Core Viewpoint - Great Wall Motors' premium brand, Wey, is set to welcome its ninth CEO, indicating ongoing leadership instability and strategic challenges within the company [2][3][10] Leadership Changes - The current CEO, Feng Fuzhi, is on leave and will be replaced by Zhao Yongpo, the general manager of the Haval brand, marking a significant leadership transition since Wey's establishment in 2016 [3][4] - Zhao Yongpo has over 20 years of experience within Great Wall Motors and is expected to leverage his technical background to enhance Wey's market competitiveness [5][4] Sales Performance - Wey's sales have seen a significant increase, with a total of 89,000 units sold in the first 11 months of 2023, representing a 93% year-on-year growth, making it the fastest-growing brand within the Great Wall portfolio [4] - Despite this growth, Wey's overall sales performance has been inconsistent, with a total of 41,600 units sold in 2023, reflecting only a 14.35% increase compared to the previous year [8][9] Strategic Challenges - The frequent changes in leadership have led to a lack of strategic continuity, with previous CEOs implementing differing strategies that have hindered brand development [6][7] - Wey has struggled to establish a clear brand identity in the competitive market, resulting in a cycle of leadership changes and strategic adjustments without significant improvement in sales [7][9] Market Position - In the high-end new energy vehicle market, Wey faces stiff competition from both new entrants like Li Auto and AITO, and established players like BYD and Geely, which have better user engagement and cost advantages [9] - Industry experts suggest that Wey needs to stabilize its management team and develop a long-term strategy focused on technological innovation and user experience to regain consumer trust [9][10]