Over the past five years, Great Wall Motor has been in a state of constant transformation. The WEY brand's bold move into the high - end market has garnered substantial attention. After Zhao Yongpo was appointed as the CEO of WEY in early December of the previous year, a series of strategic adjustments have been carried out.

Organizational Structure Changes
In terms of organizational structure, WEY has shifted from a brand - centric company model back to the WEY brand structure. It has established operational units centered around specific vehicle models. Central staff members now work in a unified manner within the Great Wall Motor headquarters campus. This restructuring aims to streamline operations and enhance efficiency.

Sales Channel Innovations
Regarding sales channels, since February this year, the WEY Blue Mountain has been made available for purchase through both dealer channels and direct - sales stores. An agency system has been adopted, where dealers are relieved of inventory responsibilities. Instead, the terminal prices are strictly controlled by the manufacturer. This approach helps to ensure price stability and reduces the financial burden on dealers. It is projected that by 2026, the number of mall stores will be significantly reduced, with plans to open approximately 100 additional direct - sales stores. This expansion of direct - sales stores is part of a strategy to enhance brand visibility and customer engagement.

New Vehicle Introduction
The new WEY vehicle, the V9X, is built on the advanced Guiyuan platform and is positioned as an intelligent luxury SUV. This vehicle represents WEY's commitment to innovation and high - end market positioning. Previously, WEY had fully embraced a direct - sales model. However, it has now reverted to a "direct sales + dealer agency system." This change is driven by the need to reduce costs and stay in line with prevailing industry trends. The hybrid model allows for a more flexible and cost - effective distribution strategy.

Sales Performance and Brand Challenges
In 2025, WEY's sales volume has shown signs of a rebound. Nevertheless, its market share within the Great Wall Group remains below 10%. Past strategic fluctuations have resulted in an unclear brand perception among consumers. Great Wall Motor had initially invested heavily in building direct - sales channels. But recognizing the need for a more balanced approach, it has now decided to leverage an agency system to strike a better balance between costs and scale.

Leadership and Future Prospects
The new CEO, Zhao Yongpo, is expected to draw on the successful experience of Haval. His leadership may guide Great Wall Motor back to a technology and product - oriented approach, which is crucial for the brand's long - term success in the highly competitive automotive market.