If for the export market, do you prefer which domestic car brand to export to reverse the image of Chinese cars? Many people may answer BYD or Chery, but for a long time I thought it was Great Wall Motors.
In addition to SAIC's MG brand, Chery's brand export has always been the first domestic brand exporter. However, it should be noted that the export of Chery's brand is mainly aimed at the African, South America and Russian markets, and BYD also mainly focuses on South America and Russia.
But Great Wall is different. Great Wall Motor entered the Australian market very early. In this high-income country, Great Wall Motor has always been deeply engaged in it. Great Wall Cannon and Haval H6 have both received good market responses. On foreign video websites, foreign car reviewers generally have high video views on Great Wall Motor. Great Wall also hopes to use Australia as a springboard to enter the European market. Great Wall has even acquired Nissan's factory in Barcelona.
However, since this year, Great Wall Motors' sales performance and market value have been a huge joke.
In October last year, Great Wall Motor's highest stock price reached 69.8 yuan, with a total market value of 644.6 billion yuan. However, to this day, Changchun Motor's market value is only 268.3 billion yuan. In other words, in just half a year, Great Wall Motor's market value has dropped by nearly 380 billion yuan. From the current perspective, the number of Great Wall Motor's shareholders exceeds 200,000, and the per capita loss is close to 1.9 million yuan.
From January to April this year, Great Wall Motors' wholesale volume was 337,000 vehicles, a year-on-year decrease of 721.7%. According to the April production and sales report, Great Wall Motors' wholesale volume in April was only 54,000 vehicles, a sharp decline of 41.4%. Such a rapid decline data is unimaginable to many industry insiders. Great Wall Motors' sales volume fell from the top three domestically produced.
Although many people attribute the reasons to chip shortages, supply chain blockages, etc., of course these are just one of the reasons, in the context of the upgrading of Chinese automobile consumption, domestic cars are on the rise, and the most iconic phenomenon is the high-end brand.
But on the contrary, BYD has gradually completed the brand's high-end by introducing DM-i hybrid technology and 3.0 pure electric technology, so that the average sales price of cars gradually exceeded Toyota. Even Han EV, which is close to 300,000 yuan, achieved monthly sales of tens of thousands, and began to compete with foreign brands in the luxury market.
In contrast, Great Wall Motors, the Haval brand has always had a reputation of stable quality and taking into account all aspects. Therefore, the H6 car series has maintained high sales for many years. However, the consumption momentum has changed drastically. BYD Song DM-i and EV models have jumped up, pulling down the H6 championship position for many years, ending the "myth" of the H6 dominating the list in 99th. So much so that in April, the sales of Great Wall Motors Haval series models were only 29,100 units, a year-on-year decline of 47.06%.
Of course, the most regrettable thing is the WEY brand. The high-end models originally created according to the personal name of Wei Jianjun, chairman of Great Wall Motor, have also invested a lot of research and development. However, in recent years, the situation has been getting worse. Even Great Wall introduced cutting-edge technologies such as DHT technology, intelligent driving technology, and PHEV, which have failed to prevent the sales of the WEY brand from falling. In April this year, the total sales of WEY brand models were only 2,293.
Oula brand is a product that Great Wall is moving towards younger and more intelligent to please young consumers. However, Oula's sales also declined by 58.69%, with only 3,088 units per month. Although the sales of tank brands increased by 10.27% year-on-year in April, with sales of 6,065 units, the market of tank brands is relatively niche and it is difficult to expose large sales.
Therefore, it is not surprising that Great Wall Motor's market value has declined by nearly 380 billion yuan. The reason is that compared with BYD, the brand level of the BYD version has improved. The sales of Great Wall Motor's WEY series show that high-endization is almost at a loss. In this comparison, it is naturally not difficult to understand why many investors choose to abandon Great Wall Motor.
On the other hand, if a mass car brand manufacturer wants to please consumers, it is more important to please young consumers. However, the path to younger is also due to the huge controversy in marketing and publicity of the Ora brand, so the brand reputation plummeted. Now sales have plummeted, indicating that the path to younger is almost a failure.
In fact, looking at Great Wall Motors, its main reputation is still focused on several SUV models. The image it has established has aging. For a car company, sedans can better reflect the technical level and tendency to be younger. However, Great Wall Motor's transformation is still too slow. Whether it is hybrid or pure electric, Great Wall Motor has not come up with products that can lead the market in time, which makes people feel regretful.
