The author | Wang Yunpeng
Produced | automotive grand view
For a long time, the impression of Chinese consumers on pickup trucks has been seriously polarized, on the one hand, the foreign pickup truck culture is strong, on the other hand, the domestic transport tool attributes as a means of production, resulting in the stereotype of "international brand pickup is luxurious, independent brand pickup is low" is deeply rooted in the hearts of the people.
More specifically, in the domestic automotive market, pickup trucks have always been regarded as multi-purpose trucks, and their attention is relatively low compared to SUVs, cars and other passenger cars. The low sense of existence, coupled with today's stock competition in the automobile market environment, how difficult the road to high-end pickup trucks in China is self-evident.
However, as the saying "the warrior is moving forward on the road full of thorns", on the journey of high-end pickup trucks in China, the brave, such as the Great Wall Cannon, not only did not fear the difficulties but ran out of their own speed, and gained 300,000 users in only 2 years and 8 months.
On May 8, the 300,000th vehicle of the Great Wall Gun officially rolled off the production line.
Standing at this point in time, recalling the words shouted by the Great Wall Cannon when the first model was launched: "Let the pickup truck pop", I believe that many people will not think that it can become a reality, and it takes so short.
So, what is the concept of sales exceeding 300,000 vehicles in 2 years and 8 months? This means that the average annual sales of the Great Wall Gun exceeds 110,000 units, which can be at the forefront even in the SUV market.
In other words, in the relatively "unpopular" pickup truck market and the market environment that is already stock competition, the strength of the Great Wall Cannon has deduced the "Speed of the Great Wall Cannon", which proves the leading position of the Great Wall Cannon in china's high-end pickup truck market, and this leap forward development speed also makes people full of hope for the future of China's high-end pickup trucks.
Behind 300,000 results in 32 months
300,000 vehicles, behind which is the glory of the Great Wall Cannon, is the life attitude and life story of 300,000 users.
Let's move the timeline forward. In September 2019, the passenger version of the Great Wall Gun was officially launched. Judging from the time of launch of the first model, in the Chinese auto market, and even in the pickup truck segment, the Great Wall Cannon can not be described as young.
However, it is also this "young man" who proved himself in less than 3 years. According to the data released by the Great Wall Cannon, its products from 0 to 300,000 vehicles took only 2 years and 8 months, of which the leap from 200,000 to 300,000 took only 8 months.
It can be said that this achievement has made the industry marvel at the "speed of the Great Wall Cannon", and at the same time, it has also allowed the industry to see the blue ocean market of high-end pickup trucks.
So, this answer sheet that makes the industry look sideways, how does the Great Wall Cannon specifically do it?
"Choice is more important than effort", and the same is true of car building. Therefore, since the beginning of its birth, the Great Wall Cannon has found its own direction. Specifically, to create a "toy model" for consumers that can pursue poetry and distance, and the model should have the tonality of high-end and playful routes.
After determining the product positioning, it is necessary to enrich your own product matrix. According to the Great Wall Cannon, since the first model was launched in September 2019, it has launched more than 50 models such as passenger guns, commercial guns, off-road guns, artillery, locomotive guns, and King Kong cannons, completing the coverage of the price range of 100,000-300,000 yuan, which can meet the needs of various users.
It is worth mentioning that compared with the rich product lineage, the outstanding product strength is also an important reason for the great wall cannon to be favored in the market. First of all, the power total has become an example, the powertrain of the 2.0T engine + ZF 8-speed automatic transmission, even in the 200,000 yuan model market, is also a great advantage. In terms of configuration, intelligent security configurations such as adaptive cruise, parallel line assistance, and 360-degree panoramic images have also appeared on the Great Wall Cannon, making it a real "passenger car".
Relying only on the rich product genealogy and strong product strength, can it really impress pickup truck enthusiasts? The answer is no. Compared with passenger cars in the traditional sense such as SUVs and cars, pickup trucks face a more diverse and demanding car environment.
For this point, the Great Wall Cannon also has a clearer understanding. Therefore, when creating the first product, the Great Wall Cannon put quality in the first place. In terms of production and manufacturing, Chongqing smart factory strong system capabilities and intelligent manufacturing strength is the guarantee of the quality of the Great Wall Cannon, as the fifth full-process vehicle production base of Great Wall Motor in the world, Chongqing factory around the concept of "green environmental protection, lean and efficient", strictly control from the parts screening to the four major process processing, and then to every link of the off-line testing, to ensure that the off-line products can be delivered with high quality.
Of course, "the aroma of wine is also afraid of the deep alley". In this era of "fast consumption", good products also need to take the initiative to get close to consumers, so Great Wall Cannon has formed the Gunfire Alliance Riders Association and the Six Pickup Academies. And these efforts have also made the Great Wall Cannon APP have 800,000 fans.
Standing in the macro dimension of the entire market, the Great Wall Cannon is leading china's pickup truck culture upward with its own strength.
Start a new journey with "ultimate innovation"
Time magazine editor Bill Saborito once said, "Innovate or die." Especially in technology-driven industries, there is nothing faster than success. ”
In my opinion, this sentence of Bill Saborito is also quite suitable for the automotive industry. Also take the Great Wall Cannon as an example. If you push the time forward by decades, I am afraid that no one can imagine that Chinese car brands can have their own high-end pickup trucks and be so popular.
The achievement of eye-catching sales results, in addition to the Great Wall Cannon's emphasis on product genealogy and quality, is also inseparable from its insistence on category and technological innovation.
Take category innovation as an example. Great Wall Cannon gives full play to the advantages of pickup truck multi-purpose, multi-scene, taking into account the full scene of cars, SUVs, station wagons, light trucks, based on commercial, passenger two categories, launched gasoline / diesel, two / four-wheel drive, MT / AT, TEU / long container / flat bottom cargo box and other versions of the model, covering all categories of full-price pickup trucks, can meet the different needs and scenarios of domestic consumers.
In addition, the Great Wall Gun also released the "Shell Plan", which innovatively divided the products into two series, namely the gun series with "mass production base cars and specially installed vehicles" as the core, and the bullet series with "personalized customized cars" as the core, which can fully meet the individual needs of users.
It is worth mentioning that the entire vehicle system of the Great Wall Gun has towing and traction qualifications, equipped with 2.5 tons of trailer qualifications, trailer power outlets and trailer installation ports, which can infinitely expand the use scenarios of trailers. The 300,000th new vehicle that has been rolled off the production line this time is the passenger gun trailer version, and the passenger gun and commercial gun trailer version are also listed at the same time.
Thanks to continuous innovation in technology and categories, in 2021, Great Wall Cannon also won awards including the "China Automotive Industry Science and Technology Award" Science and Technology Progress Award, "2021 Global Pickup Model Brand", "Annual Chinese Pickup Truck", "Annual Outstanding Chinese Brand", "Annual Best-selling Pickup Truck" and other awards, and won the recognition of a large number of overseas users.
According to the official data released by the Great Wall Cannon, in 2021, the Great Wall Gun has been listed in more than 50 countries on four continents around the world, and has become the first Five-star safety rating Chinese brand under the latest standard of AnCAP in Australia, becoming the "Chinese business card" of the global pickup truck category.
In the journey of Chinese car brands to the sea of stars, 300,000 is only the beginning for the Great Wall Cannon. According to the plan, in the future, the Great Wall Cannon will continue to innovate categories and technologies, and continue to improve and optimize product performance with "extreme innovation", focus on new energy fields such as hybrid, pure electric, and hydrogen energy, and achieve all-round force to create a cleaner, smarter and safer global pickup truck.
Write at the end:
2 years and 8 months sold 300,000 vehicles, the Great Wall Cannon in the realization of the "let pickup popularity" goal at the same time, but also successfully explored a path of their own development, that is, to break the traditional chinese perception of pickup trucks, so that the pickup truck play can be ever-changing; relying on strong product force as a support, constantly for product category innovation, to create a "brand - product - user - brand" ecological closed loop; to build a global vision pattern, let China's high-end pickup trucks go out.
Nowadays, standing at a new starting point of 300,000 vehicles, the Great Wall Cannon has clearly planned the two major categories of passenger leisure and fashion commercial, and insisted on category innovation to drive the overall upgrading of the brand. The author believes that under the leadership of the Great Wall Cannon, China's pickup truck culture will become more and more intense, and the share of China's high-end pickup trucks in the global market will gradually expand.