"Build China's first luxury SUV brand!"
I don't know if Mr. Wei Jianjun, who was the chairman and executive director of Great Wall Motor Co., Ltd. at the time, will once again recall whether the vow he made will be full of emotions.
Judging from the current sales volume of Wei brand, this brand that bets on the chairman's surname is not developing in the direction it expected, and after some tossing, it is getting farther and farther away from the goal.
Wei brand self-destruct the Great Wall Downwind and smooth water sales diving
Sales data shows that Weipai reached its peak in sales in 2018, selling nearly 140,000 vehicles. Since then, Weipai sales have plunged year by year, and sales in 2019 have stayed at 100,000 vehicles, down nearly 30% year-on-year. Among them, VV5 sales of 21997 vehicles, down 65% year-on-year, VV7 sales of 19678 vehicles, down 64% year-on-year, and the main model VV6 in this year is also flat.
In 2020, Weipai sales have fallen to 78,500 units. Among them, the tank 300 can be said to be indispensable, and it is difficult to order to save Wei Pai from water and fire. It is reasonable to say that Weipai should adjust its strategy at this time to counter the impact of brands such as Lynk & Co through the competitiveness of VV5, VV6 and VV7. But the ZUO of the Great Wall is really a bit of a surprise. At this time last year, Wei was dismembered and tanks were separated as a brand. This led to the sales of Wei Pai directly diving and diving. In 2021, Weipai sold only 58,300 vehicles, down 25.65% year-on-year. As a result, among the many popular brands under the Great Wall, Wei Brand's digital green hair is blue.
Since the old models are not selling well, and the cars that are good to sell have been cut again, should Wei Pai not forget his original intention? No! This year, the Wei brand VV5, VV6, VV7 have been discontinued, leaving only three coffee models supported by DHT hybrid to mix days there.
But what is so good to mix on the day of chaos? Compared with the new car-making forces, the sales of Weipai's coffee series can not win the new car-making forces such as the ideal ONE, nor can they win the new luxury brands such as Lynk & Co, and it is difficult to overcome in the face of new forces such as GAC and BYD. In this way, although Wei Pai is supported by mocha, latte and macchiato, the volume in the market is too low, and it is a bit lost in the taste of the crowd.
The popularity of the tank brand has taught Wei Pai a lesson
Since March 28, Tank 300 has suspended the acceptance of new orders, because since the launch in mid-December last year, Tank 300 orders have exceeded 10,000 consecutively, and the delivery cycle has been as long as three months, which has greatly exceeded Weipai's expectations for tank 300 sales. At the same time, Great Wall Motor announced that the factory would stop production and renovate to expand the scale of production.
If the suspension of the Toyota Prado and Mitsubishi Pajero makes many people feel that the off-road vehicle market is gradually declining, but unexpectedly, the Tank 300, which is priced at about 200,000 yuan, has soon gained the favor of the market. The main reason why the Tank 300 won the market was twofold: 1. The product strength was hard enough. 2, can arouse people's yearning for a free life.
From the perspective of the product strength of the tank 300, while ensuring excellent off-road performance, it gives people the feeling of the above grade in terms of design, texture, configuration, etc., and it has opened up a new category market of off-road vehicles of 200,000 yuan, and the cost performance is extremely satisfactory.
If only because the tank 300 is good enough, it can not cause the market to have such a fanatical pursuit of the tank 300, but in addition to the people living in the city for the beautiful scenery in the wild and the yearning for free life, the tank 300 has become the spiritual support for people to have a better life. Moreover, off-road vehicles have always been synonymous with "wanton youth", but it is too expensive to have an off-road vehicle like a Wrangler, and at this time there is a low-priced, good-quality off-road vehicle, which off-road fan can withstand such a temptation?
Bet on medium and large SUVs, MPVs and vintage cars Wei brand is really going to die?
From the Tank 300 to the Moka, Latte, Macchiato, and the discontinued VV5, VV6 and VV7, you will find that the Weipai cars are mediocre in terms of intention and design. Especially a model like the Macchiato DHT, the selling price is twice as expensive as the Haval H6, but the body size is a big circle smaller, and the engine is still naturally aspirated.
Therefore, MYAUTO believes that the independence of the tank is beneficial for the tank brand, and the tank will have more opportunities to focus on personalized product development. Losing the tank cow, the foundation of the Wei brand was completely drained, especially after the discontinuation of VV5, VV6 and VV7, it was difficult to gain a foothold in the market by relying on mocha, latte and macchiato, which were not very advanced in technology.
The coffee series itself is already in a state of inconsistency, and Weipai has set its sights on medium- and large SUVs, MPVs and vintage cars this year. As a representative of the national tide luxury SUV, can Wei Pai still "live to the death" in the field that he was not good at?
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