Recently , Haval's second-generation big dog national camping season officially kicked off. This is an extreme long-distance self-driving trip, including a variety of road conditions, light off-road and exquisite camping. Offline experience camp. The activities included Haval’s second-generation Big Dog fuel version and Haval’s second-generation Big Dog PHEV version. In a market of 150,000 people, by virtue of “ a bit more wildness than urban SUVs , and a bit less comfort than hardcore off-road vehicles” " , Haval Big Dog has pioneered the 3/4 scale light off-road category since its launch , and also satisfies trendy young people who love to play. The second-generation Haval Big Dog, relying on the product strength of Kecheng, Keye, and Kedian, opened up a blue ocean of new energy light off-road. Among them, the PHEV version of the second-generation Haval Big Dog has a price range of 160,000 to 200,000 , and the fuel version has a price range of 130,000 to 150,000, so as to meet the car usage scenarios of different users and improve the precise coverage of market segments.
During this event, the camp had a conversation with Zhang Fuzhi, Haval’s vice president of marketing, and Wu Yabo, marketing director, and discussed topics such as Haval’s dog category layout, product positioning, and crowd segmentation. Next, let’s take a look at what they said.
First of all, the location of this event is arranged at the Great Wall Motor Wuzhou off-road base. This site is a camping off-road base specially built by Wuzhou Group for the entire Great Wall car owners. The camp includes multiple scenes such as camping area and off-road experience area. The driving experience of various models and the real strength brought by the products.
In fact, this event is more based on the light off-road experience set by Haval’s second-generation big dog fuel version. As the only vehicle in the150,000class with intelligent electronically controlled four-wheel drive, central differential, and rear axle electronically controlled mechanical teeth Differential lock,9kinds of all-terrain mode one-key switch, light off-road cruise and other exclusive configurations, enjoy a leisurely and happy self-driving light luxury journey with your partner, family and friends.
What are the differences in product power and user groups between Haval Big Dog and Haval Big Dog II?This part has also been answered, Haval first-generation big dog and Haval second-generation big dog, Haval first-generation big dog and Haval second-generation big dog are not in a competitive relationship, but form a joint force.The main reason is that there is a big difference in the crowds and prices to adapt to.The first generation of big dogs first inherits the tough appearance design of the classic style, and the price is also in the120,000to150,000level. No matter in terms of tough appearance, configuration, and product strength, it is difficult to find rivals at the same level.The second-generation Haval Big Dog not only inherits the hard-core appearance, but also incorporates more exquisite designs, especially the interior part is also a model that has reached the200,000level.In addition, Haval’s first-generation big dog has more target groups and more consumer groups dominated by trendy toys, while the second-generation big dog has found a lot of target groups with money and leisure since its launch, as well as civil servants in public institutions, etc. For weekends, enjoy the beauty of nature with family and friends.
At the same time, it also explained the development of intelligence. In the field of intelligence, the Great Wall is divided into several major parts, including not only software, but also a separate intelligence center for optimization and product development in the smart cockpit.Smart driving is developed and upgraded by Momo Zhixing.There is a team of thousands of people in this part, and it is also an early research and development company in the industry. We are leading in this area.Returning to the product, the car machine and smart cockpit of the second-generation Haval Big Dog are not inferior toTesla's smart driving, including smart assisted driving, automatic parking system, recognition accuracy, and various forms of lateral parking spaces. Lateral parking spaces, etc., are still very leading in this area.The Great Wall is more technology-oriented, and the current technical reserve is sufficient, and it will wait for the regulations to be liberalized and gradually release more technologies.
For users, after each model is launched, there will be a market research team to conduct questionnaire surveys. Any questions raised by users about the products will be followed up by internal discussions and research and corrections. Problems will be solved as soon as they arise. Itcan be solved throughOTAremoteupgrade within one month .At present, the executives of Great Wall Company have collectively opened a Weibo account. Through the account, they can keep abreast of users' suggestions for the product, and feed back to relevant departments for discussion and implementation.
At present, consumers are divided into two categories. The first is the older user group, users who have money and leisure and like to go out for a walk. This part of the group enjoys more comfort, intelligence and passability.The second-generation Haval Big Dog just meets the large space, intelligent configuration and passability. It can be loaded with equipment anytime and anywhere, and it can be easily handled whether it is a short-distance self-driving or a long-distance crossing.
The other category is younger users.In the age group of 30 to 45, there are users who have just started a family, and there are also old and small families. On weekends, they always have to go forawalk.It brings this kind of good choice, because it has high requirements for economy, comfort, passability, space, and safety. The Haval second-generation big dog also satisfies this part of the group, plus We also have the second-generation Haval Big DogPHEVmodel, which can be used in the city or in the wild. In terms of life scenarios, it is called5+2+e,5days of work,2days of leisure to enter your own life, and then addingeis Using electricity to empower both ends at the same time can bring more different enjoyment, so the current second-generation Haval Big Dog can be regarded as covering more groups.
Another advantage ofPHEV models is that many people think more about the problem of high fuel consumption in urban vehicles for medium-sizedSUVs, and our second-generation Haval Big DogPHEVsolves this problem. It can be pure electric mode or pure electric priority, Satisfied the problem of high fuel consumption.In addition, in terms ofNVHquietness and the comfort of passengers in the car, it is also quieter than fuel vehicles.Finally, there is no need to worry about mileage anxiety, but there is no need to consider the difficulty of charging with gasoline and electricity.For the rich scenes of users, especially the weekend camping Haval II Big DogPHEVversion also has3.3kilowatts of external discharge, which can meet the requirements of portable electric ovens, coffee machines, refrigerators, etc., eating a hot pot outdoors and watching projection movies. totally adequate.
The dog category in the user field also has a very strong operation team, including co-creation officers and welfare officers.The welfare officer is actually a car owner who spontaneouslyreleases discounts on Haval's officialAPP , and all car fans can enjoy discounts.In addition, to build our own moat, our users, our Pug Bang, they are also positive, everyone can play together, have fun together, and do some meaningful things.In addition, in terms of hardware expansion, we also have a lot of cooperation, including lures, outdoor sports brands, off-road bases, etc., to provide our users with more exclusive products and playgrounds.
The dog category has been on the market for two years, and the global sales volume of the dog category has exceeded250,000.InMarch2023, the sales volume will be10,317units,Aprilsales volume will be15,138units, andMaysales volume will be15,614units. The sales volume will increase steadily, and its strength will lead the light off-roadSUVtrack.Among them, Haval’s second-generation Big Dog has a deep understanding of market demand, and brings users a full-scene tide and wild lifestyle that can be used in cities, fields, and electricity, and satisfies their beautiful imagination of light off-roading.Behind the sales volume is the embodiment of strength. With the unique 3/4scale light off-road configurationof the same class, the Haval II Big Dog fuel version has brokenthe dominance of urbanSUVsin the market in one fell swoop, and has become the leader in the light off-roadSUV track.In the future, the second-generation Haval Big Dog fuel version will also win the trust and choice of more users with its comprehensive car experience, and continue to lead the light off-roadSUVmarket.
