On April 25, the 18th Beijing International Auto Show officially opened. The domestic car market has gradually recovered from previous lows and uncertainties this year, welcoming new changes in industry structure, technological routes, and product forms. The momentum of intelligence and electrification continues to grow, and the iteration of brands and products is accelerating. The show, themed “New Era, New Cars,” showcases the latest technological achievements in intelligence and electrification in the automotive industry, bringing new changes to consumers.
Different executives have expressed their views on the Beijing Auto Show. Tank brand CEO Liu Yanzhao and Tank brand executive vice president Gu Yukun said that this year’s show is a positive competition for all global car brands and manufacturers. From Toyota’s LC series pricing to Ford Bronco’s comments in North America, everyone is watching Tank’s attitude. In other words, Chinese brands have the ability to influence the market in certain areas. Interview Transcript: Sina Auto: Many foreigners and international friends have come to our booth. Can you introduce the situation of Tank brand in overseas markets, such as how many people were invited to the show, which countries they are from, and their evaluation of our Tank brand and sales situation in our country? Liu Yanzhao: At this Beijing Auto Show, our Great Wall Group also sees it as a global dealer summit. We have invited some overseas media from target markets to this summit, as well as many overseas dealers. These foreign friends come from countries and regions such as Central Asia, Europe, ASEAN, the Gulf Cooperation Council countries, Australia, New Zealand, and Latin America. The presence of Latin American dealers is particularly significant this time. For Tank, the Latin American region is a policy-driven market due to the promotion of PHEVs. Our EVs and PHEVs in the Chinese market have competitive range and other technologies. The arrival of global dealers and media this time feels like when we participated in auto shows in North America and Europe 10 or 15 years ago. I just spoke with a few dealers, and they actually have a kind of admiration and reverence for the Chinese auto market and products. Next, we have cooperated with Beam, BMW Group at the exhibition. We communicated with several senior executives from BMW Group on site. In the past, most of them gave thumbs up after seeing it. They all said the product was very good. But after today’s communication, several of them looked serious and silent. In the past, when they gave me thumbs up, I felt like a college student evaluating a primary or middle school student: the young man did a good job. Now, the silence is more like suddenly realizing that you seem to have “grown up” and are a real competitor. This Beijing Auto Show, whether it is Great Wall Motors or Chinese brands, I think it is a positive PK for all global car brands and OEMs. From yesterday to today, whether it is the pricing of Toyota’s LC series or the comments made by Ford Bronco in North America, in a certain dimension, it is like looking at the attitude of a tank. In other words, Chinese brands have truly reached a dimension where they can influence the market landscape in certain areas. Sina Auto: There is a technical issue, if the hybrid system’s battery is dead, how to solve it? Gu Yukun: Technically, it belongs to dual redundancy. When I came up today, some people told me that the Prado has low-temperature dual redundancy, with a starter and a motor for starting. In fact, a tank is like this, it can start the engine in low-temperature environments and choose different starting methods according to different conditions, including the first start, the engine may run longer because if it starts back and forth, there will be some low-temperature energy consumption issues. We have many corresponding calibration strategies, for example, when starting the vehicle below -5°C, the engine and starter will start, and the 12V starter is in a cooperative relationship. Sina Auto: If the battery is dead, can the engine continue running? Gu Yukun: Yes. Sina Auto: What about the hybrid transmission? Liu Yanzhao: This is a problem with the vehicle’s motor system. Why didn’t we mention this redundant drive for tanks, we think it’s a given, because tanks have too many technical highlights, this is not a priority in general, power batteries have temperature limits in environments of -40℃ or -45℃, if a normal household product has issues in below zero temperatures, it may be understandable, but for off-road vehicles it is unacceptable, so we have done double redundancy in this dimension, which we believe is the basic guarantee for tanks to go off-road, even if some SUV brands remove the starter and use 48V or P2, P1 motors to start, there is still a definite difference in absolute low temperatures in the dimension of 12V lead-acid batteries, tanks also use high-capacity, low-temperature batteries, ensuring performance in low temperatures. Because P2 is a parallel power system, even if the power battery runs out, there are no issues with the fuel power system, in the worst case scenario, even if our P2 motor has no power, it can still run on pure oil. Sina Auto: What are the global plans for the entire Tank brand this year? Secondly, the Tank 300 Hi4-T has sold out instantly, are there plans to increase production? Gu Yukun: In March, Tank 300 and Tank 500 entered 5 markets this year, globalization is the most important for Tank, we must accelerate the process of globalization. Currently, domestic sales of Hi4-T may be better, but in overseas markets Hi4-T does not have all the advantages, there are some conditions that are not mature, or some regions without policies, these are all part of our reserve system for the entire power system, we are selling more oil cars than electric cars in Russia, we are speeding up our international expansion and taking the entire power system abroad. In our country, we are also collaborating with users to see if there is demand for 400 gasoline, 300 diesel, and 300 2.4T diesel. These things have a lot in common on our platform. Globalization is the focus this year, we need to be fast. The global market mentioned earlier does not mean Hi4-T has no advantages, but we need to follow the market’s habits. Market differentiation must be respected. If everyone over there likes diesel, we will respect that preference. Of course, if there is demand domestically, we can also meet it. Sina Auto: This is Tank’s third year, and Tank brand has achieved outstanding results in these three years. Have you been complacent? How will Tank face future challenges? Liu Yanzhao: Tank was complacent in the first year. Our entire company has a culture of self-reflection. Tank is not complacent because our brand advocates “Iron Man with Tenderness.” We focus on hardcore technology, three locks, etc. But at the same time, we need to ensure comfort, luxury, and intelligence to keep up with the times. Only then can it be called a Tank. This is how we apply “Iron Man with Tenderness” to our products. Releasing all these contents, for example, using it as an open-top runabout in the city or off-road for fun is fine. But after closing the lid, driving straight from Beijing to Alashan for 11 hours, the driving experience on that day will be different. It is not just a comfortable, luxurious, and intelligent car. Tank has achieved these results in three years because it is not just an off-road vehicle, it is also a very comfortable car for daily driving. In addition, intelligence does not drop the chain. It can enter the home and be used daily instead of being idle in the garage or elsewhere. We are constantly revising our actions, striving for the best in this field. We hope to differentiate ourselves in this era of homogenization. In the next three years, we will continue to focus on the global market to move forward steadily. Sina Auto: For the hardcore off-road vehicles priced at 400,000 or even 600,000 to 700,000, it is a completely different group. Tank 700 is to some extent competing for their market. Can we talk about the high-end of Tank 700 and how to promote the high-end of the Tank brand? Liu Yanzhao: The high-end of the 700 is not only the high-end of Tank, but also the high-end of GWM Great Wall Motors. I believe it is also the high-end of Chinese cars. What we lack is brand premium. The driving feel, overall performance, balance, and completeness of Tank 700, I believe cannot be achieved in just 3 years. It is the result of 34 years of Great Wall Motors and a solid accumulation of the Chinese auto industry. From mechanical quality to driving experience to overall vehicle quality, it is a continuous process of upgrading. I believe Tank 700 is not just the high-end of tanks, but also the high-end of Great Wall Motors, a goal and challenge for the Chinese automotive industry to move forward.
Tank 700 is positioned as a luxury off-road benchmark, with strong off-road and luxury performance. Our goal is to constantly improve brand value by using superior quality and products. We must use superior products to enhance society and users’ awareness of the Tank brand. Sina Auto: The off-road market in China is competitive. Tank competes with European and American brands overseas. The competition landscape is different in each market. We need to understand our consumers better. Liu Yanzhao: There is no essential difference between domestic and overseas markets. We are unique in the off-road sector. We need to find our positioning and stand out in a crowded market. Our pricing strategy is based on Toyota’s off-road vehicles. Our value lies in mature markets. Therefore, in the global market, there are no shortcuts for Tank in off-road and luxury competition. We need to compete head-on with top brands and products in our target markets. Gu Yukun: Tank focuses on off-road capabilities, but most of our customers are outdoor enthusiasts. Our customers are mostly in their 30s or older. Tank 700 users are more mature and financially stable. These customers have different statuses and industries, but slightly more free time. We have many tank groups, user alliances, and clubs. They all have a “tough and tender” feeling. Our customers love off-roading, challenges, and the desired lifestyle. They also contribute to society by participating in social assistance. Sina Auto: The group recently announced a significant message about channels, suggesting that the Tank brand may expand its direct sales channels. Can you share some upcoming plans? Liu Yanzhao: Our main channel is currently dealerships, with direct sales as a supplement. We will invest in brand-oriented stores to enhance brand image and secure positions in core areas. Direct contact with users will provide valuable market feedback to the manufacturers. By establishing more stores, we can better understand market conditions and improve communication with users. Direct sales complement our existing channels. Sina Auto: Will Tank brand organize user activities in Australia, the Americas, and other regions? Liu Yanzhao: This is a possibility. We have been considering this as part of our global planning. We aim to create a Tank global ecosystem where off-roading knows no boundaries. In Xishuangbanna, international friends and Middle Eastern users have supported Tank activities. Despite language barriers, their genuine joy in participating is evident. Our goal is to facilitate cross-border exchanges through off-road clubs and the Tank platform in the future.