The Haval H6 is the main model of the Haval brand, which has won the SUV sales championship for 103 months since its listing, won the recognition of more than 3.6 million car owners, and is known as the "national god car". Behind its success, in addition to the excellent performance of the same lineage, continuous innovation and upgrading is the key to Haval's victory.
In 2021, Haval launched a new Haval H6 national tide version on the basis of the second-generation Haval H6, which also obtained good sales results and word of mouth. What is the difference between this model and the past, and what is the meaning behind Haval's move?
Who are the owners of the Haval H6? According to the survey, from the perspective of the age distribution of followers, the proportion of potential consumers of Haval H6 is the highest in the 30-39 age group, reaching nearly half. This part of the population has basically become a family, have children, and the career is also in an upward period, so the demand for cars in this part of the consumer mainly lies in the cost performance, space, workmanship, configuration, etc., which are the highlights of the Haval H6.
However, Haval clearly does not intend to limit its target audience to this age group, but has set its sights on another group with great consumption potential, Generation Z.
As the Z generation that grew up as a network native, their consumer psychology has changed compared with the post-80s and post-90s, which is manifested as the coexistence of rationality and sensibility, in addition to the practicality of the car, they also desire personalization and fun, and are willing to pay a certain premium for it.
The launch of the Haval H6 National Tide Edition captures this psychology, incorporating national tide elements into the design of the model and realizing the resonance of culture and values in the Z generation group.
What is National Tide? The understanding of this concept is diverse, it is an aesthetic existence and can also be a way of life. But the common denominator is that traditional Chinese culture can be revitalized in this era.
The concept of national tide is vividly expressed in all aspects of the Haval H6 national tide version, and the organic integration of science and technology and traditional culture makes it full of style and sharpness in the process of movement and stillness.
First of all, in terms of color matching, the national tide version has changed the previous model black, white, gray-based moderate color matching, providing as many as eleven choices, and the naming of the color also shows the national tide style: Xuanqing black, jade glaze white, Rui snow white, Nebula gray, red brocade red, green tile gray, alum green... Meet the individual needs of contemporary young people.
In terms of details, the front face of the third generation of H6 is a dense diamond-shaped pattern designed by blackening, while the national tide version has two choices, which are called "Shochiku Trend" and "Embroidered Spring Blade".
"Shochiku Momentum" adopts a dot-array front grille, which is biased towards exquisite movement, while "Embroidered Spring Blade" is a traditional banner grille, highlighting the atmospheric style. In the design of the tail, the H6 national tide version adopts a bilateral double exhaust hole design, which can better reflect the sports atmosphere of the vehicle than the hidden design of the third generation.
In addition, Haval H6 National Tide Edition is also equipped with Tencent TAI3.0 intelligent ecosystem, in addition to controlling navigation, telephone, but also control multimedia, air conditioning, etc., the system integrates a variety of online resources such as weChat, iQiyi, Douyin, and national K songs, so that consumers can enjoy themselves while driving.
The listing of the H6 national tide version directly lowers the price range to less than 100,000 yuan, if you consider the late terminal market preference, 100,000 landing will become possible, making up for the market blind spot of the third generation Of Haval H6.
The starting price of 98,900 makes it a reason to be "the first national tide car for young people". Judging from the data released by the official, the sales volume has exceeded 10,000 in the 7 days of listing, which shows Haval's accurate grasp of this market segment.
In 2021, Great Wall Motor sold more than 1.28 million new vehicles, an increase of 15.2% year-on-year, breaking through one million sales for six consecutive years and hitting a record high, of which the Haval brand sold as many as 770,000 vehicles in the whole year. In this way, the Haval H6 National Tide Edition is indeed not disappointing in its mission.
For consumers, the owners who purchased the Haval H6 national tide version are not just paying for the feelings, and the reputation of the national tide version of the H6 is also too strong. At the Autohome Forum, the reputation of each configuration of the 2021 Haval H6 National Tide Edition has reached nearly 4.6 points (out of 5 points), and low fuel consumption, strong acceleration, satisfactory comfort, and body domineering are its word-of-mouth impression keywords.
Haval H6 National Tide Edition is not the only attempt by Haval in the direction of National Tide, and the naming of many models launched by Haval in the future also has national tide elements, such as Haval Red Rabbit and Haval Divine Beast, which further enriches Haval's product matrix.
In addition to writing the understanding of domestic brands on the national tide culture with its own performance, haval H6 national tide version also emits light and heat in the spread of national tide culture, and works together online and offline to help the national tide culture spread with itself as the carrier.
In the past year, Haval has released a number of groups of national tide wind car blockbusters online, and created a "Haval Road Book" column on the official account of the B station, driving the Haval H6 national tide version of "Qingdao Qingcheng Mountain" and punching the ancient capital Chang'an, interpreting the "walking national tide".
Haval also joined hands with the Dunhuang Museum to create the eye-catching "Haval Museum" at the Guangzhou Auto Show, which explains what oriental aesthetics are with a wide range of Dunhuang element cultural and creative products.
In the Haval H6 national tide version, we see Haval Automobile's determination to show the charm and characteristics of the national tide model with its own strength, and believe that this timeless national SUV brand can still lead the trend in the new era.
Written by He Zhiyun li Xinyi
Editor-in-Chief Sun Chen
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