Wei brand slogan

"At that time, we always admired and even admired foreign investment, so we always spared no effort to make technological breakthroughs." In the documentary of Great Wall Motor, Wei Jianjun's words showed the unconvinced attitude of independent brands, and also prompted Great Wall Motor to speed up its U-turn.

Yes, for a long time before, the lack of technical ability of independent brands made independent brands have been passively defending in the encirclement of joint ventures and were exhausted. Those "careerists" from all corners of the country are carrying out large-scale market radiation and value transmission with unscrupulous technology accumulation, and establishing unparalleled brand influence and discourse power.

However, things have changed, and the flag of Chengtou Dawang has been turned over. The core technology, intelligent solutions and channel service system of Sandian are constantly reshaping the original industrial chain. Independent brands show unparalleled innovation and revolution, and the cry of subversion echoes repeatedly in the automobile market.

Weilai brand Blue Mountain was born in the Great Wall.

As the core brand of Great Wall Motor to promote high-end, Weilai brand naturally launched a direct challenge to the previous market order and value system, and completed the value breakthrough from "admiration" to "head-up" and then "transcendence".

1On the evening of March 4th, Weilai brand Lanshan DHT-PHEV went on the market, and the new car * * * launched two models, the four-wheel drive long-life version and the two-wheel drive long-life version, with the prices of 308,800 yuan and 273,800 yuan respectively.

The product intention of Blue Mountain DHT-PHEV is very clear, that is, to blow the high-end charge again, not afraid of price war, reshape the price system, plunge into the 300,000-level core area and become a deep-water bomb for Weilai brand to fight against the world and achieve breakthroughs.

A few years ago, Big Six was a "product forbidden zone" for independent brands. Under the pressure of a group of "old aristocrats" such as Highlander and explorers, the living space of autonomous medium and large SUVs is limited to the level of 65.438+10,000 yuan, which is carefully measured by "cost performance".

Think about it carefully. After 20 16, independent brands have come to a fork in the road, and those "cottage brands" that still go their own way have gradually come to a dead end, while truly future-oriented independent enterprises are constantly tempering their own supply chain and manufacturing advantages, completing the comprehensive evolution of system capabilities, and quick march is moving to the high-end market. In this process, the medium and large SUV market is an indispensable strategic map.

Nowadays, the "product and technology" gap between independent brands and joint venture brands has been quickly bridged, and the brand belief of traditional giants has slowly collapsed.

At this moment, when Weilai brand realizes the key balance between technology and cost with the world-leading hybrid DHT system and coffee intelligent technology, and this balance is completely consistent with the brand appeal of Weilai brand and the structural adjustment of market demand, a wonderful "chemical reaction" will naturally occur, and the crystallization of this reaction is Blue Mountain DHT-PHEV.

From the very beginning, Wei Pai, who was determined to "end the era of joint venture brand profiteering and lead China brand upward", may not have been smooth sailing, but from Mocha to Lanshan, Wei Pai has established a strong market awareness and brand image through exploration.

In the treacherous industrial chain, stories about breakthroughs have been staged one after another. From R&D and manufacturing to product positioning, from brand reputation to market strategy, Weipai has accumulated enough upward power in the practice of building cars for many years.

Wei school, regain the right to speak from the new forces.

This upward force is not only breaking through the technical siege of joint venture brands, but also subverting the value of new forces to build cars. The wave of transformation is surging forward, while Weilai brand Blue Mountain DHT-PHEV is less impetuous and more focused, and spares no effort to interpret what "traditional new forces" should look like.

Undeniably, in the intelligent age, when new forces such as ideals shouted the slogan of "precisely defining products", Weilai was in a slightly passive position, but Weilai's turning speed and coping mechanism were surprisingly fast.

Weipai Lanshan DHT-PHEV is almost the most sincere product that Great Wall System can produce at present. It is not a cunning follower of the market, but accelerates innovation in self-developed technology, product experience and user operation, strictly controls quality control step by step from R&D and manufacturing, occupies the commanding heights of the high-end new energy market with super-mixing and high-level intelligence, and regains the product discourse right of the "Big Six" from the hands of new forces, thus completing the counterattack and transcendence of the two dimensions of sales volume and brand.

In fact, if you think about it carefully, Weilai Lanshan DHT-PHEV is not the integration result of Great Wall Motor for one or two years, but the evolution and transformation over the past 30 years. "If an enterprise has no ecology, it will become a part of ecology", which is the most profound industry summary of Baoding automobile enterprise with more than 30 years of experience in vehicle manufacturing, complete manufacturing R&D system and long-term persistence in "over-investment".

This hard-won industrial accumulation is by no means comparable to the new forces of making cars with unique scenery. When Wei Pai gambles on all the pride and glory and sets foot in this crazy place, all the glory of the so-called "joint venture predecessors" will fade away with the wind, and the so-called "back wave" defense line constructed by software technology and internet thinking seems to be hard to say.

Sometimes it must be admitted that in the complicated automobile industry chain, some links can be solved by increasing investment, while some parts can only be "precipitated" by market inspection and technology accumulation year after year.

As Chen Siying, CEO of Weilai, who just took up his post, said, "The technological advantages are often not obvious, not as cool as televisions and refrigerators, but they are like glaciers under sea level. Once detected, it will wake up like a dream. "

In this way, if we have to give DHL -PHEV an industry significance, then its appearance is an important turning point of Weilai brand, from quantitative change to qualitative change, from length to thickness, from growth to maturity. It re-established the strategic anchor point for Weilai brand with brand-new product value and price system, and it was also the "initiator" who led the "traditional new forces" to accelerate into the next stage.

Ideal, you don't understand

Of course, looking back at Blue Mountain DHT-PHEV, besides the 32-year experience of Great Wall Motor, it is also the undisputed upgrading speed of new energy and the convincing competitive strength of the product itself.

When defining "six-seat comfortable electric SUV", Blue Mountain DHT-PHEV accurately aimed the gun at the ideal L8. Undeniably, in terms of product logic, user positioning and system engineering, Ideal L8 does have its own uniqueness, which is the core driving force for it to seize the market.

Just as Xiao Peng pointed out on the social platform, "In the highly competitive global market, non-FMCG industry and 2C unprotected field, which good product can gain advantages or barriers in the medium and long term through accurate positioning."

In a pile of questions, ideals are never irreplaceable. When we haven't fully established our own brand moat in terms of technical system, manufacturing and after-sales service, the so-called precise positioning is actually more like a weakening BUFF. You can position yourself like this, and I can do it in the future.

No, Blue Mountain DHT-PHEV strode forward, shouted a better product slogan than "the best SUV within 5 million" and broke into the ideal product positioning circle, which is bound to have a certain impact on the ideal technical route and living soil.

In terms of specific product strength, Weilai brand Lanshan DHT-PHEV has obvious advantages over the ideal L8 in terms of body size, with the length, width and height of 5156x1980x1805mm respectively, and the wheelbase of the three-row SUV reaches 3050mm, which determines the wheelbase of the effective seating space. DHT-PHEV in Lanshan is 45 mm longer than the ideal L8. According to the unique internal cabin route planning of Blue Mountain DHT-PHEV, the internal space is close to 5 square meters.

If we only consider the size of the car body, it will inevitably be too superficial. What really separates us from the ideal L8 is the comfort design, the utilization ability of space, the advanced degree of power system and the guarantee ability of safety system.

In terms of ride comfort, Blue Mountain DHT-PHEV accurately captures the pain points of various areas in the car, from "self-driving" and "goddess co-driving" in the first row to "comfortable living room" in the second row and then to "spacious and comfortable space" in the third row.

For example, in the co-pilot position, the Blue Mountain DHT-PHEV comes standard with zero-gravity seats, and seat massage/ventilation/heating are available. The large-size soft-light cosmetic mirror and the large-size open storage space under the auxiliary instrument panel also take into account the high-frequency use scene of female users at home to the greatest extent.

For another example, balancing the comfort of the second and third rows has always been the "unspeakable pain" of the big six-seat model. Napa leather seats in the second row of Blue Mountain DHT-PHEV are also equipped with ventilation/heating/massage functions, and exceed the ideal L8 in details such as seat width, two rows of small tables and sunshade.

In addition, the width of the bottom of the central aisle in the second and third rows will be much wider than the ideal L8, and with the sitting height of 340mm, the "small bench" in the third row of the traditional SUV will be completely thrown out of the car.

In terms of power system, the world-leading hybrid DHT power system equipped by Blue Mountain DHT-PHEV has obvious advantages such as high performance, full scene and long battery life. Judging from the paper data, Blue Mountain DHT-PHEV is far ahead of the ideal L8 in terms of maximum comprehensive torque, 100 km acceleration and comprehensive endurance.

Of course, such a complex and sophisticated structural system requires long-term reserves of technologies such as engines, motors and gearboxes. This time-saving technical accumulation has given Wei Pai the confidence to increase the program's "charging like a dragon and feeding like a worm" and the confidence to overtake in corners on the new energy battlefield.

In the field of intelligence that the new forces are proud of, Blue Mountain DHT-PHEV is even more afraid to relax and always ready. With 26 hardware sensors, Blue Mountain DHT-PHEV has built an omni-directional perception capability, equipped with L2+ high-order assisted driving capability, and can complete high-order intelligent driving functions such as intelligent parking and lane-level navigation.

At the same time, Coffee OS 2, the latest generation intelligent cockpit system of coffee intelligence carried by Blue Mountain DHT-PHEV, has also achieved comprehensive evolution in multi-mode interaction, map navigation, audio-visual entertainment, ecological services and scene engine. People say that the first half of this competition is electrified and the second half is intelligent. When every family is scrambling to show their smart cards, Wei Brand seems to have a well-thought-out plan.

If Weilai's transformation still shows some hesitation because of the previous deep adjustment, then when Weilai gradually walks out of the ecological running-in period and forms a stable system, with the support of balanced product layout and all-round industrial chain building, Weilai, which has adjusted its waterway, will surely usher in an unprecedented transformation acceleration in generate.

"Seven years of martial arts is an introduction, and thirty-two years of martial arts is a master. The depth of martial arts is the biggest difference between the' car school' and the' capital school'. " In the tide of the times, Weipai has never stopped innovating, constantly improving and iterating technological achievements and consolidating the value chain system, which is the most precious place for DHL -PHEV and Weipai in Blue Mountain.

I think it is this powerful product strength and the spirit of never stopping and constantly challenging the intrinsic value that is the spiritual core of the slogan that Blue Mountain DHT-PHEV is superior to "the best SUV within 5 million".

When the wheel of the times came to a fork in the road, DHL PHEV and Weipai both showed their best state and were ready to meet the challenge of renewal. The pre-order of Blue Mountain has exceeded 1 10,000 vehicles, which is the best answer given by Wei Pai to this era.

This article comes from the author's automobile commune, 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.