My landlord
On March 22, the King Kong Cannon under China's pickup truck boss Great Wall Motors was officially launched. The new car has two kinds of gasoline and diesel power, and the price range of gasoline models is 88,800-116,800 yuan, and the price range of diesel models is 95,800-123,800 yuan.
Entering the 80,000 yuan range, the Great Wall Artillery reduced the dimensional strike
In the past two years, the Great Wall Cannon has become a phenomenon-level Internet red pickup truck, and has continuously launched a variety of derivative models, covering commercial pickup trucks, off-road pickup trucks, various guns, various bullets, including diesel, gasoline, manual, automatic, two-wheel drive, four-wheel drive, long box, TEUS and other styles, as well as dazzling variety of various subdivisions, with a total of more than 60 models on sale. However, the listing of this diamond gun is still of great significance.
The most critical point is that the minimum guidance price of the start-up version of the diamond gun entry model is only 88,800 yuan, which is the first time that the Great Wall Cannon has entered the 80,000 yuan period. Prior to this, the model coverage of the Great Wall Gun was between 100,000 and 300,000 yuan, and the lowest-end model was the 2021 commercial 2.0T manual gasoline two-wheel drive elite TEUS version, with a guidance price of 97,800 yuan, and the actual main model price was in the range of 100,000 to 150,000 yuan.
Now the Great Wall Artillery strategy has moved down, entering the 80,000 yuan range, launching 12 models in one go, various configurations, various powers, and various driving modes, the essence is a dimensionality reduction blow, or will bring a strong impact to the market.
The whole series of 2.0T engines, wheelbase of more than 3 meters
Although the price has dropped sharply, it is still the basic product power of the sunbathing diamond cannon!
The shape of the diamond gun is very beautiful, compared with the previous business version of the conventional model, the diamond gun applies the "minimalist aesthetics" design concept, the use of explosive launch type network, the shape is more powerful, the front of the huge Great Wall gun logo indicates the family identity of its Great Wall gun.
In terms of space, the Diamond Gun is a standard bulk and offers a variety of size options, with a circumference of 5635 (5365)/1880/1815 (1840) mm and a wheelbase of 3410 (3140) mm. At the same time, after careful design by engineers, although the car is tall and burly, the turning diameter is only 11.9 meters, and it is easy to control.
In terms of power, the Diamond Gun is equipped with a 2.0T engine and offers two options: gasoline engine and diesel engine. Among them, the 2.0T gasoline engine is technologically advanced, mature and reliable, with a peak torque of 360 Nm; the 2.0T diesel engine has the advantages of low fuel consumption and high torque, and the high-power version has a peak torque of 400 Nm, which is very suitable for long-distance loads.
As the great wall cannon entry series, the configuration level of the King Kong gun is not high, but it is still enough, even the cheapest entrepreneurial basic version is also equipped with dual airbags, LCD dashboard, reversing radar, Bluetooth telephone and anti-roll frame and other practical configurations, as a tool car, basically enough to use.
Overall evaluation, the product strength of the diamond gun is very pragmatic, in the most important power system and space, the diamond gun has outstanding advantages, in terms of luxury and configuration, there is a slight temperature difference, and the core competitiveness is cost-effective.
Impact on the market
The listing of the Diamond Gun can be understood as the scope of the Great Wall Gun firepower directly moved down to nearly 10,000 yuan, and went deep into the range of 80,000 yuan, which marked that the Great Wall Gun began to be backward compatible and strongly entered the market below 100,000 yuan.
Originally, in the field of less than 100,000 yuan, it was the market for the Great Wall Fengjun pickup truck series, and it was the world of second-line pickup trucks including Jiangling, Jianghuai, Futian, Chase and ZTE. Typical examples are Jiangling's main pickup truck model treasure book, the guidance price of 82,800 to 111,300 yuan; Dongfeng Nissan's Ruiqi 6, the entry-level guide price of 91,800 yuan, 6,000 yuan cheaper than the Great Wall Cannon, maintaining a safe distance.
The listing of the Diamond Gun, which now has a starting price of only 88,800 yuan, has undoubtedly had a significant impact on the pickup truck market, and has also compressed the space of the Great Wall Cannon and some second-tier pickup truck brands, and some weak second-tier brands and models have been forced to bear the pressure. Especially considering that the Great Wall pickup truck itself is a dominant position in the domestic pickup truck market, with cumulative sales of more than 2 million units, ranking first in the country for 24 consecutive years. The performance of the Great Wall Cannon is even better, with the national pickup truck market size of about 550,000 units in 2021, of which the Sales volume of the Great Wall Gun is close to 130,000 units, accounting for about 23.5% of the market share. As a market-led Great Wall pickup truck, it has the advantage of being close to monopoly and also controls the pricing power of the pickup truck market.
After the listing of the King Kong cannon, the Great Wall Cannon family matrix was upgraded from more than sixty models to eighty models, the competitiveness was stronger, the price range was wider, and many consumers who could not afford to buy the Great Wall Cannon and could only choose the second-line brand models found that with a little extra money, they could directly upgrade to the high-end models of the first-line brands, which was obviously a very big temptation.
Although it is good for consumers, but for jiangling, chase, qingling, ZTE and other second- and third-tier brands, it is a mountain of pressure, saying that it is a disaster that is obviously exaggerated, but the listing of king kong cannon does bring unavoidable pressure to the market.
In addition, it is worth mentioning that the listing of the King Kong Cannon, the Great Wall's Fengjun pickup truck is also affected, but considering that the Fengjun and the Great Wall Cannon are one, the consumers who chose the Fengjun before upgraded the Choice of the Great Wall Cannon is still a victory for the Great Wall pickup truck. Of course, second-tier pickup brands are not so lucky. On March 22, second-tier pickup brands are destined to be a sleepless night.
Three options for second-line pickup brands
Faced with the pressure of the listing of King Kong Cannon, second-tier brands are generally faced with three choices.
The first choice is to ignore it and go my own way; soldiers will block it, water will cover it; man has a wolf's tooth stick, and I have a heavenly spirit cover. Tough hit hard. Helpless situation is stronger than people, under the pressure of the strong brand of the Great Wall Cannon, the second-line pickup truck brand will inevitably face the pressure of declining competitiveness, declining sales, decreasing market share, and plummeting overall performance, which is difficult to accept.
The second option is to follow the price reduction, maintain the price gap with the Great Wall Cannon, and maintain the advantage of cost performance or competitiveness. This is a relatively radical approach, which will also neutralize the power of the Great Wall Artillery's dimensionality reduction strike and maintain sales and market share. However, the price paid is a significant reduction in profits, and it is also difficult for second-tier car companies with thin profits. Typical examples are Jiangling Motors, which ranks second in pickup truck sales in 2021, from January to December 2021, the cumulative sales volume was 341,000 units, and the net profit attributable to listed companies was 574 million yuan (according to Jiangling's announcement and financial report), with an average profit of only 1683 yuan per vehicle; the net profit after deducting non-recurring gains and losses was only 29.6288 million yuan, and the profit per car was as low as 86.89 yuan. Even considering that within the Jiangling system, the profit of pickup trucks may be higher, I am afraid that it is completely unable to bear the concession of thousands of yuan or even tens of thousands of yuan.
The third option is to maintain the price system and enhance product strength to maintain competitiveness. This includes introducing more economical and fuel-efficient or powerful engines, introducing more high-tech configurations, or speeding up the replacement of new cars to enhance the competitiveness of product capabilities. But this obviously takes more time, and it also requires strong capabilities for the enterprise, and it cannot be done overnight.
Write at the end
The listing of the Great Wall Diamond Gun, for the Great Wall Cannon, but only the launch of a derivative model, is a far-reaching event for the pickup truck market, and even leverages the long-stable pickup price system.
The biggest beneficiaries are undoubtedly consumers, who will get higher-class models at a lower price. One thing is certain, the competition in the pickup truck market will be more fierce, and in 2022, it will inevitably be more difficult for second-tier pickup brands. We will continue to pay attention.