Now the factory has taken control of its Australian distribution and has split its products into commercial utes (Great Wall Steed) and SUVs (Haval) with the two lines sharing the same dealership network – now 51 around Australia and the potential to grow to 75 outlets within a year.
Haval has announced its H6 model, the fourth in its SUV range. The H6 has been on the market in China for two years and is its biggest-selling SUV. In fact, the H6 is the world’s fifth-biggest selling SUV.
Like the technique used with Great Wall when it launched in Australia in 2009 (under the aegis of Ateco), Haval sees price and durability as its main features. However, since taking former BMW stylist Pierre Leclercq on board as its designer, Haval can add an attractive body as a new lure.
In size, price and features, the five-seat H6 will take on SUV rivals including the Mazda CX-5, Honda CR-V, Nissan X-Trail, Hyundai Tucson, Ford Kuga, Kia Sportage, Mitsubishi Outlander, Subaru Forester and Toyota RAV4. It’s a segment with an enormous and eager audience.
So what is Haval going to do to get motorists thinking about a Chinese vehicle in the wake of the disappointment many Chinese vehicle buyers experienced first time around?
The first move is price. Haval national marketing manager Bill Soo said that research showed that buyers were very sensitive to pricing.
“So we sharpened the price,” he said.
The H6 is priced from $29,990 including drive away costs – a deal that remains until December 31 this year. This price is about $4000 cheaper than similar front-drive, five-seat models when on-road costs are included.
The discount for the calendar year was introduced because Mr Soo said “consumers are looking for value for money and that we want to generate some excitement in the market”.
The H6 gets a five-year, 100,000km warranty and five-year roadside assistance and capped-price servicing. Customer care has been introduced and Mr Soo told GoAutoNews Premium that support would always be there for owners, even if the problem was outside the warranty period.
Mr Soo claims the H6 has more features than the opposition that would “hit the opposition for six”.
“In a market that craves performance, our entry level H6 will have 25 per cent more power and more than 50 per cent more torque compared with the biggest sellers in the segment,” he said.
“And it doesn’t discriminate on creature comforts either.
“Our entry-level model comes standard with 17-inch alloys, dual-zone climate control, keyless entry and start button, front and rear park sensors, reverse camera, and blind-spot monitoring. Move up to the Lux and you get heated front and rear seats, a huge panoramic sunroof, 19-inch alloys and adaptive xenon headlights.
“We don’t have standard model then spec up. We have very small option list. So what you see is standard.
“We don’t charge for metallic paint, different trim, two-tone paint or privacy glass.
“In our range, the H8 and H9 have no-cost map upgrades. Even the battery for any Haval keyfob is $10.
“And it is all wrapped up in one of the most stylish bodies on the market. I think it is the best looking mid-size SUV on the market.”
The SUV sector accounted for 41 per cent of total vehicle sales in 2015, and now on year-to-date August figures, has 44 per cent of the market. In New Zealand last month, SUVs overtook passenger cars for the first time.
“Medium size SUVs represent the largest segment and the fastest growing. We believe H6 is right car at right time,” Mr Soo said.
“Sales figures for mid-size SUVs are up 118 per cent year-to-date compared with the same period last year. The sector has sold 135,000 mid-size SUVs this year from just 14 models; the smallest number of models compared with the small and large SUV categories.”
Haval said its target audience is male and female drawn to features and quality. They come from working-class backgrounds and spend their money wisely.
The expected sales mix is a 55 per cent bias to the entry-level Premium model and 45 per cent to the more upmarket Lux.
“We expect to sell all the H6s we can get our hands on this year, which we estimate will be 250 units,” Mr Soo said.
By Neil Dowling
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