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All of a sudden! Great changes in Wei Brand of the Great Wall

2024-05-30 Update From: AutoBeta autobeta NAV: AutoBeta > News >


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On the evening of Oct. 13, Great Wall Motor Wei Brand and Tank CEO Chen Siying said in a personal Weibo post that he would say goodbye to Great Wall Motor and leave because of family reasons.


In this response, Chen Siying said: "recently, due to some situation at home, I have to leave my fans and Xiao Wei students fighting together at this inopportune time." and this place that has brought me a lot of harvest, encouragement, and emotion. Eight months into the job, I had the honor to participate in the launch of Blue Mountain, New Mocha and Alpine models. Good products not only bring happiness to the team, but also make me proud. "

In response to this personnel change, Li Ruifeng, CGO of Great Wall Motor, said in a blog post that he blessed his former comrades-in-arms and thanked Chen Siying for her dedicated professional input to the Great Wall.


Chen Siying joined Wei Brand in January this year as Wei Brand CEO and General Manager of Tank Brand Marketing, and has been on the job for only about eight months so far. At that time, Wei Brand was facing a decline in sales, and Chen Siying's first task after taking office was to boost Wei Brand sales.

According to the data, Chen Siying is a marketing veteran in the traditional automobile industry. he joined the Nanjing Yafite Commerce Department as the brand promotion minister in 2001, and later held important positions in Nanjing Mingjue Automobile sales Company, Shanghai Automobile passenger car sales Company, Beijing Automobile Co., Ltd., Shanghai ES Company and Beijing Automobile sales Co., Ltd. In May 2016, Chen Siying was appointed Vice President and General Manager of Guanzhi Automobile sales Company. In April 2019, Chen Siying joined Geely as Deputy General Manager of Lecker Automobile sales Company, in charge of market public relations.


Wei Brand is the first high-end brand launched by Great Wall Automobile. Since its launch in November 2016, Wei Brand has been given the surname of the founder of Great Wall and positioned as the founder of China's luxury SUV. It has undergone three strategic adjustments in just six years, including from high-end fuel vehicles to hard off-road SUV and now the new energy car brand, but after several twists and turns, a series of strategic adjustments have failed to bring substantial sales growth for Wei Brand.

According to the data, Wei sold 86000 and 139500 vehicles respectively in 2017 and 2018, which was once a masterpiece of Great Wall. However, sales began to decline since then, with sales of 58000 vehicles in 2021 and 3.64 in 2022, down 25.65 per cent and 37.66 per cent respectively from a year earlier, making it the biggest decline in the Great Wall brand.


In 2023, Chen Siying took over Wei Brand CEO and General Manager of Tank Brand Marketing, led the listing of Blue Mountain and New Mocha models, and was responsible for the marketing of Wei Brand, which greatly enhanced the product exposure of Wei Brand. As a result, Wei Brand ushered in a highlight moment that had not been seen for a long time.

According to the official website, Wei brand models currently on sale include mocha / mocha DHT-PHEV, latte DHT/ latte DHT-PHEV, macchiato DHT/ macchido DHT-PHEV and blue mountain DHT-PHEV. Blue mountain DHT-PHEV was launched on April 13. It is a new Wei brand model with a total price range of 27.38-308800, with a plug-in hybrid system composed of 1.5T engine and front and rear motors. The comprehensive output power of the whole plug-in hybrid system is 380kW, and the comprehensive torque is 933N ·m. The transmission system matches the 2-gear DHT transmission, the pure electric mileage under WLTC condition is 180km, and the comprehensive mileage WLTC is more than 1000 km.


On June 1st, Wei Brand launched a new mocha DHT-PHEV model with a price of 231800 yuan. As a medium-term modified model, the new car has been replaced with the latest family-style design style, which looks like a small blue mountain. But sales of the car were mediocre, with only 487 sold in September.


The listing of Blue Mountain has successfully reversed the decline in sales of Wei Brand. According to the data of the Federation of passengers, Blue Mountain DHT-PHEV sales from May to September were 5136, 5506, 5566, 5023 and 2026 respectively.

From May to August this year, Wei brand sales were 5770, 6602, 6652 and 5618 respectively, up 128.97%, 128.68%, 119.25% and 81.75% respectively over the same period last year. From the intuitive data, we can see that the main sales of Wei brand in recent months come from Blue Mountain. In short, as a big six Blue Mountain DHT-PHEV priced at about 300000, the car successfully stopped the decline in sales of Wei brand after its launch. However, compared with the surge in previous months, the market performance of Wei Brand in September was relatively mediocre, with sales of 2548 vehicles in September, up 8.24% from a year earlier, but down 54.65% from the previous month.

From January to September this year, the cumulative wholesale sales of Great Wall cars were 864045, up 7.69% from the same period last year, of which 32968 were sold by Wei Brand, but due to poor sales in the first quarter (Wei Brand sales plummeted 76.18% to 3403 vehicles in the first quarter). In the previous September, Wei Brand increased by only 8.22% year-on-year.


For Wei Brand, at present, there is only one volume model in Blue Mountain, and Wei Brand still needs to launch more products that can be recognized by consumers in order to boost sales.

At the Guangdong-Hong Kong-Macau Greater Bay Area Auto Show in 2023, Wei Brand announced plans to launch some new cars in the second half of 2023. At present, Wei Brand's first high-end new energy MPV Gaoshan DHT-PHEV has also been officially booked at the Chengdu Auto Show. With regard to the progress of the new car, Chen Siying lamented in the above article: "it is a pity that Gao Shan has not been able to witness the listing of Gao Shan. On the 18th, Gao Shan will officially meet with you. Gao Shan has always been the favorite of Tony, and I hope you can continue to pay attention to it." Whether the follow-up "Wei brand Gaoshan" can improve the sales of Wei brand after listing, we can look forward to it.

According to the plan, Wei Brand will also launch a new large-scale SUV in November. It is reported that the new SUV may continue to be named "Coffee Series". Previously, Wei Brand had registered the name "Amber", which is expected to be named "Amber", but so far, officials have not disclosed any more information about the car.

In 2023, the marketing executives of Harvard, WEY and Euler left one after another. On January 30th, Wang Fengying, former president of Great Wall, officially joined Xiaopeng Motor as president, taking charge of the company's product planning, product matrix and sales system, and reporting to he Xiaopeng, chairman of Xiaopeng Automobile and CEO. With the resignation of Wei Brand and tank CEO Chen Siying of Great Wall, what kind of innovation will take place in the follow-up Great Wall? Let's wait for the official announcement.

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