AutoBeta(AutoBeta.net)07/02 Report--

On July 1, Weibo released its June new energy sales figures, which showed that Great Wall sold 26643 new energy passenger vehicles in June, up 110.1% from a year earlier. From January to June, the cumulative sales of new energy was 93069 vehicles, an increase of 46.4% over the same period last year.

It is understood that at present, the Great Wall's Harvard, Euler and Wei Brand brands involve a series of new energy products. Specifically, Harvard New Energy sold 10026 vehicles in June, and the New Energy Owl Dragon series sold 6098 in June, an increase of 3010 compared with 3088 in May. Otherwise, we can see that with the blessing of new models, it has played a role in promoting the growth of the Harvard brand. In fact, after entering 2013, the Harvard brand sales in the first few months are not ideal, the relevant data show that: from January to April 2023, Harvard brand sales of 178037 vehicles, a year-on-year decline of 9.11%.

To this end, the Harvard brand has also been adjusted. On March 27, Great Wall named the Harvard brand "Hafron Network", and its new energy vehicle products will use independent sales channels to distinguish them from fuel vehicle products. On May 9, Harvard Owl Dragon / Owl Dragon MAX launched, both models are plug-in mixed models, in which Harvard Owl Dragon locates the compact SUV, which focuses on the mainstream consumer market, with a price range of 13.98-156800 yuan. Qiaolong MAX locates medium-sized SUV, focusing on the high-end market, with a price range of 15.98-179800 yuan.

According to official sources, the owl dragon will also launch pure electric models at the end of the year, when the product matrix of pure electricity + plug-in power will also bring stronger competitiveness to the Harvard brand.

Sales of Wei Brand, a high-end brand of Great Wall, continued to grow in June, following a surge in May, with sales of new energy up 14.42 per cent from a month earlier to 6602 vehicles. Relevant data show that Wei Brand, founded in 2016, is the first high-end brand launched by Great Wall Motors. At the beginning, it was named as "VV+ Digital", and the launch of VV5, VV6 and VV7 models ushered in a highlight period. According to the data, the annual sales of WEY from 2017 to 2018 were 86000 and 139500 respectively, but the good times did not last long, and then declined in successive years, falling to 100000 and 78500 respectively from 2019 to 2020, down 28.28% and 21.53% respectively from the same period last year.

In 2021, Great Wall made a strategic adjustment to Wei Brand, defining the brand positioning of Wei Brand "new generation smart car", introducing coffee intelligent platform and intelligent hybrid DHT scheme, and launching a variety of coffee series models such as Mocha, Macchiato and latte, however, the product renovation still could not increase sales.

After entering 2023, Wei brand sales are still inconspicuous, the cumulative sales of Wei brand in the first quarter of this year was 3403 vehicles, a year-on-year drop of 76.18%. In response to poor sales, Wei Brand launched a new model "Blue Mountain DHT-PHEV" on April 13, with a total of two models with a price range of 27.38-308800. The introduction of new models also brought a glimmer of life to Wei Brand. In May, sales of Wei Brand rose sharply, with monthly sales of 5770 vehicles, an increase of 128.97% over the same period last year, making it the largest growth brand under Great Wall Motors. Wei Brand Lanshan DHT-PHEV5 had monthly sales of 5136 vehicles, contributing most of Wei Brand's sales.

The launch of the new model has achieved remarkable results. Wei Brand launched the new Wei brand mocha DHT-PHEV model on June 1, with a price of 231800 yuan. As a medium-term revamped model, the new Mocha DHT-PHEV is equipped with the latest family design style, with the shadow of a small Blue Mountain. With the launch of new models of Wei Brand, its sales may continue to grow in July.

The Euler brand sold 10015 vehicles in June, down 601 from 10616 in May. As the only pure electric brand under Great Wall, overall sales did not increase much after 2023 due to the absence of new models. Euler brand has always been the main source of sales of Euler black cat and white cat two low-cost models, priced within 100000 yuan has won the favor of many female car owners in the market. However, due to cost pressure, Euler stopped production of two models, resulting in a sharp decline in sales of the Euler brand. In addition, due to the "core door" incident of the good cat model, the performance of the Euler brand in the market continues to shrink. Although the Euler brand stopped selling black and white cats, it launched lightning cats and ballet cats one after another, but the sales of both models are not satisfactory.

In order to increase sales, Great Wall adjusted the Euler brand. On March 22nd, Great Wall announced the formal integration of the Euler brand and the salon brand, and the first model of the salon brand, the machine nail dragon, will be displayed in the Euler APP. Fu Xiaokang, vice president of Great Wall Automobile, said: "after the adjustment, Euler and Sharon adopt a dual-brand operation model to further concentrate superior resources, comprehensively improve operational efficiency and coordination, and better cope with the fiercer competition in 2023. We will do a good job in the three battles of globalization, high-end and new energy." Such a drastic reform shows Euler's eagerness to "seek change". However, in terms of June sales, the effect of the change is still limited.

According to the official plan, Great Wall has a sales target of 1.6 million vehicles in 2023, of which the penetration rate of new energy vehicles has reached 40 per cent, which also means that Great Wall has a target of 640000 new energy vehicles this year. According to relevant data, Great Wall sold 93069 new energy vehicles from January to June, only 14.54 per cent of the target. If the target of 640000 vehicles is to be achieved, the average monthly sales of new energy will exceed 90, 000 vehicles in the next six months, which is basically difficult to achieve at present.

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