In the era of fuel vehicles, Great Wall Motors has enjoyed the dividends of fuel SUVs, Haval H6 has dominated the SUV sales list all year round, and Wei Jianjun, chairman of Great Wall Motors, even publicly stated that SUVs are not the first in the world and do not consider launching (new) sedan products. However, in the face of the tide of new energy, Great Wall Motors still compromised with itself.
A few days ago, we learned from relevant channels that Great Wall Motors will launch a new new energy brand, the brand code name is ZX, and the first model will be a D+ class new energy sedan, focusing on the high-end market. At the same time, the ZX brand will also have a new sales channel.
It focuses on the high-end new energy car market
Great Wall Motors has also produced sedans before, such as the Great Wall C30 and Great Wall C50 models that have been discontinued, and the Good Cat, Lightning Cat and Ballerina Cat under the Great Wall Ora brand are all cars. Perhaps Great Wall Motors' performance in the field of SUVs and pickups is too eye-catching, so that many people have fixed the label for Great Wall Motors, in order to reverse this inherent label, while seizing more new energy markets, Great Wall Motors is now also enlightened.
At present, the rendering of the first sedan of the new brand has been ** on the Internet, and it can be seen from ** that the new car adopts a fastback shape and the overall body is slender. The large wheels on the sides of the car, with L-shaped trim on the fenders and doors, add a sporty feel to the car.
The windows are also accented with chrome accents to accentuate the car's luxury. It is equipped with an electronic version of the rearview mirror, which further enhances the sense of technology of the vehicle. According to the disclosed information, the new car can reach a length of 5500mm, which is similar to the size of Rolls-Royce Gust, and it is indeed luxurious in size.
In addition, Great Wall Motors also released a luxury pure electric sedan called Salon Mecha Dragon in 2021, and for some reason, this car has not been introduced to the market for a long time. This time, Great Wall launched a new brand, and at the same time launched a D+-class new energy car, mainly because of the vacancy in the market of domestic high-end D-class new energy cars, and to establish a high-end image of the brand, but also to quickly open this market segment.
In 2023, Great Wall will achieve cumulative sales of 2620,000 units, an increase of 98 year-on-year7%, but it is far from the target of 600,000 units set at the beginning of last year. There is still a big gap with BYD's 3 million new energy sales, and Geely's 487461 vehicles, up 48 year-on-year, and the new energy penetration rate of more than 28 is also nearly doubled.
Looking at the performance of the entire auto market, the sales of new energy vehicles in 2023 will increase by 43% year-on-year, accounting for 33% of the overall market6%。
Industry insiders said that with the rapid development of new energy vehicles, Great Wall Motor's presence in the market is gradually weakening. At present, the share of the Great Wall Motor's fuel vehicle market is also shrinking, and the new energy products have not yet appeared explosive products, and Great Wall Motors is naturally in urgent need of launching new brand models.
Great Wall Motors has a strong need for transformation
The sales results of the first month of this year have been announced, Geely has completed 210,000 sales, surpassing BYD's 200,000 sales, and topping the monthly sales list of Chinese brands. Geely sold 65,826 new energy vehicles in January, a year-on-year increase of 591%, and 30% of new energy sales.
On the other hand, Great Wall Motors officially announced its January new energy passenger car sales data, official information shows that its January new energy passenger car sales were 24,988 units, including Haval, WEY brand, Ora, tank four major brands of plug-in hybrid (PHEV) and pure electric (BEV) vehicles, and Geely has a gap of more than double.
Among them, the tank brand accounted for 38 percent of the Great Wall's overall new energy sales5%；Relying on the stable sales performance of the Raptors at more than 4,000 units, the Haval brand finally handed over a new energy answer sheet of 6,005 units, accounting for 24% of the whole brand.
The Haval brand, which was previously responsible for sales, does not seem to have been able to find a good breakthrough at present, and with the blessing of the two "dragon series" products of the Thunder Dragon and the Raptor, Haval New Energy has not yet been able to achieve a comprehensive sales trend, which may be related to its highly overlapping product matrix and positioning.
On the one hand, there are more and more competing products in the new energy off-road market, and the competition in the new energy off-road market of Great Wall Motors is becoming more and more fierce, and it is indeed difficult to seek new growth points; On the other hand, now that the new energy SUV market has been fully covered by new forces and independent brands, it is unlikely that Great Wall Motors will be able to create a blockbuster model in the new energy SUV market in a short period of time, and it may be a way out to move to the high-end new energy car market.
Although the current new energy car market is seriously involuted, consumers are still very welcome to the best value of products, such as Geely booking good performance Galaxy E8 and Krypton 007, so consumers are still very receptive to new products with sincerity of their own brands, if Great Wall Motors wants to make a difference in the new energy car market, it also needs to come up with better product power and pricing, of course, it also needs to study the brand naming.