For an enterprise, the growth of sale is usually an evidence of its market performance. However, the things behind the growth of sale are often overlooked. Wingle pickup, the evergreen tree in the pickup market in China, has become the national champion of sale for 13 consecutive years. What stories are there behind its successes?

Performance: the champion of sale in domestic and international markets

Wingle pickup is Great Wall Motor’s startup model. The first Deer went off the assembly line in 1996. The first export of the Great Wall pickups was made in 1997, opening the door to overseas markets for Chinese vehicles. During the 15 years since the first Deer went off the assembly line, till 2010, Wingle pickup has won trust on its quality from more than 700,000 users and become the largest manufacturer of pickups in China.

According to the production and sales data from the China Automobile Association, 380,000 pickups were sold in the Chinese market in 2010, including 103,200 Wingle pickups, making 27% of the whole pickup market capacity in China. In the first 10 months of 2010, 82,451 Wingle pickups had been sold, equal to the annual sale of the previous year. By the end of 2010, Wingle pickup had become the champion of sale in China for 13 consecutive years.

In the international market, Wingle pickups have been exported to a hundred countries and regions, including Iraq, Australia, Chile, and South Africa, making 80% of China's exported pickups, and are well recognized in these countries.

Charm: the power of the German high-pressure common rail

Wingle pickup is a high-end product from the Great Wall Motors. It is robust and durable. Equipped with the "German high-pressure common rail" diesel engine, it features a large low-speed torque and good acceleration. With the maximum torque of 225N?m and the maximum power of 70kW, the vehicle speed is available in the range of 1600-2600rpm. With good fuel economy, it completed the trip from Haikou to Sanya in China with 5.88 liters of oil. The average fuel consumption per hundred kilometers was only 2.56L, remarkably superior to the conventional turbocharged diesel engine. Moreover, with core parts imported from Germany, Wingle pickup features very low noise. When the engine is smoothly running, the volume of the noise is only equivalent to the volume of one’s voice, marking a reduction of 16% or more to that of the conventional turbocharged diesel engine. It is more quiet and more comfortable in the car.

Wingle pickup is the only Chinese pickup obtaining the EU WVTA certification and ELV environmental certification and meeting the strict international standards of pedestrian protection. At the Dakar Rally 2011, the Wingle pickup without any racing modification was used as the working vehicle of the HAVAL SUV Dragon team. Experiencing a 16-day ordeal, it has been following the HAVAL SUV Dragon team to finish the trip.

Wingle pickup’s road to championship will not be completed without the charm of high-end products and the trust of consumers. Wingle pickup’s championship for sale in China held for 13 consecutive years marked a perfect end at the end of 2010. Continuing efforts should be made in 2011 by working from scratch. It is believed that Wingle pickup will continue to enjoy the championship for a longer term.