What has Great Wall Motor done behind the success again and again?
In the past 30 years, with the concept of "over-investment and precise R&D", Great Wall Motor has grown upward in the fierce competition in the auto market and gradually realized the transformation and upgrade from nothing to something and from something to more. 30 years, Great Wall Motor has led Chinese automobiles to achieve the qualitative change from introduction to going out. High quality and high performance have become the value labels of the Great Wall Motor.
Li Shufu had a prediction about the future market pattern, "In the domestic auto market, there are only two or three-car companies that can survive in the future". Now it seems that Great Wall Motor is one of the more likely to win.
While praising the rise of the Great Wall Motor, we cannot help but ask why Great Wall Motor has succeeded in an auto market that has never lacked brands.
Reform and Globalization
The first and most important point is that Great Wall Motor has always insisted on self-examination and continuous reform.
In fact, from the very beginning, Great Wall Motor focused on developing the SUV market with its unique vision and became the leader in SUVs in a few years. But Great Wall Motor is not arrogant and does not stop reforming and innovating as a result.
Its three major technology brands with a lemon, TANK and coffee intelligence are laid out in advance. In today's new energy market, it has formed a whole industry chain value innovation system with three major routes of pure electric, hybrid, and hydrogen energy going hand in hand, establishing a new image of the "Great Wall Motor of Technology" in people's minds.
At the same time, Great Wall Motor has also adjusted the internal mechanism of the company and pushed forward the reform of "de-generalization". In order to weaken the difference between hierarchy and status within the company, create a good cultural atmosphere, and make the internal communication between the top and bottom become more smooth and efficient. You know, the example of de-generalization is more common on the Internet, but rarely heard of in the automotive industry, and Great Wall Motor's move is a precedent.
In the exploration of the globalization road, Great Wall Motor also has not stopped. According to the information, Great Wall Motor has made significant achievements in globalization layout, especially in Brazil, Southeast Asia, and Western Europe. In 2021, Great Wall Motor sold 142,793 vehicles in overseas markets for the year, up 103.7% year-on-year, a record best result.
While ushering in success, Great Wall Motor began to plan to venture into larger overseas markets. 2021 saw Great Wall Motor not only achieve deep localization through a series of new overseas factory layouts, but also have the ability to deploy global resources and become an important player in the global market rules, and while consolidating its leading-edge, Great Wall Motors slowly built up a global sales network.
Over-investment and precise R&D
Wei Jianjun, Chairman of Great Wall Motor
"Over-investment and precise R&D" is the credo of Great Wall Motor and the root cause of its evergreen status.
In 2008, Great Wall Motor successfully developed its own transmission, and in 2010, it launched its diesel engine "Green Jing 2.0T", which was awarded "China Heart 2010 Top 10 Engine" and "Green Internal Combustion Engine" by the authority. "In 2017, Great Wall Motor's 1.5GDIT engine won the title of "Top 10 Engine" in the "China Heart" annual Top 10 Engine Contest. "In the same year, the 7DCT wet transmission independently developed by Great Wall Motor was awarded the "World's Top 10 Transmission" in the "First World's Top 10 Transmission Contest". In the same year, the 7DCT wet transmission developed by Great Wall Motor was awarded the "World's Top 10 Transmission" in the "First World's Top 10 Transmission Award".
In 2020, the 7DCT transmission independently developed by Great Wall Motor's Honeycomb Transmission was again awarded the "World's Top 10 Transmission" in the "Longbans Cup", which is comparable to the technical level of the world's top transmissions. The technical level of the transmission is comparable to the world's top transmission.
In addition, Great Wall Motor also challenged the 3.0T high-powered engine by equipping the TANK 500 with its self-developed 3.0T V6 engine, which takes into account low-speed responsiveness and high-speed dynamics while improving fuel consumption and emissions. The engine has a peak power of 260kW and peak torque of 500N-m, which is 14 horsepower greater than the power value of EA839 and has very good data performance.
All these achievements reflect the Great Wall Motor's rigorous spirit of not taking shortcuts and serious scientific research.
If the above-mentioned car performance perfectly illustrates the Great Wall Motor's concept of "over-investment", then the seizure of the first opportunity in the field of intelligence reflects another concept of the Great Wall Motor - precise research and development.
As early as 2009, under the leadership of Wei Jianjun, the Great Wall Motor, with its unusual long-term vision, pre-empted the layout of intelligent driving technology and achieved many excellent results. In terms of intelligent driving, Great Wall Motor demonstrated intelligent driving "black technology" such as L4-level urban autonomous driving, 5G remote unmanned driving, and fully automated valet parking at the 2019 Digital Expo. In terms of intelligent safety, the WEY brand officially released the intelligent safety system, which brings users four dimensions of safety protection for life safety, property safety, information security, and environmental safety through comprehensive and systematic technology configuration, and these achievements make the intelligence of Great Wall Motor reach a new height.
Leading the wave of the new four
With the continuous progress of information technology, the wave of the new four has come rushing in. With years of cultivation, Great Wall Motor has mastered the layout of new energy, power battery, robotics, hydrogen energy, driverless and other aspects when the wave comes, and stands at the head of the tide.
In July 2019, Great Wall Motor signed a contract with BAT, Huawei, and other eight technology giants to build a traveling robot based on 5G+AI; in July 2019, WEY brand released the "Collie Shepherd" all-dimensional intelligent security system, based on user life, property and information, etc. In July 2019, the WEY brand released its "Collie Shepherd" all-dimensional intelligent security system, which is based on the user's life, property, information, and other "big security"; meanwhile, in terms of new energy, Great Wall Motor has demonstrated to consumers its synergistic development in new energy and efficient fuel power through the WEY and ORA (pictures) brands.
Of course, in the research and development of hydrogen energy, Great Wall Motor is also one step ahead of others and has achieved certain results in the fields of hydrogen energy production, storage and transportation, hydrogen refueling, fuel cell, and vehicle integration. The many achievements made by the synchronous progress in these areas have further strengthened the comprehensive competitiveness of Great Wall Motor's products and led the wave of the times.
At the same time, Great Wall Motor also announced the strategy of "Green Intelligence and Tide Play", which promotes the transformation of the company into a global intelligent technology company from four aspects: green carbon-neutral, cognitive intelligence, global tide brand tide products, and common play with intelligence and creativity.
Sensitive insight into the sales market, transformation development, and consumer concept upgrade
Today's Great Wall Motor has created five brand systems: HAVAL, WEY, ORA, TANK, and Great Wall Motor Cannon, which are divided into different consumer groups and developed in synergy. The positioning is clear while avoiding the business risk caused by the decline of a single segment.
For example, the "women's choice" ORA brand has entered the pure electric market, and the TANK brand, which focuses on hard-core off-road, has overcome the monopoly of joint ventures and other strategies to achieve a precise strike on the target market.
At the same time, the four major parts enterprises of Great Wall Motor Holding Group, namely, HYCET, NOBO Auto, MIND, and Jinghong Auto, have also achieved independent operation, and the system of almost full self-research has ensured the production capacity and quality of products.
In terms of marketing methods, the strategy of safety marketing provides deep insight into the deep inner thoughts of customers and innovates again during the epidemic by actively exploring online marketing methods and widening sales channels.
All of the above reasons have made Great Wall Motor a "dynamic, new day" car company in people's minds, and these factors constitute the "moat" of Great Wall Motor, ensuring its steady progress in every market change.
In the end
From HAVAL to WEY, from ORA to TANK, the rise of Great Wall Motor is the result of the comprehensive sublimation of technology, quality, and car-making concept. Thirty years of car-making, Great Wall Motor is still seeking the value of Chinese auto brands upward to continue to build up strength, and this over-invested persistence may be the reason why Great Wall Motor has repeatedly replicated its own success.
