Great Wall Motor's Wey brand disrupts the family travel sector

Author | Wang Xiaojun

Editor | Zhou Zhiyu

"Users want the truth, not myths."

On the evening of September 10th, at the Great Wall Motor Technology Center in Baoding, Great Wall Motor Chairman Wei Jianjun set the tone for this unique "exam" at the pre-sale launch event for the Wei brand Gaoshan 7.

Coinciding with Teacher's Day, Wei Jianjun acted as the "examiner," while Wei brand CEO Feng Fuzhi presented the product as the "candidate" and accepted supervision from the entire internet. This symbolically significant launch event also signifies Wei brand's full-scale entry into the family MPV market.

In the relatively niche MPV market, the question of why Wei brand continues to launch the Gaoshan 7, following the Gaoshan 8 and Gaoshan 9, is of great concern to the public. Feng Fuzhi addressed this concern right at the beginning.

He admitted, "We did consider cutting the Gaoshan 7. We already have 'Jinzha' and 'Muzha,' so why do we need 'Nezha'?"

However, at that time, Wei Jianjun raised two questions—whether there is a demand from users and whether the product can create value for users. With these two questions in mind, the Gaoshan team visited cities like Beijing, Shanghai, and Guangzhou over the past three months to survey users who were interested in Gaoshan but had not purchased the Gaoshan 8 or Gaoshan 9.

The research found that there are still unmet needs among users. For example, users living in central urban areas are concerned that MPVs are too large to navigate normally, and some users worry that driving a large MPV is more challenging. Ultimately, Feng Fuzhi and the team discovered that there are still some unmet needs for MPVs aimed at young families. Thus, the Gaoshan 7 was born, understanding the needs of young families.

Regarding this vehicle, Feng Fuzhi emphasized five aspects that evening: space, flexibility, intelligence, performance, and safety.

As an MPV, having space while also being flexible is a significant challenge.

Feng Fuzhi defined the Gaoshan 7 as "a mobile living room for the family," aiming to ensure "everyone has a good seat." In terms of specific data, the Gaoshan 7 has a length of 5050mm and a wheelbase of 3085mm. However, being large does not mean it lacks flexibility. With the "dynamic steering" feature, the Gaoshan 7 has a minimum turning radius of only 5.6 meters, allowing it to easily navigate narrow alleys and fit into standard parking spaces, alleviating concerns from some consumers about the vehicle's size.

At the same time, regarding interior space, Feng Fuzhi introduced that the vehicle, empowered by the world's first dedicated platform for high-end new energy MPVs, has achieved an extreme balance between spaciousness and a nimble body through structural optimization, boasting a 61.1% highest room rate in its class. The shared rail technology for the second and third rows allows for flexible seating arrangements, so third-row users no longer have to compromise.

In terms of intelligence, Feng Fuzhi jokingly remarked, "Without a refrigerator, color TV, and big sofa, how can it be called a big living room?" Besides these, Feng Fuzhi emphasized that the Gaoshan 7 is the only MPV in its class to come standard with laser radar, equipped with the Coffee Pilot Ultra driver assistance system, supporting "parking space to parking space" assisted driving, and its parking assistance function supports over 200 types of parking spaces, with a parking space recognition success rate of 96% Achieving "Visible and Accessible Parking".

As a tool for family travel, power is also a key focus for many users. The Gaoshan 7, supported by the Hi4 performance version of intelligent four-wheel drive hybrid technology, has a maximum power output of 337 kW, and all models are equipped with intelligent four-wheel drive as standard.

Comprehensive safety is of utmost importance for family users. Feng Fuzhi also emphasized: "At Great Wall, safety is not an option, but a bottom line."

In terms of this vehicle, it adopts a triple high-strength cage body structure, with high-strength steel accounting for 81.96%, and the A and B pillars integrated with 2000 MPa high-strength steel. The 6-second pressure-holding ultra-long 3107 mm side air curtain can better ensure the safety of passengers in all three rows.

In the dimension of battery safety, the Gaoshan 7 battery pack has passed 89 rigorous tests, and Gaoshan is also the first MPV in the industry to achieve a full score in the "China Electric Vehicle Fire Safety Index" certification. In addition, Gaoshan has also obtained the "Zero Formaldehyde" and "C-GCAP Five-Star" dual certification for MPV models, and is equipped with a UV remote sterilization system, making it more friendly to passengers' respiratory health.

In addition, this press conference also launched the Wey brand Welfare version model. Based on the Gaoshan 8 model, the special feature is the electric rotating seat, which can automatically move to the door and be flush with the ground, with a height of only 570 mm from the ground, making it convenient for passengers to get off.

For this product, users have also made their choice with money. Within 20 hours of the pre-sale opening, the order volume for the Gaoshan 7 reached 5,576 vehicles. This achievement is also remarkable for an MPV.

For the Wey brand, this is also a new starting point. Wey is a high-end brand of Great Wall Motors, established in 2016, bearing the responsibility of Great Wall Motors' high-end transformation. Initially, it achieved rapid sales growth with the VV5 and VV7, with sales nearing 140,000 units in 2018. However, with the discontinuation of the VV series, Wey's sales declined due to a lack of product support.

In 2024, Wey will begin a comprehensive transformation into a new force, learning the direct sales model and user thinking. Starting from May 2024, Wey will build a direct sales system, and by August 25, 460 direct sales stores have been established and opened nationwide, with plans to expand the number of stores to 700 by the end of the year.

Since the beginning of this year, Wey has achieved over 10,000 sales for two consecutive months. The all-new Gaoshan, launched in May, has repeatedly won the weekly sales champion in the plug-in hybrid MPV category. From around 300 units sold per month last August to 5,000 units in the same period this year, the Gaoshan series has achieved approximately 15 times growth.

Now, with the addition of the Gaoshan 7, the sales of the Wey Gaoshan series are expected to rise to another level