Why did Wei Jianjun not attend the Euler conference? What is the future prospect of Euler?

From "walking on one leg" to "going out" now, Great Wall has determined to jump out of the "comfort zone" of relying solely on SUVs and extend its tentacles to a wider world.

From Beijing to Baoding, if you take the Beijing-Hong Kong-Macao Expressway, it takes three full hours. But if you take the high-speed rail, it only takes 49 minutes to reach Beijing West Railway Station from the moment the train enters Baoding East Station.

As an important gateway to the capital, Baotou has been known as "the three gates controlled by the north, nine provinces in the south, the important land of Jifu, and the capital of Nanpinghan". Just because it is located in the middle of Hebei Province and the eastern foot of the Taihang Mountains, it is often "ignored", but since ancient times, this place has always been "the powerhouse of Gyeonggi" and "the southern gate of the capital", so countless people have placed high hopes.

In recent years, Wei Jianjun, known as the "Baoding Car God", has been rumored countless times to get out of this city dedicated to the "first half of his life", but this time, as an independent brand of new energy vehicles officially released by the Great Wall Motor Group, Ou Pulling ORA, still chose this central city of Beijing-Tianjin-Hebei. Without any suspense, it will achieve another "accelerating and surpassing" in Wei Jianjun and Great Wall Motor's Fudi Baoding.

"Why didn't Wei Jianjun, President Wei come?" This has become a question in the hearts of countless people.

On August 20, 2018, at the Euler ORA brand launch conference, Great Wall Motor Chairman Wei Jianjun did not show up, although he had repeatedly proposed plans for the Euler brand to the media before.

But when this question was thrown to Ning Shuyong, the vice president of Great Wall Motors and the general manager of the Euler brand, who had just taken office for 50 days, he smiled and said: "I very much hope that Mr. Wei will come to the Euler conference, but Mr. Wei Tell me, I will not go, this is your career, this is your Euler."

Although it only took 50 days, during this time, Ning Shuyong once again firmly established the technical route of "Great Wall Motors is determined not to change from oil to electricity, and for electric vehicles, only real new energy vehicles". But for the Euler brand, it will undoubtedly face greater challenges.

At present, 90% of new energy vehicles on the market are modified from traditional gasoline vehicle platforms, that is, "oil-to-electricity". In other words, many of the current new energy vehicle products are the products of the national subsidy policy. However, Ning Shuyong said that Great Wall will not make oil-to-electricity or policy vehicles. It is more concerned about the healthy development of the new energy vehicle market after the policy declines.

However, in recent years, as the subsidy policy has continued to decline, the "dual points" policy has been gradually implemented, and new energy vehicles have begun to enter a state of rational development. "The sales of new energy vehicles this year are expected to exceed 1 million." Shi Jianhua, deputy secretary-general of the China Association of Automobile Manufacturers, predicts that by 2025, the global sales of new energy vehicles will exceed 18 million, and the sales of new energy vehicles in China will exceed 4.7 million. It accounts for 15% of the overall market.

In this case, the outside world has always said that Great Wall Motor's new energy development is too slow, especially in the "outflow period" of the previous two years, failing to keep up with the due rhythm.

In response to such a voice, Wei Jianjun once said: “It depends on the competitiveness of the product whether it is too late. If Great Wall launches Euler now, the competitiveness will be very good. We have always wanted to create truly valuable new energy products, and we don’t want to use one. We didn’t want to do it all the time, so we launched it later. Now we have our own technologies for power batteries, including electric drive technology and electronic control. These technologies are our patents. And the level is very competitive."

Those who are familiar with the Euler brand know that it has never been a latecomer.

As early as ten years ago, Great Wall Motors had established a new energy vehicle research group. In 2008, the car named after Euler was exhibited at the Beijing Auto Show. In the next ten years, in the past ten years, Great Wall has invested more than 10 billion yuan to research new energy, intelligent network connection and autonomous driving, etc., to create a new energy exclusive platform-ME platform, which starts from the chassis From the interior and exterior, to all aspects, it combines the advanced technology of the current intelligent network and makes it meet the global sales standards. Until the Beijing Auto Show in April, Euler Automobiles officially unveiled the IQ series and R1 and R2 models.

Not only that, with the arrival of the Euler brand, it also means that Great Wall Motors has the third level to support the development and growth of the company after Haval and WEY. This is also a brand new step taken by Great Wall Motor Group in the field of new energy following the announcement of a joint venture with BMW.

If Haval is the leader in the SUV market, then in Ning Shuyong's words: "The brand positioning of Euler is dedicated to becoming a leader in electric cars with innovative power."

In Ning Shuyong's view, the new energy brand was named Euler, first of all to commemorate Euler, a world-renowned mathematician, who linked mathematics with physics, architecture, and solid geometry. "People who are not good at mathematics can not build cars, but Great Wall hopes to be meticulous and to make good cars to the extreme." Secondly, the English ORA of Euler is derived from Spanish HOLA, which means "Hello", Ou La hopes that through this brand, it can establish good communication with consumers and fully understand their needs.

As mentioned above, Euler was born on the brand-new ME platform, which is a pure electric platform specially built by Great Wall for it. It not only reduces the position of the center of gravity of the BEV model by 15% than that of the fuel vehicle, but also effectively controls the vehicle's Driving experience, reliability, pre-installation and safety. This intelligent modular platform has quite bright spots, such as active and passive safety, electrical safety, maximizing space, maximizing the efficiency of electric drive systems, intelligence and informatization, and other solutions for the pain points of electric products.

Among them, in the comprehensive safety design, the platform can realize more than 40 working conditions and more than 3000 virtual simulation analysis. The integration of the power transmission channel of the whole vehicle and the battery safety buffer also improve the performance and quality of the product.

In terms of electrical architecture, the ME platform sets up four domains of autonomous driving, audio-visual, body, and power, so as to meet the increasingly diverse travel needs of consumers while driving safely, and to extend the space for operation in future areas such as autonomous driving.

The three products iQ, R1 and R2 that Euler has created are all based on the ME pure electric platform. Among them, iQ is Euler's first model, positioned as a new generation of pure electric compact crossover SUV.

Of course, different from other new energy brands, Euler will position itself as a "new generation smart city living car", with the main price range focusing on less than 100,000 yuan, and focusing more on urban roads, satisfying daily travel, business circle traffic, and picking up children. And other application scenarios. In the future, Euler will launch 4 products within 3 years to satisfy the consumer tastes of young people. At present, there are two series under the Euler brand, among which the IQ series is dedicated to cultivating daily life usage scenarios, and the R series is positioned for short-distance travel.

Judging from the existing models, the Euler IQ will be launched at the end of August this year; at the same time, the "new generation electric car" Euler R1 will come out in January next year; the more intelligent electric car R2 will also be launched next year Marketization will be carried out in March.

Ning Shuyong said that in terms of channels, Euler will make full use of its efforts within this year. By the end of 2018, it will achieve full coverage of the planned market of 72 cities in 4 regions across the country. At the same time, in order to realize the rapid expansion of products, Euler is also launching an exploration of "smart retail", which is a beneficial attempt to complement each other between online and offline. "At present, it is building on the basis of terminal outlets, focusing on expanding customer resources, and transforming to a new retail model and a "three-in-one" structure of traditional channels."

Among them, at the industry customer level, Euler is working on a cooperation model of "platform + landing users"; in the new retail field, it aims to open up market growth for the Euler brand through Tmall, Suning and other channels; traditional terminals, Euler will increase Coverage density of key markets. By the end of the year, 80 franchised stores, 75 store-in-shops, and 100 distribution stores will be established.

By 2019, Euler will have no less than 300 franchise stores, achieve full coverage in major cities across the country, and explore a new retail channel ecology suitable for Euler’s development.

However, Euler is facing a fierce market competition environment.

In this regard, industry insiders believe that “the cost of making new energy vehicles on a new development platform is relatively high. The independent brand to develop new energy also shows the determination of Great Wall to become a new energy vehicle. This is a huge investment. It can be seen that Great Wall is in Solid products, but the risk of developing a new platform for new energy vehicles is relatively high, especially when compared with traditional markets, the sales of new energy vehicles are limited after all. How to distribute the cost is a problem that Great Wall needs to solve in the future. Positive R&D It's good to make products, but it doesn't mean that products made on a brand-new platform must be competitive."

Although it has received an excellent semi-annual report forecast, Great Wall Motors has also shown a more obvious "feeling of fatigue" in the face of the market decline.

The July production and sales bulletin showed that Great Wall Motor sold 54,000 vehicles in July, down 21.33% year-on-year; cumulative sales from January to July were 525,800 vehicles, a slight decrease of 0.75% year-on-year. Among them, the cumulative sales of the Haval brand was 362,600, a year-on-year decline of 19.13%. The combined sales of the three WEY series SUVs (VV5, VV7, and P8) fell below the 10,000 mark to 7,080 units.

Of course, the monthly sales volume does not explain too many problems, but it also reminds Wei Jianjun and Great Wall Motors in the period of rapid development that Great Wall must accelerate its transformation.

Therefore, after the SUV has become the "leader", Great Wall vowed to be the "leader" in the new energy market.

In fact, in the field of new energy, as of the end of 2018, the Great Wall Motors team will reach 1,000 people. In terms of personnel composition, foreign experts accounted for nearly 10%, technical chiefs accounted for nearly 17%, and core technical personnel accounted for 73%. Among them, many core personnel have more than 10 years of work experience, and have experience in vehicle and core parts companies such as Jaguar Land Rover, Siemens, AVL, etc. For example, he is currently the technical director of WEY brand new energy hybrid system and has worked for dsPACE and Ricardo and other international companies.

In addition, Great Wall Motors has established new energy technology R&D centers in Seongnam, Gyeonggi-do, South Korea and Lower Austria, Austria. It is using world-class human resources to develop advanced technologies in collaboration with China. Great Wall Motor plans to achieve sales of 1 million new energy vehicles in 2025.

According to the new energy roadmap announced by Great Wall Motors at the Euler brand conference, Great Wall will launch a total of 12 models including pure electric vehicles, plug-in hybrid vehicles and fuel cell vehicles based on 5 model platforms by 2025. Products, involving the Great Wall brand, Sunbeam car brand and Euler brand products. These 12 products are 3 small pure electric vehicles, 1 crossover pure electric vehicles, 2 compact pure electric vehicles, 4 medium and large plug-in hybrid vehicles and 2 large pure electric/fuel cell vehicles.

According to Ning Shuyong's overall future development plan, Great Wall Motor's first step in the field of new energy is to launch the Euler brand and its automotive products, and the second step will be to launch the Great Wall BMW joint venture's beam car brand products, striving to become China And even mainstream auto brands in the global auto market.

In addition, according to Zhang Wenhui, vice president of Great Wall Motor Co., Ltd. and CEO of Oula Mobility, Great Wall Motors will have more developments in the field of smart mobility in the future. While focusing on SUVs and expanding the new energy market, it will launch new The business "Ola Mobility" helps companies upgrade to a green ecosystem.

From "walking on one leg" to "going out" now, Great Wall has determined to jump out of the "comfort zone" of relying solely on SUVs and extend its tentacles to a wider world. Just as Wei Jianjun also continued to convey to the outside world, "In 2018, you will see Great Wall's major breakthroughs in the field of new energy." At this time, the Great Wall laid down its burden and insisted on entering the field of new energy and invested huge financial resources and energy. It seems that it is also the performance of Great Wall Motor's core competitiveness.

Perhaps as Wei Jianjun said to Ning Shuyong, "Don't look back." Behind every action is the change made by Great Wall Motors in this change. The next step is to see how Great Wall can make new energy products with technical content and not piece together, and make China's best new energy products.

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