The development of independent brands in recent years is obvious to everyone, especially compared with the joint venture models that are all on the sales rankings in the past. Now, as long as the price does not exceed 300,000, it can basically be evenly matched. The rise of domestic brands has changed people's views on them.
In the sales ranking of independent brands in September, the first place BYD sales reached 200,000, setting a record high; the second place Chery Group sales were 145,000 units, a year-on-year increase of 92.1%, setting a new high for three consecutive months; the third place Geely Auto , with sales in September of 130,000 units, a year-on-year increase of nearly 26%; the fourth place Changan Auto sales were 125,000 units, and the main models Changan CS75 PLUS and Changan CS55 PLUS have good market performance. However, when it comes to , Great Wall Motors , the style suddenly changed. The sales in September were 93,000 vehicles, a year-on-year decline of 6.38%, becoming the only car company among the top 5 that has experienced a decline.
Great Wall Motors has always performed strongly in its own brand camp. Why has it not exceeded 100,000 sales during the peak sales season, and even created a year-on-year decline?
If you want to say that Great Wall Motors is not enterprising and reaping its old capital, it has launched advanced technologies such as 3.0T engine, 9AT gearbox, DHT hybrid in the past two years. The results are not bad at all, but why can't it drive sales?
Great Wall Motors' product structure has always been in an imbalance, and the homogeneity between products is relatively obvious, which is easy to form internal competition.
SUV has always been the type category that Great Wall Motors relies on for survival. In the SUV market segment, Haval H6 is the basic market, and whether it is rising or falling this month is inseparable from it. However, from the SUV sales rankings in the past year, we can see that the title of Haval H6 champion has been stripped down. The monthly sales of 20,000 to 30,000 yuan no longer exists, and they are basically outside the top three. This is mainly because H6 lacks new energy vehicles in the early stage, and its large market share has been snatched away by the BYD Song series. Haval was also aware of it. Last month, it put the DHT hybrid system on the H6. Although it filled the gap, it was too late. Now when it comes to hybridization, people will think of BYD.
In addition, the lack of sedans is also the key to the rise of Great Wall's sales. SUVs have been popular in China for more than ten years, and the market has been very saturated. With the rise of younger generations of consumers, sedans are also an indispensable and important model. Unfortunately, Great Wall Motor currently does not have sedan products, which also means that it will hand over its own share to others.
It is obviously inappropriate to eat the old capital of the Haval brand for a long time. Therefore, Great Wall Motors launched Weipai, which focuses on mid-to-high-end positioning, and built a coffee family. Unfortunately, due to the excessive pricing, Weipai's monthly sales cannot exceed 5,000 vehicles. In addition, the previous suspension of VV series has indeed been a serious blow to user confidence.
New energy, since Ora Auto only focuses on the female consumer market, its market position seems very passive and is greatly restricted. At the same time, the reviews of the ballet cat and Lightning cat launched this year are relatively average. People believe that the Ora brand is suspected of plagiarism. Coupled with the emergence of smart elf #1, it is even more weak in brand appeal.
Tank can be said to be the only brand worthy of comfort for Great Wall Motors. Since it is positioned as a hard-core SUV, and there is no corresponding model in this price to compete with them, it can accommodate this large group of users. However, hard-core off-road players are always a niche group, and the high travel costs of off-road vehicles are not something ordinary consumers are willing to bear. Therefore, tank brands play more a role in adding icing on the cake, rather than a timely help.
To sum up, the market risks faced by Great Wall Motors are gradually increasing, and the previous sales pillars are being squeezed, and new brands cannot successfully establish themselves in the market. Great Wall executives should think more about how to change the current situation.
