April marks the first birthday of the tank brand since the Shanghai Auto Show announced its independence. Looking back on its past year, it is not difficult for us to find that this is an independent cutting-edge brand striving to move upwards and end the history of the struggle of joint ventures and luxury brands in the era of huge profits in the domestic off-road market, which is very inspiring.
In the past China's head off-road vehicle market, Toyota, JEEP and other overseas brands dominated, these brands of models not only have a high premium, but with the market segmentation, these models gradually go to two extremes - "urban SUVs can not go out of the city, off-road SUVs can not enter the city."
Tank 300, very good to make up for the two extremes of the short board. Because this is not only a hardcore SUV that can wade through mountains and waters, but also a luxury and comfortable SUV that can be driven in the city, it is this kind of "originality" that can be off-road or city, and its "impact" on the market is extremely strong.
On the first anniversary of the brand's birth, the tank family occupied more than 50% of the hardcore SUV market, in a niche market that was originally occupied by joint ventures and luxury brands, and achieved a shortage of supply, fighting for its own brand car companies.
Of course, the tank brand is not just a "popularity" for a while! Under the support of strong technical strength, the tank brand has completed the product layout from compact to full-size off-road SUVs in one year of its establishment, and created two categories of "mecha technology" and "business luxury".
Tank 500, as the first product of the tank brand business luxury series, has been discussed in major forums since its debut at the Guangzhou Auto Show, and the heat continues. It also grasped the sales code, and before it was listed, its blind orders exceeded 20,000! That's a pretty remarkable record.
From the "debut is hot" of the Shanghai Auto Show Tank 700 and 800, to the "Expectations of the Crowd" of the Chengdu Auto Show Tank 500 and 400, and then to the Tank 500 of the Guangzhou Auto Show "Pre-sale is Hot Sale", the tank brand has opened up a huge blue ocean market in China's off-road SUV market, and achieved "Long Red" in the original niche field, which is invaluable in the overall downward environment of the auto market.
So the tank brand from "popular" to "long red", what did it do right? Let's take a look at it now!
"Blockbusters" are inseparable from hard power
Flexible tank platform
As the saying goes: it is difficult for a smart woman to cook without rice, if there is no strong technical support, a good product concept will always be on paper. The tank platform is the important "meter" in the hands of the tank brand, which is an intelligent and modular model technology platform that has spent 20 billion yuan for 5 years, covering 105 standard modules and 425 basic modules, providing a variety of power options such as 2.0T and 3.0T, covering fuel, PHEV, HEV three power forms.
There is no doubt that it is the flexibility of the tank platform that greatly shortens the research and development cycle and reduces the difficulty of development, allowing the tank brand to quickly complete the full coverage of the SUV terminal market from compact to medium and large to full-sized in one year of its establishment, forming a moat of the product line.
Exquisite manufacturing process
Tank 500 is produced in The Great Wall Motor's "Industry 4.0" benchmark factory - Jingmen Factory, which has stamping, welding, painting, assembly and other production workshops, which is one of the most intelligent, automated and agile production bases in the "13+5" global production system of Great Wall Motors, and is a veritable "black light" intelligent factory, which escorts the production efficiency of the Tank 500 and also lays a solid quality foundation.
Scarce 3.0T V6+9AT
With electric vehicles in the limelight in the past two years, new cars equipped with large-displacement engines have become increasingly rare. Because under the dual pressure of today's double integral and emission regulations, if you want to push a large displacement engine, you must meet two conditions: 1. Sufficient integrals. 2. The engine energy-saving technology is advanced enough.
But to gather these two conditions, it is really difficult. Because this is a long-term plan, car companies need to formulate a systematic strategic direction, require huge investment and resource cooperation in all aspects, and it is not something that can be made in a short period of time. Therefore, even some luxury brands that are proud of large displacement engines are now on the road of electrification and small displacement turbines.
But in terms of points, Great Wall Motors' Euler electric vehicles and Haval and WEY hybrids have earned enough positive points. On the engine energy-saving technology, the tank 3.0T integrates the dual injection system, Miller cycle, double VGT supercharger, intake manifold integrated water cooler, full map oil pump and many other advanced technologies in the engine field, so that the engine has both high efficiency and low emission highlights.
In this context, tank brands have the conditions to launch large-displacement new cars, which is difficult for some joint venture and luxury brand car companies to do.
Intelligent driving configuration
In the intelligent technology driving configuration, the tank brand is also directly full! Take the tank 500 car, in response to multi-road adaptability and off-road get out of trouble, its intelligent timely four-wheel drive system, all-terrain recognition system, electronic shock absorber, all-terrain control system, creep mode, tank turning, transparent chassis and a series of intelligent off-road configurations, so that it can drive easily and stress-free on general non-paved roads.
In response to long-distance travel, the tank 500 is equipped with an intelligent endurance system with a series of functions such as integrated full-speed domain adaptive cruise, lane keeping center assist, active braking, emergency avoidance, road traffic sign recognition, fatigue driving reminder, etc., which greatly reduces the fatigue of the driver and greatly improves driving safety.
Under the blessing of a comprehensive intelligent driving configuration, the hardcore SUV that uses a single scene in the original public impression also has the ability to calmly cope with various travel conditions and adapt to various scenarios, which is also one of the reasons why the Tank 500 is popular with consumers.
"Popularity" is inseparable from innovative marketing
As the "Generation Z" young people continue to become the backbone of society, their high purchasing power has gradually become the mainstay of supporting the growth of new brands. But Gen Z is an elusive group of people whose needs for products are diverse and vague, subdivided and fickle.
In order to accurately grasp the consumer pain points of "Generation Z", tank brands unite users and brands in various fields to "play and create together" to jointly create a new trend of automobile culture!
In terms of user dimension, the tank brand invites users to participate in the design and development of products in the form of recruiting co-creation officers, and starts from the dimensions of model exterior color naming, interior decoration, and personalized modification to meet the personalized and diversified needs of users. After the debut of the Tank 500 Chengdu Auto Show, the tank brand also upgraded the product in response to the suggestions of thousands of co-creators, and the Tank 500 Black Samurai version released at the Guangzhou Auto Show last year is the result of the in-depth co-creation between the tank brand and the user.
In addition, the tank has also combined with the modification brands such as Chaojing, Yunliang, and Dinghuo, and launched a series of products such as tank 300-Cyber tank version, tank 300-Ranger version, tank 300-Wind Forest Iron Rider edition, etc., making "original factory modification" a reality. Constantly help users expand the boundaries of tide play and explore a variety of possibilities.
In the development and construction of the brand co-creation ecology, tank has always run through the business philosophy of "not only off-road, not only cars", constantly breaking the barriers of different circles, and carrying out cross-border cooperation in culture, products and other fields with brands in various fields, creating a variety of fashion joint models, such as co-branded locomotives (spring wind), outdoor (fire maple), tide products (Zippo off-road jianghu), e-sports (e-sports mobile games), tide drinks (alien Alienergy), tide clothing (off-road rivers and lakes, Ottolif) and other brands. The diversified layout of the brand ecosystem has created a "customized version of happiness" for tank fans.
Tank has gathered millions of co-creation tide play fans through the private domain operation of tank APP. In addition to ordering tank products, boutique peripherals, and browsing first-hand information about tanks, app can also communicate with each other, collide with sparks of ideas, understand the knowledge in the field of learning interests, and provide a platform for "Generation Z" to share life enjoyment and emotional connection.
In the field of public welfare, Tank works with users to carry out activities such as disaster relief and rescue, joint protection of heritage, and joint care for vulnerable groups, creating many moving moments with users.
"Changhong" is inseparable from brand value
After years of accumulation, Chinese cars have ushered in a curve overtaking on the new energy track, but in the field of fuel vehicles, it is not an easy task for independent brands to break through the technology accumulated by overseas high-end cars for a hundred years and a solid brand moat.
The tank brand chose to take the "difficult and correct" path, creating two categories of "mecha technology" and "business luxury". As the first model in the luxury business category, the Tank 500 broke the monopoly of the head luxury off-road vehicle market by foreign brands.
At the same time, as one of the few independent brand car companies in the automotive industry that can independently develop large-displacement engines, it has got rid of the "card neck" of international brands, allowing the tank brand to achieve the upward breakthrough of the globalization of China's automotive industry, so that the Chinese people have expectations for China from "automobile power" to "automobile power". It is precisely because of this courage and perseverance that it deserves the greatest respect.
Write at the end
A few years ago, Wei Jianjun made a bold statement: "I hope that in the future, Chinese car brands can be seen in the streets and alleys of Europe and the United States." "Today, the tank brand has entered a new height in terms of product strength and marketing. As the tank brand completes its product layout from compact to full-size off-road SUVs, it also has the ability to shoulder the responsibility of the upward and outward impact of Chinese cars.