Perhaps it is the shrinkage of the overall market, perhaps the exhaustion of the old system after industrial upgrading, or perhaps the cleaning up of inventory. At the beginning of March, the automobile circle was experiencing an intensified price war. On March 10, Great Wall Motor held the "Smart New Energy Dry Goods Conference", which was the best response to this price war.
Is it interesting to fight price wars? It's too superficial. The practice of Great Wall Motor is obviously that it does not love "this war", but moves towards "new" and seeks the future.
Different "playing methods"
Of course, the practice of Great Wall Motor is not entirely "watching the battle", but also adopts a higher level of "playing". First, from the technical level, so as to further move towards the road of price advantage, which is the most direct embodiment of Great Wall Motor's adherence to the practice of "making technology realize equal rights".
Therefore, Great Wall Motor has defined four directions: adhere to the "main category waterway, main price waterway, main level waterway and main style waterway".
The new intelligent four-wheel drive electric hybrid technology Hi4 is undoubtedly the strongest support. In the original words of Great Wall Motor, this highly subversive innovative technology will have "four-wheel drive experience, two-wheel drive price, four-wheel drive performance and two-wheel drive energy consumption". In the future, the two-wheel drive products will be replaced equally, so that users can "afford, drive well, use sparingly and run far".
As we all know, due to the structural form, the price of four-wheel drive models is often higher than that of two-wheel drive models, and the fuel consumption will also increase. So how did Great Wall Motor do it?
To put it simply, the subtlety of the new Hi4 electric hybrid technology lies in the in-depth research and development of P2 hybrid technology, and the addition of a P4 rear-drive motor, the cost of which is not only lower than that of P 1+P3 and P 1+P3+P4, but also realizes low-energy four-wheel drive.
This wise move enabled Great Wall Motor to control the cost scientifically from the technical level. It is no longer necessary to attract users through the "price war" of killing one thousand enemies and paying 800 yuan, but to really impress users through the technical advantages of products at a higher level. Facing the future, when the new Hi4 truly achieves technological equality and the four-wheel drive is closer to the people, users will naturally have a healthy growth. After all, the price of two-wheel drive can buy a four-wheel drive model, and everyone knows how to choose.
If the pattern of cars in China market is changed from Haval brand to SUV model, then the new Hi4 is equivalent to making the traditional two-wheel drive SUV model no longer have a competitive advantage in the future. According to the official statement of Great Wall Motor, all its new energy products will be fully popularized in 2024, thus entering the "national electric four-wheel drive era".
Having said that, we also want to praise Great Wall Motor as the leader of SUV. At the conference of smart new energy dry goods, Great Wall Motor said that in the future, the new Hi4 technology will be open source for the whole industry market, allowing more brands to join hands in the era of smart new energy.
Why layout "forest ecology"
If the brand-new Hi4 technology can be used as a means to deal with the recent "price war", then Great Wall Motor has done more than that in the era of vigorous development of new energy, and the "forest ecology" laid out in advance is the future of Great Wall Motor.
What is "forest ecology"? Simply put, it is to lay out new energy, intelligence and other industries in an all-round way with the whole vehicle as the core. Multi-industry, multi-field and multi-technology build a dense ecological "forest" and realize interaction, thus constantly evolving into an ecosystem of the whole industrial chain.
For example, in the field of new energy, Great Wall Motor has achieved leading technology landing and mass production in the fields of on-board power supply, photovoltaic, hydrogen energy and other fields with the help of honeycomb energy and honeycomb easy-to-build enterprises under the "forest ecology" system, and bid farewell to the technical "stuck neck" problem.
Previously, Great Wall Motor has released its 2025 strategy and plans to achieve complete carbon neutrality in 2045. Behind this goal is the new energy layout in the "forest ecology". At present, Great Wall Motor has built an industry-leading energy system of "photovoltaic+distributed energy storage+centralized energy storage", which has provided a guarantee for the green transformation of electricity and the realization of double carbon targets.
For new energy sources, electricity is not the only form of energy. Therefore, Great Wall Motor has established a three-track parallel development strategy of hybrid power, pure electricity and hydrogen energy. And completed the whole value chain layout of "solar energy-battery-hydrogen energy-vehicle power supply". Take hydrogen energy as an example. At present, it seems that most domestic car companies have not taken action, but Great Wall Motor has already developed an integrated industrial chain model of "manufacturing-storage-transportation-addition-application" and has become one of the earliest vehicle companies in China to set foot in the field of hydrogen energy. It can be said that the "forest ecology" of Great Wall Motor has seized the commanding heights of new energy technology through the preliminary layout, and accelerated the transformation of new energy while deepening the layout of the whole value chain of new energy.
When it comes to new energy, the public will equate new energy with intelligence. Intelligentization is also a major field of Great Wall Motor's "forest ecology". To say that the most direct place for users to perceive intelligence is undoubtedly intelligent driving assistance.
Now, Great Wall Motor has developed the first car camera with17 megapixel photosensitive chip in China, and independently developed a platform with high computing power. Both of them have built an intelligent driving hardware architecture, which is also an impressive technical "achievement" under Great Wall Motor's "forest ecology" system.
Under the strong hardware architecture, Great Wall Motor is also committed to vigorously promoting the data intelligence system, such as Mana Snow Lake, Snow Lake Oasis, and coffee smart city NOH. In the end, they will all return to the "essence", that is, better serve users and bring users a safer and smarter car experience. This also confirms the sentence of the Great Wall, "Let the car return to the essence and let science and technology realize equal rights".
As Mu Feng, president of Great Wall Motor, said, "The ecological layout of Great Wall Motor does not start today, but it is harvested today". With strong technical reserves, Great Wall Motor has been able to fully transform new energy sources without hindrance.
At this point, we found the foresight of Great Wall Motor's "forest ecology". In the era of comprehensive transformation of new energy, "forest ecology" is more like a dense forest of new energy, intelligence and technology. Whatever you need, you can find towering trees in this vast forest. This is the most powerful "card" that Great Wall Motor showed on the new energy track.
Braving the wind and waves to be the "New Great Wall" in the new energy era
When the global auto market turns old and new, we can always hear the "difficulties" of many car companies. The key is how to meet the difficulties. Take Great Wall Motor as an example. In 2022, the cumulative sales volume of Great Wall Motor was1067,500 vehicles, down 16.66% year-on-year. In sharp contrast, in 2022, China's new energy vehicles still maintained explosive growth, with annual sales reaching 6.887 million, up 93.4% year-on-year.
The data shows that in 2022, the sales volume of new energy of Great Wall Motor was only13180,000 vehicles, accounting for only 12.34% of the total sales volume of Great Wall Motor.
Maybe you will come to a conclusion, that is, is Great Wall Motor really slow in the ever-changing new energy era?
The success of the new energy dry goods conference is like a swearing-in conference. It can also be understood that Great Wall Motor's new energy development road is not only fast, but also far. Great Wall Motor is not concerned with the immediate sales data, but with the "new" development at a higher level. Next, what will Great Wall Motor do with its strength?
Judging from the official goal of Great Wall Motor to build new energy, Great Wall Motor's intelligent new energy should be more economical, farther and safer, which is different.
The direction of high-end, intelligence and luxury will not waver.
For the long-term development of Great Wall Motor, product strength is always king.
"Keep in mind the initial heart before you can travel far." In 2023, the sales target of Great Wall Motor is 6.5438+0.6 million vehicles, and the sales volume of new energy is planned to quadruple. The future has come, and the grand plan has been displayed. Great Wall Motor plans to launch more than 10 heavy-duty new energy vehicles this year. And the scale of such products is unprecedented.
It can be said that the deep-rooted Great Wall Motor has made all-round preparations. Facing the era of intelligent new energy, Great Wall Motor will grasp the long-term trend, be firm and long-term, stick to the initial intention of building a car, face the new environment, new market and new era, and embark on a road of independent innovation that truly belongs to Great Wall Motor.
Li Duojun's words:
While looking up at the Galaxy, Eta Ursae Majoris and Deep Blue Dream, Great Wall Motor also gave us a deep-rooted science and technology "forest" with the "Intelligent New Energy Dry Goods Conference".
In the past, whenever we talked about Great Wall Motor, we always felt the importance of marketing innovation for its fancy named product sequence. Nowadays, we are more willing to admire the early layout and forward-looking planning of Great Wall Motor and create a ready-made intelligent new energy era.
Facing the special period of changing from oil to electricity, Great Wall Motor and New Energy are no longer the fledgling New Energy of the Great Wall, but more like the Great Wall, where we know ourselves and attack new energy at full speed. Therefore, we always believe that Great Wall Motor will continue to stick to its original intention and go further.
This article comes from Che Yi, the author, and the copyright belongs to the author. Please contact the author for any form of reprint. The content only represents the author's point of view and has nothing to do with the car reform.