The irreversible trend of the times of economic globalization has brought unprecedented challenges to China's automotive industry, but at the same time it has also brought new opportunities. In 2021, automotive products and technologies are changing, the market structure is changing, consumer demand is also changing, in the automotive market transmutation, we are pleased to see some new brands seize the opportunity and are growing up like a bamboo. As a full-dimensional innovation of Great Wall Motors based on global vision, industrial pattern and user insight, the tank brand is such a timely brand.
For tank brands, 2021 is undoubtedly a year of special significance. This year, the tank announced the establishment of the brand at the Shanghai Auto Show, becoming a high-end off-road brand launched by Great Wall Motors for the new trend of SUVs, and attracted wide attention with the brand proposition of "Iron Han Tenderness"; this year, from tank 300 to tank 500, the tank brand not only found the blue ocean market, but also received good market feedback; this year, "tank" has become synonymous with "topic" and "traffic", forming a distinctive style of "tank phenomenon" in the Chinese auto market. In the year-end compulsory course of annual summary, the tank brand undoubtedly handed over a proud report card, and drew a new totem of off-road.
Accelerate product layout and monopolize the new track of the market
Tank 300, as the first product invested by the tank brand in the off-road vehicle market, has detonated the new category market since its release, and since then tanks have begun to break through with an increasingly perfect product layout. Since the independence of the Shanghai Auto Show, in just 8 months, the product line of the tank brand has begun to take shape. From the Tank 300 to the Tank 700 and Tank 800 released at the Shanghai Auto Show, and then to the Tank 400 and Tank 500 unveiled at the Chengdu Auto Show, the tank brand has comprehensively covered the "high-end off-road SUV" market from compact, medium and large to full-sized to full-sized "high-end off-road SUVs" with five models, building a strong and rich product matrix to meet the diverse needs of the majority of users.
Previously, in the general impression of consumers, hardcore off-road vehicles belong to a relatively niche demand market, and the products that everyone can choose are not rich, and the tank is based on the positioning of "tide play off-road SUVs", with the difference of the whole series of products "can be city and wild", the hardcore off-road and comfortable luxury are perfectly integrated, breaking the category barriers of urban SUVs and off-road SUVs, refreshing the cognitive ceiling of high-end off-road vehicles, and providing a new experience for Chinese off-road users with intelligent and high-end configuration.
The new category and high-end quality have brought unprecedented surprises to users, and also activated more users' off-road enthusiasm. In 2021, the sales volume of the tank brand continued to rise, with a total of 84,588 vehicles delivered in the Chinese market, which is even more valuable in the overall downward environment of the automobile market. It can be said that along the way in 2021, the tank brand is becoming the first choice for domestic SUV enthusiasts and off-road players, and has begun to establish a perfect high-end off-road image in the hearts of Chinese consumers.
Backed by a tank platform, it creates a technical benchmark in the off-road industry
The fact that the tank brand can occupy half of the off-road market at such a fast speed is fundamentally due to the product power given by the tank platform and the "born global" research and development idea. As an intelligent professional off-road platform that Great Wall Motors integrates the world's top resources and spends 20 billion yuan to build in 5 years, the flexible and variable platform architecture of the tank platform, the powerful power and off-road capabilities of the tank platform and many other technical core advantages give the tank products a more conquest experience of off-road performance and a more exclusive comfortable experience, showing hard core strength in intelligence, performance and power.
In the power level, the tank self-developed 3.0T V6+9AT power combination refreshed the Top ranking of China's large-displacement off-road top list; in terms of performance, with girder non-bearing body, under the premise of ensuring user safety to achieve passionate off-road, in terms of intelligence, the intelligent four-wheel drive system further enhances the sense of technology and luxury of the vehicle, creating a new high-end off-road experience for users, making off-road more intelligent and trendy.
For a long time in the past, overseas brand cars represented the most cutting-edge technical level in the minds of Volkswagen, and now based on tank platforms, tank brands have shown good "hard power" on the high-end off-road road.
Break the inherent circle layer and build a co-creation ecology
As a tide play off-road SUV brand, the tank not only sucks countless powders with hardcore products, but also stands on the commanding heights of traffic through wonderful "co-creation" again and again. This year, the tank brand adheres to the business philosophy of "more than the car", continues to create and share a diversified and wonderful lifestyle with global users, and also makes the tank brand's impression of "tide play off-road SUV" more and more deeply rooted in the hearts of the people.
At the product level, the tank brand breaks through the traditional off-road shackles and invites users to deeply participate in product design and development in the form of recruitment of tank co-creation officers to meet user needs in an all-round way. When the Tank 500 was listed, the 1,000 co-creation officers were instantly killed in 56 seconds, and the pre-sale orders on the first day reached 22,654 units, which showed the "user-centered" construction results of the tank.
At the cultural level, the tank brand will play with the DNA of the tide, through various marketing initiatives, to create a borderless ecosystem for users. In more than 10 circles such as modification, camping, locomotive, fashion, photography, sports, etc., tank brands have opened up a high potential energy home exclusive to tanks, and have also built a series of platforms such as off-road academies, public welfare alliances, and tank partners, which closely connect brands, ecological partners and users, and broaden the boundaries of life for users.
In addition, in terms of public welfare co-creation, tanks have also reached emotional resonance with users. In Kunming, Henan, Changzhou, Jiangsu, Chongqing, and Jiaxing, Zhejiang, the tank brand joined hands with tankers to clean up white pollution; in Tibet, the tank brand and the I Do Foundation worked together to protect the growth of Tibetan children; in Changsha, the members of the tank regiment sang their dreams with their own natural sounds...
Looking back on 2021, the rise of the tank brand is the journey that has been walked with users. Under the guidance of the concept of "user-centric", Tank has created a unique tide play co-creation mode, which also makes it a gathering position for all tide players.
The world's first experience store landed, creating a direct channel 3.0 model
Following category innovation, technology upgrading, and co-creation of ecology, channel innovation has also become a new driving force for the development of tank brands. As the forefront of continuous communication and interaction with users, in November 2021, the world's first experience store of the tank brand was officially opened in Tianhe Zhujiang New Town, Guangzhou, which also marked the landing of the tank brand direct sales channel 3.0 model. Through the integration of the two main bodies of the brand end and the terminal and the transformation of the role, this model makes the brand closer to the user, understands the user better, serves the user more directly, and provides the user with an exclusive service experience of "more than the car". In the future, the tank brand will rely on regional central cities to drive high-potential and high-potential cities, achieve full coverage of 1-3 tier cities at the fastest speed, and enter the global market to create exclusive tanks in the world for high-end off-road vehicles to play at home.
Looking back at 2021, whether it is market sales, product layout, technology upgrades, or the full launch of channel layout and the rapid construction of user ecology, this year, tanks have run out of the "acceleration" of brand development; and in the face of 2022, tanks are obviously planning and everything is ready. Past achievements are all prologues, and in the future, tank brands will create a new car buying, car ownership, and car play experience for users, let us wait and see.