The jianghu of new energy is no longer what it was then...
At the beginning of the story, the new energy market did not show much sincerity. Under the temptation of subsidy policies, a large number of OEMs have entered the market, spawning a false prosperity scene. They're close to subsidies, far from quality, close to death, far from markets.
Nowadays, Tesla is speeding forward in the controversy, "Wei Xiaoli" has joined hands to cross 100,000 vehicles, and the monthly penetration rate of new energy of independent brands has exceeded 35%, even Toyota Akio has to stand in front of 15 electric vehicles to meet the new era, and the speed of the future is far beyond imagination.
Most future-oriented brands are gradually improving their own new energy product matrix and corresponding transition mechanisms, and the market has evolved another posture in such a "rational madness".
Comprehensive, disruptive
"You can fight many enemies and survive, but if you fight with yourself, you will always lose," Nicus Ruskeci in The King of War shows how to escape from the inner scrolls – bravely participating in external battles.
At last year's Guangzhou Auto Show, the ambitious Wei Pai showed full determination and action. With a cry of "comprehensive new energy", Weipai resolutely began to occupy the brand and market height of new energy with advanced intelligent DHT and high-end intelligent driving technology, becoming the first independent luxury brand to fully transform from traditional car companies to new energy vehicle companies.
Wei Pai knows that the dividend of the policy is destined to usher in the endgame, which is also the inevitable process of new energy models from infancy to maturity, which means that the value of the product is raised to the central position.
The advanced nature of core technology, the influence of brand value, the innovation of product experience and a series of factors all determine the market height of new energy products, with the entry of strong products, the new energy market in the past few years is becoming a thing of the past, only brands and products that are really in awe of this market can stand out.
On the evening of January 14, mocha DHT-PHEV officially opened pre-sale, with a pre-sale price of 299,000 yuan to 315,000 yuan. In the journey of complete transformation of new energy, Weipai has once again subversively opened up a new track of 0 anxiety intelligent electric new categories. Compared with the previous appearance of The Macchiato DHT-PHEV, Mocha as the flagship model of Weipai may have more strategic significance for comprehensive transformation.
For mocha DHT-PHEV, Wei Pai has sufficient confidence. On the one hand, from the data point of view, in the Chinese auto market in 2021, the retail sales of new energy models have climbed to 2.99 million units, an increase of 170% year-on-year. It is worth noting that the domestic sales of PHEV models have reached 545,000 units strongly, a sharp increase of 171.2% year-on-year. Two years ago, the sales of domestic PHEV models only remained at about 250,000 units. Under the wave of new energy, this once marginal market segment is becoming the most vivid "marker" for interpreting the changes in the new energy market.
In addition, for many years in the plug-and-mix market, the independent figure has been relatively weak, although after BYD, other traditional car companies have also followed up with the launch of some plug-and-mix models, but the market layout is mostly relatively free, their market focus is still placed in the existing market, and the plug-and-mix models are more like a supplement under the double integral policy.
In other words, in the 300,000-level plug-and-mix market segment, there is currently no strong market competitor except for the ideal, which provides sufficient opportunities and sufficient market space for the attack of Mocha DHT-PHEV. Under the endorsement of product reputation and brand image, the guiding role of Mocha DHT-PHEV in China's new energy market is beyond doubt.
On the other hand, as a new energy model of Mocha, under the blessing of intelligent DHT and coffee intelligence, it brings three major interest points of long battery life, high-end intelligence and super performance, and has the technical characteristics of high energy efficiency and optimal driving experience in the full speed domain.
Strong technical strength is the foundation of all layouts, and the comprehensive transformation of Weipai relies on the comprehensive advancement of technology. The awe-inspiring point of Wei Pai and the Great Wall is that it has seen the two core areas of independent brands that have been concentrated and intertwined many years ago and are related to survival - new energy and intelligence, and the competition for market dominance in the next stage is to a large extent the competition between these two major technical fields.
Therefore, it can be seen that in the new energy, the intelligent DHT, which is completely independently designed and fully independently developed, has completely independent property rights, changes the inherent pattern of global new energy technology, and breaks the barriers of Japanese new energy technology; Weipai's long-lasting intelligent DHT PHEV architecture and not only provide leading technical solutions to solve users' travel pain points, but also drive the continuous innovation of related industries by laying out the future new energy technology market, and enhance China's comprehensive competitiveness in the new energy industry.
Ten years of forbearance, today's hybrid pattern has undergone subversive changes, many years ago the unattainable technology gap in the independent brand day after day buried in research and development to fill in, accompanied by the reduction of core components, in the past some limited by the cost of the technical route to achieve a comprehensive breakthrough in performance and cost, wei brand as the representative of the independent brand in new energy technology to take the lead in "straight line overtaking".
Different from the previous differentiated competition, this time Wei Pai chose to collide head-on in the new energy market of Japanese bets, once the product matrix constructed by the "DHT+DHT-PHEV" model can impact the technical image of the Japanese system that was difficult to shake in the field of hybridization, which may mean that the leading situation that the joint venture brand has been struggling to maintain for many years will no longer exist, and the independent brands led by Wei Pai will preemptively occupy the market and brand highland on the way to comprehensive new energy.
In terms of intelligence, adhering to the value proposition of "injecting life into technology", Weipai is based on the coffee intelligent platform, and through the intelligent integration and innovation of the whole vehicle in the three dimensions of intelligent driving, intelligent cockpit and intelligent service, it has jointly promoted the improvement of intelligent product strength from multiple levels such as perception, data, HMI, service and experience.
In the era of intelligence, Tesla, Weilai and other new forces will shout the slogan of "software-defined era" deafeningly, but "technology" should not and will not be the unique label of the new forces, and the transformation speed of traditional car companies is beyond imagination.
Changes often mean opportunities, Wei brand is menacing, with high-level intelligence to occupy the commanding heights of new energy technology, not only to achieve a comprehensive subversion of the performance, intelligence and quality of independent flagship products, but also to preemptively regain the value attributes of "science and technology" from the hands of new forces, so as to firmly grasp the initiative of transformation in their own hands.
Declare war on the old pattern
For the unknown tomorrow, many people are confused and overwhelmed, the answer given by Wei Pai is, "China's auto industry seeks to make a breakthrough in the field of hybrid, both to strengthen its determination to break the core technology bottleneck with innovation and challenge the joint venture brand entrenched in the hybrid market; but also to maintain the original intention, to 'user experience' as the starting point, insight into the core needs of high-net-worth users, and to nurture the same frequency resonance of users of scientific and technological products, which belongs to Wei Brand, but also in line with the new standards of energy efficiency value in this era." ”
Electrification and intelligence are two active factors full of uncertainty, after traditional strategists from Yokohama to Seoul and from Detroit to Munich were more or less caught off guard by nearly new rules of competition.
Between the transformation of attack and defense, Toyota and Volkswagen, which have been based on the top of the mountain, have become more and more aware of the taste of "it is difficult to fight the country, and it is even more difficult to defend the country". As He Wei said when he bid farewell to Spain, "No one can always stand on the top, even if you can think of danger in peace and plan ahead." Difficult transformation is the main theme of the giants, but how to deal with the challenges that ensue in the transformation has divided them into different shapes.
In the past three years, Great Wall Motors has drastically reconstructed the organization, mechanism, process and enterprise ecology, forming a 3.0 version of the organizational structure of "strong back office, large middle office and small front desk".
In the face of the unstoppable upward trend of the entire automotive industry and the unexpected impact speed of the new energy market, under the support of the Great Wall's strong production and manufacturing system and independent research and development system, the time has come for Weipai to officially declare war on the old new energy market pattern, and has become a strategic brand of Great Wall Motors' layout of the new energy market without hesitation.
With the appearance of the new new energy category of intelligent electric, it plays the role of the transformation set marcher and vanguard, and strives to fully solve people's core travel needs with a new category of intelligent electric vehicles with 0 anxiety by constructing a new travel scenario.
It is not easy for traditional car companies to get rid of the development path for many years, standing on the shoulders of the giant of the Great Wall, the timely transformation of strategic thinking has made the traditional growth boundary of Weipai quickly broken, and under the blessing of intelligence, product experience, brand image, service system.....Weipai's value chain has been renewed, and in a short period of time, it has rebuilt the competition system towards the future from all aspects of the underlying architecture.
Wei Pai's strong attack was undoubtedly a heavy shot in the chest of the lonely joint venture brand and the new forces with unique scenery.
When Wei Pai gambles all the pride and glory to step into this crazy land, all the glory of the so-called "predecessors" in the past is likely to gradually drift away with the wind, and the defense line built by software technology and Internet thinking of the so-called "houlang" seems to collapse and collapse overnight.
"The best way to predict the future is to create it", Lincoln's words, Wei Pai is a well-deserved practitioner. It is not a cunning follower in the market, and the "little clever" market layout does not support Weipai's ambition to continue to lead the industry.
Weipai's vigorous transformation is not only one of the core driving forces for Great Wall Motor to achieve the global annual sales target of 4 million vehicles in 2025, but also the "initiator" leading the domestic new energy market to accelerate into the next stage.
Under the impetus of Weipai, the development trajectory of China's automobile market has been quite clear, that is, to walk out of an evolutionary road of "high-end + new energy + intelligence", and the bold Weipai has become the practitioner of this route, accurately stepping on the development rhythm of the next era.
From tackling new energy and intelligent technology, to accelerating the integration to create a new category of 0 anxiety intelligent electric, under the escort of the manufacturing process of excellence, Wei Pai will burst out of the transformation acceleration force that is difficult for others to look back on, and then catch up to achieve overtaking of the independent and foreign new energy market, changing the passive situation that traditional independent brands are difficult to completely transform new energy.