In fact, last year, there were still many people who were as optimistic about Great Wall Motors as I was, developed a 3.0T engine and the first domestic 9AT gearbox, the tank 300 was hard to find, the lemon DHT hybrid was well received, the performance of Haval H6 was as stable as ever, and the sales of the Euler series increased by 140% year-on-year, reaching 130,000 vehicles, obviously a good start, but I did not expect that Great Wall Motors was playing a mess.
In February this year, Great Wall Motor sold a total of 70,800 new cars, a sharp decline of 20.5% year-on-year, Haval H6 lost the SUV sales champion, was surpassed by BYD Song and CRV, and Macchiato DHT sold only 12 units. Although there is a certain impact of chip shortage, but the whole problem is attributed to the chip is obviously a cover-up, the stock price, as of the close of March 18, Great Wall Motor's stock price is only 28.47 yuan, compared with the peak market value plunged 381.7 billion. The Great Wall, which was originally in a good situation, why did it fall into such a situation?
Model planning is chaotic and there is no continuity
In the past two years, Great Wall Motors has indeed been a bit lost in the matter of naming.
Weipai series of product sales, has been very sluggish, last year's rise of the tank series, so that the Weipai series has a little dawn, but the Great Wall Motors has put the tank series independent, re-create a sub-brand, perhaps the Great Wall hopes to create a brand with off-road as the label, but just started to "split the family", the market, channels, publicity must be re-established, and it is possible to let WEY fall into a dilemma.
The original VV series, although the sales are average, but the name is concise and easy to remember, there is a certain market foundation, but the Great Wall for the VV series of models is slow to replace, to the end directly discontinued production, and began to use the name of the coffee series instead. But the problem is that both Mocha and Macchido are relatively unfamiliar to people who don't drink much coffee, and the marketing of the Great Wall has to start again.
The original H series and M series models, in addition to the H6, others have changed their names, Haval first love, red rabbit, god beast, big dog, the name is indeed out of the circle, but it is easy to confuse people.
In recent years, the Great Wall's models in addition to the H6 series, other lack of continuity, and like the joint venture car companies, generally a model will continue for a long time, slowly forming a market reputation, and the Great Wall's operation in the past two years is a bit of a mystery, or some quick success.
The core change incident seriously affected word of mouth
Originally, Euler's situation was very good, sales grew rapidly, and also formed its own unique product positioning, but the Great Wall may be bullying female car owners who do not understand technology, and have stolen beams and columns on the chip of good cats. Making mistakes is not terrible, as long as positive remedies, consumers can understand, but Euler began to play word games, and then there was no way to admit mistakes, but the solution was not sincere, and even the 10,000 yuan charging subsidy was issued in 10 times, which completely angered the owner.
Criticized by CCTV by name, Euler Good Cat seems to realize that it is difficult to calm the anger by continuing to play word games, and finally gave a charging subsidy of 10,000 yuan, things seem to have subsided, but this dishonest behavior cannot be estimated for the damage to the reputation of the entire brand, and will slowly be reflected in sales.
Some models have been repeatedly complained about and questioned
Realistically speaking, the quality of the Great Wall's Haval H6 model is relatively stable, otherwise it would not have been in the position of sales champion for so many years, but the other models under the Great Wall have not performed so well, such as the VV series. Great Wall's VV7 and VV6 models have a large number of oil burning complaints, the consumption of normal car oil is 0.2-0.3 liters per thousand kilometers, but many owners of the car consume more than 1 liter of oil per thousand kilometers, and even more than 200 kilometers can consume one liter of oil.
Car companies have not been able to give effective solutions to this problem, resulting in dissatisfaction among many car owners, and the engine used by Wei Pai is also used by many models under the Great Wall. It is unclear whether this problem is a common problem or a failure that occurs only in some models.
The quality problem has led to a certain impact on the reputation of the Great Wall's models, and I hope that car companies can solve this problem as soon as possible, whether it is recall or upgrade, do not let the owners who support domestic production chill.
Having said so much, not malicious black Great Wall, is really some of the operations of the Great Wall can not understand, Great Wall Motors in the past two years in terms of technology in fact a lot of progress, 3.0T, 9AT, 9DCT, DHT hybrid, etc., are the most cutting-edge technology, reflecting the Great Wall's strong research and development capabilities, but the exaggeration of the exaggeration, the point out of the problem or point out the problem, support for domestic cars does not mean to kill, but hope that domestic cars can continue to move forward on the right track, only in this way, our domestic car brand can get better and better.