2020 Guangzhou Auto Show, Haval brand brought a new small SUV -? Haval first love. Haval has always been good at creating explosive models, and the new "first love" is naturally no exception, as early as in September when the Beijing Auto Show debut, "first love" this name has already gained a lot of attention. Undeniably, from the product marketing level, a good name can indeed play a good promotional effect, but want to get the market recognition, more still have to rely on real skills. After years of cultivation and efforts, Haval brand has made great progress, not only the product line is more and more rich, and independent research and development of the core technology has also begun to use in the new models. The Haval brand has never lacked "hit" products, and whether the first love can withstand the pressure of a hit? Today we will be from the "new car product power index" point of view to the upcoming Haval first love for a comprehensive analysis.

1, brand influence

Creating the myth of the independent brand

Great Wall Motors was founded in 1984, headquartered in Baoding, Hebei Province, was founded mainly to produce pickup trucks, and then began to research and development of SUVs, and successively launched the Saifu, as well as the Haval and other products. 2011, with the first generation of the "divine car", the first generation of the "divine car", the first generation of the "divine car", the first generation of the "divine car", the first generation of the "divine car". "In 2011, with the launch of the first-generation Haval H6, the dominant position of the Haval brand in the domestic SUV market began to emerge.On March 29, 2013, Haval brand officially announced its independence, and became the third independent brand specializing in the production of SUV models after Jeep and Land Rover. Haval's logo is the metal word "HAVAL", which means "Have?all".

Currently, Haval has a number of hot-selling models under its belt, of which the Haval H6 is definitely the leading star product that has long dominated the domestic SUV sales list. 2020, by the market downturn and the double impact of the epidemic, Haval H6 sales plummeted, but with the gradual turnaround of the market, the Haval H6 has ushered in the outbreak again. In October of this year, Haval H6's monthly sales once again exceeded the 50,000 mark, reaching the top of the sales volume since nearly a year ago. With such a strong performance of the main model, plus other different positioning of a variety of SUV products, Haval's position in the domestic SUV market is almost unshakeable. Not only that, Haval also sells its models overseas, and has established the Haval Tula plant in the Uzlovaya Industrial Park in Russia's Tula region, becoming the first overseas vehicle plant invested and built by a Chinese independent brand. With such dazzling achievements, the Haval brand deserves the name of "China's SUV global leader". To summarize, Haval is given a four-and-a-half-star rating in the brand influence assessment.

2. Consumer Expectations

Personalized Naming and New Platform***Same as Haval's First Love to Generate Attention

For the consumer expectations of Haval's first love, we have introduced the CarQuality.com's big data collection and analysis system to analyze the situation, so as to come up with the direction of public opinion about the new car on the Internet.

As of press time, we have collected 70,123 pieces of information on the Internet about Haval's first love***, mainly through various news clients, microblogs, websites, WeChat and forums. Among them, the news client and microblogging activity is higher. Through analysis, it was learned that the earliest report on Haval's first love on the whole network was published on August 31, 2020, with the article titled "Haval's new SUV patent drawing exposure? or the new Haval H2". And the highest peak of sound volume across the web occurred on November 21, 2020,*** generating 5,843 related reports.

From the analysis of the 70,123 pieces of information collected, the vast majority of the current reports about Haval's first love are positive as well as neutral information. Among them, most people are attracted by the name "First Love", and since the new car is the first small SUV based on the lemon platform, the topic heat caused by these two aspects is very high.

3, product highlights analysis

Lemon platform under the first small SUV

Haval's first love is based on the new lemon platform to build, is the first under the platform of small SUVs. according to the official introduction, the lemon platform can be adapted to the A0, A, B, C, as well as D-class models, in-depth coverage of the three major categories of SUVs, sedans, MPV. In terms of power options, the platform supports four power combinations: fuel power, a variety of hybrids (including hybrid DHT, P2, P2+P4), pure electric and hydrogen fuel cells.

As a brand new model, Haval First Love adopts Haval's latest family design language, with LED daytime running lights extending from the headlight group down to the front surroundings, together with the corner design and complex decorations, which looks quite personalized. The rear modeling is dynamic and fashionable, and the tail light group outline echoes the headlights, with strong design consistency. The bottom of the rear surround is equipped with a large black guard plate, which enhances the visual effect and also plays a certain protective role, and the exhaust adopts a hidden design.

Haval's interior also follows the latest family style, with a refreshingly simple design. Full LCD instrumentation with a floating center control screen to create a strong sense of technology, in addition to the A-pillar position is equipped with a dedicated camera, able to achieve fatigue reminder and other related functions. The center console eliminates the traditional physical buttons, and below the 12.3-inch center screen are touch buttons that integrate air-conditioning control and radar and reversing camera switches.

Power, Haval First Love is equipped with a 1.5T turbocharged engine codenamed GW4G15K, with a maximum power of 150 horsepower, and the transmission system is matched with a 7-speed dual-clutch transmission. In addition to the fuel version of the model, Haval first love will also be launched in the future with a plug-in hybrid powertrain version, to further enrich the market choice.

4, new car quality reputation

Brand quality reputation is stable? New car is expected to continue

New car quality reputation will be based on a large number of car quality network real car owner complaint information for scientific analysis, so as to give a reasonable prediction and evaluation of the quality reputation of new models.

Since Haval's first love is a brand new model, it will be analyzed with reference to the previous complaints of the brand it belongs to. Data statistics show that from January to October 2020, car quality network **** received about Haval brand complaints **** counted 1,556, from the point of view of the typical failure problems, in-car interconnection failure, audio-visual system failure, battery failure, navigation problems relatively more complaints. Due to the Haval first love for the new model, based on the new lemon platform to build, vehicle hardware and software have been upgraded and adjusted, so you can tentatively think that the Haval first love the chances of the above problems are relatively small, but the actual situation is how to wait until after the use of its market to be able to have a definitive conclusion.

In order to more objectively reflect the new car's quality reputation performance, we will introduce the "complaint sales ratio" to judge, that is, the ratio of new car sales to the number of complaints in a fixed period of time.

According to the data from CarQuality.com, from January to October 2020, the cumulative sales of the Haval brand were 542,931 units, and the complaint-to-sales ratio was closer to the annual complaint-to-sales ratio of 23.6 out of 10,000 for domestic passenger cars in 2019, and the overall complaint-to-sales ratio was stable. Haval First Love, as a new model built on the lemon platform, is expected to continue the brand's good quality reputation performance.

Through the analysis of Haval's complaints, failure points and complaint sales ratio, the future performance of Haval's future in the quality of reputation can be a rough judgment, from the current quality of reputation, the car can be in the upper level of the same class.

5, after-sales service reputation

Dealer coverage wide? Satisfactory service attitude

In measuring the after-sales service reputation of new cars, a certain number of real car owners will be randomly selected for a return visit, through the owners of new cars belonging to the car line/brand complaints, the enterprise for the owners of the complaint response and the resolution of the situation of the investigation, a relatively objective for the new car's future after-sales service reputation is predetermined.

We randomly selected 50 owners of Haval models for a return visit, and all of them said they had received a response from Haval to their complaints, which shows that the manufacturer pays more attention to owners' demands and has a satisfactory service attitude.

After the purchase of the vehicle is bound to be involved in the daily maintenance of the vehicle, the number of brand dealerships and the distribution of the situation is very important, and will even have a certain impact on the consumer whether to buy the brand model. According to the car quality network statistics, Haval is currently in the domestic dealer stores **** more than 2604, covering 31 provinces, autonomous regions and municipalities, of which Shandong, Henan, Sichuan, Yunnan, the number of dealers is relatively large, the overall performance is satisfactory.

Haval First Love has been opened for pre-sale at the Guangzhou Auto Show, from the price point of view quite sincere, I think many people are already looking forward to the official listing of the new car. The domestic small SUV market is hot degree of self-evident, and in this market segment, Haval currently has only H2 a on-sale models, more or less appear to be a bit of a one-trick pony. Haval's official definition of the first love as "young people's first car", the new car is based on the lemon platform, dynamic and stylish exterior design, and configuration and powertrain are also very mainstream, I believe that these are also able to attract the attention of young consumers.

This article comes from the author of the automobile home car, does not represent the views of the automobile home position.