On April 18, the Shanghai Auto Show arrived as scheduled. With the welcome of Qianli and the wedding, the former prosperity returned in a series of press conferences.
In the past few years, under the influence of force majeure factors such as epidemic situation, the global automobile industry has gradually become fragmented. Some people say that car companies that have lost communication have become isolated islands, and everyone is building cars behind closed doors, which seems to be a clear trend and trend.
The automobile industry, which seems to have stopped the epidemic, has actually undergone earth-shaking changes in just a few years, which has also alerted the traditional European giants. At this year's Shanghai Auto Show, the senior management teams of Volkswagen Group, BMW Group and Mercedes-Benz almost all rushed out of Germany. They are anxious to know what happened in this land.
From this, we can see that in the booth of Chinese enterprises in Shanghai Auto Show, luxury brand executives frequently appear in the booths of new car-making forces and independent brands. The booth of Great Wall Motor is definitely the most popular, with the largest number of foreigners. Among them, there are many international friends and businessmen such as Volkswagen and BMW, and there are also an endless stream of overseas media and dealers. According to statistics, more than 300 media and dealers from more than 60 overseas countries and regions gathered at Great Wall Motor.
Why the Great Wall?
Perhaps Great Wall Motor is not the leader in the current market sales, but looking at the domestic automobile industry, objectively speaking, Great Wall Motor is one of the few, which not only has the vehicle manufacturing capacity, but also has a complete spare parts supply system, as well as new energy batteries, hydrogen power research and development, chip research and development, and intelligent driving layout. This is not only the basis for Great Wall Motor to compete in the Central Plains, but also the basis for the company to compete with global auto giants on the international stage.
At the Shanghai Auto Show, Great Wall Motor put the efforts of the Group in the direction of electrification and intelligence on products, and the five major brands showed "muscle" together.
Super hybrid matrix, powerful screen
Running water does not strive for the first place, but it is endless. In the past two years, the domestic automobile industry has changed suddenly, the new energy market has expanded rapidly, and the whole automobile industry has entered a century-old change. Under the turbulent waves of the times, Great Wall Motor is also suffering from the pain of transition.
Products are always the best answer. This Shanghai Auto Show is a concentrated outbreak of Great Wall Motor for a long time. The five brands of Haval, Weipai, Euler, Tank and Great Wall Cannon brought nearly 30 products, among which Super 15 intelligent new energy products made their debut, and many masterpieces made their world debut.
Under the new energy track of pure electricity, hybrid and hydrogen energy, Great Wall Motor aims at hybrid according to the current consumer demand. In 2020, Great Wall Motor introduced DHT hybrid technology, which directly ended the Japanese monopoly on the hybrid market. Today, Great Wall Motor has once again launched a brand-new intelligent four-wheel drive electric hybrid technology Hi4, which can subvert the market, and this brand-new Hi4 technology is the first to be carried on the brand-new Haval Snapdragon MAX.
It is worth noting that in addition to the brand-new intelligent four-wheel drive electric hybrid technology Hi4, Haval Snapdragon MAX will also be equipped with a new generation of Coffee OS intelligent cockpit system and Coffee intelligent driving system, deeply integrating new energy and intelligent cutting-edge technology. It must be said that "global SUV experts" once again lead the times with Haval Snapdragon MAX.
If the overall revival of Haval brand is the cornerstone to stabilize Great Wall Motor, then the launch of Wei brand Gaoshan/Lanshan is another step for Great Wall Motor on the road of high-end brand.
DHL -PHEV in Gaoshan and DHL -PHEV in Lanshan are showing the unique charm of six/seven pairs of flagship of high-end intelligent new energy in a mixed way. As a high-end flagship brand of Great Wall Motor, Weipai has put the most advanced technology in the industry and what it wants to say to users on the car with its profound accumulation. "Technology is often unpretentious, not as cool as sofas, color TVs and refrigerators, but the advantages of technology accumulation are like icebergs under sea level. Once detected, it will wake up like a dream. "
These two models not only redefine the brand, but also represent the expansion of the brand to new categories. New energy+intelligence+high-end MPV/SUV, which is another new impact of Great Wall Wei brand to the high end.
As a category expert, Great Wall Motor has become more and more familiar with the market segments. From the very beginning, the real tank brand shouted the phrase "not only off-road, but also cars".
China's auto market has never lacked followers. The success of an emerging market will always attract countless followers, so will the off-road vehicle market where tanks are located.
Dongfeng Warrior, BYD Want Want and other automobile brands have successively entered the off-road vehicle market segment, trying to rewrite the monopoly of tank brands. At this moment, tank brands have also taken up new energy weapons to defend their market share. At the Shanghai Auto Show, the newly upgraded off-road super hybrid architecture Hi4-T was officially released.
The global pre-sale of tank 500 Hi4-T was started, the global launch of tank 400 Hi4-T, and the joint appearance of tank cross-country new energy family marked the full landing of tank cross-country+new energy technology route, and the tank brand officially entered the new energy era.
Not only that, the pickup truck industry, on behalf of the Great Wall Gun, also brought hybrid products at this Shanghai Auto Show. Based on the Hi4-T off-road super hybrid architecture, Great Wall Motor brought China's first large-scale high-performance hybrid pickup truck, the Shanhai gunner battery life PHEV, and the world's first show of HEV models, which opened a new track for pickup energy utilization and led the pickup industry in China into the 4.0 full-scene intelligent new energy era.
It must be said that the label of "intelligent new energy" is vividly portrayed in a series of brand-new product camps of Great Wall Motor. According to statistics, in the first quarter of this year, the sales volume of 654.38+0.5 million vehicles of Great Wall Motor increased to 654.38+0.5% of the total sales volume, and the proportion of smart cars increased to 886.54+0%. After this round of products went on the market, Great Wall Motor made great strides in the direction of high value and intelligent new energy.
From the outside world, the pace of Great Wall Motor in the field of new energy has slowed down in the past two years. In fact, there is a very clear strategic direction within the group.
Li Ruifeng, CGO of Great Wall Motor, said: "Great Wall Motor is not short of speed, and rhythm is more important than speed. Shanghai Auto Show is the focus of the global market that has been popular for three years. All brands should blossom and show their strength and determination to enter new energy sources. Don't panic if you have surplus food in your heart. "
From the general interests of science and technology to the equal rights of technology.
Just a month ago, Great Wall Motor held a conference on intelligent new energy dry goods, shared the latest technological achievements, and put forward the concept of "returning to the essence and equal rights in science and technology" to build a powerful moat. In the fierce market competition, only by constantly breaking through and innovating can we achieve the future.
With "technology as the cornerstone of transformation", the continuous layout of core technologies such as hybrid power, pure electric power and hydrogen energy of Great Wall Motor in recent two years has begun to release technical potential energy and formed a whole set of forest ecosystem. This also enables Great Wall Motor to quickly feedback according to market demand, and constantly iterate technology to form an interactive and growing ecosystem.
Feng Mu, president of Great Wall Motor, said, "The ecological layout of Great Wall Motor does not start today, but it is harvested today."
Taking the brand-new Hi4 as an example, this system is specially designed for the high-order drive demand of new energy, and has achieved three major technological innovations, namely "new configuration" of three power sources and two-axis hybrid power, "new breakthrough" of iTVC intelligent torque vector control system and "new height" of electromechanical coupling transmission system.
Through the dynamic switching of three engines and nine models and the intelligent energy management system, "four-wheel drive experience, two-wheel drive price, four-wheel drive performance and two-wheel drive energy consumption" are truly realized. Through the equivalent replacement of two-wheel drive products, users can "afford it, drive well, save money and run far" and realize "the best efficiency in all working conditions and worry-free driving in all scenes".
This is also the most direct embodiment of the empowerment of Great Wall Motor's scientific and technological products. Great Wall Motor has always advocated equal rights in science and technology, responded to the volume of the industry with the dimension of technological upgrading, and brought users "more economical, farther and safer" experience innovation with technological innovation. The brand-new Hi4 is the most powerful weapon for Great Wall Motor to break the dilemma.
In addition, the 6×6 super off-road platform technology released by Shanghai Auto Show has strongly broken the monopoly of foreign capital in this field, and achieved an extremely wild "3-axis 6-drive" layout through ingenious design, with 5 electronically controlled differential locks and nitrogen shock absorbers as standard; The non-loaded frame with high torsional rigidity is matched with the front double wishbone independent suspension, the middle and rear five-bar integral axle suspension and the 33-inch oversized off-road tire, so as to realize the full-scene, all-terrain super off-road capability.
More importantly, the 6×6 super off-road platform can perfectly match the pickup truck and SUV body, simultaneously develop the second-class chassis, and expand multi-functional special vehicles and RVs. , to achieve ecological expansion and create a new category of diversified vehicles.
From the outside world, Great Wall Motor's decades of experience has made them experts in building cars. In the face of the sweeping wave of intelligence, Great Wall Motor has long been prepared. For intelligent driving technology, Great Wall Motor has long had the global self-research capability from sensing hardware to computing platform.
At the Shanghai Auto Show, the NOH navigation assisted driving system of Great Wall Motor City was also installed on DHT-PHEV in Lanshan for the first time. Different from some brands' clever use of advanced maps, Great Wall Motor adopted the technical route of "emphasizing perception, recalculating power and neglecting maps", and realized the full-scene travel of "expressway+urban expressway+urban open road".
In terms of intelligent cockpit technology, Coffee OS 2, a new generation of intelligent cockpit system launched by Great Wall Motor, has formed the self-research capability of full-link software such as cockpit OS, self-developed voice, self-developed map/navigation and self-developed visualization algorithm, and laid a system foundation of growth, pluggability, ecological interoperability and software and hardware compatibility.
Intelligence is not the monopoly of the new forces. In fact, the intelligence of Great Wall Motor is leading in function and experience, and it has a profound technical foundation.
Many people in the industry believe that the first half of China's automobile industry will be electrified and the second half will be intelligent. In Great Wall Motor's view, the two can advance at the same time. Under the huge proposition of "intelligent new energy", the leading position of a certain technology and the outbreak of a certain product can't really win the competition.
Only by "grasping the long-term trend and persisting in long-termism" can we win the future, which is also an important reason why the Great Wall forest ecology can harvest breakthrough technologies.
Take the road of long-term doctrine
American writer Spencer Johnson is writing a book. Who moved my cheese? The only constant in the world is change itself. Since then, this sentence has influenced generation after generation and is deeply rooted in the hearts of the people in an era full of uncertainty.
In the difficult period when the old and new times alternate, anxiety and confusion are full of the automobile industry. Price war, public opinion war, war of words ... China auto market has never been so lively.
"If the pricing tide is not in a rational state, there is not a sound business philosophy, there is not a strategic thinking that balances short-term, medium-term and long-term, and even a business operation and profit model cannot be seen, I don't know how long this enterprise can last, and I don't know how long this brand can last. We applaud him now, probably for his "death" in the near future.
Behind Li Ruifeng's sharp words is Great Wall Motor's profound insight into the current price reduction tide of various brands. It blindly follows the trend of price reduction regardless of cost and quality, which will only hurt consumers in the end, which is doomed that the price reduction tide will not last long, and Great Wall Motor is also looking for a balance in this crazy price reduction tide, which is what Great Wall Motor now calls permanence.
How to take the road of permanence has become a must in the eyes of Great Wall Motor.
In the face of the changes of the times, Great Wall Motor reiterated the initial intention of building a car, let conscience build a car back to the essence, let honesty build a car back to the essence, let core technology lead the car back to the essence, and let science and technology achieve equal rights.
"Back to the mainstream" is the cool play of Great Wall Motor in the noisy market. In fact, with the switching of national economic growth rate, the recession of major economies in the world and the change of social concepts in the post-epidemic era, the consumption pattern has changed greatly, and "pragmatism" has returned to the mainstream.
In recent months, Great Wall Motor said in public more than once that "it is necessary to speed up the return to the four major waterways, namely, the main category waterway, the main price waterway, the main level waterway and the main style waterway."
At this Shanghai Auto Show, Haval Snapdragon MAX, Haval second-generation big dog, and the released Blue Mountain DHT-PHEV have all knocked on the door of the most mainstream and popular market.
In the first half of new energy, the competition is the wind. Whoever stands in the air first has the right to speak, and in the second half, it must be based on institutional strength.
Walking fast is better than walking steadily. By 2022, Great Wall Motor has sold more than 6,543,800 vehicles for seven consecutive years. The product structure was rapidly optimized. In 2022, Great Wall Motor's sales of vehicles with a price above 200,000 yuan accounted for 15.27%, and the penetration rate of smart cars was 86. 17%.
Steady operation is the second card of Great Wall Motor after it returns to the mainstream. Facing the uncertainty of the future, Great Wall Motor has enough ammunition in its hands.
Under the dual responsibility of increasing sales and profits, the long-term accumulated forest ecology has also successfully ushered in a technological explosion in the critical period of transformation, which has provided strong support for product empowerment.
At this moment, what Great Wall Motor presents to the outside world is clear strategic thinking, calm market mentality and steady management. With the outbreak of the concentration of transformation products under technology empowerment, Great Wall Motor will also follow the trend and start a new round of future-oriented cycle.
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