According to sales data newly released by the China Association of Automobile Manufacturers (CAM), Great Wall Motors was ranked 8th in China’s auto industry with annual sales of 730,000 units in 2014,including SUV sales of 519,000 units, up 24.4 percent year on year, pickup sales of 118,000 units and car sales of 93,000 units.
2014 is undoubtedly a year of great development for the SUV. Great Wall Motors’ focus strategy achieved initial results in 2014. Thanks to the launch of several new models in the second half of 2014 and the record sales of Haval H6 for consecutive months, Great Wall Motors’ SUV sales grew steadily and reached 519,000 units, up 24.4 percent year on year. So far Great Wall Motors’ SUV models have been sales champions for 12 consecutive years.
In terms of sales, Haval soared in 2014 to boost Great Wall Motors’ SUV sector.Haval H6 worked a miracle with sales of over 30,000 units for three consecutive months and registered annual sales of 315,000 units, up 45 percent year on year, so as to retain the domestic SUV sales championship; Haval H2 registered annual sales of 49,000 units, and was ranked among the top 10 best-selling models as its sales have kept climbing since it was launched in July and topped 10,000 units for two consecutive months; Haval H1 registered annual sales of 13,000 units and became a rising star in the SUV market with average monthly sales of over 6,000 units.
In the unnoticed pickup market, Great Wall Motors also performed strongly. Withannual pickup sales of 118,000 units in 2014, Great Wall Motors has retainedthe domestic pickup sales championship for 17 consecutive years, followed byJMC and Zhengzhou Nissan. However, Great Wall Motors’ car sales declinedbecause of its strategy of focusing on SUVs. In an interview during the 4th Great Wall Science & Technology Festival, Chairman Wei Jianjun said, “It is a period of adjustment for our product strategy indeed,we have not developed new car models based on two existing models: C50 and C30,this is the key reason for the decline in our car sales.”
Great Wall Motors’ sales were somewhat affected by the independent brands’sales decline for 12 consecutive months. Just as an industrial expertcommented, “A company’s business performance is measured by sales andcapital chain. Great Wall Motors was unproblematic in both.” Despite aslight decline in annual sales compared to the previous year, Great WallMotors’ overall ranking in the industry remained unchanged and its operatingrevenues picked up contrarily. These were attributable to the continuous growth of its primary business–SUVs, the optimization and upgrading of Haval’s product structure and the constant enhancement of Haval’s brand influence.
Speaking of Great Wall Motors’ future development, Wei said that focusing on Haval is consistent with the brand concept of “focus, dedication,specialization” as Great Wall Motors’ unswerving strategic policy. In the future, Great Wall Motors will continue to uphold the strategy of focusing on SUVs, and persistently create brand value by category advantag