It has been rumored for a long time that Great Wall Motors wants to restart the car project, and more "real hammer" news has emerged recently.
Recently, the "BC Brand 2022 Regional Activity Execution Company Bidding Project" released on the electronic bidding platform of Great Wall Holdings shows that Great Wall Motors will release a new car brand, the internal code is BC, and the project is currently in the progress of "channel image design and sample store building".
It is understood that BC will be the main high-end automobile brand of Great Wall Motors, and the brand positioning level is expected to benchmark "BBA" and focus on new energy models.
All along, Great Wall Motors has been focusing on SUV models, with the Haval car series of high-sell sales, Great Wall Motors has become a veritable "SUV brother" in China.
Today, the Great Wall not only has the Haval brand, but also has a wide layout in other segments such as the high-end SUV market and the pickup truck market, and has achieved very good results.
However, as the market incremental space is getting smaller and smaller, the scale of Great Wall Motors is getting larger and larger, relying only on the increase in the SUV market, obviously can not support the great wall motors for market growth demand, according to the great wall motors previously released equity incentive plan, for 2022 sales target set to not less than 1.9 million vehicles, compared with 2021 sales performance increase of about 48.32%, the pressure is still very large.
In this context, restarting the car project may be a mysterious weapon for Great Wall Motors to achieve its sales target in 2022.
In fact, in the field of cars, Great Wall Motors' market experience has always been lacking, and previously, due to the fact that it could not grasp the correct rhythm of the market, Great Wall chose to abandon cars and focus on the strategy of SUVs.
In the years when the Great Wall abandoned cars, independent brands such as Geely did not stand still in the car market, and after years of hard work, they have formed their own moat.
In the face of many strong enemies in the market, the Great Wall Motors that restart the car, how to avoid the short board, is naturally a very important topic, at present, new energy is an unprecedented outlet in front of the Great Wall Motors.
In recent years, with the rise of new domestic car-making forces, including Wei Xiaoli, and the hot sales of Tesla, it has been fully proved that in the era of new energy, many elements of traditional models, including brand power and product power, need to be re-measured.
People not only have more tolerance for new car brands, but also accept alternatives to "BBA" for models and brands with higher prices.
For Great Wall Motors, all of the above is undoubtedly good news.
On the other hand, from the perspective of the new energy layout structure of the Great Wall at this stage, the positioning of the Euler brand has become more and more biased towards female users, and the market positioning of the overall brand is not very high.
In the new energy market, re-establishing a brand based on more mass users and having a higher positioning, whether the market growth needs or to achieve more coverage of new energy, is of positive significance for Great Wall Motors.
However, nowadays, there are more and more high-end new energy brands, in addition to Wei Xiaoli, who is already present, this year's new players, including SAIC's Zhiji Automobile and Changan's Avita, can not be ignored, Great Wall Motor's high-end new energy car intends to break the situation, obviously need to release more killer skills.