Great Wall Motor’s Layout in Electrification, Connectivity, Intelligence and Sharing and Strategy Analysis Report, 2023-2024
Great Wall Motor (GWM) benchmarks IT giants and accelerates “Process and Digital Transformation”.
In 2022, Great Wall Motor (GWM) hoped to use Haval H6's huge user base to achieve new energy transformation, selling both PHEV and fuel editions of GEN3 Haval H6. However, the fact showed that this decision was a strategic misjudgment at the marketing level. Transformation of fuel vehicle brands requires new channels, new sequences, new traffic and other important elements. Finally, GWM sold 104,000 units of BEV models and 28,000 units of PHEV models in 2022 respectively, of which new energy passenger car sales accounted for only 15.0%. The pace of new energy transformation was slow and fell short of the company's expectations.???
Emerging automakers such as NIO, Xpeng and Li Auto lead the transformation of automobile channels and separate functions of traditional 4S stores into two parts: 1) Retail experience stores, opened in central business districts, focusing on direct sales, and taking charge of exhibition, experience and sales, to shorten the distance with consumers and shape the brand image; 2) Delivery and after-sales centers, located in areas where traditional 4S stores cluster or other suburban areas.??
Drawing lessons in 2022, in 2023 GWM Group made multiple changes, such as:
First, Haval brand created an independent and exclusive new energy vehicle sales network - Haval Dragon Network;
Second, fully shift to the ToC model: in the past, vehicles were sold through dealers, but now they are all sold with the ToC model and all executives open accounts on Weibo and other platforms;??
Third, shift to direct connection with users: emerging automakers such as NIO, Xpeng and Li Auto adopt a direct sales model to directly connect with users through automobile products, enabling more efficient product iteration. GWM is also shifting to a direct sales model;???
Fourth, improve brands - enhance the influence of its five brands in all aspects.
The strategic adjustment began to bear fruits. For the whole year of 2023, GWM's new energy vehicle sales doubled, totaling 262,000 units, a year-on-year spurt of 98.74%.
Competition in the automotive industry has extended from technology, products, and brands to management systems and organizational structures, which is a big test of rapid transformation capabilities of OEMs. After learning the marketing modes of emerging automakers in 2023, GWM will further learn management systems of IT leaders such as Huawei and IBM in 2024.?
Huawei introduced IBM's management system in 1998 and has gradually grown into a global technology giant. Today the boom of automotive electrification, connectivity, intelligence and sharing requires OEMs to transform into a technology company.
In January 2024, GWM and IBM Consulting signed a strategic cooperation agreement on "Process and Digital Transformation" in Baoding, Hebei. The two parties formally formed a long-term strategic partnership on the road to digital transformation and global development. GWM aims to comprehensively enhance the construction of mechanisms in "marketing, supply, manpower and finance" to seize the digital intelligence track in the automotive industry.?
Research Report on Intelligent Vehicle E/E Architectures (EEA) and Their Impact on Supply Chain in 2024
E/E Architecture (EEA) research: Advanced EEAs have become a cost-reducing tool and brought about deep reconstruction of the supply chain
The central/quasi-central + zonal architecture has become a w...
Automotive Digital Power Supply and Chip Industry Report, 2024
Research on automotive digital power supply: looking at the digital evolution of automotive power supply from the power supply side, power distribution side, and power consumption side
This report fo...
Automotive Software Business Models and Suppliers’ Layout Research Report, 2024
Software business model research: from "custom development" to "IP/platformization", software enters the cost reduction cycle
According to the vehicle software system architecture, this report classi...
Passenger Car Intelligent Steering Industry Research Report, 2024
Intelligent Steering Research: Steer-by-wire is expected to land on independent brand models in 2025
The Passenger Car Intelligent Steering Industry Research Report, 2024 released by ResearchInChina ...
China Passenger Car Mobile Phone Wireless Charging Research Report, 2024
China Passenger Car Mobile Phone Wireless Charging Research Report, 2024 highlights the following:Passenger car wireless charging (principle, standards, and Qi2.0 protocol);Passenger car mobile phone ...
Automotive Smart Exteriors Research Report, 2024
Research on automotive smart exteriors: in the trend towards electrification and intelligence, which exteriors will be replaced by intelligence?
The Automotive Smart Exteriors Research Report, 2024 ...
Automotive Fragrance and Air Conditioning System Research Report, 2024
Research on automotive fragrance/air purification: With surging installations, automotive olfactory interaction is being linked with more scenarios.
As users require higher quality of personalized, i...
Intelligent Vehicle Multi-Domain Computing Industry Report, 2024
Multi-Domain Computing Research: A Summary of Several Ideas and Product Strategies for Cross-Domain Integration
1. Several ideas and strategies for cross-domain integration of OEMs
With the increasi...
Analysis on Xiaomi Auto's Electrification, Connectivity, Intelligence and Sharing, 2024
Research on Xiaomi Auto: Xiaomi Auto's strengths and weaknesses
Since the release of SU7, Xiaomi delivered 7,058 units and 8,630 units in April and May, respectively, and more than 10,000 units in bo...
ADAS and Autonomous Driving Tier 1 Suppliers Research Report, 2024 - Foreign Companies
Research on foreign ADAS Tier 1 suppliers: make all-round attempts to transform and localize supply chain and teams.???
1. Foreign ADAS Tier 1 suppliers fall behind relatively in development of inte...
Research Report on Passenger Car Cockpit Entertainment--In-vehicle Game, 2024
1. In-vehicle entertainment screens are gaining momentum, and Chinese brands rule the roost.
In-vehicle entertainment screens refers to display screens used for entertainment activities such as viewi...
Body (Zone) Domain Controller and Chip Industry Research Report,2024
Research on body (zone) domain controller: an edge tool to reduce vehicle costs, and enable hardware integration + software SOA.
Integration is the most important means to lower vehicle costs. Funct...
China Charging/Swapping (Liquid Cooling Overcharging System, Small Power, Swapping, V2G, etc) Research Report, 2024
Research on charging and swapping: OEMs quicken their pace of entering liquid cooling overcharging, V2G, and virtual power plants.
China leads the world in technological innovation breakthroughs in ...
Autonomous Driving SoC Research Report, 2024
Autonomous driving SoC research: for passenger cars in the price range of RMB100,000-200,000, a range of 50-100T high-compute SoCs will be mass-produced.?? According to ResearchInChina’s statistical a...
Automotive Cockpit Domain Controller Research Report, 2024
Research on cockpit domain controller: Facing x86 AI PC, multi-domain computing, and domestic substitution, how can cockpit domain control differentiate and compete??
X86 architecture VS ARM archite...
Chinese OEMs (Passenger Car) Going Overseas Report, 2024--Germany
Keywords of Chinese OEMs going to Germany: electric vehicles, cost performance, intelligence, ecological construction, localization
The European Union's temporary tariffs on electric vehicles in Chi...
Analysis on DJI Automotive’s Autonomous Driving Business, 2024
Research on DJI Automotive: lead the NOA market by virtue of unique technology route.
In 2016, DJI Automotive’s internal technicians installed a set of stereo sensors + vision fusion positioning syst...
BYD’s Layout in Electrification, Connectivity, Intelligence and Sharing and Strategy Analysis Report, 2023-2024
Insight: BYD deploys vehicle-mounted drones, and the autonomous driving charging robot market is expected to boom.
BYD and Dongfeng M-Hero make cross-border layout of drones.?
In recent years, as v...