The name is out of the circle, and it seems that it can't save Wei Pai's car. In the past March, Weipai Automobile sold only 4,755 vehicles. The gap with competitors has further widened, and as a high-end brand of Great Wall Motors, Weipai Automobile has obviously not met expectations.
In terms of specific models, Weipai currently has a total of five models, including four hybrid models, of which the best-selling latte DHT sold 2576 cars, mocha sold 1360 cars, and the most tragic is that the Macchiato DHT only sold 26 cars.
In fact, the opening performance of Weipai Automobile is not bad, Weipai Automobile was founded in 2016, in 2018, the Weipai brand achieved a peak of 140,000 vehicles, once became a model of independent brands impacting the high-end, but the good times are not long, in 2019, I shot clear sales fell sharply by 40%, only achieved 100,000 vehicles, In 2020, it further fell to 78,500 units, although the emergence of tank 300 in 2020 and the hot sales performance once covered up the decline of Weipai automobile, but with the independence of the tank series, the fig leaf of Weipai automobile was torn open, and in 2021, Weipai automobile sold 58,000 vehicles throughout the year, a sharp decline of 25.65% year-on-year.
At the beginning, Weipai Automobile, with its original design language, high configuration, excellent interior texture, also received a certain degree of attention, but the biggest problem of Weipai Automobile may still lie in the lack of continuity of the product. The first VV7 \ VV5 and other products, although there is a high fuel consumption, the control performance of the general situation, but at least through the overwhelming publicity to establish some popularity, but Weipai car does not know how to think, perhaps think that the reputation of the VV series is too poor, thinking of a number practice waste, and then a new number, Weipai automobile began to replace the naming method of its products, using coffee series instead, but this is undoubtedly a failure.
On the one hand, the Chinese people really understand not many coffee products, macchiato, mocha, latte such names, called up the mouth, and it is difficult to distinguish the high and low sequence of products, do not look at the price, these models who are high and who is low, many people are not clear, unlike the previous VV7, VV6 and VV5, the size of the number is clear at a glance.
On the other hand, the abandonment of the previous naming method, resulting in the previous hard-to-establish consumer cognition has been completely overturned, the old owner feels that the car he bought has become out of print, other consumers feel that Wei Pai's products have no continuity, in this regard, the joint venture brand actually does better, Corolla, Xuanyi, Accord, Camry, Maiten, Passat, LaCrosse and other models, etc., etc., have experienced several or even a dozen times of replacement, and have also received a large number of consumer recognition and support. The Great Wall's approach will inevitably make people lack confidence in the continuation of its products.
As the TOP brand and "bellwether" of the Great Wall system, Wei Pai's current performance obviously cannot reflect its due responsibility. Especially looking at the Lynk & Co brand that started from the same time, sales are rising steadily, while there is a rising star Changan UNI series, the situation of Weipai Automobile is becoming more and more embarrassing, in fact, Weipai Automobile's current DHT hybrid model, the product competitiveness is quite strong, but how to play this card well may be a problem that Weipai Automobile needs to think about.