虎嗅APP·2025-12-23 10:52Core Viewpoint - The article discusses the strategic direction and challenges faced by WEY brand under Great Wall Motors, particularly focusing on the leadership change and future product strategies as the brand approaches its 10th anniversary in 2026 [2][6]. Group 1: Leadership and Management - The recent change in WEY's CEO, with Zhao Yongpo taking over, is seen as a response to the pressures of managing a high-end automotive brand [4][3]. - Great Wall Motors' Chairman Wei Jianjun emphasizes the need for a CEO to possess comprehensive skills to manage the entire automotive value chain effectively [3][4]. Group 2: Product Strategy - The product strategy for WEY includes "one car, multiple powertrains, one car, multiple forms, one car, multiple categories," which will guide the brand's offerings in 2026 and beyond [6][8]. - The upcoming high-end product will feature advanced multi-power technology and maintain the mechanical quality that Great Wall is known for [6][7]. Group 3: Production and Sales Efficiency - New models will be produced in the same factory and sold through the same channels as existing models to enhance production focus and reduce management costs [7][8]. - Great Wall has achieved comprehensive coverage in powertrain technology, including traditional and new energy sources, to adapt to global market trends [7][8]. Group 4: Market Position and Challenges - The brand's sales have shown significant recovery, with a 93.94% year-on-year increase in sales from January to November 2025, nearing the target of 100,000 annual sales [18]. - Wei Jianjun asserts that true high-end brands require time to develop a value proposition that resonates with consumers, indicating that the current high-end positioning in the Chinese market is still evolving [18][20]. Group 5: Competitive Landscape - The automotive industry is experiencing intense competition, with overcapacity and declining profits, pushing companies to adapt to new technologies and business models [19][22]. - Great Wall's average vehicle price remains competitive at around 180,000 yuan, which is higher than other leading domestic brands, providing a buffer during market downturns [21]. Group 6: Technological Advancements - The introduction of AI and smart technologies is crucial for maintaining a competitive edge, with Great Wall focusing on self-developed intelligent driving systems and data integration [12][22]. - The recent launch of the Blue Mountain Smart Edition showcases advancements in AI capabilities, including natural language processing and enhanced driving assistance features [12].