On July 15th, Great Wall Motor held the “China Brand Upward Breakthrough, Where is the Road? Harvard Quality Blue Book Launch Conferenceâ€, Haval H8/H9 as the protagonist, and accepted various analysis, dismantling, test drive, Compared.
In the face of the “official drop†wave triggered by the joint venture car enterprises, Wei Jianjun, the chairman of Great Wall Motors, explained the two official landings of the Great Wall in June as a proactive attack. If it does not fall, it will lead to loss of share and damage to the brand image; facing Haval H8 /H9 sales are not good, Wei Jianjun still holds confidence, but will increase marketing cooperation and activities to improve the H8/H9 "satisfaction".
In the future strategy, A shares raised 16.8 billion to develop new energy and intelligence, showing Wei Jianjun's bold and decisive, but this "strongman" manager has always emphasized the gradual development of development, does not exclude pure electric, but the hybrid will be the Great Wall. A strategic technical route for the development of new energy in the future.
After the joint venture brand "Official" wind blows, the Great Wall released an official statement twice in June, and the Harvard H6 sports version can enjoy a price discount of 6,000 yuan. The Harvard H2 full-line model can enjoy a price discount of 5,000 yuan, Great Wall C30 The C50 and M4 discounts reached 7,000 yuan, and the Great Wall became the first Chinese brand to fall.
"This price cut, in fact, we have to go down in principle and initiative. The market competition is like this. At this time, the loss share is too big, and it will have an impact on future operations and brand image." Wei Jianjun, Chairman of Great Wall Motor Co., responded to the price cut. Behavior, and believe that the official landing of the joint venture brand was forced by the independent breakthrough, "the Great Wall's high cost performance has made foreign investment difficult to accept, they cut prices because of the breakthrough of many independent brands, forcing him not to fall."
Worried that market share shows pressure on Wei Jianjun and the Great Wall, although the H8 listed soon did not cut prices, but launched a six-year 200,000-kilometer extended warranty strategy, and H9 is also extended in the case of poor sales, 5 The version was released in June, and the same configuration dropped by 10,000 yuan compared to the 7-seat version.
786 vehicles, one of the protagonists of the Great Wall "upward breakthrough" Harvard H9 sales in June this year, compared with the monthly sales of two or three thousand, the performance has fallen sharply, has been sold for two consecutive months. Another protagonist, the Haval H8, was also expected to be flat. The sales in May and June were 1,046 and 1,373 respectively.
"I am still very confident about H8 and H9. The H8 is listed twice. In fact, the problem is really not big. Now I think it is particularly confusing. In fact, it is a layer of window paper. If it is broken, it will be pulled down." Wei Jianjun said frankly. .
On the same day, the Harvard Quality Blue Book jointly published by Tsinghua University Automotive Engineering College and Automotive Evaluation Network adopted the international CBI evaluation system, and analyzed the basic situation, static and dynamic tests, vehicle disassembly and test results of Haval H8 and H9. Wait, get some recognition.
Faced with the shackles of products, the Great Wall, which has never been keen on advertising, has begun to change. Wei Jianjun even talked about experience marketing and big data. "Our publicity is relatively small, and consumers don't know much about our background. In the next step, we will increase the promotion efforts so that consumers can fully experience our products. In addition, we also cooperate on professional car websites, hoping to focus on target consumers through big data and improve the quality of communication."
As early as July 11, Great Wall Motor, which was suspended for three weeks, announced that the total number of non-public offerings of A shares will not exceed 387.076 million shares, and the total amount will not exceed RMB 16.8 billion. The funds raised will be mainly used for research and development, testing and production of new energy vehicles, smart cars and their key components. In the investment plan announced by Great Wall Motor, the total investment amounted to 17.06 billion. Among them, the investment in new energy vehicle technology alone exceeds 12 billion yuan.
At the meeting, Wei Jianjun explained the sudden big move on the new energy. "In terms of technology investment, as long as our system can support the living and be able to operate in a benign manner, the strategy of the Great Wall is to have a short time. A lot of investment." As the "strongman" manager of the Chinese automotive industry, Wei Jianjun has identified the matter, and the decision has always been decisive and determined. This is no exception.
Wei Jianjun further introduced, "Our financing will not be immediately invested in this. It is orderly. It cannot be a big leap forward. It is a foundation for the future. Focusing on SUVs is stressful in terms of fuel consumption, regardless of new energy. Hybrid or plug-in hybrid is a platform concept for reducing fuel consumption. We should build a platform in the future, not just for SUVs."
On the technical route, Wei Jianjun highlighted “gradualityâ€. “Hybriding will be our strategic technical route for a long time. Of course, we have not rejected pure electric vehicles, and there will be a pure electric car listed next year. In the next few years, there will be a technical route for the hybrid combination of 1.5 liters, 2 liters and 3 liters of diesel."
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