Editor/Zhang Nan
Design/Zhao Haoran
If you choose an automobile product as a representative every year, more than half of the year 202 1 can be regarded as the year of tanks. In other words, the new brand tank became a phenomenal product in the automobile industry on 202 1.
Since its listing in March, under the cloud of lack of core, the highest monthly sales volume of Tank 300 has rushed to 7,000 vehicles. From June 5438 to July, the cumulative sales volume of tank 300 reached 38543, with an average monthly sales volume of over 5000. This is still just a product.
Under the hot sale, the tank brand also began to expand in Zhang Zhilu step by step. According to the market layout and insight of Great Wall Motor, the tank brand was officially announced. From a platform, a model has become the fifth largest brand of Great Wall Motor, focusing on the off-road SUV market.
In the plan of Liu, the general manager of tank brand, the tank brand will be born in the world, based on the China market, and quickly lay out the global market. By 2025, it will hit the goal of global sales of 500,000, achieve the first market share of off-road SUVs in China, and (challenge) become the largest off-road SUV brand in the world.
According to the current selling trend, it seems only a matter of time to achieve this year's small goals. Since the 20 18 automobile market entered the stock competition, whenever a new brand appeared, it would arouse doubts from the outside world, but the arrival of tanks seemed so logical.
For China automobile industry, the significance of tanks is not to add a hot-selling model, but to add a brand-new category that can give consideration to off-road and comfort at the same time. China brand has finally opened a new field of non-just-needed vehicles.
For consumers, most automobile products are just needed. Cars, SUVs and MPVs are all used to meet various daily travel needs, even expensive high-end cars and luxury cars are just needed by high-end people. But tanks not only meet the needs of daily travel, but also live a free life.
For these special products, designers and producers not only need to meet the basic quality and performance, but also need to meet the deeper needs, which often requires the long-term edification of automobile culture. Therefore, well-known multinational brands with a long history have been active in these market segments.
China brand cars have made rapid progress in recent years, especially in the SUV field, and many star models have been born, but in the non-just-needed market, it is almost zero success. From this perspective, tanks give consumers a brand-new car experience by covering fashionable, trendy and luxurious full-scene products. By satisfying users' multi-scene needs including off-road and comfort, the brand highlights the encirclement of joint ventures, which has the potential of luxury on a par with others and opens up a new blue ocean.
Although it is only half a year, it can basically be predicted that tanks will become the icebreakers in the non-demand market of China brand cars. This market has a small capacity, but it is of great significance. It not only represents a small breakthrough in China's automobile industry, but also means that China's automobile culture is mature and rich, and the lifestyle of China consumers is undergoing subtle changes.
Poetry and distance, fish and bear's paw
Before the tank brand, off-road SUV experienced a round of social death.
In the past five years, Toyota's Land Cruiser and Prado bid farewell to each other, while Mitsubishi plans to close its factory in Takemachi, Gifu Prefecture, which produces Pajero.
Large displacement, high fuel consumption, poor interior decoration, poor comfort and cumbersome control ... The "discomfort" of a series of products has led to the off-road SUV being only a niche market. But on the other hand, broad vision, good passability, flamboyant personality, poetry and distant feelings make people want to stop off-road vehicles.
According to the survey of auto business review, people who buy off-road vehicles can be divided into three categories: the first category is off-road enthusiasts who attach importance to modification and are keen on extreme off-road; The second category is cross-country enthusiasts, who like to play with cars and take care of commuting; The third category is the cross-country yearners who mainly commute daily. They have no special preference for playing cross-country, but they have a heart that yearns for the distance.
For ordinary consumers, poetry and distance are beautiful, but they are also too expensive. Mercedes-Benz G-class products are at the top of the brand pyramid in terms of price and technology, starting from 500,000 yuan, which is the representative of strength and the "spiritual totem" of the brand. But in the reinforced concrete of the city, the young people in the crowd are unwilling to persist until now.
The number of third-party consumers has increased geometrically. They not only want to play with cars, but also want to take care of their daily use. They expect automobile products to be fashionable in appearance, advanced in interior, scientific in configuration, comfortable in daily driving and economical in fuel consumption while ensuring strong power and off-road performance.
Tanks can meet the needs of both fish and bear's paw.
In terms of power, the tank platform can provide a 3.0T engine, matching the first self-developed vertical 9AT transmission in China, with a maximum power of 260kW and a maximum torque of 500n·m, achieving the best thermal efficiency of its class of 38%.
In the process of developing towards electrification and intelligence, the tank platform keeps pace with the times and introduces a brand-new plug-in hybrid power system. The system adopts the combination of 3.0T V6 engine +9HAT gearbox +P2 motor, and the rear axle is equipped with 19.7 kWh battery pack, with a pure battery life of about 60 kilometers. The engine performance is 354 HP and 500 Nm, and the comprehensive power of the hybrid system is 565,438+07 HP and 750 Nm.
Equipped with hard-core intelligent four-wheel drive system, long-stroke active suspension system, active stabilizer bar, tank steering and other professional off-road configurations. On this basis, it is equipped with intelligent off-road systems such as all-terrain control and automatic identification system, off-road expert function and CCO peristalsis mode to ensure that the tank can conquer all kinds of extreme off-road scenes.
In terms of comfort, taking the newly listed Tank 300 City Edition as an example, the new car has been upgraded with double-layer sound insulation glass and ANC active noise reduction configuration. In addition, there are air purification, unlimited audio, including seat heating, ventilation and massage, and optional streaming rearview mirror, which puts the comfortable configuration belonging to luxury SUV on the tank 300.
From the inside out, the tank not only balances the contradiction between off-road and home use, but also finds its own significance and breakthrough in the field of high-end off-road SUV.
More importantly, the appearance of the tank 300 made the hardliners fly into the homes of ordinary people. The price of the tank 300 listed in June 5438+February 2020 is 175800 yuan -2 13800 yuan; The price range of the 300-city version of the tank listed after half a year is 200,000-230,000 yuan.
The secret weapon of the tank
Afterwards, Zhuge Liang said that the success of the tank brand was not without trace.
In the off-road vehicle market, from the early Haval H3 and Haval H5 to the later Haval H8, Haval H9 and Great Wall Gun, Great Wall Motor has accumulated strength for many years.
In July, 2020, Great Wall Motor released three brand platforms of science and technology, namely "Lemon" platform, "Tank" platform and "Coffee Smart", which covered the whole industrial chain value innovation technology system of automobile R&D, design, production and automobile life, and accelerated the transformation of "China automobile enterprises into global technology travel companies".
To this end, Great Wall Motor has integrated the top resources of "seven countries and ten places" and spent 20 billion in five years. As one of the three platforms, the tank platform focuses on intelligent and modular vehicles, and has the characteristics of flexibility, covering three power forms of ICE, PHEV and HEV, covering the SUV market from B to D+.
Based on this, the platform can endow tank products with powerful performance and off-road capability, and support off-road genes and comfort performance of tanks.
After Tank 300 has created a new category of "hardcore fashion" in the market, the next goal of tank brand will be to break the high threshold barrier of high-end off-road SUV, and attack from all sides in vertical price range and horizontal travel scene to meet the needs of different levels.
In the future, tank brands will also continue the upward impact of brands through the layout of new categories, providing consumers with more choices.
From cars to car families to indestructible families, Great Wall Motor has a precedent in history. In the future, whether you want cross-country or luxury, whether you want personality or business, there is always a tank for you.
Tank user culture and China cross-country culture.
Gold and silver cups are not as good as word of mouth.
Recently, Easy Car Research Institute released the Insight Report on Net Recommendation Rate of Passenger Car Brands in China (202 1 version). Tanks established less than half a year ranked first with a "net recommendation rate" of 70. 12%, followed by a long list of new forces such as Weilai and Ideality, as well as automobile giants such as Porsche, Toyota and BMW.
Tank brands can crush the new forces, and rim giants rank "TOP 1". It must be said that with accurate user and market insight, it has been far ahead in terms of market satisfaction and user reputation. As the leader of domestic high-end off-road SUV, it is worthy of the name and is widely expected.
At present, "user" has become the core vocabulary in the automotive field. Numerous enterprises and brands are named after users, but how can we circle users and find a breakthrough in tank brand selection? Be sure to understand the market and people's hearts. Since 20021,tanks have been constantly interacting with users in different fields, so that "user-centered" is no longer a slogan, but really implemented in action.
For example, at the level of brand ecological construction, we cooperated with MAX outdoors to create luxurious offline camping activities for users and penetrate the cross-country circle; Co-branded with fashion brands such as Zippo and Elvis Presley to create high-end trend brands with users; Jointly launched the tank 300 X CFMOTO 800MT N39 model with motorcycle brands, and entered the locomotive circle. ...
Adhere to all tank brands based on user needs, and win the trust of users through bit by bit efforts. A considerable number of tank owners have taken the initiative to become the "word-of-mouth spokesmen" of tanks, indicating that they are not only very satisfied with the tank brand, but also deeply influenced by the tank brand value and culture, indicating that the power of the tank brand is extremely powerful.
The public welfare activities initiated by tank regiments in various places are enough to show that the tank brand has occupied the hearts of users in the spiritual level. For example, the action of "300 tanks, travel around the world" organized by Tianjin Tank Corps spontaneously sent love and warmth to children in Tianjun County, Haixi Mongolian and Tibetan Autonomous Prefecture, Qinghai Province, thousands of miles away. Beijing Tankers launched the Silent Planet Project to protect the fire of hope for autistic children; Tianjin Tankers also sounded the assembly number and sent necessities to families with financial difficulties.
When Henan was in danger of rainstorm, Great Wall Motor acted quickly and donated 20 million yuan to help Henan. Driven by the tank brand, tank regiments from all over the country once again dispatched, bravely joined the rescue line, and staged scenes of human true love. In one public welfare activity after another, tank brands and tank drivers help more people with practical actions. While actively undertaking social responsibilities, it also shows the "iron man tenderness" side. When brands and users share the same beliefs and hobbies, the relationship between emotional values is the strongest. It is really commendable that tank brands can go to tank drivers in both directions.
The financial report shows that in the first half of 20021590,000 yuan, the total operating income of Great Wall Motor increased by 73% year-on-year, and the net profit was 3.498 billion yuan, up by 205. 19% year-on-year. The products sell well and the income is good. Great Wall Motor rose in A shares at the end of July, with a market value exceeding 500 billion. However, the ambition of the chairman of Great Wall Motor is not only at home.
Wei Jianjun once said that "China cars should be put on the streets of Europe", and he also expressed his ambition of "dying abroad". The word tank is taken from English transliteration, which is not only easy to remember but also vivid enough. In the high-end off-road market, the tank is carrying the accumulated experience of China automobile for many years and the determination to impact upwards and outwards, and it is expanding its territory and showing its invincible side.