22/03/09
Lead
Lack of core and lack of electricity and the Russo-Ukrainian War – the two great nightmares of the Great Wall.
Author 丨 Ma Xifeng
Responsible editor 丨 Du Yuxin
Edit 丨 Chic
Finally, on the night of Goddess Day on March 8, Great Wall Motor's sales in February 2022 came.
According to the data, in February, Great Wall Motor sold 70,792 new vehicles, of which 6,037 overseas sales, a sharp decline of 20.5% year-on-year, and the cumulative sales of 182,570 units in January and February, down 19.95% year-on-year.
The reason given by Great Wall for the decline in sales is due to the limited production capacity due to many factors such as the Spring Festival holiday and the shortage of Bosch ESP supply, bosch is the exclusive supplier of ESP configuration of Great Wall Motors' main model.
According to the Great Wall, it is 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.
Looking at each brand in detail, the Haval brand sold 41,994 vehicles in February, down 31.23% year-on-year. Among them, the "national god car" Haval H6 was significantly affected by the impact, with monthly sales of only 19,620 vehicles; Haval's first love and Haval red rabbit are destined not to become the object of limited resource tilt, fortunately, the sales momentum of Haval big dog and Haval god beast that is pinned on high hopes is still quite good, with monthly sales of 7,423 vehicles and 5,009 vehicles respectively. It is worth noting that the cumulative sales of Haval Divine Beast in the three months of listing have exceeded 21,000 vehicles, which to a certain extent shows that haval's high-end efforts last year are gradually recognized by the market.
New products are always the eternal theme of the market, this year's Haval brand product offensive is still continuing, enriching the product matrix, improving the value sequence is still one of the main tasks of the Haval brand. As the second model of the Haval dog category, Haval Kugou has now carried out naming co-creation and tide co-creation activities, and the pace of the market is also accelerating.
The Euler brand sold 6,261 units in February, of which 4,066 were sold in the Monthly. Compared with last month's sales of 13,000, this month is basically the degree of waist breakage. Such a dismal chain sales data can be expected, after all, black cats and white cats have stopped taking orders, so it is inevitable that the sales will have a great impact, and the high loss caused by the lack of core and less electricity still blocks the way of the cat star people.
However, moving to the high-end and opening up the waist market is also The current strategic direction of Euler. In 2022, Euler Ballet Cat, Euler Lightning Cat, EulerPunk Cat and other personalized experts are ready to go, and crossing the market and brand shackles of small cars is Euler's unshirkable brand mission, and it is also the mainstream development trend of new energy models.
And from March 1, the 2022 Euler good cat began to be ordered, priced at 121,900-151,900 yuan, using a 1+ N customization model, to achieve the appearance and comfort of the promotion, but also to meet the user's more diversified car needs. However, whether or not to overcome the "suspension of production" storm is the main contradiction that Euler needs to overcome at present.
In overseas markets, on February 9, the online launch of the first anniversary of great wall motor GWM brand Thailand was held in Bangkok, Thailand. In 2022, on the basis of the four markets of Thailand, Brunei, Laos and Myanmar, the normal operation of Malaysia, Vietnam, the Philippines and Singapore will be officially launched, forming a "4+4" ASEAN market strategic layout and helping the globalization strategy to land in 2025.
In 2022, Great Wall Motors will rely on the global R&D, production and marketing system to accelerate the iteration of overseas new vehicles and win the favor of more global users with global intelligent technology products.
In the field of new energy, at present, Great Wall Motors has listed new energy models such as Haval H6 HEV, Haval JOLION HEV, and Euler Good Cat overseas, and more new models equipped with core technologies such as lemon hybrid DHT will be used in overseas markets to improve the product matrix.
But the global situation changed sharply in February, and Great Wall Motors is the only Chinese car company with the largest investment, the largest sales volume and a factory in the Russian market. Although Great Wall Motors' sales in Russia as a percentage of total sales are not high, Great Wall Motors regards Russia as its most important overseas base and its largest overseas market. Therefore, it is conceivable that the Russo-Ukrainian War has a certain role in promoting the Great Wall to rearrange the new overseas market.
The global market is still the main battlefield of the Great Wall, but the unstable global situation, the lack of core and the continuation of less electricity, have laid the foundation for this year is still a difficult year for the Great Wall, but the "long-term" Great Wall is still stable and resolute to improve the product matrix, solve the problem of parts supply, force market segmentation, technology to help global development... This year, the Great Wall can only stabilize and take its time.
However, even in such a turbulent market period, there is no shortage of bright spots in the sales data of the Great Wall. For example, from January to February this year, the proportion of sales of models of great wall motors with more than 150,000 yuan increased to 15.5%, and the proportion of intelligent models increased to 88.1%, and high-value, intelligent products have become the company's main sales force. Lemon, tank and coffee intelligent three technology brand models accounted for 75.1%, which is the advantage of the Great Wall and the major trend of the Chinese market - the pursuit of high value and intelligence.
In addition, Weipai sold 4,432 new cars in February, of which the star model Latte DHT sold 2,387 units, an increase of 52% month-on-month. Although the sales figure of 4,000 vehicles is not remarkable, the sharp increase of 103.12% year-on-year performance shows that Weipai has passed the difficult adjustment period of product matrix and brand value, and has gradually entered the right track.
At the beginning of this month, the Mocha DHT-PHEV was officially launched, with a total of 2 models launched, with a price range of 295,000 to 315,000 yuan. Weipai cleverly switched tracks, shifting from traditional car-making to new energy vehicles. With the two core technologies of "smart DHT" and "coffee intelligence", Weipai has a long-lasting DHT-PHEV model layout throughout the series.
As the integrator of intelligent DHT and coffee intelligence, Mocha DHT-PHEV opens up a new category of "0 anxiety intelligent electric" with full-stack self-developed NOH high-end intelligent driving and 204 km WLC ultra-long pure electric endurance, with the intention of entering China's high-end new energy market.
Tank 300 sold 6,468 units this month, up 48.9% year-on-year, and the cumulative number of users has exceeded 100,000. If the production capacity is not limited, the sales of the tank 300 will still bring a good return to the tank brand.
On March 18, the Tank 500 will be officially launched, reshaping the new benchmark of medium and large business luxury SUVs. With 500 and 300 enriching the two major product matrices of "mecha technology" and "business luxury", more users are attracted to open the off-road life mode.
However, after the simultaneous delivery of the tank 300 and the tank 500, the pressure on production capacity will undoubtedly be further intensified, and how to release production capacity as soon as possible, coordinate production scheduling, how to fully tap the value depth of the tank brand again, and continue to develop new products is also a realistic problem that the tank has to face this year.
Finally, as the "ballast stone" of the Great Wall, the Great Wall pickup truck sold 11,637 units in February, of which the Great Wall Gun sold 8,512 units. 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.
Although the Great Wall pickup truck has been limited by the "lack of core", the effective and accurate market response mechanism, the strong product research and development system and the three-dimensional brand development strategy still make the Great Wall pickup truck the most stable support force for Great Wall Motors.
Ma Xi Feng
A merry heart goes all the way.
Everything went smoothly.