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长城汽车,反悔了
Ge Long Hui·2025-07-01 03:10

Core Viewpoint - Great Wall Motors is making a strategic shift to re-enter the competitive market for electric vehicles priced under 100,000 yuan, as the sales of new cars in this segment surged by 51% in the first five months of the year, significantly outpacing the industry average [2][19]. Group 1: Company Strategy and Leadership Changes - On June 20, Great Wall Motors announced the appointment of Lv Wenbin, former technical general manager of the Haval brand, as the new general manager of the Ora brand, indicating a focus on revitalizing the struggling electric vehicle segment [21][22]. - The Ora brand's sales plummeted to under 2,000 units in May, marking it as the weakest performer among Great Wall's five major brands [21][22]. Group 2: Sales Performance and Market Dynamics - In May 2025, Great Wall Motors sold 102,200 vehicles, a year-on-year increase of 11.78%, while cumulative sales from January to May reached 459,100 units, showing a slight decline of 0.54% [23]. - The Tank brand, a key profit driver for Great Wall, sold 20,900 units in May, up 2.82% year-on-year, but cumulative sales for the first five months fell by 8.77% [23][24]. Group 3: Competitive Landscape and Challenges - The Tank brand faces challenges due to limited market capacity and increased competition from rivals like BYD and Chery, which are encroaching on its market share [24]. - The Ora brand, once successful in attracting female consumers, has seen its unique selling proposition diluted by competitors offering similar products at competitive prices, leading to a significant drop in sales [30][31]. Group 4: Future Prospects and New Product Launches - The launch of the 2025 Ora Good Cat, priced at 89,800 yuan, is seen as a critical test for the brand under the new leadership of Lv Wenbin, with expectations that it will help boost sales [32][33]. - Analysts express confidence that the new model, with upgraded features and competitive pricing, could help Ora regain its position in the mainstream electric vehicle market [33]. Group 5: Broader Market Trends - The overall automotive market in China is experiencing a shift, with a notable trend towards lower-priced electric vehicles as consumer spending patterns change [19][30]. - Great Wall Motors is also exploring new avenues, such as entering the commercial vehicle market with the launch of the G series hybrid trucks, which could provide additional revenue streams [34].