Do the best technology, do the most brutal transformation, Wei Pai to die!

It has been several months since the announcement of "comprehensive new energy" at last year's Guangzhou Auto Show, and Weipai has begun its transformation. At present, Great Wall Motors' intelligent DHT and coffee intelligence have achieved the first ride in Weipai and gradually penetrated into its coffee series. The company that combines these two technologies, and is also the flagship model of the "0 Anxiety Intelligent Electric Category", the Mocha DHT-PHEV, was launched on March 1, positioning the 300,000 range, which is the key breakthrough for Weipai to soar.

Among them, the Mocha DHT-PHEV 0 Anxiety Smart Edition has a unified national suggested retail price of 295,000 yuan after comprehensive subsidies, and the national unified suggested retail price of mocha DHT-PHEV 0 Anxiety Performance Edition is 315,000 yuan. It is worth mentioning that Mocha DHT-PHEV also provides three major car purchase rights.

【Benefits Statement】

Benefit 1:

Before 24:00 on March 1, the order is 2,000 yuan to 10,000 yuan

From March 2 to 31, before 24:00, order 2,000 yuan to 8,000 yuan to buy a car

Before 24:00 on March 31, order 0 Anxiety Performance Edition to enjoy 50% off to upgrade the laser headlights

Enjoy 36 installments of 0 interest and up to 7,000 yuan replacement subsidy

Equity 2:

Lifetime free basic maintenance*

Enjoy a lifetime free warranty for three electric systems, engines and transmissions*

Enjoy 5 years or 150,000 kilometers of vehicle warranty

Free charging pile and foundation installation service

Note: *Limited to the first owner

Equity 3:

Lifelong free experience of NOH intelligent pilot assisted driving system, lifetime free basic traffic, basic services and exclusive services, entertainment services for 3 years free

Lifetime free vehicle exclusive medical examination

Lifetime free roadside assistance

Mocha DHT-PHEV reached into the 300,000-level high-end new energy SUV market with one hand, and the other hand reached into the new track of the new category of 0 anxiety smart electric, the former provoked the nerves of new forces and traditional luxury brands, and the latter provoked the nerves of consumers, which stirred up layers of splashes in the market for a time. What logic is such a subversive product based on? Behind it, what kind of game theory does Wei Pai have?

Recognize the general trend of the market and transform to death

Transformation is one of the most talked about words in the automotive industry in the past two years. The pace of development of the new four modernizations is far beyond imagination, and the sales of new energy vehicles have increased by more than 415 times in 11 years from 0.72 million units in 2010 to 2.99 million units in 2021. In this short period of time, the new energy vehicle market has experienced a large number of brands that have been picked up by policy dividends and then fallen down quietly faded, personally experienced the price market that was once monopolized by the joint venture and luxury brands that were once on the top, and was instantly disrupted by the new power brands that were vacated, and experienced that traditional car companies had to give up the business logic of decades or even hundreds of years, and slowly played a card of transformation to electrification.

New brands, old brands, are all accumulating electrification. At present, the transformation of car companies to electrification mainly has two mainstream routes, EV and PHEV, of which PHEV has shown great explosive potential in the past two years, with cumulative sales reaching 545,000 vehicles in 2021, an increase of 171.2% year-on-year, and is growing into a growth pole that cannot be ignored in the new energy vehicle market.

In addition, the sales structure of new energy vehicles also shows an obvious "dumbbell type" structure, low-end small cars and high-end car sales are hot, and from the perspective of consumption upgrading and technological progress, low-end small cars are destined to become popular in the short term, and high-end cars are the future direction.

The keywords of transformation, PHEV, and high-end are mixed together, and Weipai's self-innovation ideas are about to come out. When others gathered to seize the low-end pure electric vehicle market dividend, Weipai issued a cry for the transformation to a high-end new energy brand, and landed on the ground to open up a new track with "0 anxiety intelligent electric new category".

This is Wei Pai's self-innovation, but also a big gamble. The transformation to a high-end new energy brand means that Weipai has put down the market it has fought in the past 5 years and started again on a new track, and no traditional fuel vehicle brand can achieve such a bold and thorough new energy transformation. For Wei Pai, this is actually a choice to live to death and have no way out, but when you admit and face death, you can get rid of the anxiety about death, to experience the meaning of life, and to desperately survive.

The "mission" on Wei Pai's body did not allow it to take risks, whether it was from the naming bet on the surname of Chairman Wei Jianjun, or from the perspective of shouldering the heavy responsibility of the Great Wall Motor brand, it should be cautious about every move. But it is precisely this "mission" that prompted Wei Pai to gamble, "the transformation may die, but this is at all costs", Wei Jianjun said this sentence when announcing the transformation of Great Wall Motors two years ago, the same applies to today's Wei Pai. In the wind outlet, do not fly to the sky and know whether it is a pig or an eagle?

Moreover, Weipai has always been an unconventional subversive, in 2016 with the first independent high-end brand came out, leading the trend of independent brands to create independent high-end brands, and then took the lead in breaking the monopoly of joint venture brands in the 150,000-200,000 SUV market, and now enters the 300,000-level high-end new energy SUV market, each step is a new rhythm of the times.

Break the gap in technology and make the best new energy technology

The current new energy vehicle market is a raging fire that is burning, but it is easy to burn when it is close, it is easy to be cold when it is far away, and it is easy to find the right position to keep warm. Wei Pai chose the position is the front of the Japanese bet on the hybrid market, for a long time, the Japanese two fields led by the hybrid technology is an indestructible barrier, BYD from the side of the side for several years, has not really entered the core of the competition, DM-i super hybrid technology is only in the range of about 150,000.

Wei Pai has always talked about subversion and transformation, which is not a slogan, but has a comprehensive and advanced breakthrough technology as a base. The "0 anxiety intelligent electric new category" created by it is equipped with Wei brand DHT hybrid technology, and the biggest subversive significance is "0 anxiety". At this stage, new energy vehicles can not completely replace fuel vehicles, the fundamental reason is in the experience, use, the former on the latter can not achieve a complete translation of the transition, the meaning of 0 anxiety is reflected in this, it does not change the user's car thinking and habits, to achieve electrification.

As the first flagship model under the new category of "0 Anxiety Intelligent Electric", the 0 anxiety of Mocha DHT-PHEV is a whole life cycle, a whole life scenario, feed fuel consumption of 5.55L, comprehensive endurance of 1000 +km, electric endurance of 204km, 4.8 seconds to break 100 and other data integrated in a PHEV model, which is enough to reflect its breakthrough. Mocha DHT-PHEV does not have the endurance anxiety of EV, no PEV performance, fuel consumption anxiety, no HEV brand anxiety, so it can be said to be a new category with comprehensive subversive significance to the new energy vehicle market.

"Weipai's DHT hybrid technology is the best new energy technology in the world." This is a rather confident self-positioning, and it does have such a confidence. From the technical point of view, intelligent DHT adopts a dual-motor hybrid topology, which can realize electric and hybrid power modes under one system, and various working modes such as EV, hybridization, two-stop direct drive, and energy recovery can be realized in hybrid mode. Compared with Japanese hybrids, the technical direction of smart DHT is different, Toyota THS focuses on low-speed efficiency, Honda i-MMD focuses on high-speed efficiency, the starting point is more for fuel saving, and smart DHT focuses on the full-speed domain, not only to solve the problem of fuel consumption, but also to solve the problem of how to achieve the highest efficiency at different speeds.

Two technologies that currently work on a similar principle to Smart DHT are range extenders for ideal cars and BYD's DM-i technology. The ideal car range extender technology is a series structure, which is relatively low in medium and high loads, relying only on the motor, while the intelligent DHT can realize the full load output of the engine, front and rear motors at the same time, and achieve the highest performance. Compared with BYD DM-i, the differentiating advantage of smart DHT is that it has two gears, and it realizes two direct drives at medium and high speeds, which is more dynamic.

From the figurative products we can also easily perceive the leading edge of smart DHT. Such as mocha DHT-PHEV and ideal ONE, ideal ONE pure electric mileage of 188km, WLTC comprehensive endurance of 890 km, zero hundred acceleration of 6.5s, in these core data levels have been fully crushed by Mocha DHT-PHEV.

Not only that, relying on the coffee intelligent platform, Mocha DHT-PHEV also has a very high level of intelligence. For example, in the field of intelligent driving, the new force is undoubtedly the head force, but compared with the industry-recognized leading Tesla FSD, Xiaopeng NGP and other systems, the NOH intelligent pilot auxiliary driving system equipped with Mocha DHT-PHEV has a higher success rate in the on-ramp scenario, which is not only a kind of technological transcendence, but also de-labeling, so that intelligent technology is no longer the unique label of the new forces.

The pattern of the future, from technical confidence to brand confidence

With the vision to identify the situation, with the technology to break down barriers, but also with the confidence to grasp the pattern. Since Weipai announced the transformation, it has gradually revealed a state from technical confidence to brand confidence, and this confidence runs through several dimensions.

Transformation is not achieved overnight, and all breakthroughs and innovations displayed to the outside world first originate from the re-zeroing within the brand. Internally, Weipai is unanimously determined to fight a battle against the water, which is reflected in the team's salary and treatment and the success of Weipai's transformation, reflected in the renewal of dealer channels, bundled assessment profits, priority agency rights, etc. with the success of Weipai's transformation, reflected in the transformation of management identity, and face users as "chief user operation officer" and accept supervision. This is also the aforementioned "born to die", so that everyone in the system realizes the important strategic significance of Weipai as a Great Wall Motor to break through the test field upwards, stimulate their confidence, and become part of the brand's high-end breakthrough.

Facing the outside, Weipai firmly believes that in seeking transformation, it is necessary to break the technical bottleneck and maintain the original intention, starting from the "user experience". Returning to users, the first foundation is product strength, in terms of experience, quality, service and other aspects of the advancement, relying on intelligent DHT, coffee intelligence two leading technologies, Wei brand achieved. The second basis is the advancement of the operating model, creating an efficient marketing platform that can quickly solve user needs, breaking the inherent closed loop that the brand could not reach customers and was communicated by dealers. The Announcement of Contact Information by the CMO of Weipai and the direct supervision of users is a completely new change.

From the inside to the outside, Weipai has sounded powerful step by step, the value chain has been renewed, and the power of brand confidence is gradually reflected in the acceleration of the pace of Weipai's transformation.

In the past 5 years, Weipai has had peaks and troughs, and many car companies have transformed in order to return to the peak, but Weipai is not, it has to hit the peak hard. Weipai once successfully challenged the joint venture brand in the market of 150,000-200,000 yuan, and now it is not difficult to return to that market to fight, but the current industry reform, the transformation of Great Wall Motors, the mission of Weipai at this stage is to transform to a high-end new energy brand, help Great Wall Motors achieve the global annual sales target of 4 million vehicles in 2025, and lead Chinese automobile brands to enter the new energy vehicle market of more than 300,000 and declare war on the old pattern. It is more reliable than the new forces and more advanced than the traditional forces, and it will be a role that cannot be ignored in the new pattern in the future.

After the listing of Mocha DHT-PHEV, it will lead Wei Pai to attack the price range of more than 300,000, and the transformation of Wei Pai will once again be loud. But this is just the beginning, the Weipai transformation campaign has just begun, after the Mocha DHT-PHEV, it will also launch new products such as dream fulfillment, high-end MPV and other new products that are also positioned in more than 300,000 markets, and fully renew the new product architecture to achieve a rush. Under the step-by-step efforts of Weipai, the market pattern of new energy vehicles will also face reshaping.