When it comes to what we know as "category innovation", Brother Meow must mention the "multi-category" strategy of the Great Wall. The Great Wall has developed from a township enterprise to the brand of the first echelon of independent car companies, and has contributed a lot of strength to China's automobile industry.
Great Wall Motors owns five major vehicle brands: the affordable SUV Haval series, the high-end intelligent SUV Weipai (WEY), the pure electric vehicle Euler series, the off-road SUV tank series and the Great Wall pickup truck series, as well as Great Wall Motor's new independently operated automotive technology company Sharon Zhixing.
Under more and more brands, people can't help but think of the originator of the multi-brand strategy before - Chery, Chery invested a lot of capital and resources in the multi-brand strategy, and the final feedback and effect are lacking.
The five main categories of brands
Haval
Global leader in China SUV, solid and affordable SUV. In 2013, the Haval brand achieved independence, relying on a strong product matrix, and has almost achieved full coverage of the SUV segment.
For 10 consecutive years, it has won the top spot in China's SUV sales and ranked first among Chinese brands in exports from more than 30 countries.
The original H series covered 1-9, and with the development of the times, Harvard has newly launched these newly named products such as big dogs, first love, red rabbits, and mythical beasts.
With the launch of new categories and the dispersion of Great Wall Motors' focus, Haval's sales have actually been greatly affected, and various negative news have also increased. There are more and more problems such as poor quality, high fuel consumption, and old shape, so should these Great Wall cars also pay attention to it.
WEY
"New generation of smart cars", high-end SUVs. In November 2016, Great Wall Motors unveiled a new brand --- WeY, positioned as a luxury SUV in China. VV7, VV5, VV6, P8 and other models have been launched successively, and this year a new coffee series has been launched: Mocha, Latte and Macchiato.
Euler (ORA)
"The world's most woman-loving car brand" pays more attention to urban boutique travel. Euler is a new energy vehicle model officially released by Great Wall in August 2018.
Later, black cats, white cats, good cats and other models were released one after another, with the advantages of small models, cute appearance, low price, etc., Euler won the love of many female car owners and quickly won a large number of female fans.
Once launched, sales were also very impressive, but due to delivery time, on-board chips and other issues, Euler's sales were almost stagnant.
tank
"Tide play off-road SUV", is committed to creating the world's first off-road brand. In April 2021, "Tank" officially became independent and became a new brand under the Great Wall.
The tank series now has two models: tank 300 and tank 500, which can be described as the sales of the Great Wall, and the total sales in 2021 account for more than 50% of China's total off-road vehicle sales. For this explosive model, it was also in short supply, waiting in line to pick up the car.
Great Wall pickup
"Pickup Leader", to create the world's top three pickup brands. In 1996, the first pickup truck of the Great Wall landed, and it has been almost thirty years since then.
The pickup truck series focuses on versatility and cost-effective pickup trucks, which are deeply loved by everyone.
Over the years, the sales of pickup trucks on the Great Wall are also good, breaking the record of 2 million vehicles, and are also exported to Europe, the Americas, Africa and other regions, and the feedback from all over the world is also very good, and it has been printed by Cuba on Cuban coins.
summary
With the influx of a large number of models on the Great Wall, many existing models will be affected to a certain extent. For example, the WEY VV series, with the launch of mocha, latte and macchiato, Meowth guessed that it should cause the loss of many old car owners.
With the development of the times, the concept of users' consumption choices and car purchase choices has changed, and the trend of being oriented by model categories and car brands is becoming more and more obvious.
Therefore, Great Wall Motors' continuous category innovation and brand innovation still have many different sound drops in the industry. The multi-brand strategy itself has always been controversial, whether the Great Wall can play this card well, we still wait and see the later development of Great Wall Motors!