Editor-in-Chief | Zhang Kehuan
Edit | Zhang Li
Author | Off the space
Reports from The GreatAuto
On Valentine's Day on February 14, Great Wall Motor released the production and sales data for January 2022: in January, Great Wall Motor sold 111,800 vehicles across the brand, a decrease of 19.59% over January last year. Compared with the generally stable and rising data of peers, it is slightly weak.
Referring to the recent A-share trend of Great Wall Motors, some market voices say that Great Wall has encountered a "short-term development crisis".
But this kind of rhetoric is really unnecessary, and there seems to be no other reason to exist except to market the "sense of crisis".
In terms of data, Great Wall Motor's January sales decreased by 19.59% year-on-year, but the production capacity data behind it also decreased by 19.35%, and the january production was only 111,300 units, and the output was even less than the sales volume.
Referring to the backlog of large-scale orders for models in various sub-brands, the only reasonable interpretation is that "a series of reasons have led to insufficient production capacity, which in turn has affected sales". There are many reasons for this series, including the epidemic around January, the lack of core, the Factors of Enterprise Scheduling during the Spring Festival holiday, and so on. Considering that there are still epidemic and Spring Festival factors in February, and the probability of March data, Great Wall Motors will give the market a huge surprise.
Of course, in fact, in January's data, Great Wall Motors also hid a lot of highlights, and even two sets of data are very gratifying, enough to support the strategic goal of "4 million vehicles in the world and more than 600 billion yuan in revenue in 2025" planned by the Great Wall last year.
The pace of globalization is accelerating
The Great Wall will no longer rely on a single market in the future
The first gratifying highlight data is Great Wall Motor's overseas market sales in January.
In January, Great Wall Motor sold 12,750 units overseas, up 16.2% year-on-year and accounting for 11.4% of sales. And except for a few of them, which are produced and exported overseas, most of them are produced and sold by overseas factories.
Behind the gratifying data, Great Wall Motors has made efforts in its global development strategy in recent years.
In 2019, Great Wall Motor's first full-process wholly-owned manufacturing plant overseas, the Tula Plant in Russia, was officially completed and put into operation, thus opening up the pattern of the markets in Russia and many Eastern European countries.
In 2020, Great Wall Motors acquired the Rayong factory in Thailand from GM, and fully opened the Southeast Asian market in 2021, including the domestic Haval first love, the third generation H6, Euler Good Cat and other models have entered and continued to sell well, and with the continuous improvement of Great Wall Motor's corporate influence overseas, the sales volume is still rising.
Great Wall Motors also has factories and market layouts in Brazil and other places in South America, and the scale of Great Wall Motors' global layout continues to expand.
As direct evidence, on February 9, at the online conference of the first anniversary of the Great Wall Motor GWM brand in Thailand held in Bangkok, Thailand, Great Wall Motor officially released the "4+4" ASEAN strategy. Under the operation of the ASEAN markets of Thailand, Brunei, Laos and Myanmar, in 2022, Great Wall Motor will also officially launch the normal operation of the four markets of Malaysia, Vietnam, the Philippines and Singapore, forming a "4+4" ASEAN market strategic layout, making the ASEAN market bigger and stronger, and accelerating the implementation of the 2025 globalization strategy.
The first year of new energy
Euler's 28.9% year-on-year increase in January is just the beginning
The second gratifying highlight data is completed by the contribution of Great Wall Motors' most important brand in the field of new energy, Euler.
The Euler brand sold 13,229 new vehicles in January, up 28.9% year-on-year. The main model currently on sale, the Euler Good Cat, sold 9,020 units in January, an increase of 333.4% year-on-year. And in 2022, new products that are more suitable for family users, such as Euler Ballet Cat, Euler Punk Cat, and Euler Lightning Cat, will gradually usher in the listing, boosting the sales volume of the Euler brand to continue to break through.
New models, new segments, Euler's 2022 will certainly be very worth looking forward to, after all, we have already reported before, the Euler brand will be Great Wall Motors, after the previous Haval, the second point that can stimulate the surge in performance, because it not only conforms to the development trend of the times, but also has enough strength.
In terms of the two core parts of the new energy intelligent electric vehicle - battery cell supply and intelligent assisted driving, Great Wall Motors and Euler have long been ready, and 2022 will be the "first year of new energy power" of great wall and Euler. ”
In terms of batteries, in addition to cooperating with third-party battery manufacturers and suppliers such as Ningde Times and Guoxuan Hi-Tech, Great Wall Motors' Hive Energy has also begun a major expansion of production capacity in 2021, and in 2022, it will officially usher in a significant increase in the market installed capacity of Hive Energy, and at the same time, thanks to the compression of material costs by a certain extent by The cost of materials developed by Hive Energy, the cost of its final transmission to the vehicle will also have more competitive advantages.
As for intelligence, at present, the Great Wall's Miller Zhixing has been one of the leaders in the field of high-end automatic driving in China, starting from 2021, the quasi-L3 level automatic auxiliary driving solution provided by the Millima Zhixing has begun to be applied to the Great Wall's multi-brand models on a large scale, and it is foreseeable that the new models that will be listed on the Euler brand in 2022 will also apply this system called "Coffee Intelligent Driving".
Haval remains solid
The hottest hit "Cool Dog" is about to go public
The backbone of Great Wall Motors is still Haval. The Haval brand is indeed the biggest pillar of Great Wall Motor's sales at present.
In January, haval brand sales of 70,228 units, accounting for 62.8% of the group's total sales. Among them, the "National God Car" Haval H6 sold 35,570 units, ranking first in sales of Chinese SUV models for nine consecutive years (2013-2021); and its 3/4 scale "sister model" Haval Big Dog also had monthly sales of 7,826 units. Even the recently launched Haval Divine Beast achieved monthly sales of 10,085 vehicles, and in less than two months of listing, it achieved cumulative sales of more than 16,000 vehicles.
Cost-effective, high value, high quality, coupled with the increasing market recognition of the Haval brand today, in the context of brand upwards, Haval's future, sales will inevitably be further enlarged.
In terms of new models, there are already channels revealing that the Haval brand this year's blockbuster new model "Cool Dog", will be pre-sold or officially listed before and after the Beijing Auto Show in April, the new car is the mass production version of the previous "X-DOG" concept car, positioned slightly lower than the big dog, higher than the red rabbit, if the pricing is reasonable, it is bound to become another Haval brand of another monthly sales of more than 10,000 gods.
Tank heat does not decrease
More car segments are coming soon
In January, the Tank 300, the only vehicle delivered by the Tank Brand, delivered 10,363 units, an increase of 72.2% year-on-year. The continuous monthly delivery volume has exceeded 10,000, indicating that the factors affecting production capacity such as lack of cores have been minimized as much as possible, and the backlog of orders has been converted as soon as possible, so that more users can drive their cars as soon as possible.
In addition to solving the capacity problem, the tank brand is also constantly practicing the core strategy of "user-centric" and building more user contacts. At present, TANK APP fans have exceeded the million mark and joined hands with more users to go to the wonderful.
In addition, in the recently released movie "Four Seas", Tank 300 also appeared in the film as a specially invited linkage car partner, with a domineering hardcore shape and strong off-road performance, together with users to "full horsepower" and start for the new year.
In 2022, the tank brand will continue to uphold the user-centered concept, continuously enrich the two product matrices of "mecha technology" and "business luxury", and continue to create a tide play off-road lifestyle for users through category innovation, service upgrades, and ecological co-creation.
Great Wall pickup truck has become a market phenomenon brand
As one of the synonyms of Chinese pickup trucks, Great Wall Pickup has always been one of the hottest pickup brands in the domestic and international markets.
In January, the Great Wall pickup truck also did not live up to expectations, successfully selling 12,860 vehicles, of which the high-end Great Wall Gun series sold 10,059 vehicles, accumulating sales of more than 10,000 in 19 months, and continued to win the first pickup truck sales.
So far, the Great Wall pickup truck has been the first domestic and export sales for 24 consecutive years.
In 2022, the Great Wall Cannon will continue to fully exert efforts on the two major categories of fashion commercial and passenger leisure, launch more new shell products, and work with the increasingly unbanned pickup truck policy to create a new world of pickup trucks with users.
Wei Pai
In the process of transformation, the future can be expected
Of course, in the end, the "Wei Brand" brand is indispensable, as the first brand of Great Wall Motors to test the waters of high-end, and it is also a brand that Wei Jianjun, the helmsman of Great Wall Motors, has gambled on the surname, Wei Pai has always been the pioneer and leading brand of the Great Wall, not only the sales volume is concerned, but also the development direction behind it, but also the attention of all.
In 2021, we have also seen the positive strategic transformation of Weipai, from the previous high-end SUV direction to the intelligent travel direction, and now under the blessing of intelligence, it has further become a "0 anxiety intelligent electric new category", opening up a new track of 0 anxiety intelligent electric travel. As the first model of weipai 0 anxiety intelligent electric category, Mocha DHT-PHEV also officially opened pre-sale not long ago, together with the macchiato DHT and latte DHT that have been listed before, together with the higher achievements in the new energy era.
In terms of sales data, Weipai sold 5,098 new cars in January. The total amount is not much, but it is also a very good start, in 2022, with more models equipped with large-capacity battery packs, with the blessing of the DHT system, to achieve "0 anxiety intelligent electric", we believe that the growth space of Wei Brand may surprise everyone.
Final Conclusion:
Behind the year-on-year decline in Sales of Great Wall Motors in January, in fact, it is still limited production capacity, after all, the actual sales volume is even more than the output, indicating that "there is really no surplus grain at home", there are empty orders, but they cannot all be converted into sales.
Of course, as we said above, the development momentum of Great Wall Motors is still very strong, especially the rapid development of overseas markets, including the increase in production capacity of overseas factories is also stable development, and the impact on the limited capacity of the single market is gradually alleviating.
In addition, chip supply giants such as Bosch have said that by the second half of this year, the "chip shortage" will improve significantly, and the supply including Great Wall Motors will no longer be in short supply, and the sales volume of Great Wall Motors at that time is the real sense of "complete body".
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