作为品牌首款量产纯电SUV，其车身尺寸为4471mm、1833mm、1641mm，轴距2720mm，采用5门5座两厢布局，尺寸大于欧拉好猫。 12月16日晚，长城汽车旗下欧拉品牌首款纯电紧凑型SUV——欧拉5正式上市。新车共推出5款车型，售价区间为9.98万元—13.38万元，限时换新价9.18万元 —12.58万元。较此前10.98万元—14.28万元的预售区间有所下探。 满新摄 （文章来源：国际金融报） 动力与安全配置方面，欧拉5搭载最大功率150千瓦电机，最高车速170km/h，配备二代短刀电池，官方称其符合"不起火不爆炸"安全标准。能耗与续航表现 上，该车CLTC工况百公里电耗11.6kWh，提供480公里和580公里两种续航版本，底盘调校由长城-宝马合作团队完成，悬挂系统采用前麦弗逊式后多连杆式 独立结构。 智能配置层面，新车搭载长城自研CoffeePilotUltra辅助驾驶系统，高配车型标配激光雷达，共配备27个感知硬件，支持全场景NOA及跨楼层记忆泊车等功 能；座舱采用15.6英寸中控屏与CoffeeOS3系统。 欧拉5的推出正值品牌销量承压期。 长城汽车11月销量公告显示，欧拉品牌当月销量4 ...

Core Viewpoint - The sudden announcement of a company-wide holiday by Haomo Zhixing, a subsidiary of Great Wall Motors, indicates severe operational challenges, potentially leading to a complete shutdown or temporary suspension of operations [1][3][5]. Company Overview - Haomo Zhixing, established in 2019, was once valued at 7.8 billion yuan and recognized as a leading player in China's autonomous driving sector [5]. - The company has over 200 employees and was previously backed by significant investments from firms like Meituan and Hillhouse [5]. - The company has faced a series of executive departures, including its CEO and other key positions, which has contributed to its current instability [5]. Operational Challenges - The company has been unable to deliver on its promises regarding the City NOA (Navigation on Autopilot) feature, which has been repeatedly delayed since its initial announcement in 2022 [6]. - The reliance on Qualcomm's Snapdragon Ride platform has posed significant technical challenges, hindering timely product launches [6]. - Competitors like Huawei and Xiaopeng have successfully launched their own advanced driving systems, further intensifying market competition [6][12]. Market Position and Competition - Great Wall Motors has begun to shift resources towards external suppliers like Yuanrong Qixing, marginalizing Haomo Zhixing within its own ecosystem [7][12]. - The introduction of new models with advanced driving features from competitors has led to a significant increase in sales, highlighting Haomo Zhixing's declining market relevance [8][12]. - The global autonomous driving market is projected to reach 446.1 billion yuan by 2025, with China accounting for nearly half of this market [14]. Industry Trends - The autonomous driving industry is experiencing a significant divide, with major players like Huawei and Momenta dominating the market, while smaller companies struggle to survive [15][18]. - Recent events in the industry, such as the bankruptcy of other small players, underscore the intense pressure faced by companies like Haomo Zhixing [17][18].

Core Insights - The chairman of Great Wall Motors, Wei Jianjun, is actively engaging with younger consumers through innovative marketing strategies, including live streaming and collaborations with esports players [2][3][4] - The new Tank 400 model is positioned as a trendy and cool vehicle for young people, featuring a unique design and advanced technology aimed at enhancing user experience [3][4][6] - Wei Jianjun's efforts are part of a broader strategy to reshape the Tank brand and the overall image of Great Wall Motors, emphasizing a shift towards a more youthful and dynamic corporate identity [3][4][6] Marketing Strategy - Wei Jianjun's participation in live streaming events and his use of relatable language aim to connect with younger audiences and convey that Great Wall Motors understands their needs [3][4] - The Tank 400's launch event featured a vibrant purple theme, contrasting with traditional off-road vehicle colors, to appeal to a younger demographic [2][3] Product Features - The Tank 400 incorporates original mech aesthetics, advanced driving assistance systems, and comfort features such as Nappa leather seats, catering to the modern consumer's desire for both utility and luxury [3][4] - The vehicle is designed to meet the dual demands of urban commuting and weekend off-roading, reflecting the changing preferences of new-generation consumers [3][4] Brand Positioning - The Tank brand has accumulated around 800,000 users, with over 30% being female, indicating a shift towards a younger and more diverse customer base [2] - Wei Jianjun's personal brand and public persona are seen as key drivers in the effort to modernize the company's image and appeal to younger consumers [3][4][6] Competitive Landscape - The Tank brand is at a critical juncture, facing competition from both traditional off-road vehicles and emerging players like BYD's Fangchengbao, necessitating a strong brand identity and emotional connection with consumers [6]