Gao Feichang WenGreat Wall Motor's tank brand, which focuses on the off-road vehicle market, recently released a flagship model, the Tank 700 Hi4-T, with a product price of 4280,000-46In the range of 80,000 yuan, there is another limited edition priced as high as 700,000 yuan. Liu Yanzhao, general manager of the tank brand, said at the launch of the new car that the Tank 700 Hi4-T is "China's luxury off-road flagship".
The tank brand was established only three years ago, and the first was the Tank 300 model launched by WEY in 2020, and then because of the hot sales of the car, it was developed as an independent brand, focusing on the hard-core off-road vehicle market. At present, the tank brand has launched more than 700 models of Tank 300, Tank 400, Tank 500 and Tank to the market, and the price of the models has also risen step by step.
Due to the earlier layout, the tank brand has become a promoter of the emerging market of domestic off-road vehicles. Previously, the off-road vehicles in the Chinese market were more imported cars, and imported cars such as Mercedes-Benz Big G, Jeep Wrangler, Land Rover Defender, Toyota Land Cruiser, and Toyota Prado were representatives of old off-road vehicles. These imported models are generally on the high side (million-level), and hard-core off-road has always been a niche market.
When the Tank 300 appeared, it opened a new market for domestic off-road vehicles with a pro-people ** of 200,000 yuan. Since then, the boom of off-road vehicles has emerged from independent brands, and many new cars with "square box" shapes and four-wheel drive systems have been developed, and the markets for these models include mild off-road, moderate off-road, hard-core off-road and other scenarios.
After the tank 700Hi4-T is launched, it will not only continue to compete with imported first-class off-road vehicles, but also compete with other new independent off-road brand models. So, what are the advantages of the Tank 700 Hi4-T and what are the new ways of playing?
In Liu Yanzhao's view, Great Wall Motor's years of experience in the field of hard-core off-road vehicles are the biggest confidence of the tank brand. Great Wall Motors has always been good at the research and development of pickup trucks and SUVs, and off-road vehicles as a kind of SUV have been deeply cultivated by Great Wall for many years. In terms of brand positioning, the tank brand locks in the pain points of the off-road vehicle market of "luxury and off-road cannot be both", and provides its own solutions.
In the past, the million-level luxury off-road was a false proposition, the off-road was not luxurious, and the real luxury was not off-road. The emergence of the Tank 700 Hi4-T fills this gap, integrating professional off-road capabilities and luxury driving experience, redefining luxury off-roadism, and achieving equal rights in luxury experience with 500,000 technology, 2 million aura, and 5 million luxury. Liu Yanzhao said confidently.
Liu Yanzhao said, for example, the power system of the tank 700 Hi4-T, including a large-displacement engine and a high-grade gearbox, these two components have always been the crown of the world's technology, and the independent brand has been in a technical gap for a long time, and the large-displacement plug-in hybrid system used to be only installed on million-level luxury cars (Bentley Bentayga PHEV, Range Rover P440E), and the tank 700Hi4-T uses 30T V6 and P2 motors create top-level large-displacement hybrids, achieve global technological breakthroughs, and open up a new track of hybrid technology.
Of these, 3The 0T V6 engine and 9HAT transmission are independently developed by Great Wall Motors, rather than purchased from outside. This not only ensures the stability of the Tank 700 products, but also enables sincere pricing. Liu Yanzhao said that this is due to the "forest ecology" system that Great Wall Motors has worked hard to build in recent years, which is a system that includes energy, automobiles, and travel, and runs through automobile research, production and sales, and its important feature is to realize the vertical integration of the industrial chain.
In fact, before the Tank 700 Hi4-T, the Hi4-T plug-in hybrid system has been applied to the Tank 300, Tank 400 and Tank 500, and has a relatively mature market experience and reputation. The Hi4-T system equipped on the tank 700 is the only large-displacement hybrid system in China, with a comprehensive power of 385kW, acceleration of 100 kilometers in 5 seconds, and a comprehensive fuel consumption of 2 in WLTC9L, feed fuel consumption 10 kilometers per 109l。"No one doubts its performance, this design, this volume, this texture, and the dynamic perception of the Great Wall car, everyone has trust. Liu Yanzhao said.
In the domestic automobile market, even though the tank brand has triggered an off-road vehicle craze, from the perspective of the total market, this market with a strong professional threshold is still not popular enough. Sales data shows that the tank brand will sell 160,000 units in 2023. Among them, the overseas market accounted for 20%.
As a result, the next important step for the tank brand is to lay out the global market and occupy more overseas markets on behalf of Chinese off-road vehicles. "The off-road category is born global, otherwise the market size cannot support the high development costs, and our product must be pulled out with the Defender and Range Rover. Liu Yanzhao said.
According to reports, the tank brand will enhance the brand image with high-end products, and at the same time establish the ecology and culture of off-road. The tank brand will focus on grasping several core markets such as the Middle East and Australia for peripheral radiation, and at the same time, "step by step, to achieve positive rigidity and market grabbing for overseas brand products".
Liu Yanzhao emphasized that brand development needs to "restrain desire", not blindly pursue the speed of development, but to work steadily. To this end, every tank press conference should talk about tank ecology and tank culture, including the construction of overseas rider clubs and overseas off-road culture, the purpose of which is to allow users to influence the people around them and occupy the off-road vehicle market mentally.