《哈弗汽车市场竞争力报告》由会员分享，可在线阅读，更多相关《哈弗汽车市场竞争力报告（56页珍藏版）》请在金锄头文库上搜索。
1、The Analysis of Haval GSC Chuan Du-Franke 05.12.2014 Basic Information Great Wall Motor Agenda 2 Company Structure Operation Strategies The History Development of Haval The Product Ranges of Haval Marketing Strategies The Factors Contribute to the Success of Haval vs. Yeti High-Tech Configurations F
2、uture Challenges Conclusion A High-End Looking Design 3 Data Source: Data Source: Great Wall Motor Company Limited, Annual Report, 2013; Official Great Wall Website Great Wall Motors, was established in 1984, is Chinas largest SUV and pickup manufacturer. It was the first private Chinese auto manufa
3、cturer to become a public company in 2003. Until 2010 Great Wall Motor manufactured only trucks not producing a saloon car. 2011 GWM became the tenth largest of any vehicle makers in China. 2012 it was listed among “2012 Chinas Top 50 Best-Performing Companies“ by Global Entrepreneur. Since 2013 it
4、becomes Chinas largest SUV producer. 2013 the ceremony for the delivery of the 1,000,000th Haval SUV took place in Beijing. In 2013 Haval brand became independent officially from Great Wall Motor. Employment: 68509 Employees Production capacity: 800,000units Models: 20 (8 models from Haval) Basic In
5、formation Great Wall Motor 30 Years Evolution of Great Wall 4 Data Source: GW/H2 competitive benchmarking, SVW, 20.11.2014 Local car factory under collective ownership Producing only pick-ups at a low profitability Through 1 small plant in Baoding Under 1 Great Wall Brand From 1984 To 2014 Group wit
6、h 30+ BUs publicly listed both in Shanghai and Hong Kong valued at more than RMB 10 billion Producing both passenger cars and pickups at a margin of 17% in 2013 Through 2 plants in Baoding, 1 plant in Tianjin and 1 plant in Xushui Under 2 Brands: Haval for higher end and Great Wall for lower end Thr
7、ee Major Production Bases 5 Data Source: Great Wall Motor Company Limited, Annual Results, 2013 保保定基地定基地 Baoding 徐水基地徐水基地 Xushui 天津基天津基地地 Tianjin Leveraging 3 major production bases, the Company focuses on 3 major categories, namely pick-up truck, SUV and sedan Production base for Haval H8, Haval H9
8、 Coupe C, Haval H7 and subsequent products Current Capacity: 20,000; Future Total Capacity: 50,000 Production base for automobiles and automotive parts and components in its Economic-Technological Development Areas Current Capacity: 400,000; Future Total Capacity: 800,000 Current Capacity: 400,000 T
9、he International Expansion of Great Wall Motor 6 Data Source: 163 Auto; Novinite; Baike Great Wall Motor 2014 GWM planned to invest an initial RMB 2.1 billion to establish a production base capacity of producing up to 150,000 vehicles a year in Tula Oblast area of Russia, south of Moscow. 2012 GWMs
10、KD plant in Bulgaria went into operation as the first KD assembly plant built by a Chinese auto brand in the EU, the plan has an annual production capacity of 50,000 units and assemble four models: SUV, a pickup and two passenger car models which are expected to be sold in European Union countries.
11、2012 2014 2011 2009 the launch Ceremony was held in Australia. 2011 GWM successfully entered England and Ukraine. C30 was launched in Chile, the current market share in Chile is around 2%. GWMs KD plant in Malaysia went into production. 30,000 0 5000 10000 15000 20000 25000 30000 35000 2012201320142
12、015 Sales Volume Worldwide Sales Volume Worldwide Source: Chinese Media Excluding China N/A Basic Information Great Wall Motor Agenda 8 Company Structure Operation Strategies The History Development of Haval The Product Ranges of Haval Marketing Strategies The Factors Contribute to the Success of Ha
13、val vs. Yeti High-Tech Configurations Future Challenges Conclusion A High-End Looking Design Company Structure 9 Data Source: Great Wall Motor Company Limited, Annual Results, 2013 Great Wall Motor Haval Brand Haval H5 Haval H6 Subsequent SUV Models Great Wall Brand Great Wall C30 Great Wall C50 Gre
14、at Wall M4 Wingle pick-up Truck Other Sedan and pick-up Truck Corporate Brand Product Brand Model Total SUV Sales Volume 10 Data Source: IHS Global Insight, expert interviews from GW/H2 competitive benchmarking, SVW, 20.11.2014 Basic Information Great Wall Motor Agenda 11 Company Structure Operation
15、 Strategies The History Development of Haval The Product Ranges of Haval Marketing Strategies The Factors Contribute to the Success of Haval vs. Yeti High-Tech Configurations Future Challenges Conclusion A High-End Looking Design Operation Strategies 12 Data Source: Great Wall Motor Company Limited,
16、 Annual Results, 2013 Operation Strategy Increase brand equity through leveraging advanced product quality planning, manufacturing process improvement and sales service enhancement. Adhere to “lavish investment “in R 150hp; L4 1.4T; 150hp; L4 Cubic Capacity cc 58 55 Displacement cc 1497 1395 Max Speed mph - 190 Max. Performance (Ps/rmp) 110/5600 110/5600 Max .Torque(Nm/rpm) 210/2
