My landlord
In recent days, weipai has had a series of major events. On January 14, mocha DHT PHEV was officially pre-sold; on January 15, Weipai held a fan ceremony. From the recent observation of Weipai's activities, whether it is product characteristics or brand tonality, Weipai has undergone profound changes and quietly completed a brand turnaround.
Wei Pai turned around
In a subsequent interview, Weipai CEO Li Ruifeng confirmed this, "The new category of "0 anxiety intelligent electric" released today is the "gorgeous turn" of wei brand under the positioning of the new generation of intelligent vehicles. ”
Li Ruifeng further pointed out, "Starting from 2022, the Wei brand will be fully laid out and equipped with a long-endurance intelligent DHT PHEV architecture, and wei brand will also become the first high-end intelligent new energy brand in China to completely transform from traditional fuel vehicles to new energy." ”
Why Wei Pai needs to turn around obviously has a profound historical background.
From the analysis of the big environment, China's auto market is rapidly developing towards new energy. Only 5 years ago, China's new energy vehicle sales were only 500,000 units, with a market share of less than 2%; 5 years later, in 2021, in the field of passenger cars alone, new energy sales exceeded 3.5 million units; in 5 years, new energy sales increased by more than 7 times. In the fourth quarter of 2021, the penetration rate of new energy even exceeded 20%.
In the face of such a development trend, in the face of such a development speed, no brand dares to despise, even if Wei Pai was not originally positioned as a new energy brand, it can still adapt to market changes and gain market initiative by launching more new energy models with lower fuel consumption.
Sales achieved a V-shaped reversal
Another factor in Weipai's turnaround may be related to the recent market performance of the Weipai brand.
In recent times, the development of Weipai has suffered setbacks, especially in 2021, after the independence of the tank brand, Weipai sales have declined rapidly, and sales in May have fallen to 3011 units, reaching the lowest sales in recent years. But it is clear that Wei Pai in difficulty did not give up on himself, but under pressure, launched a new coffee series such as Mocha, Latte and Macchiato. In addition to the name of the three models all using coffee, the biggest feature is that the whole series is equipped with a hybrid system, of which the latte is equipped with the DHT power system, the mocha is equipped with a 48V micro-hybrid, and the Macchiato is equipped with a DHT and DHT-PHEV system.
After replacing the new power system, Wei brand product strength has been significantly improved, especially the fuel consumption has dropped significantly, the previous high fuel consumption mark has been completely deleted, the shortest board of product power has become the strongest version, Wei brand has even become the world's first full range of hybrid brands. Under the blessing of low fuel consumption and high intelligence dual product strength, Wei brand sales began to rebound strongly, with monthly sales of only 3,000 units in May, more than 4,000 units in June, more than 6,000 units in November, and finally re-breaking through 10,000 units in December, with sales almost 3 times that of May, completing the most profound V-shaped reversal of annual sales.
The Mocha DHT-HPEV, which has just been pre-sold, is a further step forward in terms of technology and energy-saving technology compared with the previous model, representing the latest achievements of the Wei brand brand in terms of product strength. Weipai CMO Qiao Xinyu introduced that "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." The blessing of these three functions has broken through the ceiling of Wei's flagship model."
Leader in the high-end new energy market
Compared with the previously listed DHT models, Mocha DHT-PHEV further strengthens the brand recognition of super fuel saving and high intelligence, and directly reduces the fuel consumption of 100 kilometers from 4.7 liters per 100 kilometers of DHT technology to less than 1 liter of 100 kilometers, completely engraving the brand mark of ultra-low fuel consumption on the Wei brand brand.
Compared with its competitors, the MOCHA DHT-PHEV with a pure electric endurance of 204 kilometers has obvious advantages. Liu Bao, deputy general manager of Great Wall Motor's technical center, pointed out that "most of the PHEV models currently on sale in the market are between 50 and 100km."
But in fact, the pure electric endurance of 50 kilometers is not abundant. According to statistics, "the daily travel mileage of these big cities in beijing, Shanghai, Guangzhou, and Shenzhen is about 38 kilometers, and it is nearly 190 kilometers a week." 43% of users charge three or five times a week, and 88% of customers want to recharge once to meet the needs of the week. ”
Mocha DHT-PHEV's pure electric endurance of 200 km + not only meets the actual needs of consumers, but also has a far-sighted development of the brand. Li Ruifeng did not shy away from it, "Wei Pai entered the high-end new energy market as a leader and leader, rather than simply imitating or following in a short endurance."
Of course, it is not easy to be a leader and leader, although Weipai's sales have rebounded strongly in recent months, it is still far from the peak state of two years ago, and compared with another opponent, Lynk & Co, it is actually temporarily downwind.
However, we believe that the temporary backwardness, as well as the setbacks in the past period, are actually a valuable asset and a valuable experience for Wei Pai. In the temporary difficulties and setbacks, Weipai decision-makers can more clearly recognize the shortcomings of their own product strength, and then they can go all out to make up for the shortcomings, correct the defects, overcome difficulties, and then launch a new coffee series under pressure, and then under the pressure of high fuel consumption, they can replace the new super fuel-saving power system and completely complete the gorgeous turn of the brand. Just a year ago, Weipai was also considered to have high fuel consumption, and now Weipai has almost become the lowest fuel consumption car brand (non-new energy vehicles).
Product planning for 2022
Facing the future, Weipai still has broad ambitions, and will continue to launch more and more competitive product models, and will also look at the global market. In the interview, Li Ruifeng introduced Weipai's product planning in 2022.
In 2022, Weipai product planning includes three new categories;
One is a coffee category named after Mocha, Latte and Macchiato, which will be followed by a latte DHT-PHEV, and a 6-seatER SUV will be launched in the second half of the year.
The other is the new category of smart retro tide driving, named after the dream series as a product, and will soon open pre-sales.
In addition, Weipai will also launch two MPV, one for the business market and one for the household market.
In the face of the global market, Weipai is also ambitious. Mocha and latte are not only important products of Wei brand, but also two global products of Wei brand. 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.
Write at the end
In just one year, Wei Pai made a magnificent turn. The brand name was changed from Weipai to Wei brand; the product models were upgraded from the VV series to the coffee series; the power system evolved directly from fuel-based to the whole series of hybrids, and some models directly evolved to plug-in hybrids.
The comprehensive turning point of the Wei brand shows the strong adaptability and explosive power of the brand when encountering difficulties and setbacks, after a gorgeous turn, the reputation of the Wei brand is currently being fully upgraded, the sales volume of the terminal market is expanding strongly, and a new Wei brand is already on the road.