Hover Automotive declaration of independence: the brand for the professional and fly (lucy xu)

With the Hover SUV ownership exceeded one million, March 29 Great Wall Motor formally announced independent Harvard brand, Hafer new brand LOGO be enabled at the same time. Harvard has also become the third professional dedicated to manufacturing SUV Brand.
In 2002, the first one Severin off the assembly line marks the birth of Harvard, since then, Havel gradually launched a number of features focusing on different SUV lineup constantly enrich Harvard is known for its versatile, full range, quality and reliable Cost a series of advantages gradually established themselves in the SUV market, focus on practical product image in the minds of consumers, and for ten consecutive years won the SUV market sales champion.

Haval H5, Haval H6 star model driven, today's the Hafer more momentum rainbow, 2012, the achievement of 281,200, an increase of 71%, 45% of the total annual sales occupy Great Wall Motor
Since January to March this year, the Harvard sales continue to maintain the triumph of the market trend, Harvard accumulated holdings in one fell swoop to break through the one million mark.

It is because of a huge market share to ensure base, as well as Harvard decades worked hard in the SUV market, technology and experience accumulated backing, the Harvard brand independent even more logical. In fact, Great Wall Motor early

A few years ago in the layout Hover a separate related matters, such as in some areas, the Great Wall Motors requires WholeSalers time required to open two stores, a Great Wall of shops, a Hafer shop, this is in fact Hover independence

Channel separation legislation to pave the way.
Compared with some independent brands have a return to the "brand" strategy "brand", Harvard independence is an interpretation against the wind, it seems that Harvard never follow the trend of moving, but always in accordance with their own The rhythm and pace of the road.

Previously, the own brand or to the lineup full coverage of market segments, or group advantage in order to expand market share, and so on and so forth reasons, have chosen two or more brand development strategy. It turns out that no technology and brand accumulation of background in the beginning, plus overlap confusion Product planning and the fragmented nature of the price system, limited resources is not only not being fully utilized, but because Multi-brand lead to dispersion and internal friction, the so-called multi-brand strategy in name only, consumers do not even have a basic brand awareness.

Time, Great Wall Motor adhere to the focused philosophy the guiding principles, in their respective market segments solid category advantage, Haval SUV, Wingle pickup by Topeka, SUV, the three categories of the A-Class sedans have done it Market segments in the first place, the car is steadily increasing. Therefore, the biggest difference of Harvard independence and other independent brands case is not subjective initiative, but the market, the demand of the product itself: 1, Hafer do SUV market, brand heritage so that it has sufficient influence, consumers need more sense of exclusive brand independent; 2, Harvard and the Great Wall in the car, Wingle pickup belonging to different categories, market segmentation, it is necessary To be separated; Hafer full coverage of the product line and future planning, professional as need the support of the professional brand. It can be anticipated the Harvard go is an inevitable way to go, Harvard's future introduction of Lenovo.

It is understood that Harvard will be launched in two years to Harvard Harvard H2 H8 eight new models, Han Gaiha Fu All product serial naming rules in accordance with the Hover singular off-road SUV, double the number compared to the urban SUV. And this one Hover H2 will be available during the year, and Hafer the H8 will undoubtedly become the most talked about, and most embodies the two cars of the future trends in Harvard.

The industry generally believe that Harvard independent strategic initiatives of the Great Wall Motor to seek brand breakthrough from Harvard's future product planning, you can get a glimpse. Professional SUV will thereafter have been accompanied by Hafer,Harvard worked direction. Great Wall Motor official said, the professional refers not only to technology, research and development, production repairer attainments, more sales, service, sale and other all-round qualities embodied. Future Hafer, is absolutely bound to cause a place in the world of professional SUV brand with Chinese characteristics.
It can be said Harvard independent just Hafer brand strategy another starting point, forward, Harvard needs to do a lot of things there, such as to strengthen the R & D team, sales channels, brand management issues need to be considered. However,In view of the Harvard understanding of China's national conditions as well as local culture, in humane and services the needs of the people, Harvard has a considerable advantage. From this perspective, Harvard fully potential with other high-end SUV side by side,Country professionals SUV.

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