Thousands of calls began to come out, and Great Wall Motors finally released its February production and sales data at 8 p.m. on March 8. According to the data released by the Association of Automobile Associations a few hours in advance, Great Wall Motors did not enter the top 10 of the February sales list of automobile manufacturers.
According to the data, Great Wall Motor sold 70,792 vehicles in February, down 20.5% year-on-year; cumulative sales of 182,570 units in January-February, down 19.95% year-on-year. Since the beginning of this year, Great Wall Motors has declined for two consecutive months year-on-year, and the decline gap has further expanded.
However, Great Wall Motors said that the proportion of sales of models above 150,000 yuan in January and February increased to 15.5%, and the proportion of intelligent models increased to 88.1%, which means that although sales have declined, the value of the products is higher and more intelligent, which is in line with the original intention of Great Wall Motors' transformation into a technology travel company.
So, what does 15.5% of sales mean? In fact, this proportion mainly comes from the sales of tanks and Weipai, which together contributed 14.43%, almost accounting for the sales of more than 150,000 models. Latte, mocha, macchiato three cups of coffee, the price is more than 150,000 yuan, tank 300 is already 170,000 start.
Therefore, whether it is the Haval brand or the Great Wall Cannon, there are not many other models that cost more than 150,000. In 2021, the average selling price of Great Wall Motor's bicycles is about 106,400 yuan, an increase of 14.50% year-on-year, and according to this growth trend, it is expected to reach about 120,000 this year.
The price of a bicycle is important, but it cannot be at the expense of sales. Wei Brand suddenly switched to the coffee series, and the price increased significantly, but the price paid was immeasurable. With the advent of new cars such as the Tank 500 and the Salon Car, it is natural to stimulate the price of new cars.
For the february sales fluctuations, Great Wall Motors said that it was mainly affected by many factors such as the Spring Festival and the shortage of Bosch ESP, and its production capacity was limited, and it was currently actively promoting the Bosch Group headquarters and chip suppliers to jointly formulate a production increase plan and strive to quickly solve the problem of parts supply.
Among them, Euler was most obviously affected by this, Euler black and white cat suspended taking orders in February, and its CEO said that selling one car lost 10,000. The Euler brand sold 6,261 vehicles in February, down 15.09% year-on-year; of which the Euler good cat sold 4,066 units per month, and the black and white cat and other models sold about 2,000 vehicles.
Although the black and white cat said that it was only temporarily stopping taking orders, the intention of Euler's planned transformation is very obvious. The 2022 Euler Good Cat adopts a 1+N customization model to meet the more diversified car needs of users. Judging from the new car plan of the Euler brand in 2022, Products such as Euler Ballet Cat, Euler Lightning Cat, and EulerPunk Cat will be listed one after another, and the price of new cars will obviously increase significantly.
Haval brand sales in February 41,994 vehicles, down 31.23% year-on-year; cumulative sales of 11,222 vehicles, down 27.85% year-on-year. Traditional fuel models, especially the Haval brand, dragged down the Performance of the Great Wall. Among them, Haval H sold 19,620 units in June, down 38.13% year-on-year; cumulative sales of 55,190 vehicles, down 29.31% year-on-year. As the pillar model of the Haval brand, the decline of the H6 directly led to the brand's unhappiness.
In terms of other models, Haval Big Dog sold 7,423 vehicles per month, with a cumulative sales of 15,249 vehicles; Haval Divine Beast sold 5,009 vehicles per month, with cumulative sales reaching 15,094 units this year, and the cumulative sales in the three months of listing have exceeded 21,000 units. Another important reason for the decline of the Haval brand is that after the M6 lost its vitality point, other models did not take advantage of the momentum, and the Haval Cool Dog is still brewing.
In addition to the decline of the Haval brand, the Great Wall pickup truck is also showing fatigue. Pickup truck sales in February were 11,637 units, down 23.07% year-on-year; cumulative sales this year were 24,497 units, down 34.48% year-on-year. Among them, the Great Wall Gun sold 8,512 units, and the cumulative sales volume this year reached 18,571 units. The Great Wall Gun has become a relatively stable market segment, and will launch a new version of the time-sharing four-wheel drive configuration version in the near future.
On March 2, the "fashion commercial pickup" King Kong Cannon fully opened pre-sale, and the pre-sale price range was 90,000-120,000 yuan. King Kong cannon provides two kinds of power of wood and gasoline, two and four drive forms, and three kinds of cargo boxes of TEU, long box and flat bottom cargo box to meet the diversified needs of users.
The loss of the Haval brand and the Great Wall pickup truck is undoubtedly a backyard fire for Great Wall Motors. The common problem faced by the two is new energy, with the tide of pure electric vehicles and hybrid models coming, relying only on fuel vehicles is obviously overwhelmed. Great Wall Motors has given Wei Pai more new technologies, and it is impatient for the polishing of Haval and pickup trucks.
The Tank 300 sold 6,468 units this month, and the cumulative number of users has exceeded 100,000.
Tank 300 sold 6,468 vehicles this month, and this year's cumulative sales of 16,831 vehicles, maintaining the growth advantage, the cumulative number of users has exceeded 100,000. With the official launch of the tank 500, the upward trend of tanks will continue. However, Wei Pai was struggling. Wei brand sold only 4,432 units in February, and 2,387 latte DHT sales in February. Although the current price of Wei brand is more than 150,000, such sales are really out of hand.
In the past two years, Weipai's attention is obviously not as good as that of Lynk & Co, and the market performance is also very different. Even in order to create a topic, at the Mocha DHT-PHEV conference, CEO Li Ruifeng stirred up the new forces of car manufacturing and declared that "Weipai intelligent DHT hybrid technology is the world's best new energy technology" and "DHT hybrid can achieve suspension of Wei Xiaoli".
Such a style is incompatible with Great Wall Motors, in order to elevate itself and demean others, pull on industry opponents, and do not conform to the brand image of Wei Pai. Moreover, the new forces of car-making are not even competitors of Wei Pai, and pulling the step is nothing more than to create network topics and win attention.
This kind of behavior is a bit unpretentious to martial arts.
With the plug-and-mix technology breaking the shackles, as well as the constraints of components such as chips, the growth rate has been higher than that of pure electric models this year. But if this trend continues, the gap between the two will only get smaller and smaller.
Last year, a number of independent brands have begun to lay out the hybrid market, such as BYD DM-i system, Chery Kunpeng DHT system, Great Wall Lemon DHT system and Geely Lei Shenzhi Qing Hi · X hybrid system, etc., has made great progress in pure electric mileage, comprehensive fuel consumption and power performance.
The application of great wall lemon DHT technology should speed up the pace, and it is obviously not a wise choice to limit itself to Wei brand products. At present, the sales volume of Great Wall Motors is not only different from Geely, but also surpassed by BYD, and the fuel vehicle market will be eliminated sooner or later. In the first two months of this year, Great Wall Motor achieved sales of 228,062 vehicles, completing 12% of the 1.9 million sales target, and the progress was seriously lagging behind.
Great Wall Motors started early in the hybrid market to catch up with a late set, the scope of application of DHT technology is too narrow, and the slow landing time has become a short board. In February, Great Wall sold 6,565 new energy vehicles, with a penetration rate of about 9%, far lower than the penetration rate of domestic new energy vehicles of 21.8% and the penetration rate of independent brand new energy vehicles of 41.9% in February; the cumulative sales volume of 20,346 units in January and February.
With such performance, how to achieve the sales target of 4 million vehicles in 2025, and 80% of the commitment to new energy vehicles?