"Last night I lost to a Wuling Hongguang S, he used inertia to drift across the corner, that speed is very fast, I only saw him have a waterproof leak filling sign, if anyone knows who he is, trouble tell him, I will wait for him in Mexico on Saturday night." I believe that this paragraph is very familiar to everyone.
In February 2022, the "Generation God Car" Wuling Hongguang S officially landed in "Forza Motorsport: Horizon 5". For a time, the "head text D" format paragraph about Wuling Hongguang S, which was once popular, was once again enthusiastically spread in the game circle and the circle of car friends.
So the question is, as a highly anticipated AAA racing masterpiece that sold more than 10 million copies in the first week of release, why did Forza Forza Horizon 5 introduce a van from China in the update?
From Wuling Hongguang to Wuling culture
If you want to choose a product that can represent Chinese cars, Wuling Hongguang will inevitably be among them. Since its listing in 2010, Wuling Hongguang has been occupying the throne of the MPV market segment, with a historical ownership of more than 5 million vehicles, and it can be seen everywhere on the road. The 2013 Wuling Hongguang S launched in "Horizon 5" also set a market record of 80,000 vehicles sold per month. With these overwhelming data, Wuling Hongguang has become a veritable "national god car".
Regarding the secret of Wuling Hongguang's popularity, many people have studied it, and the conclusion is very simple. Wuling Hongguang leather is durable, flexible space, can not only pull people, but also pull goods, can be described as a model of dual use of passengers and goods. More importantly, Wuling Hongguang is close to the people, which is very suitable for people who are struggling to start a business during the period of China's economic upswing. At the same time, a series of "urban legends" around Wuling Hongguang have pushed it to a very high status, and even appeared on the cover of "Forbes".
However, with the shrinking market of Wuling Hongguang, Wuling has also opened its own transformation path. Especially under the wave of new energy vehicle development, it is good to look good and open and park, and the economy is close to the people, and the Hongguang MINI EV has become another god car of Wuling. The product has captured the user's short-distance travel needs, re-set off the upsurge of the mini car market, become another phenomenon-level product in the market, triggering competitors to follow, listed in just over 1 year, sales have exceeded 580,000, long-term ranked in the new energy vehicle ranking TOP3.
It is not difficult to find that from the past "king of micro-cars" and "a generation of divine cars" Wuling Hongguang, to today's "people's scooters" Hongguang MINI EV in the new energy era, the products created by Wuling have been recognized by the market again and again, and have established a well-known "low-cost, high-value" Wuling product model.
At the same time, with these products, Wuling has developed empathy with the majority of consumer groups in different eras, becoming a cultural symbol and identity shared by a generation of Chinese people, and is known as "the people's Wuling".
The reason why Wuling can get such praise is inseparable from its pragmatism. In the process of the mainland moving from an automobile power to an automobile power, the brand upward has become the consensus of Chinese automobile brands. However, the brand upward can not simply lock in the joint venture brand or even luxury brand, blindly to improve the price of bicycles, but also to consider the needs of the general public, from a high-value point of view, to provide better quality products at a people-friendly price. For Wuling, it has been doing so for more than two decades. It is precisely because of this that it is worthy of the "people's five diamonds".
We always say, "What the people need, Wuling will build." This sentence is simple to say, but it is not easy to do.
Not long ago, Shenyang, general manager of SAIC-GM-Wuling, said in the "2022 General Manager's New Year Message" that the Wuling challenge is impossible to be feasible, interpreting the new era of hard work, self-improvement, innovation and creation, and excellent execution of the new era of enterprise spirit, relying on a word grab.
This fully shows that Wuling can create the core of "correct cars" in different eras, on the one hand, in accordance with China's national conditions, to undertake the various needs of the people, that is, "what the people need, Wuling will create", on the other hand, it is also the result of adhering to the awareness of thinking of danger in times of peace, refusing to lie on the merit book, and actively striving to innovate.
The pace of transformation of Wuling Silver Label has accelerated
No one will be smooth sailing, and Wuling is no exception. In 2016, independent brands began to rise, And China's auto market also began to upgrade consumption, resulting in the main market segments faced by Wuling began to shrink, and the main sales models were negative year-on-year or month-on-month, and even some media commented that Wuling was difficult.
Faced with such a dilemma, Wuling began to transform decisively and released the "Global Silver Label" in 2020. This action can be seen as a landmark event in the transformation of the Wuling brand. Since then, Wuling has opened its own unique brand attack road with two brands of "China Red Label" and "Global Silver Label", and solved its own positioning problems in the new market environment.
After the launch of the "Global Silver Label", the first model to adopt the silver label was Wuling Capgemini. This new product in the big four-seat family car market, with a highly designed wagon shape and a starting price of 85,800 yuan, quickly gained attention after listing, and ranked first in the sales volume of the same level of MPV in 2021, with cumulative sales exceeding 100,000 units.
Subsequently, Wuling Silver Label launched a second model - Wuling Star. The car to "100,000 yuan within the super energy" as the slogan, the main ultimate cost performance, with leapfrog strength and humanized intelligent technology, reliable safety configuration and many other rich configurations, after the listing of the first 10 days of orders to break through 5,000 units, December single month sales reached 19,073 units, the cumulative sales of more than 70,000 units in 5 months of listing.
The subsequent launch of the Hongguang MINI EV helped Wuling soar into the sky. In 2021, in the severe environment of lack of cores and the epidemic, Wuling still achieved good results, with cumulative sales of 1.76 million vehicles in the whole year, an increase of 13.5% year-on-year, outperforming the market. Among them, new energy vehicles increased by 159% year-on-year, and the annual sales of 456,000 units ranked third in the world, second only to Tesla and BYD. At the same time, the cumulative number of global users has also exceeded 25.5 million, becoming the world's highest production and sales of a single car company.
On February 22, at the 2022 Wuling brand conference, Wuling launched two new cars - The Wuling Capgemini 280T and Wuling Jiachen.
Among them, Wuling Capgemini 280T, as the advanced version of Wuling Capgemini, is equipped with the Ling OS Lingxi system independently developed by Wuling on the basis of the current model, and the engine and other configurations have been optimized and upgraded, and a total of 2 models have been launched, and the official guidance price is 115,800 yuan and 125,800 yuan. Wuling Jiachen is the brother model of Wuling Star. Although it has not yet been officially listed, it is expected to make up for the gap of Wuling Silver in the mid-to-high-end seven-seater sedan.
There is no doubt that in today's Wuling Silver Label cultivation is a good situation, the addition of these two new cars will undoubtedly greatly help Wuling's market sales and brand value to a higher level.
It is worth mentioning that on yesterday's 2022 brand night, Wuling also officially released the brand strategy of "China Wuling Two Wings Flying Together", that is, through the "User Wing" and "Technology Wing", the user experience and technical strength of Wuling will continue to improve, develop a comprehensive 2C user direct connection model and continue to deepen user needs. It is foreseeable that Wuling, which has undergone transformation and re-emerged, will bring us more surprises in the new brand journey in 2022.
Kanche said:
The philosopher Heraclitus said that the only constant in the world is change. Just like a few years ago, we would not have thought that one day we could see Wuling Hongguang and a group of luxury cars competing on the same stage on the screen, as Shenyang, general manager of SAIC-GM-Wuling, wrote in the "2022 General Manager's New Year Message", the great changes in the automobile in 2022 have entered a substantive stage. We also need to look at the Wuling we once had a new eye.