On August 18th, at Great Wall Motors' Yongchuan factory, as a limited edition off-road Cannon rolled off the production line, the Great Wall Cannon brand officially marked the production of its 500,000th vehicle. With this achievement, the Great Wall Cannon becomes the first Chinese high-end pickup brand to surpass the 500,000 mark, achieving this milestone in just 4 years.

In 2019, the first model of the Great Wall Cannon pickup was produced. Since the launch of the Cannon series, it has been well-received by consumers, achieving 10,000 units produced in just 100 days, 100,000 units in its first year, over 200,000 units in two years, and surpassing 300,000 units in two years and eight months. Now, with the production of the 500,000th vehicle, it has achieved this milestone within four years, showcasing Great Wall's speed in the pickup market.

The Spring of Pickup Trucks

Compared to passenger cars, pickup trucks are a unique category. On one hand, due to consumer upgrades and policy changes, pickup trucks are gradually entering their own prosperous era. On the other hand, the pickup truck culture in China is still in its early stages of development. While electrification and smart technologies have been prevalent in the passenger car sector for a while, they are only just beginning to emerge in the pickup truck segment.

For instance, the Mountain and Sea Cannon, a product by Great Wall Motors' pickup brand, is defined as a "one-vehicle equals four vehicles" concept. It combines the comfort of high-end sedans, the off-road capabilities of premium off-road vehicles, and has an elongated body to accommodate larger recreational equipment. Additionally, the Mountain and Sea Cannon can tow up to 3.3 tons, making it suitable for trailers, yachts, camper vans, and other large lifestyle accessories, thus expanding various outdoor lifestyles.

Similarly, there are various models like the 2023 passenger Cannon, positioned as a "global intelligent luxury pickup truck," the 2023 commercial Cannon targeting new-age business elites, the 2023 off-road Cannon focusing on outdoor and off-road scenes, the 2023 artillery positioned as the "Desert King" for extreme sports and off-road enthusiasts, and the 2023 Diamond Cannon, aimed at providing value-oriented pickup trucks for various industries, all showcasing the diverse lineup and adaptability of the Great Wall Cannon brand.

The Next Step for the Great Wall Cannon

While electrification and smart technologies have swept through the passenger car market, these trends are less common in the pickup truck segment. In September 2020, Great Wall Motors unveiled the Cannon EV at the Beijing Auto Show, and in November 2022, Geely's electric pickup truck brand, Raiden, introduced its first product. However, the full-scale electrification of the Chinese pickup truck market is still in its early stages, with these early products serving more as exploratory moves.

Due to the utilitarian nature of pickups and factors like durability, convenience, and cost-effectiveness, combined with the incomplete state of infrastructure and relevant technologies, a rapid transition to full electric power for pickup trucks still faces significant obstacles. Currently, the Great Wall Cannon is stepping into the era of Pickup 4.0, embracing a plug-in hybrid (PHEV) route that better suits consumer demands.

At the Shanghai Auto Show in April, the Mountain and Sea Cannon PHEV/HEV was introduced. Built on the Hi4-T off-road super hybrid architecture, this product is also the global debut of China's first 6x6 super off-road platform. The Hi4-T platform, shared with the tank brand, uses parallel hybrid technology to address the challenge of continuous peak power output in off-road conditions. Additionally, the battery layout, with dual packs fixed on the chassis, avoids battery pack damage. These measures effectively address the major challenges of electrifying pickup trucks.

In terms of policy promotion, product advancement, electrification, and smart technology, the Great Wall Cannon brand's two significant initiatives are globalization and cultivating the pickup truck culture. Regarding globalization, the Great Wall Cannon has established a relatively comprehensive presence in regions like Australia, Russia, ASEAN, and Brazil, with products now available in over 50 countries across four continents. The data indicates that from January to July, the Great Wall Cannon ranked first in both domestic sales and exports. The next targets for the Great Wall Cannon include Thailand, Brazil in South America, and the Mexican market. After mastering these markets, the Great Wall Cannon will take on global competitors like Toyota and Ford, aiming for a spot in the global top three.

In terms of the pickup truck culture, the Great Wall Cannon's approach is "Comprehensive TO C," aiming not only to deliver high-quality products but also to provide users with high-value driving experiences. This involves iterating and refreshing products based on user feedback and real-world scenarios.

Today, the Great Wall Cannon's dedicated fan app has garnered over 1.1 million followers. Offline, they've established China's first pickup truck enthusiasts' club, the Cannon Fire Alliance, which has grown to over 45,000 members. "In China, the pickup truck is still in its youth, with vast potential for growth. The Great Wall Cannon's four years of effort are just the beginning. We will work together with major industry players to elevate the value of the pickup truck category. We believe that at the core of pickup truck culture is user-centricity and collaborative innovation, which are essential for the true implementation of pickup truck culture."

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