GWMOTOR(SH:601633) 2 1 Shi Ji Jing Ji Bao Dao·2025-12-29 11:06Core Insights - The core viewpoint of the articles revolves around the challenges and strategies of WEY brand under Great Wall Motors, particularly focusing on its high-end positioning and the frequent changes in leadership, which reflect the complexities of establishing a successful luxury automotive brand in China [1][5][12]. Group 1: Leadership Changes and Challenges - WEY brand has undergone its tenth leadership change in eight years, indicating a struggle to establish a stable and effective management team [1][6]. - The frequent changes in leadership are attributed to the high expectations and pressures associated with managing a luxury brand, which requires a comprehensive skill set [6][7]. - The current CEO, Zhao Yongpo, aims to leverage the efficiencies from the main brand, Haval, to enhance WEY's performance [3][4]. Group 2: Sales Performance and Strategy - WEY brand has shifted its strategy to focus on the "large six-seat SUV" segment, launching new models and investing heavily in direct sales channels, resulting in a significant sales increase of 93.34% year-on-year, totaling 89,000 units in the first eleven months of the year [2][4]. - Despite the sales growth, Great Wall Motors reported a decline in net profit by 16.97% year-on-year, highlighting the financial pressures from increased sales and marketing expenses, which rose to 7.95 billion yuan [2][4]. Group 3: Brand Positioning and Market Perception - The brand's high-end positioning remains unchanged, with a focus on creating a clear value proposition that resonates with consumers, emphasizing that luxury is not merely a label but must be recognized by the public [3][12]. - Great Wall Motors claims the highest average selling price among traditional Chinese automotive companies, with an average price exceeding 180,000 yuan in international markets and 200,000 yuan domestically [3][12]. Group 4: Future Outlook and Innovations - The company is preparing for the tenth anniversary of WEY in 2026, with ambitious sales targets set at 1.8 million units and a net profit of 10 billion yuan [4]. - Great Wall Motors is also focusing on technological advancements, including the launch of the new Blue Mountain intelligent model, which incorporates advanced AI capabilities for enhanced safety and driving experience [3][14][18].