Weipai automobile advertising language

In the second half of last year, Harvard changed the slogan of "SUV leader" to "new energy SUV expert", and Harvard's second-generation big dog was also the first answer sheet handed over in 2023. The starting price of 1.5T PHEV model is 162800, which is a little lower than BYD Song PLUS, which is also 1.5T PHEV, and even uses its own model as the background board.

The Great Wall, which runs with the attitude of "life and death" crisis, finally abandoned the last reserve in the face of the current price reduction tide.

Full electrification of tiger's mouth feeding

After the second generation of Haval big dog goes on the market, Haval big dog will not stop selling. These two models are not simple iterations. In terms of vehicle size, the positioning of the second generation big dog with a length of 4075 mm, a width of 1908 mm, a height of 1780 mm and a wheelbase of 28 10 mm is at least half a level higher than that of the big dog, but the price difference is very small.

Qiao Xinyu, executive deputy general manager of Haval brand marketing, once said that the user's sensitivity to price has dropped to 6,500 yuan, and accordingly, product differences should be gradually refined, which explains the layout of Haval's "wide-cast net" products to some extent. Only models with their own product lines can survive in the cruel market.

The 9-speed wet dual-clutch gearbox has also become the standard for 2.0T vehicles (from 65,438 to 037,800). It can be said that the Great Wall spared no effort in investing in the second generation of big dogs. However, the focus of this listing is on two PHEV models. Compared with the same model, their cruising range is 50 kilometers (94 1 kWh, the price is 162800 yuan) and 105 kilometers (19.94 kWh, the price is1respectively.

Great Wall's self-research, supply system and the scale brought by a huge user base constitute Haval's cost advantage, so the sales of over 65,438+00 models on the same platform have not squeezed Haval in resources, but it is difficult for users to tell the difference in the car sea for a while.

CGO· Li Ruifeng, Chief Growth Officer of Great Wall Motor, defined this moment as "the stage of the marathon". From a long-term perspective, the contradiction between profit and share does not need to be considered at present.

PHEV gave Harvard a chance. In the price range of 1.5-0.2 million, the production capacity of new energy vehicles is as high as 2 million, and the penetration rate is also the highest, reaching 34% in 2022 and expected to exceed 45% in 2023. However, in this level of market, except BYD, there is almost no enterprise layout. After users decide to buy new energy vehicles, they will find that they have no choice but BYD, which has made BYD brilliant in 2022 to some extent. The listing of autonomous hybrid models such as Haval's second-generation big dog will undoubtedly stir this market.

The other is still in its infancy, ranging from 10 to150,000 yuan. In this market, the penetration rate of new energy is only 65,438+065,438+0%, and Harvard undoubtedly hopes to seize this market quickly. Haval A07 and B07 are both depth charges.

2023 is Harvard's product year. In addition to the second generation of big dogs, six new energy vehicles will all be unveiled. Press the acceleration button of new energy transformation. According to the plan, the proportion of sales of Haval new energy vehicles will increase to 80% in 2025, and fuel vehicles will be discontinued in 2030.

Say goodbye to "oil and gas in oil"

In the past ten years, Harvard has tasted the ten years of SUV bonus. Harvard said that "satisfaction" was the main reason why it was invincible in that decade. Harvard believes that after the stage of pure cross-country and camping, "the next decade will be a decade of light cross-country." Long battery life and outdoor power consumption are the most important features of this era, and the technical characteristics of plug-in hybrid just meet this demand.

The listing of the second generation of big dogs gave Harvard an opportunity to change the user operation mechanism. "Ha Dog State" used to be the exclusive driver's club for big dogs, and will become the family driver's club for dogs in the future, reshaping the user's ecological circle through ethnic upgrading, ecological upgrading and gameplay upgrading. The "Ye Chao Tribe" plan announced at the press conference will further popularize "light cross-country", and it is estimated that the number of users of "Dog Gang" will exceed 654.38 million+this year.

In June this year, 5438+ 10, many senior executives of Great Wall changed their posts. Qiao Xinyu, who was transferred from the deputy general manager of Weilai brand to the executive deputy general manager of Haval brand marketing, often burst out with golden sentences that sparked heated discussions. He admits that Harvard did not keep up with the pace of electrification at the product level last year. In addition, store decoration, auto show layout and other subtle details also profoundly affect the purchase behavior of users and the absorption of new energy dividends by enterprises.

Therefore, in view of the acceleration of new energy, Harvard will establish a sales channel independent of fuel vehicles and put it in the same strategic position as products. Starting this year, 35% of Haval's dealer stores will only focus on new energy sales, and the new stores will be different from the existing fuel car stores in exhibition hall design and workflow. It is necessary to make Haval a "tram brand" so that users who choose trams will not pass Haval before buying a car.

Keep fresh and serious.

It can be clearly felt that Qiao Xinyu's unique views on new energy marketing are injecting bold transformation vitality into the young "dog category". Keeping fresh at all times is also the fundamental quality of the "dog category" model to quickly accumulate 230,000 users.

In the past two years, both the new and used car markets have shown signs of reaching the peak. The stability of the two markets basically indicates that the China automobile market has entered the third stage. The desire to buy a car after 1995 and 00 is decreasing, and the total market capacity is basically stable. The rapid growth of new energy is not a certain event.

Therefore, calmly, the cruelty of the automobile market is not only an intensified price war, but also a deeper confrontation situation of "life and death", and profit is the goal under the long-term doctrine.

Affected by the shortage of chips and the shrinking SUV market, Harvard experienced a difficult year in 2022, but at present, it is extremely urgent to quickly occupy market share, even at the expense of money. Halfway through the knockout stage, the flavor of the finals is getting stronger and stronger.

Another interesting detail is that the configuration name of Haval's second-generation big dog does not follow the playful style of the big dogs "Husky" and "Labrador", but clearly indicates the power and endurance.

At the critical moment of "deciding life and death", Harvard became serious, and living to death will also become the key word of every brand in 2023.

This article comes from a good author in Che Yi, and the copyright belongs to the author. Please contact the author if reproduced in any form. The content only represents the author's point of view and has nothing to do with the car reform.