Xin Lang Cai Jing·2026-01-04 01:28Core Viewpoint - The founder and chairman of Great Wall Motors, Wei Jianjun, emphasizes that China lacks true high-end automotive brands, including his own, and that high-end does not equate to high price or flashy technology [2][3]. Group 1: High-End Brand Definition - Wei Jianjun argues that many Chinese automotive brands claiming to be high-end are merely high-end products, lacking the essential brand value and integrity [3][4]. - He believes that a true high-end brand must establish a clear value proposition in the minds of consumers, built on "correct value propositions" and "unwavering integrity" [4]. Group 2: Safety and Luxury - The emphasis on "safety is the greatest luxury" reflects Wei's fundamental defense of luxury, addressing the frequent software issues in modern vehicles and advocating for accountability [4]. - This approach contrasts with other manufacturers that engage in public relations games during crises, positioning Great Wall's brand value as rooted in honesty and reliability [4]. Group 3: Profit Model Reconstruction - Great Wall Motors is adopting a core strategy of "one vehicle, multiple powertrains, multiple categories, and multiple forms," aiming to reconstruct the profit model through a platform-based approach [5]. - The company has a comprehensive range of engine options, which allows for cost reduction in development, manufacturing, and logistics, ultimately enhancing market competitiveness [5][6]. Group 4: Global Market Adaptation - The strategy includes adapting to different global energy structures and driving habits, allowing for greater flexibility in international markets [6]. - Wei Jianjun notes that Great Wall has the highest average selling price among Chinese automakers, but clarifies that this is due to product value rather than brand value [6]. Group 5: Leadership Challenges - The frequent changes in CEO positions at Great Wall Motors are attributed to the immense pressure associated with the role, which requires a comprehensive skill set [7][8]. - Wei Jianjun acknowledges the challenges faced by leaders in the highly competitive Chinese automotive market, where traditional experiences may not apply [7]. Group 6: Brand Evolution and Communication - The frequent leadership changes reflect ongoing trials and adjustments in Great Wall's journey toward high-end branding, indicating a shift towards direct consumer engagement [8]. - Wei Jianjun's self-reflection on his leadership capabilities highlights the need for adaptability in the evolving automotive landscape [8]. Group 7: Long-Term Vision for High-End Branding - The nine-year journey of Great Wall Motors is characterized by a pursuit of confidence and a commitment to establishing a foothold in the international market [9]. - The launch of the new Blue Mountain Intelligent Advanced Edition signifies a step towards achieving true high-end brand status, emphasizing the importance of cost control and quality in building brand reputation [9].