What is the biggest gap between independent brands and joint venture brands? Everyone has a different answer in mind.
Engines, chassis, and gearboxes are topics that can never be avoided.
Performance, durability, quality control and retention rate, market tests have given the answer.
The culture and spirit of the brand have been inherited, which is the brand gene of the old car companies.
Not long ago, a message about the Great Wall's new energy brands Euler White Cat and Black Cat stopped taking orders was pushed to the cusp of the storm.
Although the manufacturer vigorously explained: "Euler black cat, white cat stopped taking orders, not discontinued, we are actively seeking solutions." "But it still doesn't convince consumers." Because before that, the Great Wall had a similar operation. For example, the high-end WEY brand, due to the departure of designers and the subsequent sluggish sales, VV7, VV6, VV5, P8 and other models have been "discontinued".
Discontinued black cat white cat, Euler's helplessness
According to The Great Wall Motor Euler brand CEO Dong Yudong's response to the outside world: "Stopping receiving orders is really a helpless move, in the absence of core and less electricity, the total number of orders waiting for black and white cats to be delivered to users exceeded 20,000 units, according to the current production volume, if orders continue to be received, the delivery of new orders will wait until the second half of 2022." ”
Consumers are most worried about the problem after the black cat and white cat are discontinued, whether their vehicles can still enjoy the previous service and after-sales service, and even the parts will face the possibility of out-of-print.
Objectively speaking, with the hot sales of the new energy terminal market in the mainland, various problems have erupted in the automobile supply chain under the influence of the large environment. It is also an undeniable fact that the price of raw materials has risen and the supply of chips is in short supply.
The black cat and white cat are euler's entry-level models, the price positioning is low, and the production cost of the three-electric system accounts for 55%-60% of the vehicle cost. In ternary material batteries, the cost of cathode materials containing lithium, cobalt, nickel and other metal elements accounts for nearly 50% of the cost of battery materials, so the cost increases by about 20% compared with the previous period.
In the case of the industry's general shortage of parts, car companies have to adjust their strategies and give priority to ensuring the scheduling of high-profit models. For models with low profits or losses, production is reduced or not scheduled. Taking the black cat as an example, it is currently in a state of loss of more than 10,000 yuan per unit, and the delivery time cannot be guaranteed, which directly affects the consumer's car purchase experience, and it is also a helpless move to stop.
In order to seek an upward breakthrough, is the multi-brand strategy right or wrong?
For the discontinuation of black and white cats, some consumers do not care, thinking that it will not take long to be forgotten over time.
In fact, in recent years, the speed of the Great Wall to promote new brands and new cars can be described as very fast, and various names are even more dazzling, including Haval Dog, Euler Cat, Tank Series, WEY Coffee Series, etc. Although its cumulative sales last year were 1.28 million vehicles, an increase of 15.2% year-on-year, the results were not bad, and I believe that many people have perceived "problems" from it.
When a large number of models pour in, many existing models will be affected to a certain extent, such as the WEY VV series has been replaced by the coffee series - mocha, latte and macchiato, in fact, can be regarded as the replacement of the previous VV series, but because it is a new name and shape, many old car owners have a feeling of being "abandoned" by the times.
According to the thinking of the Great Wall, it is to pursue a multi-brand strategic approach, and once the sales volume is not good, it will stop production. As for improving or upgrading gear shifts, it is completely impossible, this is far from a small modification and then taking a new name to come to the real, right or wrong is not important, what is important is the continuous attempt to break upwards.
For example, in terms of the Haval brand, the original H series covers 1-9, which can be developed to today, except for H6 and H9 on sale, others have been delisted. And then on top are the big dog, the first love, the red rabbit, the god beast, these new era named products.
Using survival as an excuse to break the inheritance is actually a barbaric expansion
Frankly speaking, the Great Wall began to try to build passenger cars in 1993, and the development cycle is indeed very short. Compared with those joint venture brands that have a history of 50 or even 100 years of car manufacturing, it is indeed difficult to have a cycle to talk about "inheritance".
Coupled with the current increasingly competitive car market, how to survive is the greatest pressure, according to the business thinking of car companies, sell badly in time to stop losses, and then launch new models to seek benefits, this practice is actually beyond reproach.
However, this cannot be an excuse and a justification. The pride of the Great Wall as an independent brand has long bid farewell to the stage of how to "live", although on the issue of "inheritance", we can not use the standard of joint venture cars to require domestic cars, after all, the former has its inherent historical conditions, and compared with national independence, most of the joint venture brands take into account the global market, and they are more abundant in terms of capital and technology, which is the key to its continuation.
Taking Chery's multi-brand strategy as an example, many classic models, such as the Children of the Orient and the Fengyun series, have not been continued and inherited, and they are still the "meaning of peace" for many people.
Today's Great Wall retraces the old path of chery in the past, whether it is full of confidence or helplessness, we leave it alone. Can't the Great Wall pull out of its brutal expansion to do subtraction, focus on the cultivation of star models and pass on the essence part from generation to generation? Or does the Great Wall fundamentally believe that the inheritance of the brand spirit cannot obtain vested benefits for the development of independent car companies and abandon them as soon as possible?
Online car reviews believe that the success of those established car companies lies in their preference for passing on certain old elements or spirits, which is not only the "brand gene" mentioned by manufacturers in many marketing words, but also the "belief" that they can become many fans willing to consume for them. It is not advisable not to develop core values, to continue to expand brutally, and to stay on the road of competing for cost performance after multiple attempts.
Guardian Wen
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