China's auto market is arguably the most competitive auto market in the world, with a large number of players and industry-leading development speed. The establishment and demise of car companies, as well as the speed of listing and delisting of models, far exceed the imagination of overseas car companies.
China's auto market also has some friendly operations, such as GAC giving a car logo to Changan, while BYD transferred the "Wei" of the Dynasty series to Great Wall Motors, which has its own high-end SUV brand - WEY "Wei Brand".
In the process of China's independent automobile brands, Geely Lynk & Co and Great Wall WEY two independent high-end brands have become the benchmark of traditional car companies. However, with the collective upward movement of independent brands and the ups and downs of the new car movement, Lynk & Co is still alive and well, wey has fallen into the dual dilemma of brand and sales.
At the moment of automobile electrification and intelligence, in addition to the new electric vehicle brand, independent traditional car companies have collectively entered a new historical process of comprehensive hybridization, mainly including two major technical development routes of oil-electric hybridization and plug-in hybrid, the former represented by GAC Trumpchi and the latter by BYD.
Great Wall Motors can be said to be the slowest independent car company in the process of automobile electrification, as an SUV brand, electrification may allow itself to lose its existing brand and market advantages in this market segment. As the main force of Great Wall Motor's electrification, Euler has just announced the suspension of two hot-selling models that have fallen into the public opinion of "core change".
When Lynk & Co independently turned pure electric vehicles into extreme krypton cars, which fell into various word-of-mouth and public opinion wars, and WEY turned the off-road vehicle series into an independent tank brand, its sales fell year by year, and this is not the biggest problem of "Wei brand" cars.
Like electric vehicles, hybrid cars also need to spend effort to popularize them to users. Great Wall Motors, which only has Euler electric vehicles, lacks more market awareness and sensitivity than other car companies in the field of electrification.
Great Wall Motor's lemon power technology platform has long been launched, but the landing is also a recent thing, and the newly launched DHT plug-in hybrid technology of "Wei Pai" flaunts the "opening of the era of 0 anxiety intelligent electric travel". What do you mean by that? Don't know if you want to punch Euler in the face of a pure tram, or the face of a Haval SUV fuel car?
Wei Pin CEO Li Ruifeng can be said to be "incomparably confident" in the GREAT Wall's DHT, and related statements include, "Wei brand intelligent DHT hybrid technology is the best new energy technology in the world", "long-lasting DHT-PHEV uses the world's best new energy technology to bring users a full-scenario 0 anxiety travel life" and so on.
It doesn't matter if you're high-profile, as long as you're not afraid.
BYD has just transferred "Wei" to the Great Wall, and perhaps the brand will soon spoil itself.
If Euler's "cat" series, Haval's "dog" series can still make people endure, and the "Wei brand" car series has changed from "VV" to Macchiato, latte and mocha, this is a bit unacceptable, after all, this is a car brand that flaunts its own high-end.
In addition, in terms of hybrid technology, Toyota is called a double engine, Honda is called a sharp hybrid, Trumpchi is called a green engine, and Geely is called a smart engine, at least a name that can be called exported and remembered. "Wei Brand" is directly named with DHT and DHT PHEV, and users cannot directly perceive the power changes in this model.
In the context of continuous rise in oil prices, electric vehicle companies to create fuel consumption anxiety of fuel vehicles, and now even fuel vehicle companies are also using hybrid technology to exacerbate the eve of oil price increases, and the congestion of gas stations and refueling fleets is afraid that the world will not be chaotic. If the price of this oil can rise, there will always be a day when it will fall, right?
Wei Pai wants to use "fuel consumption is not broken 5, end the joint venture fuel car", I don't know if it will also end his brother's Haval brand, or it may be the first to end himself.
BYD's "Wei" new energy vehicle, we can't wait, I hope the Great Wall can treat "Wei" well and seriously.
Whether it is a new car-making force that "will market" or a traditional fuel vehicle that is "suffering" from fuel consumption anxiety, power technology may be a major consideration for users to buy a car, but it is definitely not the most important factor.
From brand tonality to model naming, from power technology to corporate philosophy, "Wei Brand" to be electrified, there is still a lot of homework to make up, the first lesson is how to humbly learn from the market, understand the real needs of users.
To sum up, people who don't understand electric vehicles are not eligible to sell fuel vehicles, and vice versa.
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