Reading guide:In 2023, GAC Trumpchi will take its own MPV model as the fulcrum, sounding the prelude to the transformation of the entire brand to new energy.
In 2023, China's auto market will show excellent vitality in the complex global economic environment, and according to the China Passenger Car Association, wholesale sales will reach a record high of 29.5 million units this year.
In the context of the overall recovery of the auto market, GAC Trumpchi's performance this year exceeded expectations: from January to November 2023, Trumpchi's cumulative sales exceeded 370,000 units, a year-on-year increase of 144%, which has exceeded last year's full-year results ahead of schedule, and sales are expected to exceed 400,000 this year.
Looking back at 2023, Trumpchi's sales in November exceeded that of last year's whole year ahead of schedule, and it not only performed well in the MPV category, but also had good vitality in the mid-to-high-end products driven by MPV. Compared with the independent brands that continue to fight at low prices, GAC Trumpchi's sales structure continues to be high-end, and the average price of a single vehicle surpasses that of many mainstream brands.
In 2023, in terms of strategy, technology, products and technology, Trumpchi is making transformation measures, which also makes the car company steady and steady, and is gradually completing the upward transformation of the brand and new energy.
Go up and get rid of involution.
The key words of the competition in the auto market in 2023 are involution - war, subsidy war, and ** war, and all car companies use cost pricing to gain room for survival. With the change of China's family structure and consumption patterns, new energy MPV models have also become a new growth engine and the focus of car companies' bets.
According to official data, from January to November 2023, the cumulative sales of the Trumpchi MPV family have approached 150,000 units, and the sales volume has exceeded 10,000 for 10 consecutive months, winning the first place in the MPV market; The luxury MPV series, consisting of the Trumpchi M8 and the Trumpchi New Energy E9, has topped China's luxury MPV sales for a total of 60 months.
GAC Trumpchi's MPV has accumulated more than 500,000 car owners, with a market share of more than 20%, and has also formed an excellent word-of-mouth moat - the reason behind this is Trumpchi's insight into the core pain points and needs of MPV.
Trumpchi has grasped the needs of Chinese families for "common travel", and has built each MPV model with the concept of "comfort for every passenger in the car". Under such a product concept, Trumpchi's MPV models have an excellent user experience, and product strength is the foundation of the competition.
At the same time, the Trumpchi MPV is also completing the transformation of the power form. When the new energy MPV boom appeared, Trumpchi started from the high-end and launched the first MPV with a luxurious positioning - Trumpchi E9. Through excellent hybrid technology, excellent range and space, and intelligent capabilities, the Trumpchi E9 has entered the 350,000+ new energy MPV market.
Subsequently, at the Guangzhou Auto Show in November, the Trumpchi E8 was officially unveiled, and the E8 also entered the new energy MPV market within 250,000 yuan. So far, Trumpchi has successfully built its own MPV model matrix, covering various fields from entry to high-end, from comfort to luxury, from fuel to new energy. Such a product matrix also meets the car needs of different users such as family, business and various use scenarios.
It is precisely because of this that Trumpchi can break through with outstanding sales results in the context of fierce competition in the MPV market in 2023.
It is worth mentioning that the continuous best-selling of MPV models has also helped the sales proportion of Trumpchi's mid-to-high-end models continue to increase. From January to November, Trumpchi's mid-to-high-end models accounted for nearly 40%, of which 43 in November6%, the average price of a single vehicle is up to more than 170,000 yuan, surpassing many mainstream joint venture brands and becoming a leader in the high-end of independent brands.
The continuous high-end has further made the Trumpchi MPV more competitive and achieved a benign closed loop. At the same time, the key models will be used to drive the continuous growth of the brand's overall sales, so as to achieve both quantity and quality progress - this is also the embodiment of getting rid of ineffective involution and further high-quality development.
Starting from the high-end, Trumpchi's unusual transformation road.
The high-quality development model not only allows Trumpchi to achieve a breakthrough in the brand, but also provides a solid foundation for the transformation of Trumpchi.
Unlike many brands that choose to test the water from the low-end to start their transformation, the first step in Trumpchi's transformation is to start with high-end models. In May this year, the Trumpchi new energy e9, which is positioned as a 350,000-level luxury MPV, was launched, which also marks the development of the Trumpchi brand in the field of high-end new energy. Through E9, Trumpchi not only effectively established the tonality of the brand, but also ensured the product strength.
In October this year, Trumpchi released a full-size SUV model, the new energy ES9, which also made Trumpchi an entrant that cannot be ignored in the field of new energy SUVs. At the same time, in November this year, Trumpchi released a 200,000-level MPV model in Shanghai, the new energy E8, which adopts Trumpchi's latest i-GTEC architecture, and it also has a new generation of GAC Xingling architecture. Aiming at home users and designed with mobile living room as the design concept, the new energy E8 has excellent product power and cost performance.
Technology is the real driving force for car companies to complete their transformation. With 14 years of experience in the research and development of new energy technology, GAC Trumpchi has integrated its own overall technology solution for new energy vehicles - Trumpchi Intelligent Electric Technology i-GTEC by integrating the Juxing chassis, Quark three-electric technology and ADIGO intelligent driving ecological interconnection system.
Through this program, Trumpchi's new energy models have excellent driving experience, low cost of use and commendable intelligent performance, and this set of technical solutions is increasingly covering the entire range of Trumpchi products, helping them not to lag behind in competitiveness.
In the choice of technical routes, Trumpchi did not put its eggs in one basket, but formed a diversified new energy route.
While maintaining the advanced nature of Sandian technology, GAC Trumpchi took the lead in laying out hydrogen energy systems and ammonia energy systems. At present, the Trumpchi hydrogen energy test vehicle is carrying out road tests, and the ammonia energy engine is also officially unveiled, which shows that Trumpchi has the ability to develop in multiple lines in the field of new energy.
In addition, Trumpchi has also implemented the transformation to the service and channel level - in response to the attributes of new energy vehicles and the needs of users, Trumpchi has built a new energy experience center with direct connection and direct service, direct sales and direct sales, and Trumpchi has built a closed loop of factory-store-customer communication, so as to create a user home for consumers that integrates the four functions of display, experience, ordering and delivery.
Different from the traditional 4S store model of services and the uneven quality of the service, such a service and channel ecology can make the consumer car purchase process more transparent and convenient.
With a layout of both depth and breadth at the technical level, technology and experience first at the product level, and keeping pace with the times at the service and channel level, GAC Trumpchi has launched a high-quality transformation from the inside out, which has also enabled it to successfully achieve a brand and product upward leap at the same time.
To summarize in 2023, GAC Trumpchi took its own MPV models as the fulcrum and sounded the prelude to the transformation of the entire brand to new energy. In this process, by marching from the high-end to the mid-range, Trumpchi has also avoided falling into the vicious circle of price reduction or low-price involution.
Behind these achievements, the deepest reason is that Trumpchi, as an independent brand, has not lost itself in the wave of new energy transformation, but has launched technology, products and technology upgrades with the times. This also allowed GAC Trumpchi to finally complete a beautiful offensive and defensive battle in the fiercely competitive 2023.