Great Wall Motor announced sales in 2021, with 1,280,993 new vehicles sold for the full year, up 15.2% year-on-year and a record high. From the perspective of total sales, it is still good, but from the perspective of internal sales structure, Great Wall Motors does not seem to be so good!
Since the total sales volume of 1.28 million, including 142,793 units in overseas markets, we look at the sales of Great Wall Motors based on the domestic traffic insurance volume data.
First look at The cornerstone brand of Great Wall Motors, Haval, in 2021 domestic sales (based on the amount of insurance, the same below) 737,679 units, an increase of 2.3% year-on-year, compared with the growth rate of 6.8% in China's overall SUV market, Haval growth is relatively lagging behind.
Haval brand main models H6 and H6 Coupe, sales of 360,582 units, accounting for nearly 50%. The second-selling model, the Haval M6, is only 143,763 units, and the gap between sales and H6 is very large, and the second growth point is weak, which will restrict the future development of the Haval brand.
Looking at the high-end brand Wei Brand named after the surname of Chairman Wei Jianjun, the high-profile debut five years ago can be described as a dismal end today. Domestic sales in 2021 were 52,194 units, down 28.1% year-on-year!
In contrast, Lynk & Co has 213,000 vehicles, Hongqi 272,000 vehicles, and Weipai has completely fallen behind in the field of independent high-end brands!
Weipai's sharp fall and its own positioning continue to sway is not unrelated, the replacement model from the tough and luxurious VV series, renamed to the feminine style of the obvious mocha, latte, macchiato, a strong kawaii feminine style.
The original male-dominated old users, obviously will not accept the feminine Wei brand, it is difficult to imagine a grandfather, very proud to tell friends to buy a Macchiato. For female users, feminine styling is not thorough enough, and "Wei" is a very masculine brand name. The two ends were not flattered, and sales naturally plummeted!
I don't know how CEO Li Ruifeng, how to face Wei Jianjun's heavy trust, Wei Pai is the face of the chairman.
Euler and tanks are considered to be brands that have grown significantly within the Great Wall, but rather than saying that the product force is strong, it is better to say that Euler has taken advantage of the surge in new energy, and the tanks have luckily hit the blue ocean market.
Euler brand increased by 146.9% year-on-year, the number is very beautiful, but if in the new energy overall market growth of 167.5%, it seems to be weak again, not Euler products are strong, it is really standing on the outlet, Euler can also go to heaven!
The tank brand sells 77,143 vehicles throughout the year, which is the biggest highlight of Great Wall Motors, and I admire its stable, accurate and fierce market positioning, hitting the hardcore off-road market, and meeting the dream that the urban middle class has no money to buy a big G and wants to go to Deser. Objectively speaking, the tank 300 product force is very good, there is no competitor of the same level, and the success is deserved.
However, the market is too niche, the overall plate will not be too large, and after the release of demand, it is expected that the sales contribution to Great Wall Motors will gradually slow down in the future.
In addition to the tank brand, Great Wall Motors also has a bright spot, overseas sales of 142,793 units, an increase of 103.7% year-on-year, has been exported to more than 170 countries, for the Chinese brand to win the glory.
In addition, Great Wall Motors' pickup trucks are also a point of view, with annual sales of 233,006 units, but pickup trucks belong to commercial vehicles, compared to other car companies, the overall sales and passenger car sales are reported separately, and Great Wall Motors only publishes overall sales data, which seems to be suspected of "whitewashing". After all, if Changan Automobile counts the commercial vehicle sector, its sales volume will reach 1.75 million units in 2021, far surpassing Great Wall Motors.
2022, for Great Wall Motors, hope is a better year!
This article is the original of "Car Review Network", which belongs to one of the "2021 AutoMotive Wind and Cloud Enterprises" series, author: Lin Xiaoli, editor: Tian Miao, and may not be reproduced without permission. Pay attention to the "car review network" and focus on in-depth reporting of the automotive industry.