If you look at the absolute quantity, Great Wall Motor's total sales in 2021 exceeded 1.28 million units, of which Haval contributed 770,000 units, pickup trucks 233,000 units, and orders for more than 220,000 tanks the brand delivered 85,000 units throughout the year. It is reasonable to say that these three brands should be the biggest contributors to Great Wall Motors in 2021.
Even the Wei brand, which broke out at the end of the year, also let people see the re-emergence of the high-end brand of the Great Wall, and the influence is not weaker than the first three. But in fact, what really earns great wall motors in 2021 is the Euler brand.
Don't look at the Euler brand's annual sales contribution of only 135,000 units, accounting for only about 10.5%. Among the 6 major brands under the Great Wall, the contribution rate ranks after Haval and pickup trucks, counting the order volume, and it is also ranked after the tank. However, if you look at the contribution rate of Great Wall Motors' market value, Euler may contribute more than 1/3 of the value in 2021.
As we all know, 2021 is a year of explosion of new energy concept stocks, and almost all auto brands must rely on the new energy sector to increase their market value and stock prices.
And Great Wall Motors, as an old traditional car company, its main force Haval brand is affected by chips, and the growth rate is not ideal. Support for the stock market is much lower than in previous years. What really makes Great Wall Motors reach the peak of 69 yuan in 2021 is still relying on the tank brand and the Euler brand.
In fact, under the influence of double points and the premise that the concept of new energy is dominant in 2021, the contribution rate of the Euler brand is much higher than that of other brands under the Great Wall.
So who has the highest contribution value of the three cars currently on sale by the Euler brand?
As you might expect, it's the most expensive Euler cat! The new model, which was only launched at the end of 2020, contributed 50,931 units in 2021, accounting for 38% of the annual sales of the Euler brand and 4% of the total sales of the Great Wall brand.
You know, the price of the equally petite Euler good cat is nearly double that of its predecessors, the euler black cat and the white cat. According to the conventional model division, the black cat and the white cat belong to the A00-class model, while the good cat belongs to the A0-class model, and the price difference will not be widened to such a point.
But because good cat spares no effort in styling design, interior configuration and marketing positioning, the brand premium of this car is much higher than the first two.
At the same time, as a small hatchback, the euler good cat has a maximum price of more than 140,000, and the opponents at the same price in the field of new energy are larger than it, or in the form of SUVs, theoretically better than good cats according to competitiveness. But unfortunately, the same price point does not sell better than a good cat.
According to the understanding of most people, the hot sale of Euler's good cat comes from its market positioning, taking the female car owner route, which is more flattering than many silly and thick new energy vehicles.
It is undeniable that many entry-level new energy vehicles still enlarge the design weight of large spaces, so they have lost the aesthetic needs of some young people and have to take the route of chauffeurs.
However, due to the fact that I have test-driven different models of the car many times, the hot sale of Euler's good cat is really not only a victory in styling, but also a gimmick in the positioning of female car owners.
Instead, I think that the underlying logic of positioning female car owners is "attention to detail"!
Don't think that female car owners only look at the design value, those who have been cultivated by luxury goods for many years, how can they pay for it because of the outstanding design style?
Euler's good cat really catches the female eye is the details of the car's construction. All are dual-screen designs, and euler's sense of integration is far stronger than most brands.
Including its suede upholstery with stitching, it's directly reminiscent of women's bags. Chrome paddle buttons, which men thought were imitations of traditional racing cars, even paid homage to the MINI. As everyone knows, in the eyes of women, this is the buckle button of the bag, and it is also the finishing touch of the major luxury bags.
Not only that, the small appearance with the large interior space, but also the car to take care of women's important design, good to open and park well but also lose the imagination of the rear trunk, I believe that not only women, will like this design.
It is not an exaggeration to say that euler good cat a car has leveraged the market value of the entire Great Wall motor brand, not only the impact of the double integral policy, nor just the express train of the new energy concept, but more importantly, euler good cat has opened the door of a delicate car. At the 2021 Guangzhou Auto Show, we also saw many car brands throw out the concept of exquisite small EVs. And Euler's "cat series" also has more new products worth looking forward to.