Recently, Great Wall announced the integration of the salon and the ORA brand, and Mecha Dragon has entered the ORA community. This is also part of Great Wall's strategy to promote the integration of brand resources by the end of 2022.
Can the integration of the two new energy brands of Great Wall Motors open up a new situation for the further development of the dual brands?
What is the positioning of a salon? How powerful is Mecha Dragon?
Salon is a high-end new energy vehicle brand of Beijing Sharon Mecha Technology Co., Ltd., officially known as "China's No. 1 luxury pure electric brand with a price range of RMB 400,000 to RMB 800,000." Salon Company is headquartered in Beijing Economic and Technological Development Zone and is a wholly-owned subsidiary of Great Wall.
Mecha Dragon is Salon’s first model, positioned as a mecha-style pure electric mid-to-large coupe, and was born from the Da Vinci architecture. The vehicle length is 5240mm and the wheelbase is 3040mm. For comparison, the Mecha Dragon is 139mm longer than the same-class model Weilai ET7, and its wheelbase is 20mm shorter.
The Salon Mecha Dragon will adopt a dual-motor four-wheel drive system and be equipped with a CATL 111.6kWh ternary lithium power battery. The drive motor has a maximum power of 544kW and a peak torque of 763N·m. The new car has a CLTC cruising range of 738km.
Mecha Dragon will be equipped with 4 Huawei solid-state lidar, NPU computing power of 400TOPS, and the hardware quality is mainstream at the same level. It should be pointed out that the first batch of 101 limited edition Mecha Dragons priced at 488,000 yuan was sold out on the auto show media day.
In addition to Weilai ET7, Mecha Dragon's competitors at the same level also include Zhiji L7, Mercedes-Benz EQE and other powerful models. In comparison, Mecha Dragon does not have a very outstanding competitive advantage.
Why choose to integrate with Euler?
Salon positions itself as a high-end pure electric brand with a sports style, starting from the Mecha Dragon that represents the brand’s genes, as well as the Salon-registered “Steel Dragon”, “Storm Dragon”, “Battle Dragon” and “Armor Dragon” As you can see from the dinosaur series trademark (model naming), it is not as mediocre as ordinary mainstream models. ?
At the 2022 Chengdu International Auto Show, Salon cooperated with the Japanese anime "Neon Genesis Evangelion", a favorite of the post-80s and 90s generation, to jointly create a limited edition Mecha Dragon EVA model.
Salon and Euler are both pure electric vehicle brands owned by Great Wall Motors, with the same power lines. The brand and model positioning are distributed high and low, and there is no overlap. The aggregation operation of the two is more reasonable.
What are the prospects after integration?
Similar to the reintegration of Tank after it separated from Wei Brand, Salon and Euler are also integrating operations, both for the consideration of the overall strategic development of the group, and will keep their respective existing brand strategies largely unchanged.
That is, the original six brands of Great Wall (full range of pickup trucks), Haval, Tank, Wei, Euler and Salon have been optimized into four major segments: Great Wall (pickup), Haval, Tank Wei, Euler and Salon.
After the integration, Salon Mecha Dragon has settled in the Euler community, and the mobile Euler APP has set up a Mecha Dragon area, and its content layout is consistent with the Salon APP. This action is because Euler has a large user base and rich operational experience.
Salon and Ola have integrated online channels and transformed the direct operation model into a dealer operation method. While accelerating the layout of the national marketing network, it can also reduce investment in channel construction.
Ola brand models mainly cover the price range of 129,800 to 269,800 yuan. With the concept of integrating retro design and modern technology, it brings products and services that are more favored by female users.
Wen Fei, the former Salon brand CEO, will be responsible for the operations of both Euler and Salon brands. Among them, Salon focuses on the price range of 400,000-800,000 yuan, while Euler occupies the price range of about 100,000-300,000 yuan. The two car brands will accelerate the increase in the new energy penetration rate of Great Wall brand models.
Similar to the dual brands of Tankwei that undertake the high-end mission of Great Wall Motors, the dual brands of Salon and Euler carry the electrification strategy of Great Wall Motors and are jointly implemented with the Great Wall and Haval brands of the Group. "ONE GWM" global layout.
After the integrated operation, the brand positioning of each sector will be clearer. Great Wall's two sets of dual brands will integrate 1 set of channels and 1.5 sets of operation teams in order to concentrate superior resources, complement each other, form synergy, improve brand operation efficiency, and maximize synergy.
Great Wall plans to transform its entire industry chain technology accumulation into product competitive advantages, further promoting the increase in sales of dual-brand models and the realization of profit targets.
Will Wen Fei, CEO of the dual brands of Euler and Salon, who once led the case of the popular model Haval Big Dog, open up a new situation for the growth of the two brands? You can look forward to it.
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