2 1 Shi Ji Jing Ji Bao Dao·2025-12-29 11:23Core Viewpoint - Wey brand has undergone significant leadership changes, with the latest CEO appointment reflecting the challenges of establishing a high-end automotive brand in China. The brand's journey since its inception in 2016 has been marked by struggles to define its market position and operational efficiency [1][5]. Group 1: Leadership Changes and Strategy - Wey brand has seen its tenth CEO in eight years, indicating a high turnover rate in leadership roles, which is uncommon in the industry [1][2]. - The new CEO, Zhao Yongpo, aims to leverage his experience from the Haval brand to enhance the operational efficiency of Wey [1][3]. - The brand's high-end positioning remains unchanged, focusing on the "large six-seat SUV" segment and investing heavily in direct sales channels [2][3]. Group 2: Sales Performance and Financials - Wey brand's sales reached 89,000 units in the first eleven months of the year, marking a 93.34% year-on-year increase, significantly outpacing other brands like Tank and Haval [2]. - Despite revenue growth, Great Wall Motors reported a decline in net profit, with sales expenses rising to 7.95 billion yuan, a 55.6% increase from the previous year [2][4]. - The company's revenue for the first three quarters was 153.58 billion yuan, up 7.96% year-on-year, while net profit fell by 16.97% to 8.64 billion yuan [2]. Group 3: Brand Positioning and Market Challenges - The CEO emphasized that establishing a luxury brand requires clear value recognition among consumers, which is currently lacking in the Chinese automotive market [3][12]. - Great Wall Motors has the highest average selling price among traditional Chinese automakers, exceeding 180,000 yuan in international markets and 200,000 yuan domestically [3][14]. - The brand's strategy includes a focus on product differentiation and value creation, rather than merely positioning as a high-end brand [12][14]. Group 4: Future Outlook and Goals - Great Wall Motors has set ambitious targets for 2026, aiming for sales of at least 1.8 million units and a net profit of no less than 10 billion yuan [4]. - The company is investing heavily in direct sales, with at least 2 billion yuan allocated to this initiative, reflecting a commitment to enhancing customer engagement and brand loyalty [2][7]. - The upcoming launch of the new Blue Mountain model, featuring advanced AI capabilities, is part of the brand's strategy to improve its technological offerings and market competitiveness [3][15].