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Wei Jianjun responded to the decline in Harvard H6 sales: malicious competition brings chaos

2024-06-25 Update From: AutoBeta NAV: AutoBeta > News >


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On May 26, Great Wall Chairman Wei Jianjun personally test-drove the new Harvard H6 in a live broadcast. During the live broadcast, Wei Jianjun, chairman of Great Wall Motor, was asked about the reasons for the decline in Harvard H6 sales. Wei Jianjun said that although Harvard H6 is no longer the champion, but does not regret it, Harvard H6 sales decline because there is a lot of disorderly competition, malicious competition to bring chaos to the industry, but Great Wall Motor has a bottom line and will not participate. Wei Jianjun also said that he paid tribute to Li Shufu, chairman of Geely holding Group, that Harvard was just to do what he wanted to comply with the regulations. The Harvard H6 will become the most glorious model in the history of the Great Wall. In the future, the Harvard H6 will still undertake the important mission of the Great Wall, and the new car will bring more surprises to everyone.

Harvard H6 is an epoch-making model of Chinese automobile brand and Chinese automobile market. It breaks the monopoly market position of joint venture SUV and remains the best-selling SUV in China for many years in a row. In 2011, Great Wall launched the Harvard H6 model, which competed with the then popular Honda CR-V, Toyota Rongfang and other joint venture compact SUV, which topped the list of SUV sales in China for a decade in a row, allowing more consumers to realize their SUV dreams. However, with the rapid rise of new energy vehicles, electric and intelligent products begin to be favored by consumers. Harvard H6's market position is threatened, and its sales continue to decline, from the highest monthly sales of more than 80, 000 to less than 10, 000 at present, and has slipped to more than 20 in the ranking of SUV sales.

Not long ago, Li Ruifeng, CGO of Great Wall, wrote that at a recent internal meeting, Wei Jianjun once again criticized Harvard H6's marketing strategy, accusing stakeholders of lack of user thinking and market sensitivity. To this end, Li Ruifeng reflected from three major aspects. First, Wei Jianjun went to the front of the stage, but the team did not keep up. Secondly, Harvard H6 once enjoyed the dividend of market take-off, but also lost the motivation for reform and innovation. Finally, the most important thing that Harvard H6 needs to change is to implement comprehensive To C.

Wei Jianjun pointed out that despite the continuous technological advances in the Harvard H6, such as the advanced 2.0T engine and 9DCT gearbox, as well as the award-winning Hi4 safety system, these selling points have not been effectively passed on to consumers, marketing strategies have failed to highlight these technological advantages, resulting in a lack of market perception, and "no marketing" is not just on this car, which exposes the shortcomings of the entire marketing team.

At the 2024 Beijing Auto Show, Great Wall officially unveiled a new generation of Harvard H6. It is understood that this is the fourth generation of Harvard H6 since its birth, the new generation of Harvard H6 based on the Great Wall lemon platform, using a new design, trying to revive sales through product upgrades. However, the new generation of Harvard H6 is still dominated by fuel vehicles, still equipped with 1.5T and 2.0T turbocharged four-cylinder engines, but the parameters have been improved. The maximum power of the 2.0T engine has increased from 155 kilowatts to 170 kilowatts, and the maximum power of the 1.5T model has been adjusted from 110 kilowatts to 130 kilowatts. The transmission system is expected to match the 7-damp double-clutch gearbox and still use the rear multi-link suspension.

In addition, Wei Jianjun mentioned again in the live broadcast that Great Wall Motor should adhere to bottom line thinking and long-term doctrine. For the offshore business, he set a sales target of 500000 for the Great Wall. In 2023, Great Wall Motor made a record of 314000 cars at sea, an increase of 82.37% over the same period last year. Wei Jianjun stressed that going out to sea is not a technical issue, but a legal and cultural issue. "the Great Wall is very strictly controlled in compliance. I saw that Brother Geely Li Shufu said two days ago that he was also talking about long-term doctrine, and I agree with him."

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