Great Wall Motor accelerates into the European market, and “going out” is the only way for independent brands.


Editor’s note: This article is from Krypton 36 “Future Automotive Daily” (micro-channel public number ID: auto-time), Author: Zhang.Author | Zhang Yi editor | Wu Yan In the first half of 2019, the Chinese auto market, which has been quiet for one year, continues its downward trend.In August of this year, the production and sales of China’s auto industry completed 1.991 million units and 1.958 million units respectively, which decreased for the 14th consecutive month, down 0.5% and 6.9% year-on-year.In the face of the continued downturn in the domestic auto market, exporting overseas has become a new way for Chinese automakers to own their own brands.Recently, at the Frankfurt International Auto Show, which is known as the “Olympic Games” of the world automobile industry, Great Wall Motor Co., Ltd., together with its high-end brand WEY series models and four parts companies, is aiming to enter the European market.This means that after the global take-off of the Great Wall Cannon on August 30th, the brand has once again taken an important step towards the world.”Globalization is the only way out for Chinese auto companies. If self-owned brands rely on the domestic market and do not go out, there is no influence in the international market. These 20-year dividends are wasted.” Chairman of Great Wall Motor, founder of WEY brandWei Jianjun repeatedly stated in public.Wei Jianjun announced that the WEY brand will officially enter the EU market two years later.But he also admitted that Chinese brands must be cautious when they “go out”, especially to make all aspects of a product’s life cycle do a good job and bring a better experience to consumers, in order to enhance the reputation of Chinese manufacturing.01 WEY brand enters the European market As an important example of the upward strategy of the Great Wall Motor brand, the WEY brand is not the first time to be associated with the Frankfurt Motor Show.In 2017, the WEY brand came to Germany for the first time with the theme of “redefined luxury”, and brought the VV5s Hi4/VV7s Hi4, the first non-plug-in hybrid model, and the PEV and XEV pure electric concept car.4 new energy models.Since its listing in April 2017, the cumulative sales of the WEY brand has reached 300,000 units.Among them, the WEY VV6 model is ranked among the champions of the medium-sized SUV group in the JD Power 2019 China New Car Quality Ranking.This time again, the Frankfurt Motor Show, the WEY brand brought six new models such as WEY-S, WEY-X and VV7 PHEV, and VV7 GT PHEV.Together with the exhibition, there are two new technologies of Great Wall Motor’s new generation Pi4 platform and 9HDCT gearbox.The newly upgraded Pi4 platform can be developed with different levels of models. By deep integration of electric drive components, the volume and weight are reduced by 16% and 21%, respectively, while achieving 20% ​​torque increase and 15% power increase.In addition, the Pi4 platform achieves more efficient power output, pure electric four-wheel drive and energy recovery by coordinating components such as engines, motors, and battery packs.The 9HDCT is China’s first fully self-developed 9-speed hybrid wet transmission.This gearbox delivers different energy flow patterns in the smallest assembly space, combined with high-performance engines and rear axle drive motors for increased power and economy.“China’s technological innovations in 5G, AI, Internet, and new energy are ahead of the world, which gives Chinese cars an important opportunity to overtake a corner. Internationalization is itself a competitive, an international brand isValuable brand.” Wei Jianjun said that traditional car companies should often thank the new forces of car manufacturing, especially their efforts in intelligence and networking. “The basics are dare to do so, as a traditional car company.We have any reason not to do it.”In his view, the gap between the current independent brands in the fields of quality, technology, services and well-known traditional multinational car companies is getting smaller and smaller, so Great Wall is also confident to bring its products overseas.Wei Jianjun announced at the press conference that the WEY brand has established a technology center in Germany. It will take the German market as the starting point and lead the advanced military and European high-end market. After two years, it will officially enter the EU market.Photo: Wei Jianjun, Chairman of Great Wall Motor 02 The automobile industry chain “going out to sea” At the same time that the high-end SUV brand entered the European market, Great Wall Motor’s parts and components company also recently landed at the Frankfurt Motor Show.In the auto show parts exhibition area, four parts companies of Great Wall Motor, such as Honeycomb, Honeycomb Energy, Novo Automotive Systems, Mande Electronics, etc., have brought in the fields of powertrain, battery technology, lighting system, smart cockpit, etc.A number of innovative technologies.Among them, Honeycomb Yichuang has released the “I-Yuan” new-generation powertrain technology including 4N20 engine, 9DCT transmission and 6001 series electric drive assembly, as well as “Blank-Hairpin” series electric drive and intelligent steering EPS new products., its automatic driving level reaches L3 level.Honeycomb Energy Technology Co., Ltd., formerly known as Great Wall Motor Power Battery Division, is currently engaged in the development and manufacture of power battery materials, batteries, modules, PACK and BMS.At the Frankfurt Motor Show, the company brought a full range of power battery products using the “high-speed lamination process” and demonstrated its world’s first NMx cobalt-free battery and NCMA quaternary battery.Mande Electronics has highlighted the latest LED luminaires, laser lighting technology, DLP smart lighting technology, infrared night vision systems, and heat pump air conditioning technology, wire harness lightweight, smart fuse box and connector technology.Noble Automotive Systems has focused on the “iNest” smart seat technology, “NFT” non-metallic lightweight technology and system ride space solutions.Photo: Great Wall Motors, part of the Frankfurt Motor Show Great Wall Holdings, has always attached importance to the core technology of the automotive industry chain.Wei Jianjun said that in order to do a good job in electric vehicles, it is necessary to do battery cells, modules and the entire power battery management system. The strategic value of the battery accounts for more than 40% of the vehicle strategy.In consideration of factors such as cost reduction, development speed, and mastery of core technologies, Great Wall Motor has independently operated its parts and components business in 2018, and established companies such as Honeycomb Yichuang, Mande Electronics, Novo Automotive Systems and Seiko.The component companies were transferred from business management and control to investment control, allowing them to fully participate in market competition.In the first half of this year, the parts and components business became the largest gainer in Great Wall Motor’s revenue.According to the financial report, Great Wall’s revenue from parts and components related business reached 3.916 billion yuan as of the end of June, a year-on-year increase of 38.61%.In order to accelerate the entry into the European market, Honeycomb Energy has released the “European Declaration” on the spot. In addition to the 24GWh battery plant to be built in Europe in July this year, it will build a 40,000-ton cathode material plant and technology research and development in the same day, Honeycomb Energy also hired the European and American automotive industry manager Wu Weiwei, who has 30 years of experience, to serve as the president of the European region, and is solely responsible for business management in Europe.The Great Wall said that the landing of this international event by many parts companies of the Great Wall Holding Group is a key step in the globalization of Great Wall Motor’s entire industrial chain.03 The factory is the place to radiate the world. 2019 is regarded as the strategic first year of Great Wall Motor’s globalization.In the first half of this year, the overseas market achieved 26,000 vehicle exports, an increase of 16.77% year-on-year. The vehicle export sales revenue was approximately 1.994 billion yuan, accounting for 4.95% of the Group’s operating income.In addition, the manufacturing plant of Great Wall Motor is also in a globalized layout.In June of this year, the Great Wall Tula Factory was officially put into operation in Russia, the largest importer of Chinese automobiles.This is the first auto manufacturing factory in China that covers the four major production processes of stamping, welding, painting and final assembly. It has a total investment of 500 million US dollars and plans to produce 150,000 vehicles per year with a localization rate of 65%.Wei Jianjun said in an interview with the media that Russia is a strategic market and that investing is a priority for Russia’s future.According to the Great Wall, Great Wall Motor will base itself on the Tula State factory, covering Russia, and entering Eastern Europe, Northern Europe and other markets to further expand the strategic layout of globalization.At the end of August, the Great Wall Motor Chongqing Smart Factory, with a total investment of 4.5 billion yuan and a planned production capacity of 160,000, was completed and the construction took 14 months.The plant mainly produces the Great Wall cannon series pickup truck and Haval SUV model, while the new model of the Great Wall cannon series is positioned as China’s first international passenger large pickup truck.Great Wall Motor said that Chongqing has accumulated rich experience in automobile export logistics and customs clearance, and set up the fifth full-process factory in Chongqing in the world. On the one hand, it can radiate the central and western markets through Chongqing, and on the other hand, it will help the Great Wall Motors to export.Southeast Asia, Central Asia, West Asia, and even the European market.At present, Great Wall Motor Baoding, Xushui, Tianjin, Chongqing, Russia Tula factory and the world’s five major KD (parts assembly) plants in Ecuador, Malaysia, Tunisia and other places have been completed and put into production.According to Great Wall Motor’s “9+5” global production system plan, the company’s full-process vehicle production bases in Zhangjiagang, Shandong Rizhao, Pinghu, Zhejiang, and Taizhou, Jiangsu are also in progress.The factory in Rizhao, Changcheng, Shandong, is one of the major industrial projects introduced by Rizhao City.According to the introduction of the Great Wall, Shandong Rizhao Plant will become the fifth large-scale production base of Great Wall Motor in China. It is expected to be completed and put into operation by the end of 2021, with an annual production capacity of 300,000 units, which will become the exclusive base of the WEY brand.The vehicle project of Great Wall Motor Zhejiang Pinghu was approved by the Zhejiang Provincial Development and Reform Commission at the end of last year. The total investment of the project is more than 2 billion yuan, with an annual production capacity of 100,000 units. It will produce SUVs, pickup trucks and new energy passenger vehicles.In February of this year, Great Wall Motor signed a contract with the Taizhou Municipal Government to jointly build a complete vehicle project. It plans to invest 8 billion yuan in advance to build a complete vehicle, interior and exterior and chassis manufacturing project in Gaogang District, Taizhou.(I am Zhang Yi, the author of the 36th Future Auto Daily, focusing on car/travel technology. My WeChat is ro20110723, please feel free to exchange, add WeChat, please note name, position, company.).