Text | There are fewer shanghai fronts
Edit | Small balls
As Qiao Xinyu said, the comprehensive transformation of Wei Pai's high-end and electrification is destined to rely on a strain and system force to jointly support;
It is by no means possible to do and reverse it with a single product such as Mocha DHT-PHEV, which is "not new".
"Wei Pai's renewal is definitely no less than the second entrepreneurship";
"The mission of Weipai is to serve as a benchmark for the upward breakthrough of the Great Wall Motor brand, and all the resources of the group will be tilted towards Weipai"...
On the first day of March, the most important high-end brand under Great Wall Motors, Weipai, brushed a screen in a high profile.
Yes, the Mocha DHT-PHEV, which debuted in early January and opened for pre-sale, is officially launched.
Mocha DHT-PHEV was listed on the Lee RuiFeng platform
The price is highly consistent with the previous pre-sale price, and the two models are equipped with a low ratio of 295,000 yuan and a high ratio of 315,000 yuan.
You read that right, in the name of DHT-PHEV, Mocha directly raised its value from 187,800-223,800 yuan in the fuel version to the level of 300,000 yuan.
The increase is more than 100,000 yuan!
Li Ruifeng was interviewed by the media again, and his confidence was still bursting
Similar to the pre-sale conference in January, at the scene of the Mocha DHT-PHEV listing conference, Wei Jianjun's confidant "Love General" and Wei Brand's chief helmsman Li Ruifeng continued to sit on the scene.
At the same time, following the last time he opened his heart and chatted with the vast (core) media, the day before the launch of this new car launch, Li Ruifeng also accepted an interview with media friends without end...
Li Ruifeng continues to "dig out his heart and lungs" with the core media.
The purpose is also very clear, continue to tell everyone about the changes and changes in the company from wey to Wei Pai, from the organizational structure to the assessment standards.
To convey the signal and show confidence, I hope that everyone will come together to witness and help Wei Pai's re-entrepreneurship and "rebirth from the fire".
Similar to Wei Jianjun's determination and persistence, when talking about Weipai's car-making technology and skills, Li Ruirui also did not shy away from confidently saying: "Weipai's intelligent DHT hybrid technology is the better new energy technology in the world at present. ”
According to its disclosure, the listing of Mocha DHT-PHEV, which integrates the world's leading technology and superior resources, is the first shot to launch Weipai's impact on the high-end new energy market.
After that, new products with high-end positioning, including the Dream Series and the MPV Series, will follow, and basically the pricing will go up at 300,000.
Li Ruifeng said bluntly that starting from mocha DHT-PHEV, the next Weipai will firmly transform towards the direction of "high-end and new energy".
This road is doomed to be difficult, but for the sake of a longer future, Wei Pai must live to the death.
Mocha DHT-PHEV, can it afford 300,000?
Back to the "sensitive" topics that are generally of concern to the outside world and have great controversy -
Mocha DHT-PHEV this product, can not afford to support the price of 300,000 yuan?
Le Tease Auto thinks that even if some core media obstruct the situation and other reasons, it is not necessarily a good intention to openly raise such a "sharp" question to Li Ruifeng, Qiao Xinyu and other executives, but as the supreme commander and trader of Wei Pai, Li Ruifeng should face similar torture.
It should be pointed out that this kind of torture does not originate from the media, but more directly, necessarily from its users and potential consumers.
For those consumers who pay attention to, understand and are interested in buying Weipai products;
When they pay attention to the Mocha DHT-PHEV on the Internet and through channels such as the Weipai official website, they will inevitably pay attention to the fuel version of the Mocha at the same time, as well as other Weipai models such as Macchido and Latte.
At this time, the problem is very prominent:
When everyone found out that the price of the fuel version of the mocha was only 1780,000, at most 200,000 or so!
Why is the overall shape, interior, space, size, configuration, etc., all the same or even highly consistent, the MOCHA DHT-PHEV version is more than 100,000 more expensive?
Regardless of horizontal and vertical comparison, this is obviously more than just the "cost, cost" is more expensive, it can make sense and explain the past.
At the end of the day, it comes down to a "brand premium."
There is no harm without comparison, especially when the internal "self-person-to-person ratio" is undoubtedly much higher.
The same is the Wei brand, also belongs to the "Mocha" car series, with the Mocha DHT-PHEV can be more than the fuel version premium of more than 100,000 yuan?
The price of each model on the weipai official website is in stark contrast
Of course, for this sharp problem, many people try to use the analogy of new car-making forces such as Weilai, Ideal, and Xiaopeng;
Ideal ONE, Weilai ES6 and other new forces of electric vehicle products, can be directly sold to three or four hundred thousand, or even more expensive, with the Great Wall Wei brand of the mocha DHT-PHEV can not?
In this regard, I think that even if Chairman Wei Jianjun "can't think straight", Li Ruifeng, who has been waving at the marketing line for many years, should be "well aware" in any case.
These are two dimensions, and there is no comparability, or that comparability is not high.
The reason is very simple, Weilai, ideal, Xiaopeng "rootless and no Ping", without a trace of historical baggage, the Internet background from the cross-border car, at the beginning of the "high-end" external packaging of "more high-end" brand image and personnel.
At the same time, people's products from design to technology (especially in electrification, intelligence) and other multi-dimensional, but also have corresponding support.
On the other hand, Wei Pai, even if relying on the Great Wall's car-making technology and accumulation over the past few years, there is no problem in the "hard power" aspects such as product design, technology, and quality control, and there is no problem, no weaker than or even some dimensions are better than Wei Xiaoli;
However, in view of the fact that great wall motors and Wei brands have left a relatively "low-end, people-friendly" brand image for the outside world and consumers for a long period of time, even if the technology and product strength can be supported, the corresponding brand power is obviously not enough.
Wei brand in the past main products VV7 and other VV series
Not to mention 300,000, before the tank 300 exploded, whether it was VV5, VV6, VV7, or latte, macchiato, mocha, the price of the main model was basically within 200,000.
Even before VV5 and VV6 once lowered the threshold to less than 150,000, the price of 120,000 and 130,000 overlapped with the Haval brand.
Therefore, this will make Li Ruifeng have a headache.
In the past, the Wei brand sold more than 100,000 and at most 200,000 cars, but now only in the name of new energy DHT-PHEV, to work directly to the price of 300,000, "concubines are indeed quite difficult"!
As for the dream of the popular "retro trend car" at the previous auto show, it is similar to the Tank 300, which should be a different matter.
Wei Pai has a very "explosive" potential to realize the dream
In short, as far as the mocha DHT-PHEV is concerned, the new energy plug-in hybrid car, due to the constraints of the Wei brand and the fuel version of the mocha model itself, it is not enough to support the price of 300,000 at this stage.
Le Tease Observation:
As we all know, the Wei brand is named after the "surname" of Wei Jianjun, chairman of Great Wall Motors, and the old Wei plugged his own family name to create this brand, "only success is not allowed to fail", nothing is too thick.
But the real problems are also there, and the difficulties and challenges are great!
In the WEY brand 1.0 era represented by VV5, VV6 and VV7, Wei brand sales and momentum are high and low;
Even after the "fancy naming" fire of Haval big dog, the whole series of products switched to the new names of lattes, macchiatos, and mocha, but due to the product itself and organizational structure, there was no fundamental change, so the actual combat effect was still not ideal.
Wei Jianjun, chairman of Great Wall Motors
Now, after the pain is painful, especially after Wei Jianjun hand-picked Li Ruifeng to operate, and more than once publicly "went crazy", the Wei Pai team headed by Li Ruifeng must break the boat and fight a battle.
If nothing else, to say that the high-end Great Wall also has new brands such as salons and tanks, but Lao Wei's face and façade must be "defended to the death"!
To be honest, for the determination and boldness of Wei Pai's general change that was revealed in Li Ruifeng's interview, Wei Pai's complete "washing the core and leather face, scraping the bones and curing the poison", the author has no doubts, after all, behind it is the independent and powerful enterprise Great Wall Motors and the tough man Wei Jianjun.
However, as Qiao Xinyu said, the comprehensive transformation of Weipai's high-end and electrification is destined to rely on a strain and system force to jointly support, and it is by no means a single product such as Mocha DHT-PHEV that is "not new" that can be achieved and reversed.
Fortunately, the journey of a thousand miles begins with a single step. Li Ruifeng carried his Wei brand "metamorphosis into a new life", and the Long March has taken the first step.
Wei Pai's transformation from the traditional luxury fuel SUV in the past to the intelligent and new high-end transformation in the electrification era, 2022 is the key year of success or failure.
Can Love General Li Ruifeng live up to his mission and give Wei Jianjun a face?