In the automotive circle, we often hear the word "heritage", and many people are not angry: how much impact can things that cannot be seen and touched have on car companies? The century-old brand logo and Citroen have a long history, not only in the domestic sales decline, the history of Suzuki Motors can be traced back to 1909, and finally it was also a slippery exit from the domestic car market.
In fact, the sluggish sales of Peugeot and Citroen are more for their own reasons, the quality control of the car is getting worse and worse, all kinds of designs are in the air, completely divorced from the actual needs of consumers, the quality of Suzuki cars is not to say, but concentrate on studying small cars, and the development direction of the domestic car market is contrary to the road, and can only be abandoned by consumers in the end.
The so-called "heritage" is a car company relying on the change of generation after generation of models, slowly formed its own car circle culture and positioning, such as mentioning performance, you can think of Mercedes-Benz AMG, BMW's M department and Audi's RS series, mentioning leather durability, many people will first think of Toyota and Honda, although these are things that cannot be seen and touched, but it affects people's car purchase choices all the time.
Take the ordinary household brand Toyota as an example, its Caro has been launched as early as 1966, after twelve generations, the total sales volume in the world has already exceeded 50 million, the mid-level car Camry has also developed to the eighth generation, and others like RAV4 Rongfang, Highlander and Prado are veterans who have been fighting in the car industry for many years, no matter in which market is acclaimed and popular.
On the other hand, some domestic car companies, the development of decades has not been able to form their own model sequence, the model name changed back and forth, and even a car sold badly to stop production, and then re-renamed and shell and again to the market, so repeated, busy and happy, especially great Wall Motors.
Which models has Great Wall Motors discontinued?
First look at the Great Wall brand, before the Haval brand is not independent, all the models under the Great Wall are hung up on the Great Wall logo for sale, including both cars and SUVs and MPV models, of which the sedans have C30 and C50, SUVs have M1, M2, M4, cool bear, gorgeous, etc., MPV has Jiayu and V80, the above models without exception have been discontinued, counting down, the Great Wall brand has discontinued 23 models.
Looking at the Haval brand, the "H" series currently on sale by the Haval brand is only H6 and H9 (including extended models), many people do not know that Haval has built the "H" series quite perfectly, according to the division of levels, there are H1, H2, H3, H4, H5, H6Coupe, H7 and H8. Among them, especially H2, H5 and H8 are the most unfortunate, the small SUV H2 in 2014 after the launch of the market response is very good, its fashionable and exquisite positioning let a large number of consumers willingly buy the order, at the end of 2016 has created a single month of 35284 units sales record; H5 as a hardcore SUV, the price of early 100,000 is very thick, after all, not everyone can afford to buy Wranglers and Prado, so it was once the ideal choice for many off-road enthusiasts The H8 is a test of the haval brand's high-end, and when it was launched, it caused a great response by relying on the over-the-top size, luxurious interior and good configuration. It was only with the decline in product strength and the increase in competing models that these models eventually went out of production.
Founded in 2016, WEY is a high-end brand under the Great Wall, and has launched a number of models such as VV5, VV6, VV7 and P8, without accidents, and the above models have all become out of print. It is worth mentioning the P8, which uses a plug-in hybrid, launched in April 2018, because of various problems and excessively high prices, it quietly stopped production after experiencing multiple jump prices in 2019.
Model naming flying self
The old model is discontinued naturally on top of the new model, but in the naming of the model, the Great Wall has begun to fly itself, and even played the network name, so we saw that the Haval brand has successively launched a big dog, a red rabbit, a first love and a god beast, and do not mention the naming of the new model is good or not, these unrelated names alone are not only difficult to remember, the design between the models is almost not too much correlation, with "dragon life nine sons are different" to describe without exaggeration, Many consumers who don't know much about the Haval brand can't even tell the difference between their positioning and level.
Coincidentally, after the launch of the lemon platform and coffee intelligence, the WEY brand also abandoned the "5, 6, 7" model sequence, using a more "advanced" coffee naming method, Macchiato replaced VV5, positioning entry technology light luxury, latte instead of VV6, the wheelbase is larger, the interior is more stable, Mocha instead of VV7, the main luxury, even if you are a coffee lover it is difficult to distinguish their names correctly.
On the other hand, other domestic brands, BYD has Dynasty Network and Ocean King, the model naming is clear and clear, Geely in addition to the Emgrand series, most of the other models around the "star, Yue, Bo" and other words to name, the number named Lynk & Co brand is also easy to remember, Changan has its own "CS" series and "UNI" series, even Chery has always liked to call its name chery also separated the car and SUVs out of the Arrizo series and Tiggo series, high-end brand Xingtu after abandoning the complicated English letter naming, "chasing the wind, lingyun and sweeping the moon." "The division of models is both artistic and easy to distinguish.
Only Great Wall Motors, new models are launched one after another, the model naming has no continuity, and the eye-catching name at the beginning of the listing can indeed attract a lot of eyeballs, but there are not many people who can remember after the heat has passed, and the sales will naturally not be good. Looking at the list of car sales in March, Great Wall Motors has been left behind by Changan, BYD and Geely, leaving aside the product power, the model naming as a child's play led to the decline in brand power is also invisibly affecting its sales, the car was out of print for a few years, which is obviously unacceptable to consumers.
In the final analysis, this fiercely competitive car market can no longer tolerate the willfulness of the Great Wall! If the sales of the "big dogs" and "divine beasts" decline, what can the Great Wall do? Is it hard to change the name again?