The 2024 Beijing Auto Show, which has just been held, has become the place with the densest traffic in the car circle recently.
The Master in Red, the Lei Army in Green, the artillery of the Great Wall.
The famous scenes that appeared on the stage in turn, with unprecedented traffic, made this “once every four years” Beijing auto show “earth-shaking”.
Flow is a double-edged sword, and before there is no superb “swordsmanship”, the probability of hurting yourself is much higher than that of injuring others.
As a matter of fact, all car companies are well aware of the dual nature of traffic, but no one is willing to be beaten passively when competitors face-to-face output.
Great Wall Motor is a car company that knows how to “break up”, which can be seen in its strategy of giving up cars and focusing on the SUV market.
And now, a novel scene has appeared.
The Great Wall car of “Elephant turn around”, under the leadership of Wei Jianjun, has put down its “shelf” for many years and started round after round of traffic chase.
It is obvious to all that Great Wall Motor has indeed changed a lot this year.
Perhaps, in the future, the Great Wall car can reverse its decline and advance by leaps and bounds, or it may burn up several times until it burns out.
There is a lot of room for imagination, but no one can tell what kind of long-tail impact such a top-down change will bring.
Fortunately, up to now, the series of voices of Great Wall Motor are enough to be “pleasing”, let alone make some obvious mistakes like Zhiji.
Whether it is Wei Jianjun and Lei Jun’s joint millet SU7 press conference, or the roar of the “Great Wall Gun” at the Beijing Auto Show, it belongs to the general trend of the flow of Great Wall cars, which is accumulating little by little.
The first-quarter results of 2024 released by Great Wall Motor not long ago may be a good start to this uncertain “battle”.
The net profit soared by 1752% to 3.
2 billion.
On April 24th, Great Wall released its first-quarter 2024 results.
According to the content, the operating income of Great Wall Motor in the first quarter was 42.
8 billion yuan, up 47% from the same period last year, while the net profit was 3.
2 billion yuan, up 1752% from the same period last year.
It is obvious that this is a “great victory” that has not been seen for a long time.
Looking back before and after the Spring Festival the Great Wall cars at that time there was a lot of pressure from public opinion.
According to Tencent News, several middle and senior employees of the Great Wall Automobile Brand Company (including Harvard, Wei, Tank, Euler and other brands) offered to leave, including newcomers who have been employed for as little as 2 months or even 7 days, and old Great Wall people who have been employed for more than 10 or 20 years.
And whether it is the “Guangjin Plan” or the differences within the company, people’s perception of the situation has basically merged into such a message-Great Wall Motor is unstable.
You know, in the era of “God car” Harvard H6, consumers had great confidence in Great Wall Motor.
However, in the era of new energy vehicles, the “flower work” of the Great Wall, as well as the implementation of the strategic level, have not been favored by the market and consumers.
For both internal and external reasons, Great Wall can only “break its wrist” and ask for change.
As the saying goes, the bright eyes of Great Wall Motor’s first-quarter results in 2024 may be the result of its “seeking change”.
According to the financial report Great Wall Motor sold a total of 275300 new cars in the first quarter of this year an increase of 25.
11% over the same period last year.
Specific to each brand, the sales of Wei brand and tank increased greatly compared with the same period last year, which were 182.
34% and 103.
16% respectively, the sales of Harvard brand increased steadily to 25.
53%, and the sales of Great Wall pickup and Euler brand decreased to-10.
9% and-15.
41% respectively.
The first quarter results of Great Wall 2024 showed that the increase in total revenue during the reporting period was mainly due to an increase in vehicle sales and an increase in bicycle revenue during the reporting period.
As for the sharp increase in net profit, Great Wall said that during the reporting period, the company’s sales scale increased, the sales structure optimized, leading to a substantial increase in performance indicators such as operating income and net profit belonging to shareholders of listed companies compared with the same period last year.
Of course, some people may also find that the significant increase in profit and revenue in the first quarter of 2024 is mainly due to the fact that most of the first quarter figures of Great Wall Motor were “low base” in 2023.
According to the results of the first quarter of 2023, the revenue of Great Wall Motor during the reporting period was 29.
039 billion yuan, down 13.
63% from the same period last year, and the net profit of its parent was 174 million yuan, down 89.
34% from the same period last year.
At that time, the official explanation given by Great Wall Automobile was that the reporting period was still in the period of product structure adjustment, based on the rhythm of new product launch in 2023, and increased investment in new energy brand construction and research and development.
Great Wall Motor is now moving forward from the beginning.
Generally speaking, the general environment of the automobile market has not improved since the beginning of this year.
Especially after Xiaomi car “bravely broke into the auto circle”, based on the previous “price war”, this unique “traffic war” also officially fired the first shot.
Uncertainty, competitive confrontation, big price cuts, negative public opinion.
The whole automobile market seems to be “stressed”.
Even if you drink poison to quench your thirst, you still have to bear the brunt.
To “change” must be to change, and not to change is to wait for death.
But “change” also pays attention to methods.
If you only cut prices like “bloodshed” and hurt the enemy by 1000 and self-harm by 800, only the car companies themselves will be the first to fail.
Geely, the Great Wall and Chang’an are also known as the “independent top three”.
Geely’s first quarter financial report in 2024 has not been released, let alone mention it.
Changan Automobile’s first quarter financial report, however, is not small comparable.
Specifically, the revenue of Chang’an in the first quarter was 37.
023 billion yuan, up 7.
14% from the same period last year, and the net profit was 1.
158 billion yuan, down 83.
39% from the same period last year.
It is understood that in the first quarter of 2023, Changan Automobile earned 5.
021 billion yuan by increasing its shareholding in Deep Blue Automobile, so that last year’s net profit base was relatively large.
In the first quarter of this year, Changan Automobile insiders said: “the company’s profit in the first quarter has dropped by 80% compared with the same period last year, on the one hand, it is due to the price war.
” On the other hand, the investment in R & D is relatively large, there are more new models, and the investment in the whole technology and development board has greatly increased.
” So is the Great Wall lagging behind? Statistically, it doesn’t seem to be.
By contrast, although Great Wall does not have strong pure electronic brands such as polar krypton and Avita, it is not inferior in terms of financial performance and earning capacity, or even leads in some sense.
However, it should not be ignored that if we put the current situation of Great Wall Automobile on the grand narrative of the development of new energy vehicles, Great Wall Automobile at this time still needs to do more things, such as intelligence.
With regard to new energization, Great Wall Motor already has a clearThe direction of development is the whole system of Hi4 mixing.
But in terms of intelligence, Great Wall Motor is more like “getting up early and catching up for the evening collection”.
If we say that the flow is the next focus of Great Wall Motor control of a “open line”.
Then the empowerment of intelligent technology must be the “dark line” that Great Wall Motor is constantly advancing.
On the eve of the Beijing Auto Show, Wei Jianjun personally broadcast the intelligent driving platform for the Great Wall, featuring “No Picture” and “Big Model”.
At this Beijing auto show, the slogan of Wei Brand has been changed from “good Life begins in Wei” to “good Life in Science and Technology”.
Playing the smart card is the only way for Great Wall to overtake around the corner in the era of new energy vehicles.
In the era of new energy vehicles, electrification is the first half and intelligence is the second half.
It is not difficult to find that the road to intelligence has long been dominated by Huawei, Xiaopeng and other enterprises, and Tesla FSD is “coming with wind and rain”, not to mention Xiaomi, Xilai and other car companies.
But Great Wall, which had lost in the first half, had no choice.
If you want to stay on the poker table, even if it is “crowded”, Great Wall cars must also be squeezed into the first echelon of smart driving in order to seek more opportunities.
Due to the difficulties and obstacles in the future, it is impossible to rely solely on the flow to make a “soft landing”.
For Great Wall Motor, “making a lot of money” in the first quarter is no big deal, but making a lot of money is really great.
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