Jin Rong Jie·2025-12-22 09:20Core Viewpoint - Great Wall Motors' premium brand Wey has announced a leadership change, with Zhao Yongpo becoming the new CEO, marking the ninth CEO since the brand's establishment in 2016. The future of Zhao's tenure will depend on Wey's subsequent development [1]. Group 1: Leadership Change - Zhao Yongpo, previously the general manager of Haval, has taken over as CEO of Wey, indicating a significant shift in leadership as the brand seeks to improve its market position [1][5]. - Feng Fuzhi, the former CEO, implemented a direct-to-consumer (DTC) model and a new channel strategy called "Great Wall Smart Choice," which helped boost sales significantly during his tenure [3][5]. Group 2: Sales Performance - Under Feng's leadership, Wey's sales showed remarkable growth, with July sales reaching 10,045 units (up 263.29% year-on-year), August at 8,028 units (up 167.51%), September at 11,026 units (up 63.23%), October at 12,699 units (up 95.79%), and November at 12,763 units (up 81.14%) [3]. - For the first 11 months of 2023, Wey's cumulative sales reached 89,000 units, representing a 93% increase year-on-year, making it the fastest-growing brand within the Great Wall system [3]. Group 3: Market Comparison - Despite Wey's rapid growth, it still lags behind competitors such as Lynk & Co, which sold 316,744 units (up over 22.1%), and Lantu, which delivered 146,351 units (up over 80%) in the same period [5]. - The frequent changes in leadership, with an average tenure of 12 months per CEO, reflect underlying sales anxieties and a lack of strategic continuity for the brand [5][7]. Group 4: Future Challenges - Zhao Yongpo faces the challenge of ensuring strategic continuity and differentiating the brand in the high-end market, as previous leadership changes have led to inconsistent strategic directions [7][8]. - The success of Wey in the high-end market will depend on its ability to maintain a coherent strategy and effectively implement its channel transformation [8].