WEY Tank 300′ s ＂Broken Circle＂ Road

    International Online auto channel News: Excellent off-road capability and strong passability, the most prominent product characteristics of hard-core off-road products are obviously not just needed in the consumer market. Considering the rough style of hard-core off-road and the "informality" in comfort configuration, it is destined that they are the technical products of minority off-road enthusiasts and are active in a small circle with limited radius.

Tank 300

    WEY Tank 300 is like a huge rock that has been put into the niche hard-core off-road market. The achievement of pre-sale orders exceeding 10,000 in 20 days reflects the trend that Tank 300 has continued to become popular since its debut. More consumers who are on the sidelines and the whole industry are also paying attention to the last suspense left by Tank 300 — — Price. On December 17th, WEY Tank 300 unveiled the final suspense. The prices of three pre-listed models: Explorer, Challenger and Conqueror were 175,800 yuan, 195,800 yuan and 213,800 yuan respectively. The excellent mechanical quality of the products, the luxury concept followed by the brand, and the WEY tank 300 with both off-road capability and luxury attributes have officially opened the road of "breaking the circle" with moving prices.

Tank 300

    "No gender difference" full coverage

    The main car buyers of traditional hard-core off-road products are relatively concentrated in men. According to the official statement, the proportion of female users in the existing pre-sale orders of WEY Tank 300 has reached 30%, which not only opened the pre-sale in the form of "Goddess Special" before, but also established the Tank 300 Women’s Club after the official listing. Obviously, in addition to the off-road nature of the product, the sense of design fashion and luxury of the tank 300 greatly expanded the product audience, which of course benefited from WEY’s successful product marketing strategy for the tank 300.

Tank 300

    At the launch conference of Tank 300, Mr. Li Ruifeng, Senior Vice President of Great Wall Motor, CMO of WEY brand, stated: "At present, among more than 260 dealers of Tank 300 in WEY brand nationwide, only 50-60 dealers have exhibition cars, and even fewer dealers are equipped with test cars, so many orders for Tank 300 with more than 10,000 vehicles at present are under the condition that users have not seen the cars and tried them ‘ Close your eyes ’ Ordered. "

Tank 300

    This kind of enthusiasm, which is close to "blind ordering", is not only the good reputation created by WEY brand before, but also the success of Tank 300 "Ecosphere". Under the strategy of "co-creation by users", Tank 300 builds the whole link of automobile life around the whole life cycle of users, providing users with richer experiences and higher-value services, and truly making friends with users by building a multi-dimensional and complete car travel ecology.

    Full care of "iron man’s tenderness"

    According to the standard of hard-core off-road products, the answer sheet of Tank 300 can be called perfect score. The standard compact SUV size (length, width and height are 4760/1930/1903mm and wheelbase is 2750mm respectively) is obviously not won by "body shape". The square shape conveys the most classic off-road vehicle design elements, a large number of straight lines outline a full sense of strength, and the circular headlights also transmit a pure retro atmosphere. The sense of science and technology created by the interior screen and the exquisite color matching materials also show the exquisiteness rarely seen in hard-core off-road. If the exterior design of the tank 300 is a standard tough guy, then the atmosphere inside the car gives people a lot of warmth.

Tank 300

    In terms of the mechanical quality that hardcore off-road products value most, the tank 300 can definitely be called a powerful core. The non-loaded body is equipped with quasi-"three locks", the departure angle of 33 approach angle and 34, and the original wading depth of 700 mm. Combining the functions of crawling mode, tank steering and chassis perspective, the power combination of the 2.0T+8AT gearbox is consistent with that of Haval H9, the most famous hardcore SUV under Great Wall Motor. On the premise of sharing technology, the smaller body size of tank 300 will undoubtedly have more operational space in the process of cross-country crossing.

    On the other hand, in terms of active and passive safety, Tank 300 demonstrates the advantages of the product when driving on urban roads. L2-level automatic driving assistance functions integrate full-speed ACC intelligent adaptive cruise, LKA lane keeping, AEB automatic emergency braking, TST traffic sign automatic identification, RPA remote parking, BSD omni-directional blind area monitoring and other functions. Compared with the traditional hard-core off-road products, the convenience and safety of the tank 300 when commuting in the city will make drivers more useful.

Tank 300 interior

    Competitiveness analysis:

    For WEY brand, the importance of Tank 300 is self-evident. Within more than four years since the brand was established, the VV5, VV6 and VV7 models launched by WEY brand mainly focus on the urban SUV market. Although they have achieved the gap with Harvard in terms of design, configuration and quality, the three products are slightly homogeneous. Tank 300 has not only realized the obvious difference from the same brand in design language, but also directly entered a new market segment in product positioning, which is an important exploration for WEY brand.

Tank 300

    For the market, the number of hard-core off-road products launched by independent brands is rare compared with numerous urban SUVs. The competitive environment faced by tank 300 is relatively relaxed. Combined with the unique characteristics of the products and the luxury endorsement of WEY brand, there is no direct competitor in the same price segment. The initial market fever reaction also confirms the "scarcity" of tank 300 in the market. And with the upgrading of emission regulations this year, many joint venture brands and imported hard-core off-road products have been delisted, and the supply of hard-core off-road products in the market is tight, which directly leads to the price increase in the terminal market and highlights the price advantage of tank 300.

    Combined with reasonable pricing and compatible positioning, the competitiveness of WEY tank 300 will continue to show. From a more far-reaching perspective, the tank 300 with more product characteristics has the ability to form a unique product culture and become an important footnote in the development track of WEY brand and even Great Wall Motor. (Author: Huang Yi)