If you want to use one sentence to describe the Great Wall Wei brand, maybe "got up early in the morning and rushed to a late set" is quite appropriate. After all, compared with other brands, WEY brand was established as early as 2016, when there were few examples of Chinese car companies entering the high-end market, and WEY brand also relied on good product power to gain popularity in the market.
I have to admit that looking at the way of the Wei brand, it did have a highlight moment in the domestic auto market, especially in 2018, the annual sales of the Wei brand have been close to 140,000 units, which is undoubtedly not easy for the independent high-end brands at that time. I thought this was just the beginning, but I didn't think that this was its peak, and after the peak, it naturally ushered in a decline in sales, and the sales of the Wei brand in 2023 will only be 41,000 units.
Entering 2024, WEY brand has been declining, and in the past June, its monthly sales have fallen to the level of 2,000 units, to 2,939 units, a year-on-year decrease of 55.48%. According to the cumulative sales from January to June this year, Wei brand only sold 19,072 new cars, that is to say, less than 20,000 in half a year, what is going on?
In fact, today's Wei brand is indeed a bit confusing, whether it is from the appearance design, intelligence, power, fuel consumption are often complained by consumers. For example, in terms of design, since the departure of Pierre, the design director of the Wei brand, the models under the Wei brand have been weaker than before in terms of appearance design, although the aesthetic thing is very subjective, but many people do exist for the phenomenon of complaining about the design of the Wei brand, and at the moment when consumers are also paying attention to the appearance, design is undoubtedly very important.
At the same time, the development of the Wei brand model is also relatively bumpy, because it abandoned the previous VV series naming, and then started again with the coffee series, but it is difficult to distinguish the positioning of the confusing strain name of "Mocha, Macchiato, Latte". Of course, more importantly, this change in naming also made the old car owners feel very dissatisfied, after all, this means that there will be no VV7, VV6, VV5 and other models in the future, so how bad the second-hand car is worth it! And this kind of behavior of producing one but stopping one will also make many consumers feel that it is difficult to inherit Wei brand models.
In order to get rid of such a phenomenon, WEY brand also launched a medium and large SUV Blue Mountain based on the "coffee intelligence" technology platform last year, and killed a "blood road" with a price of less than 280,000 yuan. Specifically, Blue Mountain sold more than 5,000 units in May, June, July, and August 2023, and its appearance seems to have alleviated the chaotic product line of the Wei brand to a certain extent. However, with the passage of time, everyone also knows that Blue Mountain did not let Wei brand really get out of the line of life and death.
Since September last year, the sales of Blue Mountain have been getting worse and worse, and now they can only stabilize at about 2,000 units per month, and as the highest-selling model of the Wei brand, the fall of the Blue Mountain also means that the life of the Wei brand is not good.
In fact, the competitiveness of the Wei brand Blue Mountain is not weak, it adopts a six-seat layout, and the wheelbase has reached 3050mm, which means that the Blue Mountain is also very good in terms of rideability, plus it is equipped with a plug-in hybrid system composed of a 1.5T engine and an electric motor in power, with a comprehensive cruising range of more than 1200 kilometers.
But who calls the market really too volatile today,For example, the arrival of the new M7 in the world,Let the medium and large SUV market feel the impact,It uses less than 250,000 prices,Provided"Refrigerator color TV sofa",At the same time, there is no range anxiety in the extended range power,And the blessing of Huawei's intelligent driving makes this car far ahead in terms of intelligence,In contrast,Blue Mountain is mediocre。 Then there is the ideal of Blue Mountain at the beginning, and this year it also launched a cheaper ideal L6, so it is not surprising that Blue Mountain has been abandoned by consumers with the emergence of excellent competing products.
Write at the end
On the road to the impact of independent brands on the high-end, it will definitely not be smooth sailing, after all, there are many examples in the automobile market to prove it. It's just that the Wei brand, which relies on the Great Wall, still showed a good momentum at the beginning, which makes people look forward to its stronger product performance. Now it seems that for Wei brand, brand recognition, channel construction, product positioning, etc. need to be strengthened, otherwise it will only become more and more marginalized in the future.
"The picture comes from the Internet, if there is any infringement, please contact to delete"