching and gimmicky design, Haval for the Chinese people's preferences of the grasp is indeed quite accurate, but also to grasp their own wealth code. However, the biggest problem that Haval Divine Beast has to face may be the price, after all, in Haval's compact SUV camp, the price of the Divine Beast is top-notch. Overall, the product power of Haval Divine Beast needs no more words, but this is still different from whether it can attract consumers to pay willingly. Of course, it's always good to try, and as for the future market performance of the Haval Beast, let's look forward to it together.