以下文章来源于晚点Auto ，作者晚点团队 晚点Auto . 从制造到创造，从不可能到可能。《晚点LatePost》旗下汽车品牌。 今年 5 月冯复之以魏牌 CEO 的身份首次亮相。 文 丨 曾兴 编辑 丨 龚方毅 我们独家获悉，长城魏牌 CEO 冯复之（内部花名 "合一"）本周未出现在公司，正在 "休假"。 一位熟悉魏牌报批流程的员工告诉我们，"合一已经不再审批业务，需要向（长城）股份集团 层层汇报。" 今年 5 月 20 日，在魏牌焕新日上，冯复之以魏牌 CEO 的身份首次亮相，在此之 前，他已在内部实际担任这一角色约半年。据我们了解，冯复之曾提出过一次离职，但被驳 回。 对于之后的人事安排，两位接近长城高层的人士对我们说，哈弗总经理赵永坡将接替冯复之的 职位。与此同时，魏牌新能源内部也在进行组织调整。截至发稿，长城汽车和冯复之没有回复 我们有关冯复之动向的问询。 | 任职时间 | 姓名&职务 | 个人背景 | | --- | --- | --- | | 2016.10-2018.09 | 严思担任 WEY CEO | 首任 CEO，品牌初创期负责人 | | 2018.09-2019.12 | 柳燕担任 ...

今年 5 月冯复之以魏牌 CEO 的身份首次亮相。 文 丨 曾兴 编辑 丨 龚方毅 我们独家获悉，长城魏牌 CEO 冯复之（内部花名 "合一"）本周未出现在公司，正在 "休假"。 一位熟悉魏牌报批流程的员工告诉我们，"合一已经不再审批业务，需要向（长城）股份集团 层层汇报。" 今年 5 月 20 日，在魏牌焕新日上，冯复之以魏牌 CEO 的身份首次亮相，在此之 前，他已在内部实际担任这一角色约半年。据我们了解，冯复之曾提出过一次离职，但被驳 回。 对于之后的人事安排，两位接近长城高层的人士对我们说，哈弗总经理赵永坡将接替冯复之的 职位。与此同时，魏牌新能源内部也在进行组织调整。截至发稿，长城汽车和冯复之没有回复 他在渠道建设上的经验正是长城急需的，入职后，魏建军对他的要求是 "一年内建 1000 家店"。他在 今年 6 月接受我们采访时回忆，"我当时非常直接的说，这从商业逻辑上是不匹配的。" 而魏建军的回 应是，"冯复之你要挑战，你不能往后退。" 我们有关冯复之动向的问询。 | 任职时间 | 姓名&职务 | 个人背景 | | --- | --- | --- | | 2016.10-2018.09 | 严思担任 ...

Investment Rating - The report assigns an "Outperform" rating to Great Wall Motor, expecting a relative return exceeding 10% over the next 12-18 months [20]. Core Viewpoints - Great Wall Motor emphasizes a long-term strategy focused on building a high-value vehicle portfolio for global expansion, prioritizing product and service reliability over rapid growth [2][7]. - The company aims to deepen its multi-powertrain platform strategy, promoting "one vehicle, multiple powertrains" to cater to diverse market needs, especially in regions with limited electricity infrastructure [2][8]. - In 2024, Great Wall anticipates vehicle sales of 1.23 million units, a 0.4% year-on-year increase, with revenue projected at RMB 202.2 billion, reflecting a 16.7% growth, and net profit expected to reach RMB 12.69 billion, marking an 80.8% increase [2][7]. - The company's globalization strategy focuses on "ecological overseas expansion," with over 1,400 overseas sales channels and cumulative exports surpassing 1.9 million units, targeting over one million units in overseas sales by 2030 [2][8]. Summary by Sections Company Strategy - Great Wall Motor reaffirms its commitment to long-termism, aiming for high-quality market share and product reliability, even at the cost of slower growth [2][7]. - The company plans to launch several key models in 2025, including the Tank SUV for urban markets, alongside expanding its product matrix with WEY, Haval, ORA, and pickup series [2][8]. Performance Metrics - In 2024, Great Wall expects to achieve vehicle sales of 1.23 million units, a slight increase of 0.4% year-on-year, with revenue projected at RMB 202.2 billion, up 16.7%, and net profit anticipated at RMB 12.69 billion, an increase of 80.8% [2][7]. Brand Development - WEY, as a key brand in Great Wall's premium strategy, has shown significant growth, with May sales reaching 6,161 units, a 115.3% year-on-year increase, and cumulative deliveries of 24,297 units in the first five months, up 44% [3][9]. - The brand is enhancing its product and design competitiveness through increased R&D and marketing investments, and is expected to drive growth through product diversification and ecological globalization [3][10].