GWMOTOR(SH:601633) Sou Hu Cai Jing·2025-12-22 02:10Core Viewpoint - Zhao Yongpo has been appointed as the CEO of Wei brand, marking the ninth CEO change in the brand's history, which raises questions about the brand's stability and future direction [1][5][11]. Group 1: Leadership Transition - Zhao Yongpo is an internal candidate with 20 years of experience at Great Wall Motors, contrasting with the previous CEO, Feng Fuzhi, who had a tenure of less than 8 months and was an external hire [5][15]. - The appointment of Zhao is seen as a move to align with the company's culture, as previous external hires faced challenges integrating into the company's operational ethos [5][8]. - Zhao's leadership style is similar to that of Wei Jianjun, the chairman of Great Wall Motors, indicating a potential continuity in the company's strategic approach [7][11]. Group 2: Performance and Challenges - Despite a significant increase in sales for Wei brand in the current year, the brand still lacks standout models and faces challenges in brand recognition and market positioning [7][19]. - The brand has undergone multiple shifts in its product strategy, moving from luxury SUVs to smart hybrids and electric vehicles, which has contributed to instability in its brand identity [11][13]. - Zhao's previous role as the general manager of Haval saw a slight decline in sales for 2024, but a 12% increase in the first three quarters of 2025, indicating some recovery [17]. Group 3: Strategic Focus - Zhao's technical background has led to a focus on product improvements, such as enhancing the Haval Manglong's design to boost sales, which reflects a shift towards prioritizing product appeal over marketing strategies [19]. - The current sales performance of Wei brand remains stable but lacks high-performing models, suggesting that the brand needs to develop more competitive offerings to strengthen its market position [19].