On February 5th, in view of the severe epidemic situation in novel coronavirus, Great Wall Motor decided to use online release to blow the horn of entering the Indian market. On the day of the event, nearly 400 media at home and abroad "watched" the live broadcast of the conference online. In order to prevent and control risks, the conference and booth operations are conducted by the Indian project management team and Indian personnel.
"The first exhibition was in the form of an independent exhibition hall, and the booth area reached 3 150 square meters, setting a historical record for the participation scale of Great Wall Motor." According to the on-site staff, Great Wall Motor has surpassed the Japanese and Korean brands in both the number of participating models and the advanced technology.
At the same time, MG and Haima also appeared at the Delhi Auto Show, and the Indian market became the key market for China automobile brands. However, competing for the world is not only a competition of product strength, but also a contest of comprehensive strength of enterprises. China brand cars will undoubtedly take the lead in the global automobile industry competition and win the initiative, which is of great significance not only to Great Wall Motor, but also to the entire automobile industry in China.
In 20 19, the sales volume of Indian passenger cars was only 18 1 10,000, which was lower than that of China110, but the sales volume of SUVs ushered in a 5% growth. From this perspective, Great Wall Motor, which focuses on SUVs, seems to have found a breakthrough that it is very good at. In the future, its Haval brand will not only be sold in India, but also exported to other countries based in India to realize Indian R&D, Indian production and global sales.
At the Delhi Auto Show for the first time, the Haval brand * * * brought six SUV products: two Concept cars (concept? H world premiere and vision? Listed in India in 2025) and four best-selling cars (F7, F7x, F5, H9). These six SUVs have their own characteristics. Among them, the two concept cars represent the latest design language of Haval brand and reflect the thinking direction of Great Wall Motor on electrification and intelligence.
In addition, Haval F7, which is positioned as "AI intelligent networked SUV", has sold a total of 654.38+040.8 million vehicles. Since the Russian listing, it has become the chief representative vehicle leading the globalization of China SUV. Haval F7x is Haval's first coupe SUV, positioned as "Ai Zhi Zhi Coupe SUV", which is produced and sold worldwide; Haval F5 is the first model of Haval F series, positioned as "Chaopai Zhilian SUV" and a young pioneer. Haval H9 is an "intelligent hard all-terrain SUV" which combines off-road performance, intelligent network connection, safety technology and comfortable equipment.
Up to now, Haval brand has formed SUV models of large, medium, small, high, medium, low, multi-specification and multi-variety, setting a record of the number one SUV sales in China for 10, with a global cumulative sales volume of nearly 5.8 million vehicles. From 2065438 to the beginning of 2009, Haval brand even put forward the globalization strategy of "5-2- 1", that is, it will realize the annual sales of 2 million vehicles in five years, and the Indian market is undoubtedly an important battlefield for it to realize the "evolution and progress" of this globalization strategy.
In terms of market segment sales and hot-selling models, India's automobile market presents the characteristics of a very typical third world country, which is basically concentrated in A-class and below models, that is, cheap cars often mentioned in China, among which A0-class cars account for the vast majority.
Because of this, Suzuki officially withdrew from China last year and put all his treasures in India. In the ranking of passenger car sales in India in 20 19, the top six models were all produced by Suzuki's joint venture in India, Maruti Suzuki; In terms of market share, Maruti Suzuki occupies half of the country, reaching a frightening 48.24%.
With this premise, it is undoubtedly promising to look at Great Wall EV, an independent new energy brand launched by Great Wall Motor to the Indian market. Relatively speaking, one advantage of China car companies is that they have rich "fighting" experience in low-priced and low-end models, which is also a powerful condition for Great Wall Motor to enter the Indian market.
At the Delhi Auto Show, Great Wall EV*** brought two models-R1and iQ. Among them, R 1 is positioned as a "new generation electric vehicle" and is the first pure electric crossover compact SUV in China. Based on the pure electric exclusive platform ME platform, it has reached L3 level in unmanned driving; NEDC's cruising range is as high as 35 1km, which can meet the travel needs of users for 3 to 5 days with one charge, and Fiona Fang 150km is worry-free; It has the largest internal space in A00 class cars, and the body structure is made of high-strength steel over 60%. Equipped with 465,438+06 items of vehicle electrical safety design, the practicality and passability far exceed those of the same class.
With the "Clean India" campaign initiated by Indian Prime Minister Modi in 20 18, the Great Wall EV established in August 20 18 is definitely a "politically correct" market operation. From the product point of view, the new energy vehicles launched by Great Wall EV are very consistent with the cheap cars featured in the Indian market. In the same usage scenario, Great Wall EV can meet the market demand of low-cost operation of cheap cars. Therefore, following the Haval brand, Great Wall EV is also promising in India.
According to Rajan, president of the Indian Automobile Manufacturers Association? Wadhera said that from April 1 2020, India will implement stricter emission standards, that is, implement BM6 emission regulations nationwide in advance, which is equivalent to the European VI level, and environmental protection will be in line with world standards. In addition, according to Indian law, the consumption tax of vehicles below 4m is 12.5%, the consumption tax of vehicles above 4m is 24%, and the import tariff is as high as 60% ~ 100%, which leads to "car rampage" in many aspects.
It can be expected that Great Wall Motor, which occupies the best policy tilt time and holds the products most suitable for the local market, once it succeeds in the Indian market, will take this as a springboard to more emerging markets and have greater initiative in the future global automobile industry competition.
According to the data, the number of cars per thousand people in India is about 50, which is far below the world average of 180. The market size is equivalent to that of China before 15, and it is still in the initial stage of development. At the same time, India is a diversified country with more than 65,438+000 nationalities and more than 2,000 languages. Its land area is the seventh in the world, its population is the second in the world, and its GDP is the fastest growing among big economies. Its young people under the age of 25 account for half of the population.
This means that as the world's fourth largest auto market, next to China, the United States and Japan, the market power that India can release in the future cannot be ignored by any auto company in the world. In 20 18, India surpassed Germany to become the fourth largest automobile market in the world; It is estimated that by 2022, the sales volume of India's automobile market will reach 6 million, which is expected to surpass Japan to become the third largest automobile market in the world.
This investment environment will naturally attract more foreign investors to regard it as an investment destination and a core strategic market. Not only Great Wall Motor, but also Lexus, Mercedes-Benz, BMW and Volkswagen have all settled in India in recent years. So, among these competitors, what is the advantage of Great Wall Motor?
At present, the main automobile companies in India are Maruti Suzuki, Tata, Syndra, Hyundai, Toyota and Ford, which basically constitute India's automobile industry system. It is worth noting that on June 5438+1October 17, 2020, Great Wall Motor signed an agreement with GM to acquire GM's Tarigon factory in India. The acquisition transaction will be completed in the second half of 2020, when the factory will mainly produce Haval brand and Great Wall EV products.
It is reported that the Taligang factory is located in Pune, Maharashtra, a relatively mature automobile industry base in central and western India, about 100 km from Mumbai and about 120 km from Mumbai Newport. It was completed in 2008 and officially put into production in 20 10 and 10, with an annual planned production capacity of138,000 vehicles and157,000 engines (including gasoline/diesel); There are spare parts manufacturers such as Norma, Borgwarner and Magna around.
In fact, the General Motors Tarrigon plant in India acquired by Great Wall Motor was once an important part of the Indian automobile industry system. This means that Great Wall Motor has been rooted in the Indian automobile industry system from the beginning, which is followed by lower production costs. We should know that the fundamental foothold of Great Wall Motor in China's automobile industry structure is its low-cost and high-efficiency operation mode.
Up to now, Great Wall Motor has a 10 vehicle production base and five KD factories around the world. There are KD factories in Ecuador, Iran, Malaysia, Tunisia and Bulgaria. In Baoding, Xu Shui, Tianjin, Zhangjiagang, Rizhao, Pinghu, Taizhou, Yongzhou, Russia and India, we all have full-process vehicle production bases.
Among them, Tula Factory in Russia is the first China brand automobile factory with four technologies overseas, and it is also the largest project invested by China's manufacturing industry in Russia. The Taligang plant in India will soon become the second overseas plant of Great Wall Motor and the tenth full-process vehicle plant in the world.
India, located in the middle of the Indian Ocean, has developed shipping, reaching Southeast Asia and Oceania in the east and the whole Middle East and Asian markets in the west. If localized production can be realized in India, it will be the most important link and key step for Great Wall Motor to expand its global territory again.
Relatively speaking, one advantage of China car companies is their rich experience in "fighting" low-priced and low-end models, which is also a powerful condition for Great Wall Motor to enter the Indian market.
In fact, Great Wall Motor's investment in the Indian market began as early as 20 16, that is, it invested 280 million rupees to set up a research and development center in Bangalore, India, mainly engaged in the development of new energy and autonomous driving software. At present, the number of R&D personnel in India has reached 150. In the future, Great Wall Motor will continue to implement localized research and development, comprehensively upgrade the research and development center in Bangalore, India, and tailor smart security products for Indian consumers.
For the Indian market where electrification has just started, Great Wall Motor is more than one step ahead in technology. In recent years, the "Clean India" policy advocated by the Indian government is highly consistent with the sustainable development goal of Great Wall Motor. Therefore, in addition to vehicle R&D and production, Great Wall Motor also plans to invest in battery R&D and manufacturing in India to build a complete supply chain system, which will be strongly supported by the Indian government.
At the same time, the Indian government has also vigorously promoted the development of smart car industry in recent years. The dominant position of smart phones in China can also reflect that young Indian consumers are very interested in smart technology. At the Delhi Auto Show, Great Wall Motor concentrated on displaying a variety of core components and smart products.
Such as cobalt-free and quaternary batteries, "flat hairpin" electric drive system, intelligent steering DP-EPS series and so on. , which can meet the needs of various matching modes such as pure electric power, hybrid power and traditional power, covering passenger cars, commercial vehicles, logistics vehicles, special vehicles, buses and pickup trucks. Haval intelligent cockpit, Haval safety body, Great Wall EV autopilot technology, laminated process power battery, etc. Can meet the performance and cost requirements of the Indian market; Small and medium-sized energy storage systems suitable for the Indian market can help them build a sustainable energy and power network; "i-Pilot Smart Pilot" will gradually realize the development and mass production of automatic driving system from L3 high-speed to L5 fully automatic driving system.
In terms of technology research and development, Great Wall Motor has always insisted on "excessive investment", focused on effective research and development, and pursued industry leadership. Overseas R&D centers have been set up in Japan, the United States, Germany, India, Austria and South Korea, and a global R&D layout covering Europe, Asia and North America has been constructed with China headquarters as the core. In the next five years, Great Wall Motor will continue to build a global R&D system with an investment of about US$ 5 billion. In addition, China, the United States and India will adopt cooperative R&D mode in the development of autonomous driving systems.
As one of the earliest "going out" China brand cars, Great Wall Motor's understanding of globalization has become more profound and urgent. Next, its investment in the Indian market will cover vehicle research and development, power battery, electric drive, vehicle and parts manufacturing, and carry out comprehensive layout of research, production, supply and sales.
At one time, in China automobile market, which was regarded as a blessed place for multinational automobile enterprises, many brands still suffered from waterloo. In "magic" India, international auto giants have learned more from their "rollover". GM's experience in the Indian market shows that only advanced technology and management experience are not enough. Under the special national conditions, those proud technical strength and advanced management experience are not the key to determining the war situation. Great Wall Motor should also be prepared to pay tuition fees in India.
Since 1997, Great Wall Motor has continuously accelerated its global market expansion by setting up global factories and sales subsidiaries and relying on five regional marketing centers in Central and Eastern Europe, Asia-Pacific, Africa, South America and the Middle East. It has completed the market layout of more than 60 countries and regions and established more than 500 global networks except China.
In Central and Eastern Europe, Great Wall Motor entered the Russian market in 2004, with a market share of more than 654.38+0.2 million vehicles. The Haval brand has more than 80 secondary dealers. Great Wall Motor ranks first among Russian automobile brands in China with an ultra-high growth rate of 289%.
In the Asia-Pacific region, Haval Australia) * * * has 47 dealers, covering the two major markets of Australia and New Zealand, and focuses on the core automobile sales areas such as Victoria, Queensland, New South Wales, Christchurch on the South Island of New Zealand and Auckland on the North Island.
In Africa, Haval South Africa Co., Ltd. (Haval South Africa), as a wholly-owned subsidiary of Great Wall Motor, is responsible for the sales, brand promotion and after-sales service of complete vehicles and auto parts in the South African market. At present, it has 57 secondary sales networks, with sales of1car in 20 1087 1 car, ranking first in the South African market for China brand cars.
Especially since 20 19, Great Wall Motor not only released the strategy of "going out to sea" for the whole vehicle brand, but also realized the first "going out to sea" for the parts brand at Frankfurt Motor Show. Today, Great Wall Motor has sold more than one million vehicles for four consecutive years, including overseas sales of more than 600,000 vehicles. Breakthroughs and staged victories in overseas markets have strengthened Great Wall Motor's determination to continue to focus on globalization.
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