July 2016 I S S U E 22 Haval E-Magazine ISSUE 22 07/2016 The Manufacturing ability of CONTENTS HAVAL plant An Exploration of the Production Comments From Media Factory of HAVAL H7 From Zero to 3 Million, What’s behind HAVAL’s Success? Overseas News of HAVAL Interview HAVAL Dealers Organizes a Test Interview of Brand Manager of Drive in St Petersburg GWM / HAVAL –ZAG Oman—Sulaiman Al Rashdi Report: Can the No.1 SUV brand in China take on the Australian Outback? Part 1: The stakes HAVAL Headlines The Sales of GWM in June One More Miracle: HAVAL SUV Sales Increased by 13.09% in the First Half of 2016 GWM Shortlisted in Top 500 Enterprises of China as Listed in Fortune Focus From Zero to 3 Million, In fact, the focus strategy has and SUV are all well developed, always been a business strategy but Mr. Wei still didn’t think the 3,000,000 of GWM. Wei Jianjun, the company’s resources and What’s behind president of GWM, once said, strength were great enough to “GWM puts all its limited support the two major categories. resources on hand into the SUV So, he decided to focus on SUV. HAVAL’s Success? category, which is actually to Many people had doubt about his focus on the core. We have decision at that time, but Wei’s emphasized this for no less than move turned out to be correct. ten years.” Of course GWM’s car “Red envelopes worth RMB 300 million and gifts worth RMB 3 million to be handed out to costumers as a token of gratitude”. Let’s find out what the media have to say about this? This critical article came from auto-sohu, one of the most popular Being Down to Earth media in China Being down to earth without the way. There are a few Chinese conducted careful and strict eagerness for quick success, auto companies which were born budgeting and become the most instant benefits and superficial in the same period as GWM. profitable auto company as a n June 20, the Great Wall In today’s China where foreign Chinese to equate SUV with compliments is the second Some of them are successful, result. GWM has fixed its mind on Motor (GWM) launched a auto companies dominate the HAVAL of GWM and domestic feature of GWM and Wei Jianjun. some not. The successful developing SUV. It seems that thanksgiving event to “hand auto market, HAVAL has actually vehicle. O Being one of the oldest Chinese companies are all down-to-earth, GWM has given up the huge car out red envelopes worth RMB become a leader in Chinese SUV HAVAL’s success is a miniature of auto brands, GWM hasn’t got while the unsuccessful market, but it has actually made 300 million and gifts worth RMB 3 market, not only taking over the the fast developing auto industry much support of resources as a companies or those who are itself a leader of SUV for this million to costumers as a token of SUV market from foreign auto of China. Quite a lot can be private business. If it was not struggling to survive are most reason. Being a leader of SUV, gratitude” in order to celebrate enterprises, but also making the learned from GWM and HAVAL. clear about reality or not down to likely to crave for greatness, GWM is more worthy of that the sales volume of HAVAL nation recognize and accept earth, only seeking for instant success, large scale, and recognition. SUVs has exceeded 3 million for HAVAL and domestic vehicles. It compliments, this enterprise full range. Without many loans the first time. is extraordinarily significant for the couldn’t have come such a long from the government, GWM has Focus and Proficiency Customers First really implement it. integrity services with “customer However, GWM is satisfaction” as the core. Wei has one of the few who repeatedly stressed, “No flaw can really adhere to the be allowed in GWM’s concepts principle of "customer and the responsible attitude first”. towards customers. We dare to shoulder responsibility and Since it set its mind on SUV, it H9, has formed a complete range marketing service. With the increase of adhere to integrity.” No ceremony must do intensive work in this of SUVs with large, medium and HAVAL’s market The number of its users has is held this time for the sales of 3 segmented market so as to come small sizes, high, medium and volume and the exceeded 3 million. This has not million vehicles, but big red up with a rich range of models; low ends, urban and off-road increased “red sea” only laid a solid public foundation envelopes will be handed out to thus anyone with a demand for utilities. It has remained the sales competition of SUV, the focus for the brand of HAVAL to make Almost every company says that customers. This move is a SUV can find his or her favorite champion of SUV for 13 strategy of GWM has been further further breakthrough, but also customers come first, but few can genuine expression of such idea. product in GWM. We can see consecutive years. Thus, GWM deepened. It has begun to create won numerous praises and from the present situation that has gained higher and more reputation for Chinese brands. GWM has made it. HAVAL SUV professional technology R&D product line, from HAVAL H1 to strength and higher level of Generally speaking, the sales Chinese brands in the field of Speaking of this, in the face of the volume of HAVAL SUVs exceeding SUV. This has enhanced the situation that the SUV market has 3 million has made HAVAL the confidence of China’s auto moved from the blue sea to the banner and benchmark of industry to go further. Some red sea, the rest of Chinese Chinese auto brands. It is a Chinese brands, including HAVAL, brands should learn the essence milestone in the development of have been fully equipped with of GWM’s focus strategy to create Chinese SUV market, not only ability and strength to compete new market segments in the SUV breaking the situation that the with foreign brands. They shall field, and make their business joint-venture brands dominate stride forward bravely for the next greater, finer and stronger. This is Chinese passenger car market, challenge with the expectation of the only right way. but also witnessing the rise of China’s auto industry. i n t e r v i e w Please talk about your growing known of this brand at 2004 when I joined experience, such as personal hobbies, ZAG and I have witnessed the fast growth Since we launch HAVAL brand, what and experience of learning and career. of GWM from that time. I have seen how activities of brand promotion have you I am Sulaiman Al Rashdi. I came from a this brand got developed and gained company done and what effects did these beautiful country, called Oman in Arab consumers’trusts and market share, it has activities achieved? become one of the preferable pickup in Gulf. I have grown in the interiors of Oman We did a press launch. The launch Oman. in a village called Al Quratain. My passion covered in most of the press in Oman. We always with Cars since binging. I have Please talk about your opinion of HAVAL displayed HAVAL models in malls and did completed my high school then I had the brand. test drive campaigns. Afterwards we had chance to study marketing in Cairo launched many advertisements and When I saw HAVAL at first time I said wow. University and I got a scholarship from Al introduced a very good sales scheme and HAVAL SUV is really beautiful and I am Zubair Automotive Group to do MBA in UK launched last month for Ramadan sales. looking forward to the overseas success in 2009 at UWIC. I like sports, campaigns, of the brand after succeeding in China. What is your idea for the prospects of horses, reading and travailing. Nobody can guess it is a Chinese auto HAVAL in local market and future plan for Please talk about the history of brand if we don’t tell him. I am really HAVAL? cooperation between your esteemed satisfied with HAVAL and I am driving I wish HAVAL can come with bigger company and Great Wall Motors. What is HAVAL H9 now after Pajero/Jeep Grand engine and very attractive price, then I am the best memory for you? Cherokee/ Audi and many other cars sure this brand will be NO1. in Oman as I was the first employee dealing with Great where I did not find difference in the well. Wall Motors in feeling of luxury and prestige. In my ZAG. I have opinion, only need better price, can HAVAL has access to market and win the Interview of share of other brands in Oman. Would you share your work style and Brand Manager of GWM / HAVAL –ZAG Oman manage experience with us? —Sulaiman Al Rashdi I use the free management style. In other meaning I am a friend to my team and I make them believe on their target before I Profile set up target for them. I accept the Name：Sulaiman Al Rashdi arguments and judgments from others. I Title:The Brand Manager of Great Wall and HAVAL in ZAG always learn from my team, my customers Hobby: sports, campaigns, horses, reading and travailing and my management. I believe that, if we don’t believe in our product we will never be able to convince any others.