Great Wall Change Introduction of New Energy for Double Line Layout of Multiple Professional Managers

For the Great Wall, which has only half of its annual target in the first eight months of this year, a radical change or current sales boost is the recipe for a strong momentum for future growth.

From the addition of a new F series to the addition of a new SUV, to the release of a new brand Euler, into new energy sources, to the recent arrival of a number of well-known automotive professional managers, the Great Wall's determination to promote this change has been very clear.

Recently, Great Wall Motor announced its August sales, although it still showed a downward trend year-on-year, but it was higher than that in July. According to the Great Wall Motor announcement, in July 2018, Great Wall Motor sold 54334 vehicles, down 21.33% year-on-year; in August, sales rose to 64096. In the off-season of the automobile market, the sales performance of Great Wall Motor is generally relatively stable. Therefore, after just ending the fancy marketing of “Patchwork group Give out the benefits” in August, in the peak season of “Golden September and Silver 10”, Great Wall Motor once again announced a high-profile official. Down, expect to boost sales again in the next few months.

In fact, the Great Wall Motor still has high hopes for this price reduction, hoping not only to increase the competitive strength of the Harvard brand, but also to lower the posture, reduce the price overlap range, and jump out of vertical competition, with the product strength to compete with other brands. What is more important is that while greatly stimulating sales, it can stabilize dealers well, which plays a key role in the sustainable development of the Great Wall Automobile.

Foreign aid groups to help development

It is reported that since September, all popular models including the new H6, the new H6Coupe, the H6 Sports Edition, the H4, H2, and the H2s(2017) have been sold at a reduced price, with a maximum of 20,000 yuan., The M6 model is a direct official drop of 24,000 yuan. After the discount, the price starts from 66,000 yuan and it directly reaches 80,000 yuan or less. In addition, some models can enjoy up to 36 rounds of 0 interest rate financial policy support and up to 4,000 yuan in second-hand replacement subsidies and other car purchase concessions.

Such a policy has broken the record of the Great Wall Automobile. Behind the big official price cuts, the Great Wall is actually stimulating sales that are currently falling.

Since the beginning of this year, the sales of Great Wall Motors have not been optimistic, especially in July, a number of hot models have declined, and the overall decline has been highlighted. Among them, the main brand Harvard series sales fell more than 30%, even in August, Haval H2 compared with the same period last year, still fell; Haval H1 sales of only 239.

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At the same time, the results of the first half of the year showed that net profit in the first half of 2018 increased 52.73 % year-on-year to 3.696 billion yuan. However, the first half of 2017 and the first half of 2018 were the lowest net profits of the Great Wall in nearly six years. In the first half of 2018, profits were even lower than in the same period in 2013. Geely, which is also an independent brand, had a net profit of 6.67 billion yuan belonging to the parent company in the first half of the year.

Faced with such a difficult situation, the Great Wall Motor Co., Ltd. has introduced large-scale assistance from all levels. On September 3, Great Wall Automobile officially released a personnel mobilization. Liuyan, a senior manager in the field of luxury car marketing in China, officially joined Great Wall Automobile as a special vice president and general manager of WEY brand marketing. At the same time as the news of this personnel change, there was also the original design director of Land Rover, British Phil Simmons, who served as the global design director and vice president of the Great Wall.

In fact, the Great Wall Auto started mass recruitment for a long time.

As early as June of this year, Wenfei, the former director of strategic communication and public relations director of Infiniti, joined Great Wall Motor as the deputy general manager of marketing of Great Wall Motor Sales Company. Ning Shuyong, the former executive vice president of marketing and communication, also joined. Not long ago, Fu Xiaogang, the marketing and marketing department head of the original Nazhijie sales company, also came to Great Wall Motor to serve as the director of the WEY brand communication department. In addition, there are many other talents who are low-key. It seems that Wei jianjun, a member of Great Wall Motors, expects this high-end foreign aid group to save the sales of the Great Wall.

Double Line Layout New Energy

New energy is not the strength of the Great Wall Automobile. However, under the policy requirements and drive of the National car "double points", and the background of the new energy vehicle has become the mainstream trend of the current automotive industry development, the Great Wall Automobile can not stay out of the way. We must speed up the development of new energy vehicles.

In April of this year, the first highlight of the Euler brand was regarded as a key turning point for the layout of the Great Wall to the new energy field. The brand's first crossover pure electric SUV, the Euler iQ, was officially launched at the 2018 Chengdu Motor Show. Moreover, the Great Wall invested more than 10 billion yuan to set up a new energy research group for Euler, hoping to realize the positive development of new energy vehicles and the strategic layout of cutting-edge technologies such as intelligent network and automatic driving, and plan to build a new energy exclusive platform. And series products.

At present, the Great Wall has four brands: Great Wall, Harvard, WEY, and Euler. The products involve the production and supply of SUVs, cars, and pickup trucks, as well as related major auto parts. According to the plan, Great Wall Automobile will use three technical routes of hybrid + pure electric + hydrogen fuel to create four platforms and derive a number of products. In addition to the ME platform, the high-end plug-in hybrid platform-Pi4 platform has now been applied to WEYP8 plug-in hybrid models.

In the new energy field, the Euler brand has been placed in the hope that, especially with the successive listing of products, it will increase sales and can even become a new profit growth point for Great Wall Motors. In addition to the Euler brand, another key action of Great Wall Automobile in the new energy field is to build a beam car in a joint venture with BMW and will produce a pure electric MINI in the future.

Regarding the outside world's concern about the launch of the Euler brand by the Great Wall, it will affect the cooperation with BMW in the field of new energy. The Times Weekly reporter interviewed the relevant person in charge of the Euler brand. The other party made it clear that there will certainly be no mutual influence between the two brands. The heads of the two brands and the production lines are different, and the Great Wall and BMW cooperate to produce vehicles with fuel and electric power. After MINI electric vehicles are truly domestically produced, It can also meet the needs of the Great Wall points policy, drive brand sales and enhance the influence of the Great Wall brand, and achieve more results.

Add the SUV.

According to the sales data of the China Automobile Association, after entering June 2018, the monthly sales volume of SUVs has fallen twice year-on-year. One of the important reasons is that the same level of products are seriously homogenized and the competition is fierce. However, it was in this case that the Great Wall Harford reversed the trend and launched the F system, which focuses on young intelligence, after the H system was very complete.

Among them, F5 is the first product of the Harford F Series. It is a sedan compact SUV that faces smaller SUVs such as Honda XR-V, Nissan Xiaoke, and Toyota CH-R. And lead 02, Geely Boyue, Rongwei RX5 and other Chinese brand compact SUVs.

Wen Fei, deputy general manager of marketing of the Great Wall Automobile Sales Company, told the Times Weekly reporter that because the prices of these racing models are mostly 120,000 -- 140,000 yuan, the price of the Harvard F5 is also this range. The F7 is the second product of the Harford F series. It is a compact SUV. The main products on the market are Boyue, Rongwei RX5, and the Grand Prix HS.

However, the F system is positioned higher than the H system, and the Great Wall car is quite optimistic. Li ruifeng, vice president of Great Wall Automobile Co., Ltd. and general manager of the sales company, told the Times Weekly reporter: "The positioning of the H system and the F system is different. In the subdivision market, the listing of the F system may have a certain impact on the H system, but the estimate the impact is not large. Because H6 itself has a certain market position, it has a certain target population base, especially in the economic SUV field of 100,000 to 150,000 yuan, with strong fans and markets. "

However, there are comments from the outside world that the Harford F5 looks similar to the WEYVV5. For this, Great Wall Motor does not recognize it, and it does not feel that it will affect the expected sales volume.

Zhang Zhiyong, a senior analyst in the automotive industry, told Times Weekly that the competition in the Chinese automotive market is becoming more and more intense. In the future, only car companies that are brave enough to change can continue to lead. Obviously, Great Wall Automobile is at this stage.

The page contains the contents of the machine translation.