In the middle of 2017, Great Wall Motor's luxury car brand WEY (now renamed Wei Brand) was pushed to the cusp of the storm due to the falsification of driving computer fuel consumption data, and the "public relations deletion" that appeared afterwards not only failed to stabilize the "high-end second" name of the WEY independent automobile market, but also the sales volume of its various products fell to the ground, and the return to the original form after a short period of glory made the Great Wall's pain continue until 2021.
It is said that it is easy to add flowers and flowers, it is difficult to send charcoal in the snow, and the self-media that have always regarded traffic as flesh and blood have been online, attacking the Dormant Great Wall with the sharpest words. However, people in the industry understand that Wei Jianjun, who is as famous as wei Jianjun, is not playing with tickets or breaking cans, but brewing a storm that has swept through the independent caused and even China's auto market.
It can be said that the eye of this storm is still the sports utility car that the Great Wall is best at, and the sales data of the TANK tank brand independent from WEY is in short supply, and it has won a brother position in the field of hardcore off-road vehicles. But what we never expected was that the Great Wall, while forming a storm, stepped out of its comfort zone and decided to return to the field of car manufacturing.
These "Great Wall Cars" were sold for only one year before they came to an end due to the "Automobile Industry Industrial Policy", and the first batch of "Great Wall Cars" that could not reach the market access threshold became history. But Wei Jianjun did not give up the car, using the Isuzu prototype car to build Haval's Great Wall has enough capital, completed the construction of the car production base in 2007, and successively brought Dazzling, Genie, Cool Bear, Ling Ao and C series cars... They are all products that have high hopes for the independent automobile consumer market, but each one ends with "thunder and rain", and even encountered a lawsuit of "prototype debt collection".
In terms of timing and necessity, Great Wall Motors has three reasons:
First, the domestic auto market as a whole is in an important transition period, in addition to the inevitable direction of new energy, fuel vehicles are actually looking for a new foothold to meet the "new energy conspiracy theorists" for the internal combustion engine obsession. At the same time, SUV as a more versatile automotive product category, its market share competition with cars has also entered a tug-of-war stage, and its share growth rate has further temporarily slowed down, which also makes Haval focusing on the SUV market encounter a new bottleneck in market share expansion, and new products such as first love and divine beasts are more from the diversion within the brand. It can be seen that in order to further enhance competitiveness, cars have become an imperative move for the Great Wall.
In other words, now the Great Wall's return to the car market is more like a yellow bird and fisherman waiting for the opportunity, once the joint venture car is slack for a while, the overall rise of the independent industry, it will immediately capture the throat of the consumer market, and become a "savior" to provide consumers with new vitality and new choices, plus the brand power and core technology we mentioned, the car may become another new fortress built by the Great Wall.
Of course, the Great Wall at this time to choose to return to the car market is not without worries, in the Great Wall for the car brand channel image design bidding, it is clearly pointed out that the new car brand will be in the direction of "high-end cars", although it is bound to learn from the new power brand on the road to new retail, but with the not very successful Wei brand and the emerging tank a brain into the high-end, in the independent car market there are a large number of monthly sales of more than 100 units of products, The Great Wall high-end car wants to convince consumers that it is no less difficult than selling pure electric vehicles.
Write at the end
Looking back at the achievements of independent car manufacturers in the field of high-end cars, in addition to the red flag that has been holding the title of "national car" and surviving in the field of independent luxury for more than ten years, it is also a Lynk & Co 03 that can be taken, even if the Great Wall car brand spends its main energy on new energy, in the face of the new power brands such as Weilai, Xiaopeng, weima and other new power brands such as pure electric cars, as well as the menacing BYD, at this time, the entry to the Great Wall also has some meaning of wealth and insurance, once it is lost, This group, which is not so hard to get on track, even risks losing everything.
As far as the current market conditions are concerned, perhaps taking advantage of the surge momentum of the comprehensive layout of lemon hybrid DHT, avoiding the sharp edge of new forces, and choosing to use lower-priced hybrid products to win the market, this is an opportunity for the Great Wall to return to the car market, rather than the road ahead of re-entering the danger.