According to media reports, Great Wall Motors' Euler brands, Euler Black Cat and White Cat, will no longer accept new car orders from now on, and the duration is unknown. Black cats and white cats suspend orders, which does not affect the normal sales of good cats. Behind the suspension of the two cars receiving orders, what is the intention of Great Wall Motors?
For this matter, Euler Automobile did not issue an official statement, only relevant people said the reason, one is because the national new energy vehicle subsidies declined, the price of the black and white cat itself is not high, the significance is not large. The second is because of the shortage of related parts supply chains, and the other is that the production capacity cannot be toppled.
It can be seen that Euler black and white cat suspends receiving orders, there is an impact from the outside world, subsidies for new energy vehicles have declined, subsidy costs have gradually decreased until there is no subsidy, and closed car companies have continuously improved their core technologies, improved the layout of the industrial chain, and improved their competitiveness in order to have a place. In addition, the shortage of key components, especially the price of core components such as chips, has increased a lot of costs to many car companies, so many manufacturers are limited production of high-profit models.
In fact, just last year, Euler black cat and white cat also carried out the annual update, the appearance has not changed much, but in the interior part of the transformation into the design of Dalian screen, the sense of science and technology has been significantly improved. In addition, the whole series is equipped with mobile phone interconnection, intelligent voice interaction and remote upgrade as standard. In terms of cruising range, NEDC has a cruising range of 301 km, 351 km and 405 km. Euler White Cat is mainly equipped with a small wildcat version.
Therefore, at least in 2021, the black brain white cat is still within the Great Wall plan. However, in 2021, Great Wall Motor sold 1.2809 million units, an increase of 15.2% year-on-year, and new energy vehicle sales of 137,000 units, an increase of 140% year-on-year, accounting for only 10.7% of total sales. Euler black cat sales accounted for nearly half of the proportion, good cat sales of more than 50,000 vehicles, gradually began to replace the status of black and white cats. Great Wall Motor's new energy is not strong, and the phenomenon of serious partiality is becoming more and more obvious.
In the first month of the Year of the Tiger, the total sales volume of the Euler brand was 13229 vehicles, an increase of 28.94% year-on-year, of which good cats accounted for nearly 70% of the sales of 9020 vehicles, that is, the total sales of black and white cats this month were only 4209 vehicles, and the overall performance was less than expected. At the same time, the official news of the Great Wall said: In 2022, many new products such as Euler Ballet Cat, Euler Punk Cat, Andra Lightning Cat and so on will gradually usher in the listing, boosting the sales volume of the Euler brand to continue to break through. The listing of new models will surely occupy more resources, and black cats and white cats will take advantage of the trend to achieve the replacement of new and old.
Therefore, in the context of the shortage of auto parts supply, Euler black and white cat suspended orders or made concessions for the supply of other models of parts, which does not rule out the resumption of production of the two models after the resumption of parts production. At the same time, with this opportunity, we will decisively carry out strategic shifts, abandon the low-end model market and shift to a higher-level market, so as to achieve brand and product upgrades.
With the promotion of the "double integral" policy, The pattern dominated by fuel SUVs of Great Wall Motors must take the initiative to change, and the "negative integrals" generated by traditional fuel SUVs and pickup truck models need to pay a lot of money, thereby increasing capital expenditure, so turning to the new energy market is the core point of strength.
According to Great Wall Motor's 2025 strategy in June 2021, by 2025, it will achieve global sales of 4 million vehicles, of which 80% will be new energy vehicles. That is to say, after four years, the sales volume of new energy vehicles has increased from the current 130,000 to 3.2 million, and from the current distribution of product lines in the Great Wall Motor market, it is quite difficult to achieve this transformation goal. If in 2022, Great Wall Motors has not yet made a "big move", 3.2 million vehicles will become "empty talk", and perhaps Euler is only the beginning of the Great Wall's adversity.