In March, the SUV sales ranking was announced, and the Haval H6 only ranked fourth, with a year-on-year decline of 43.7%, the first decline in the TOP10. Since the update of the third-generation model, the performance of the H6 has deteriorated, not only interrupting the "first list" achievement that has been maintained for several months, but also being surpassed by the past defeats Changan CS75 series and BYD Song series. It is most appropriate to describe it as a tiger falling in Pingyang and being bullied by a dog.
Of course, if you throw the pot to H6 is obviously a bit inappropriate, after all, the environment this year can be said to be worse than last year, foreign military conflicts, domestic epidemic ups and downs, turbulent background people's desire to spend money will definitely decrease. According to March statistics, the retail sales volume of the passenger car market in March was 1.579 million units, down 10.5% year-on-year.
For the Haval brand, the H6 is a barometer, and whether there is a year-end award every year depends on the market performance of this car. However, from the current situation, the downward momentum has not decreased day by day, the market share of the Haval brand is also precarious, the new car is basically a cool one, in addition to the H6, Haval can no longer recreate the second explosive product.
Since you can't create a new blockbuster, why not continue to explore the depth of the H6 product line and increase its selling points, such as replacing the H6 with DHT hybrid.
In fact, DHT hybrid was applied in the H6 series last year, but this car is the coupe version of H6 H6, not the H6 we remember. The actual effect is also very poor, and not many people are willing to pay for this slip. At this time, some people thought, since the H6S side does not work, then why not replace this hybrid system to the H6?
Personally, I think that on the one hand, because after using the DHT hybrid, it is bound to greatly increase the cost of the whole vehicle, and the corresponding terminal price will also increase. If the relatively low cost of HEV hybrid, such as the type of two fields, in addition to the fuel consumption advantage has no attractive place, the same need to occupy the fuel vehicle indicators, the same to pay the purchase tax, on the blue card. If the use of PHEV hybrid, it is bound to make the cost significantly increased, and now the price of battery raw materials has risen, almost 99% of the new energy vehicles on the market have risen in a round of prices, and now the launch of DHT hybrid is obviously not a correct choice. From the perspective of consumer psychology, if a hybrid version of the model is launched, H6 will rise to a price range of more than 150,000, which is a challenge for the inherent impression of consumers, after all, the H6 car is about 130,000 in the volkswagen psychological price, and after that, it is more likely to choose other models.
From the perspective of brand strategy, once H6 enters the range of more than 150,000, this means that it will compete on the same stage with its own high-end series Wei brand, which is not conducive to creating differentiation, after all, the previous VV7, VV6, VV5 is because the product and Haval homogenization are too serious and lead to failure. Now the Great Wall hopes to make a makeover and build Wei Pai into a fully hybrid brand Jing'an, if the DHT hybrid is re-delegated to H6, is it not equivalent to retaking the old road?
In addition, the actual mass production time of the Great Wall set of DHT hybrids is too late, which was officially released in 2020 and did not appear on Macchiato until the second half of 2021. By BYD DM-i to seize the opportunity, successfully opened up the popularity, now whenever mentioning the domestic hybrid benchmark, people always blurt out DM-i, the situation is exactly the same as the past mention of hybrid thinking of Toyota scene. The Great Wall DHT Hybrid wants to rebound from the back, which is really a bit difficult.
summary
On the whole, the Haval H6's delay in using the hybrid is mainly due to the model positioning and the decision to take into account the development needs of other models of the brand. It's just that this decision doesn't seem to have improved sales, which is also a headache for the Great Wall today.