Hua Er Jie Jian Wen·2025-10-16 07:31Core Insights - The launch of the Wei brand's Gaoshan 7 MPV targets the growing family MPV market, with a price of 285,800 yuan, filling a gap in the entry-level large MPV segment [1] - The Gaoshan series now includes three product lines: Gaoshan 7 for young families, Gaoshan 8 for larger families, and Gaoshan 9 for both business and family use [1][5] - The MPV market is shifting from a business-oriented focus to a family-first approach, with family MPVs expected to account for 58% of sales by 2025 [1][4] Product Strategy - Gaoshan 7 features a single SKU strategy, simplifying user choices and significantly reducing production costs and inventory pressure [2] - The vehicle is equipped with a Hi4 performance version intelligent four-wheel drive hybrid system, offering a combined power of 337 kW and a 0-100 km/h acceleration time of 5.7 seconds [2] - Gaoshan 7 is the only large MPV under 300,000 yuan to come standard with laser radar and rear entertainment screens, enhancing its competitive edge [2] Sales Performance - Wei brand's sales reached 11,000 units in September, maintaining a monthly sales figure above 10,000 units, with a cumulative sales of 63,600 units from January to September, reflecting a year-on-year increase of 96.35% [2] - The Gaoshan family has achieved over 40,000 orders since its launch in May, with more than 30,000 units delivered, leading the national MPV sales rankings [2] Market Dynamics - The MPV market is undergoing significant changes, with total sales reaching 500,000 units in the first half of 2025, a 13% year-on-year increase, and a 66.5% penetration rate for new energy MPVs [4] - Plug-in hybrid models dominate the new energy MPV market, accounting for 42.8% of sales, while pure electric models represent 22.8% [4] - The competition in the MPV market is intensifying, with some models priced below 200,000 yuan and large SUVs encroaching on the MPV market, indicating a shift from a blue ocean to a red ocean market [4] Brand Positioning - Wei brand has established dual flagship product lines: the Blue Mountain SUV series and the Gaoshan MPV series, aiming to enhance its presence in the luxury market [5] - The completion of the Gaoshan family product layout positions Wei brand to secure a strong foothold in the increasingly competitive new energy MPV market [5]