Core Viewpoint - The leadership transition at Great Wall Motors involves the appointment of Feng Fuzhi and Chang Yao as CEOs of the Wei brand and Tank brand, respectively, reflecting the company's strategic shift towards a direct-to-consumer (DTC) model to enhance brand positioning and sales performance [1][3][5]. Group 1: Leadership Changes - Liu Yanzhao has been promoted to Vice President of Great Wall Motors, overseeing the company's communication platform, and will no longer serve as CEO of the Wei and Tank brands [2]. - Feng Fuzhi joined Great Wall Motors at the end of 2023 as Vice President and has a background in retail management from Xpeng Motors and Li Auto [4]. - Chang Yao, who has been with Great Wall Motors since 2005, has held various roles and was appointed CEO of the Tank brand in May 2025 [5]. Group 2: Strategic Initiatives - Great Wall Motors is implementing a direct sales model, having opened over 400 direct sales stores with plans to expand to 600 by the end of 2025, aiming to enhance sales and brand premiumization [5]. - The direct sales model is expected to unify brand image, strengthen user operations, and improve service experience compared to traditional dealership models [5]. Group 3: Market Performance - In the first half of 2025, Wei brand sales reached 34,500 units, a year-on-year increase of 73.62%, while Tank brand sales were 104,000 units, reflecting a decline of 10.67% [6]. - The differing impacts of the direct sales strategy on the Wei and Tank brands highlight variations in brand positioning, user demographics, and product structures [6].

Core Viewpoint - Great Wall Motors has successfully participated in the challenging Rally of the Silk Road, achieving top positions in both fuel and new energy categories, showcasing its commitment to quality and performance in extreme conditions [1][10][19]. Group 1: Event Overview - The Rally of the Silk Road, known as Asia's largest and most difficult off-road event, spans approximately 4500 kilometers across diverse terrains including deserts, gobi, and riverbeds [3][8]. - Great Wall Motors entered the competition with its three major brands: Haval, Tank, and Great Wall Pickup, competing in the original factory production categories for diesel, gasoline, and new energy vehicles [8][19]. Group 2: Performance and Achievements - Great Wall Motors' team secured the top three positions in the T2.1 fuel category and the first place in the T2.E new energy category, demonstrating the reliability and durability of their vehicles under extreme conditions [10][21]. - The Tank Hi4 team achieved a total score of 84 points in the T2.E new energy category, outperforming competitors with scores of 58 and 44 points [10]. Group 3: Technical Insights - The rigorous conditions of the rally tested the vehicles' components, including engines and transmissions, under high temperatures and dust, ensuring that the vehicles sold to consumers have been validated in extreme environments [10][21]. - The technology transfer from the racing environment to mass production is a key strategy for Great Wall Motors, enhancing the quality of their vehicles through real-world data and experiences gained from the rally [7][23]. Group 4: Company Philosophy and Future Directions - Great Wall Motors emphasizes the importance of safety and reliability in vehicle manufacturing, adhering to high-quality standards throughout the development process [21]. - The company aims to leverage the data and experiences from the rally to continuously improve its vehicle offerings, reinforcing its commitment to quality and performance [23].

【文/观察者网 张家栋 编辑/高莘】 当电动化与智能化转型的势头一浪高过一浪，长城汽车却正用另一种方式展现中国汽车产业的技术实 力。 文中图片均来自长城汽车 时隔十年，在5月20日开启的2025年环塔拉力赛上，长城汽车再度现身。据悉，本次长城汽车参赛车辆 覆盖哈弗、坦克、长城炮三大品牌，以涵盖汽油、柴油、新能源三大T2原厂量产组别的十辆赛车参 赛，并最终斩获燃油组与新能源组两个组别的总赛段冠军。 尽管在赛事全长与难度上不及更具世界影响力的"达喀尔拉力赛"，但作为国内难度最大的拉力赛事，环 塔拉力赛不仅是一场由复杂多变的地形、极端恶劣的气候组成的赛程，同样也是一个检验汽车性能与可 靠性的"试炼场"。 尽管十年来市场环境不断变革，汽车行业也经历了诞生以来最关键的动力系统转折时刻，但长城却并没 有在市场销量的变革中，改变对于"赛事验证技术"的决心。 长城汽车董事长魏建军 长城汽车董事长魏建军表示，通过在极限环境下对车型进行实战检验，从而积累宝贵经验和数据，持续 优化技术，最终将赛事经验转化为量产车型的可靠性与耐久性提升，为消费者带来更出色的产品体验， 这是长城汽车参赛的核心价值。 更进一步来看，参加环塔的"以赛验车 ...

开栏的话：在全球汽车产业的宏大版图中，中国汽车制造商正在书写着属于自己的辉煌篇章。近年来，中国汽车出口规模持续攀升，并在2023年首次 跃居全球第一后继续蝉联。这一成绩的背后，是中国汽车产业多年来厚积薄发的实力彰显。在出口"井喷"的同时，越来越多的中国车企意识到，要想在海 外市场真正站稳脚跟，实现可持续发展，本土化战略是关键。本土化不仅仅是简单在当地生产和销售，更是涉及到研发、供应链、人才、营销等多个环节 的深度融合。通过本土化，中国车企能够更好地适应当地的市场需求、政策法规和文化习惯，提高产品的竞争力和品牌的认可度。 当企业的国际化战略从初期的产品输出迈向更高发展阶段，海外本土化便成为其实现可持续增长的必然选择。当前，中国车企的海外本土化进程正在 稳步且深入地推进。在此背景下，《中国汽车报》特别推出"海外本土化正当时"系列报道，深入探寻中国车企在海外的本土化实践，聚焦它们所面临的机 遇与挑战，剖析成功经验与创新模式，全方位展现中国汽车产业在全球舞台上的崛起与奋进。 作为南美洲大陆的经济巨擘——巴西，正以其蓬勃的发展活力，成为全球汽车产业版图中备受瞩目的战略要地。在这片充满机遇与挑战的热土上，中 国汽车企业的 ...

Core Viewpoint - The 2025 China Rally of the International Rally (referred to as "Huan Ta Rally") officially commenced in Aksu, Xinjiang, marking the return of Great Wall Motors after a 10-year hiatus with a strong lineup of ten factory production vehicles across three brands and three power types [1][4]. Group 1: Company Participation and Strategy - Great Wall Motors previously won the overall championship at the Huan Ta Rally in 2015 and is now participating with its brands Haval, Tank, and Great Wall Pickup, competing in gasoline, diesel, and new energy categories [4]. - The company emphasizes its strategic confidence in product strength and technical foundation, showcasing its commitment to comprehensive research and development across various power systems and market needs [4]. - The "Pan Internal Combustion Engine" strategy was introduced at the 2025 Shanghai Auto Show, aiming to integrate internal combustion engines with electric drive systems to better meet local demands [4]. Group 2: Event Details and Challenges - The 2025 Huan Ta Rally will last for 13 days, covering approximately 4,500 kilometers, with special stages totaling 2,350 kilometers, featuring diverse terrains such as deserts (65%), Gobi (15%), and gravel (20%) [9]. - This rally is recognized as "Asia's most challenging off-road rally," presenting comprehensive challenges to vehicle systems including chassis, power output, thermal management, suspension tuning, and electronic stability [9]. - For Great Wall Motors, the rally serves as a "system-level capability training camp," allowing the collection of extensive real-time data to inform the tuning and iteration of mass-produced models, facilitating a two-way interaction between "event site" and "engineering system" [9].

Group 1 - The 2025 China Rally Championship, known as the "环塔国际拉力赛," officially commenced in Aksu, Xinjiang, with Great Wall Motors participating with ten factory production vehicles across three brands: Haval, Tank, and Great Wall Pickup [1] - This marks the first multi-brand participation by Great Wall Motors in the rally since winning the championship in 2015, showcasing a mix of gasoline, diesel, and new energy vehicles [1] - The rally spans 13 days with a total distance of approximately 4500 kilometers, including 2350 kilometers of special stages, primarily through desert terrain (65%) [1] Group 2 - Great Wall Motors' CTO, Wu Huixiao, emphasized the importance of using rigorous events to validate product reliability and durability, aiming to enhance the development of mass-produced models for global markets [1] - The company has invested over 500 million yuan in engine performance testing facilities since 2002, demonstrating a commitment to comprehensive engine research and development [1] - Chairman Wei Jianjun highlighted the value of the rally in obtaining extensive chassis data and tuning experience, which can be transformed into quality improvements for mass-produced vehicles [2]

长城汽车与环塔赛事的渊源可追溯至2015年。彼时，长城车队以全场总冠军的成绩创下中国越野品牌在该赛事的历史性突破，其搭载的2.0T柴油发动机 及非承载式车身技术成为行业标杆。十年后，长城汽车以全新战略布局回归赛场：旗下三大品牌协同作战，涵盖传统燃油与新能源动力技术，首次实现"油 电双驱"技术体系在极限赛事中的实战验证。这一战略选择与长城汽车2025年上海车展提出的"泛内燃机"理念一脉相承——通过内燃机与电驱系统的深度融 合，满足全球用户多场景需求，而环塔赛事则成为检验这一技术路径的"天然试验场"。 5月20日，中国环塔国际拉力赛在新疆阿克苏正式拉开帷幕。作为亚洲规模最大、难度最高的越野拉力赛事之一，本届赛事历时13天，全程4500公里， 其中特殊赛段长达2350公里，赛道覆盖沙漠（占比65%）、戈壁（15%）及砂石（20%）等极限地貌，对参赛车辆的动力性能、底盘稳定性、热管理系统及 电子辅助技术提出全方位挑战。长城汽车以哈弗、坦克、长城炮三大品牌联合阵容出征，携十辆原厂量产赛车、二十名车手与领航员组成国内车企最大规模 参赛团队，全面参与汽油、柴油及新能源T2原厂量产组别赛事，以"油电双驱"技术体系向亚洲顶级越 ...

本报讯 （记者张晓玉）5月11日，2025长城汽车智慧工厂半程马拉松在保定徐水智慧工厂开跑，作为长 城汽车倾力打造的品牌IP赛事，今年已举办了第五届。长城汽车智慧工厂半程马拉松是全国唯一跑进工 厂的马拉松，选手们穿过冲压、焊装、总装三大车间。长城汽车董事长魏建军带领高管团队共同参赛。 本届马拉松，长城汽车还带来了产品、技术、智慧座舱等展区。产品方面，长城汽车带来"科技生 活"和"越野重机"两大产品集群。科技生活集群涵盖魏牌全新高山福祉版、魏牌全新蓝山、二代哈弗枭 龙MAX、哈弗猛龙燃油版、欧拉闪电猫旅行版车型；越野重机集群展出了山海炮Hi4-T、坦克700Hi4- T、坦克400Hi4-T、坦克500Hi4-Z、坦克300虎克版、二代哈弗H9、长城灵魂摩托车型。 在技术展区，长城汽车带来了刚刚在上海车展首次亮相的自研4.0TV8发动机。在智慧座舱展区，通过 丰富智能交互体验，让参观者亲身体验到了长城汽车在智慧出行领域的前沿技术和创新成果。 数据显示，长城汽车目前共有研发人员2.3万人，研发投入连续3年超百亿元，并拥有徐水试验场、环境 风洞实验室、高海拔实验室、智能交互实验室、安全实验室等高精尖实验室，且依托高 ...