On January 14, 2022, Great Wall Motor's "0 Anxiety Intelligent Electric" new technology and Mocha DHT-PHEV pre-sale conference was held in Baoding Haval Technology Center, and Weipai released a new category of 0 anxiety intelligent electric, opening up a new track for 0 anxiety intelligent electric travel. As the first model in the Weipai 0 anxiety intelligent electric category, mocha DHT-PHEV officially opened pre-sale, 0 anxiety smart version 299,000 (two-wheel drive), 0 anxiety performance version 315,000 (four-wheel drive). The MOCHA DHT-PHEV is equipped with a 39.67 kWh PHEV battery with leading configurations such as 204km pure battery life, 0.45L 100km fuel consumption, 4.8s000 acceleration, and high-performance electric four-wheel drive system under WLTC conditions.
Mocha DHT-PHEV is newly launched Xiaowei Classmate 2.0, the voice function is fully upgraded, supporting the visible speaking of function configuration, 20 seconds of continuous dialogue, contextual understanding, etc., full sensory insight into user needs. At the same time, there are more immersive graphic images, computer vision, AR-HUD, VIMS facial recognition and AI and other functions; in terms of high-end intelligent driving, Mocha DHT-PHEV is equipped with HWA high-speed driving assistance, NOH intelligent pilot assistance and other high-end intelligent driving systems, which can realize industry-leading intelligent driving such as intelligent up and down ramps and intelligent avoidance entrances, and maximize the liberation of drivers' hands and feet.
After the event, we interviewed three people in charge of Weipai for Mocha DHT-PHEV and brand development direction: Weipai CEO Li Ruifeng, Weipai CMO Qiao Xinyu, and Liu Bao, deputy general manager of Great Wall Motor Technology Center, to listen to what they said.
Media: Great Wall Motors has entered a new era, and what is Weipai's positioning in the new era?
Li Ruifeng: Weipai appeared at the Guangzhou Auto Show in November 2016 as a high-end brand of Great Wall Motors, and is also the first high-end brand of China's own brand. In the new era, Mr. Wei uses his surname as a bet to create the Wei brand and provide consumers with better products.
Weipai CEO Li Ruifeng
Last year, Great Wall Motor sold 1.28 million vehicles, in 2022 we can also see that the entire automotive industry is in a transition period of new energy, the industry predicts that the new energy penetration rate can reach 25% in 2022, and sales are expected to exceed 5 million.
In the entire new energy market, it can be seen that the market share of PHEV segments is rising, and even can break through the market size of one million. Therefore, as a Wei brand, what we are releasing today is a new category of "0 anxiety intelligent electric", which is the "gorgeous turn" of the Wei brand under the positioning of the new generation of intelligent cars. Therefore, starting from 2022, on the basis of the three new categories of coffee series, retro categories and MPV, our Wei brand will comprehensively lay out and carry the long-endurance intelligent DHT PHEV architecture, and Wei brand will also become China's first high-end intelligent new energy brand to completely transform from traditional fuel vehicles to new energy.
Weipai and pure electric BEV architecture Euler and the upcoming salon form the three main brands of New Energy of Great Wall Motor, enhance our competitiveness in the new energy market, and help Great Wall Motor achieve 4 million sales in 2025, with new energy accounting for 80% of the target.
Media: What are the core technologies of Weipai 0 anxiety smart electric new category?
Liu Bao: We believe that long mileage can really meet the needs of customers in actual travel scenarios, for the category of "0 anxiety intelligent electric", Weipai has achieved a WLTC 204km cruising range, and the products with longer mileage are also in the process of being developed.
Liu Bao, Deputy General Manager of Great Wall Motor Technical Center
Most OF the PHEV models currently on the market are between 50 and 100km. But in fact, in the real daily use process, users need to open the air conditioner, may have to open the warm air in winter, coupled with different driving styles, which will occur mileage attenuation phenomenon. Like the pure electric endurance of 50km, in many urban transportation scenarios, it may not be able to support a round trip a day. Some of the homes that have charging piles may be fine and can be charged once a day at home, but we see that there are actually a large number of users who are very inconvenient and inconvenient to charge. Therefore, this concept of zero anxiety is to make it really convenient for users to use the car, while enjoying the fun and feeling of driving brought by pure electric drive, and enjoying the low cost of pure electric.
Li Ruifeng: Judging from the 2021 report, in the entire new energy vehicle market, the sales volume of first- and second-tier cities accounted for about 76%, and the vehicle share of the entire fourth- and fifth-tier markets was 24%, which is a good sign.
Judging from this research report, the daily travel mileage of these big cities in beijing, Shanghai, Guangzhou, and Shenzhen is about 38km, and it is nearly 190km a week. Just now Liu mentioned that more products in the phEV market are 50 to 100km endurance, and 43% of users have to charge three or five times a week, which is very troublesome for them.
In addition, 88% of customers hope that a single charge can meet the needs of a week, which is the user's hope for zero anxiety. In terms of right of way, in cities with limited purchase restrictions, PHEV has the advantages of free license fees, free traffic restrictions, etc., combined with the advantages just mentioned by Mr. Liu in the report, our long-endurance intelligent DHT PHEV architecture can achieve super performance such as 4.8 seconds to break 100, 65% climbing ability, etc., reflecting the high-value experience, comfort and stability.
Weipai entered the high-end new energy market as a leader and leader, rather than simply imitating or following in a short endurance. This is a strategic choice made by Weipai, under the blessing of long-endurance intelligent DHT PHEV architecture, the new category of "0 anxiety intelligent electric" can solve the anxiety of many users in first-tier cities in the long-term use process.
Media: What kind of global market layout does Weipai still have in 2022?
Li Ruifeng: Mocha and latte are important products of Weipai this year, and they are also two global products of Weipai. At present, the channel network layout of the EU market is gradually advancing, and the first smart experience center of Weipai in Berlin, Germany, will be implemented as soon as possible. From the perspective of the pace of promotion, the long-endurance PHEV version of the Mocha will be in the first half of the year, and the long-endurance PHEV version of the latte will land in the EU market in the second half of the year.
Media: What are the plans for Weipai's future products?
Li Ruifeng: Weipai's 2022 product plan includes three new categories, one is a coffee category named after Mocha, Latte and Macchiato, which was completed last year. Mocha DHT-PHEV has opened pre-sale today, and there will be a latte DHT-PHEV, which is also a product with a long pure electric mileage, and there will probably be a 6-seat SUV in the second half of the year.
The other is a new category of intelligent retro tide driving, we are named after the dream series as a product, and 2021 has also been unveiled to everyone at the Chengdu and Guangzhou Auto Shows, the response is relatively warm, and will soon open pre-sale.
In addition, with the promotion of the second and third children in our country, especially the popularity of the three generations and four generations of the same house, everyone's demand for 6 SUVs is relatively strong, but the demand for 6 MPV is also strong, this year we will put two MPV, one is the main business market, one is for the household market, which is the approximate layout of our Wei brand's current three subdivisions.
Media: What kind of role does Wei Pai play in the positioning and strategy of Great Wall Motors, and what kind of role does it play?
Qiao Xinyu: First of all, Great Wall Motor's 30 years of car manufacturing experience, including its leading technology, is the first time for Weipai. The long-endurance intelligent DHT PHEV architecture released today is actually a new technology recently developed by Great Wall Motors, and the future electric mileage will continue to grow on the basis of WLTC working conditions of 204km. The field of intelligence is also, from the earliest HWA to the current NOH, these technologies will be fully equipped this year.
Wei brand CMO Qiao Xinyu
When it comes to role change, Wei Pai is named after the founder's surname, so basically the brand's position in Great Wall Motors is still high-end brand positioning, which is unchanged. At the same time, in the 2025 strategy of Great Wall Motor, BEV has Euler and Sharon brands, and the high-end PHEV track is Weipai, which achieves the goal of conquering the high-end new energy market with core technology through high-end intelligent driving assistance such as long-endurance intelligent DHT PHEV architecture + NOH.
Media: Where is the specific embodiment of the new category of "0 anxiety intelligent electric"?
Qiao Xinyu: "0 anxiety intelligent electric", can be understood separately. First of all, Great Wall Motors began to lay out a wide range of intelligent fields last year, and our coffee intelligence platform realized the "three-wisdom integration" of intelligent driving, intelligent cockpit and intelligent services, such as intelligent driving, we have high-end functions such as NOH and HWA.
In addition, there must be a link between intelligence and new energy. The general consumer believes that smart cars should be new energy vehicles, and in turn, new energy vehicles should also be smart cars, because tesla and Wei Xiaoli are also doing this in the head of the new forces. Just now, Mr. Li also mentioned that we will carry out the transformation to a high-end new energy brand with a long-endurance intelligent DHT PHEV architecture, in fact, intelligent plus electric is also a strong binding.
What is 0 anxiety, we think of 0 anxiety as 0 anxiety in the whole scene.
First of all, in the process of car purchase, PHEV and BEV have the same right-of-way attributes.
Second, weekday cars and long-distance cars during the week, such as the weekly weekday cars just mentioned above at least 190km, are ideally charged on Monday. From the perspective of its own energy replenishment, the pure electric endurance of 204km basically meets the ideal state of charging a week, and if you run a long distance, or you travel a long distance in a colder place in the northeast region, we also retain the fuel-driven characteristics, no matter what scenario, we can travel with zero anxiety, so that users have no anxiety.
Our intelligent driving assistance can help users drive cars better and safely, which must make users feel smart 0 anxiety. The other is the 2.0 version of Xiao Wei, which will make the car more humane and more warm, so it is also a kind of zero anxiety in the entertainment of driving.
"0 anxiety intelligent electric" is the direction of Wei brand transformation, but also a new track we firmly created, in the future, the entire brand's products will be fully equipped.
Media: Mocha DHT-PHEV is the first to build a long-endurance intelligent DHT PHEV architecture, what is its significance?
Qiao Xinyu: This conference is the release of a long-endurance intelligent DHT PHEV architecture, and all series will be equipped with this technology in the future. The Mocha itself is the flagship model of Weipai, and the choice to start this time is also an insistence on the positioning of the entire flagship model.
In addition, in the new category of "0 anxiety smart electric", in the entire Chinese automotive market, mocha DHT-PHEV is the first model equipped with a long-endurance PHEV.
Mocha DHT-PHEV has three core highlights, one is the ultra-long pure electric endurance of 204km, the second is the high-end intelligent driving function such as NOH intelligent pilot assistance equipped with the whole series, and the third high-performance electric four-wheel drive system with zero hundred acceleration of 4.8 seconds, which is the blessing of these three functions and breaks through the ceiling of Wei's flagship model.
Li Ruifeng: The long-endurance intelligent DHT-PHEV architecture was first built in Weipai, and there will be products with 300km+ electric mileage in the future. We are named after Wei Zong's surname, and Great Wall Motors is now the first of Wei Pai, whether it is intelligent or intelligent DHT. Therefore, Weipai has a comprehensive priority in the use of high-end technologies in Great Wall Motors.
Media: What are the ideas and highlights of the Weipai User Fan Festival?
Li Ruifeng: Tomorrow is the first fan festival of the Wei brand. In the past few years of development, we have had 450,000+ loyal users. The Wei brand can be seen as a center, all actions are all around our intended users and prospective owners to operate, the conference host, video shooting, including a lot of creative consensus all from the loyal owners, is a loyal owners to organize and plan an event. At this conference, in addition to releasing some rights and policies, we have not participated in any content supervision and planning, which is also a conference that we really co-create with users.
This is a start, the follow-up Wei brand official, dealers, car friends organized a variety of activities will come into being, even including our APP will be combined with the holidays to organize a variety of activities around the user car, travel life and other car friends and circle activities. This is our original intention, and it is also a direction that we have always adhered to.
Media: How can we let ordinary users know more about "Wei Pai" representing leading technology, and how should we focus on this aspect? The second question is, some new forces are very good at playing the user community, so how do we let users enter this circle next?
Li Ruifeng: Wei brand is positioned in a new generation of intelligent cars, creating a new category of "0 anxiety intelligent electric", 0 anxiety is the long-lasting intelligent DHT PHEV architecture of the technical scene expression, intelligence is just mentioned HWA, NOH high-end intelligent driving plus intelligent cockpit, intelligent service three wisdom integration, electric is our new energy technology. The technical part, let Joe go into detail later.
The high value of wei brand and products is not only the first launch of long-lasting intelligent DHT PHEV architecture, coffee intelligence, etc., in fact, in the process of value improvement, our car owners such as Mocha DHT-PHEV, a high-end user group, reflects the trust in China's own brand, trust in our Wei brand, so we must achieve user-centered circle culture operation in various services and daily communication, and put the 0 anxiety in the entire car process in the first place.
The values we convey and we want to resonate with our customers at the same frequency. Some good experience, good ideas, and good thinking of the new forces in the process of user operation can be learned, learned from and emulated, but we will also have differentiation, and will be adjusted in combination with user and brand positioning.
Second, our indicators for dealers will increase the dimensions of user operation and user satisfaction in terms of sales volume and market share targets, so that dealers can better serve customers with the transformation of manufacturers, which is the real co-creation of a top-down manufacturer, all-round, three-dimensional, and all-time service to our customers.
Third, when the sales scale is very large, how to make every customer feel the care of Wei brand products, and the future intelligent service is also a direction we are based on to change. That is to say, we must take the APP as the main position of the user, realize the trinity of the car machine end, the cockpit intelligent service and the terminal dealer, and open up through data, digitization and intelligence.
For example, when the customer sits in the car, he can directly reflect to us the entire use of the vehicle through the "I want to spit" function of the car machine, and the service process can also be intelligent maintenance, intelligent detection, intelligent rescue and so on. Therefore, app, car machine, terminal trinity, to achieve digital and intelligent, so that our service can really achieve 7 times 24 hours of warm service, this is some of the improvements we have made.
Qiao Xinyu: Regarding the technology, just now we mentioned that there are two core technologies for smart cars, the first one is called high-order intelligence, which is relatively high-order intelligent driving assistance, and the future is to HOW and NOH as the core technology, AND NOH is basically the same level in terms of user experience. The other is a new energy technology with long battery life intelligent DHT PHEV architecture as the core, which helps us solve the core needs of users with zero anxiety in all scenarios.
How to build smart technology in 2022? We have three key words.
The first is understandable, because technology is a relatively one-sided thing, how to understand it, there may be many means for consumers to perceive.
The second is experiential. This year, as parts supply eases, we are bringing technology and product experience to a high level.
The third is trustworthiness. We refer to the practices of many friendly businessmen, especially when talking about technology, we often find a point, whether it is certification, tripartite agency evaluation, or seeing or hearing various certifications, we let consumers buy products in this way, enhance the sense of trust.
Media: What kind of technical research has Weipai's NOH done on localization, including user-level value habits?
Qiao Xinyu: First of all, Tesla and Wei brand NOH are not too different in function, automatically identifying the front car, automatic overtaking, automatic deceleration, identifying ramps, intelligent entry and exit ramps, etc. We have added a front camera, millimeter wave radar and high-precision map on the basis of HWA, through the method of perception and vision to achieve road discrimination and large vehicles, pedestrian discrimination.
From the design concept, teachers may know that as a smart car, there is a definition in the industry, and the intelligent car uses the car brain to surpass the human brain to make decisions on self-driving cars, which is the industry theorem. But when we Wei brand study HWA and NOH, we think that the car brain can never replace the human brain for decision-making, so we have always called it intelligent driving assistance, not automatic driving.
In the whole design process, we always put user safety in the first place, intelligent driving can only play an auxiliary role, in special scenarios to help users drive safely. For example, the mobile phone falls on the ground, you have to take it, your line of sight may leave the windshield, this time intelligent driving assistance will help you take over the vehicle in a short period of time.
For this technology, it must be iterable and replaceable. Especially in the era of smart car 2.0, all products have a strong self-learning ability, in fact, Mocha's self-learning ability is very strong, it will continue to improve according to user driving habits, through data discrimination, and upgrade through OTA.
User safety-oriented, as well as having growth, to provide users with a better driving assistance experience, is the most basic concept in the field of intelligent driving assistance.
Media: Wei was first "luxurious at hand", and then for a while it was adjusted to smart, and today we see smart electric. What is the starting point on which Weipai can achieve this innovation?
Great Wall Motor's sales in 2021 are 1.28 million units, an increase of about 170,000 units, mainly from two parts, one is the tank 300 sold 80,000 vehicles, part of the Euler sold 80,000 vehicles, the other sectors are almost no growth. Specific to the Wei brand, I think everyone is paying attention to these sales in 2021, how do we increase sales in the future, and what strategies and methods are there?
Li Ruifeng: In 2021, Great Wall Motors may attract a lot of attention in the industry in terms of category innovation and category differentiation, and our category has been evolving and innovating. Last year, there were Haval divine beast categories, Euler cat categories, which are category focus, and then category differentiation thinking.
Category differentiation and innovation reflect the deep insight of Great Wall Motors' underlying logic and foundation into user needs, consideration of future industry trends, as well as strong technical reserves and rapid flexible adjustment capabilities, which is the basis of Great Wall's various categories of brands and their three to five years of clear strategic planning.
Win is to win in the strategy, like tanks, when our tanks are differentiated, others look red, but did not expect the tank brand to come out of the tank 500, mech, off-road, business, forming a powerful empire in the off-road SUV. This brand moat is something that other brands want to follow and emulate.
Great Wall Motors focuses on innovation, hoping that each category brand can become a leader, can further expand and amplify the needs of consumers, and even let the entire automotive industry adjust the direction, I think this is the great role and value of Great Wall Motors in the category differentiation of the entire automotive industry.
Qiao Xinyu: For the Wei brand, the overall product listing rhythm last year was affected to a certain extent, originally we originally wanted to complete the smart urban SUV layout of the coffee category in the first half of the year, but the last car was only listed on December 17. In 2022, I think there are several guarantees if you really want to raise the amount.
The first guarantee is undoubtedly the guarantee on the material. Now the supply chain is extremely critical for the entire industry. The protection of the Wei brand in the whole Great Wall Motor is definitely the highest priority, so we believe that it will perform better in this field at least than in 2021.
The second guarantee, we believe that the new product must be successful. Today's release of the long-endurance intelligent DHT PHEV architecture, the entire Wei brand will be used in the future, first complete the layout of the coffee intelligent series, and then latte, Macchiato will use this architecture. In the future, there will be incremental sources such as retro categories and MPV categories, and the coffee category will also accurately grasp the market demand in the future.
The third guarantee, the terminal level, is very critical. Now that the brand is transforming into high-end new energy, it is necessary to lay out the new energy market in first- and second-tier cities through various mechanisms, and let dealers strengthen the construction of new energy, including serving our consumers.
Li Ruifeng: To add an example, it is what Mr. Qiao just mentioned. Why in 2021, why our Mocha listing cycle is extended, because of the impact of the supply chain, it is constantly delayed, other brands can find alternatives or other methods, but Mocha has a lot of the world's top accessories in the world, including HWA, high-definition maps, intelligent driving, etc., which are irreplaceable in the short term.
The positioning of our brand's new generation of smart cars is intelligent, all of which are top-notch, first-in-line, and leading, which has caused our entire listing cycle to be extended. In the face of positioning the price, there is no concession, if there is no intelligence, I will reduce the price of those models, which we cannot do. This is also a factor around this positioning.
Media: Mocha DHT-PHEV to achieve long-endurance intelligent DHT PHEV architecture first, although blessed with a lot of top technology, but whether it is popular, I think it is still a little lacking, is there still a huge progress in technology?
In terms of design, the design of our own brand is still attached to Europe and the United States, and has not gone out of its own route. In my impression, Weipai's three kinds of coffee are similar, and the retro and MPV categories come out later, is it possible to bring us a new feeling, giving China a new category of car design, or a new direction. Are there some plans and possibilities in this regard?
Li Ruifeng: Long-endurance intelligent DHT PHEV architecture is a new type of technology independently developed by Great Wall Motors, the Great Wall style is indeed pragmatic, in many cases we have implemented some technologies, maybe the strength of our communication and the way and method of communication still have not reached the conceptualization of others.
In terms of technology, first, we have the ability of original independent research and development, we will spread our technology in advance through scenarios, experience, experts, and even many such effective communication scenarios, which is the direction we want to improve and enhance in the future. In the future, we will also actively communicate with the media and users in a high frequency and all aspect, which is a long-term and in-depth work.
Second, the car companies you just mentioned need differentiation, category differentiation, shape, and unique design, which is basically consistent with the great wall company's category innovation and modeling design. In each brand, how to further evolve the category and achieve the obvious differentiation and differentiation of our different products in each category has put forward a very good suggestion for us. We hope that through the precise control of user needs just now, even if the market segment is precisely controlled, we can find this category, find unique and differentiated shapes, and the value of technology, which we try to do.
If there is an opportunity, in the future, we are in the technology industry, or at an open day, so that you can walk into our technology center and see our future products, I think you will use amazement to describe, will see our company in the shape, in the technology of the unique leading technology advantages.
From 2022 to 2025, you will increasingly imagine why you dared to put forward a sales target of 4 million vehicles at last year's June 30 Technology Festival. Dare to propose this, because there is a strong backing, especially clear in their own great wall company layout of the category, brand, as well as under each brand, brand differentiation and the product matrix, as well as the blessing of our technology.
Especially from 2022 to 2025, it is a window period for the drastic changes in the entire global auto market and the Pattern of China's auto market, and the brands and products of Great Wall Motors will overwhelm everyone.
You will also see our new energy technology, will be fully equipped with a number of product spleen, Great Wall Motors hopes to become bigger and stronger in this field.
Media: I would like to ask just now That Mr. Li also said that we are going to push MPV this year, the approximate positioning of this car, and what are its competitors?
Li Ruifeng: 2022 is likely to be the outbreak of high-end MPV, many high-end brands are in the layout, which is a very noteworthy market segment. Our MPV positions a business version and a home version, which will be unveiled at the Beijing Auto Show and then listed in the second half of the year, basically locking in the main sales market for business and home use.