Last year, Great Wall Motors acquired the production bases of Zotye such as Hanteng and Hanlong, and transformed the cheetah factory. Not long ago, Great Wall Motors successfully acquired Linyi Zotye Automobile Base. The large-scale acquisition of idle factories, on the one hand, is to expand production capacity and ensure the normal supply of explosive models such as tank 300. On the more important side, this is the transformation layout of Great Wall Motors for itself: in 2021, Great Wall Motors will release its 2025 strategy and achieve global sales of 4 million vehicles by 2025, of which 80% will be new energy vehicles.
Great Wall Motor will achieve sales of 1.2809 million units in 2021, and new energy models account for only 10.7% of total sales. The proportion of sales is seriously imbalanced, and the products are mostly fuel vehicles, and it is difficult to achieve the 2025 strategy in 4 years. The most critical problem is that Great Wall Motors does not have a car to hand.
The new energy double integration policy stipulates that the production of fuel models will produce "negative points", the production of new energy vehicles will get "positive points", and the points must be positive within the specified period of the car company. At present, the points of Great Wall Motors are negative, which can be offset by the purchase form, but it needs to pay a lot of costs, it is reported that 1 point is as high as 3000 yuan. Therefore, the main measure to turn points into positive is to promote the production of new energy vehicles. In order to achieve the positive points within the deadline, the main car is undoubtedly the best choice for traditional car companies.
The height of the sedan is generally lower than that of the SUV, so the wind resistance coefficient is relatively lower. The top ten mass production vehicles in the world are all cars. At present, the ceiling is Mercedes-Benz EQS, and the wind resistance coefficient is only 0.2. The lower the wind resistance coefficient, the smaller the air resistance of the car, so the overall energy consumption of the same class of cars is lower than that of SUVs, and the mileage is farther. That is to say, new energy cars are more likely to meet national regulations, thus making the points of car companies turn positive.
Great Wall Motors has built the Euler brand and launched explosive models such as the Euler R1, but this is obviously not enough to support the take-off of the company. China's auto market has entered the stock era from the incremental era, and consumers are more inclined to high-quality cars. This is also why under the influence of the epidemic, the "Ashkenazi troika" BMW, Mercedes-Benz and Audi can still refresh their sales performance in the Chinese market. It is also the wave of consumption upgrading that a number of new car-making forces such as Weilai have been able to rise.
The demand for high-end is strong, and the integration turn is imminent, so Great Wall Motors wants to go far, and may be able to compete with cars in the high-end new energy market. Unfortunately, Great Wall Motors is a "partial student".
Probably few people know that Wei Jianjun, the helmsman of Great Wall Motors, earned his first pot of gold by cars. In the 1990s, Wei Jianjun relied on the suspension technology of the family business to manually assemble the first batch of "Great Wall Cars" through outsourced chassis, priced at 100,000 yuan. The "Great Wall Car" is quite popular in the northeast market, with millions of yuan in sales revenue in just half a year. Unfortunately, the good times were not long, the "Great Wall Car" could not be listed on the car catalog promulgated by the state, and Wei Jianjun painfully stopped the car project.
After that, relying on pickup trucks and SUVs, Great Wall Motors gained a firm foothold in the domestic market. After becoming bigger and stronger, Great Wall Motors decided to fight against cars. In 2007, the production base of 200,000 cars was completed, and the production qualification was obtained in the same year. Great Wall entered the car market with a mini car, and in 2008 launched the brand's first car genie, priced at 43,900 yuan - 53,900 yuan. Because the model bears too many similarities with the Fiat Panda, Great Wall Motors was sued by Fiat for infringement. In the end, the Great Wall was convicted of infringement and left the market in a hurry after two years of listing.
After genie was delisted, Great Wall Motors immediately launched a second car, which was priced from 53,900 yuan to 68,900 yuan. In 2009, Great Wall Motors launched its third sedan, Kuxiong, priced at 63,900 yuan to 77,900 yuan. In 2010, Great Wall Motor's first sedan Tengyi C30 was listed, priced at 58,900 yuan to 71,900 yuan. Due to factors such as weak product strength, all of Great Wall's cars have not achieved success, and the entire car division was closed in 2014. Probably grief-stricken by the car project, Wei Jianjun decided to implement a focus strategy: "SuVs do not achieve the first in the world, and do not consider launching sedan products." ”
Has the Great Wall SUV become the world's first? There is no clear and authoritative answer. However, perhaps forced by the market development situation, the Great Wall has restarted the car project and intends to enter the mid-to-high-end market. As early as September 2020, Great Wall Motors released a new concept car trendy, blending retro + cyberpunk two styles. A recent document on the great wall holdings electronic bidding platform showed that great wall motors will release a new car brand with the internal code name BC. According to relevant sources, the BC brand mainly promotes new energy models and is expected to benchmark BBA.
In the era of new energy, the three major electric parts and intelligent systems have mature suppliers, according to the kung fu of Great Wall Motors, it is not difficult to build new energy cars. However, the core technology of independent research and development is the key to supporting the vigorous development of enterprises. For example, BYD Han, whose current monthly sales have exceeded 10,000, is integrated into BYD's core technology, and its product strength has won the recognition of the world, and finally become the benchmark of domestic new energy cars. Great Wall Motors does not have a solid car technology, but also in the last one or two years to develop new energy, whether it is to take pure electricity or hybrid route, its car is afraid that it is difficult to stand out in the short term.
The best time to plant a tree is ten years ago, followed by now. Great Wall Motors is still a chance to show its skills in the new energy market, but in recent years, it does not want to make any money.