Wei Jianjun's MPV puzzle is complete

Author | Wang Xiaojun

Editor | Chai Xuchen

The family MPV market has a new disruptor.

On October 15, the Wei brand Gaoshan 7 was officially launched, with an official guide price of 285,800 yuan. As the "medium cup" model of the Gaoshan family, Gaoshan 7 targets young family users, filling the last gap in the entry-level mid-large MPV market with its more agile body size and relatively affordable price.

Wei brand CEO Feng Fuzhi stated at the launch conference: "Gaoshan 7 and 8 have the same core functions and hardware configurations, the main difference is in size, so everyone can choose based on their actual vehicle usage scenarios."

The reason Gaoshan 7 is aimed at the family MPV market is that this market is currently booming. Data shows that by 2025, the sales proportion of family MPVs will reach 58%, reflecting the accelerated shift of the MPV market from "business exclusive" to "family preferred."

With the launch of Gaoshan 7, Wei brand has completed the product layout of the Gaoshan family, forming three product lines: Gaoshan 7 for young families, Gaoshan 8 for large families, and Gaoshan 9 suitable for both business and family use.

Gaoshan 7 shares the same core functions and hardware configurations as Gaoshan 8 and 9, with the main differences in size. This design, referred to by netizens as "nested doll style," is actually a clever cost control and brand management strategy. This product strategy is similar to Apple's iPhone product matrix of "Standard, Pro, Pro Max."

The single SKU strategy is another cost-reduction method for Gaoshan. Gaoshan 7 only offers one configuration version, simplifying user choices while significantly reducing production costs and inventory pressure.

In terms of core technology, Gaoshan 7 is equipped with the Hi4 performance version intelligent four-wheel drive hybrid system as standard across the entire range, with a total power of 337kW, a 0-100 km/h acceleration time of 5.7 seconds, a WLTC pure electric range of 172 km, and a comprehensive range of 945 km.

Regarding intelligent configurations, Feng Fuzhi introduced that Gaoshan 7 is the only mid-large MPV under 300,000 yuan that comes standard with laser radar and rear entertainment screens, equipped with the Coffee Pilot Ultra assisted driving system, supporting "parking space to parking space" full-scene assisted driving and assistance for over 200 types of parking spaces.

The addition of Gaoshan 7 is also expected to elevate Wei brand's sales to a new level. According to sales data released by Great Wall Motors, sales in September reached 11,000 units, maintaining a monthly sales figure above 10,000 for several months. Cumulative sales from January to September reached 63,600 units, with a year-on-year growth rate of 96.35%.

This growth can be attributed in part to the outstanding performance of the Gaoshan family. Since the launch of Gaoshan 8 and Gaoshan 9 in May, orders have exceeded 40,000 units, with cumulative deliveries surpassing 30,000 units to date. In the recently concluded September, the Gaoshan family firmly held the top spot in national MPV sales Channel reform is also an important factor in the revival of the Wey brand. Feng Fu introduced that currently, the service network of the Wey brand has expanded to over 110 cities nationwide, with more than 500 service outlets; by early 2026, Wey's direct service channels will cover over 200 cities.

The market performance of the Gaoshan model, in addition to its own product strength, is also supported by the overall transformation of the MPV market.

The MPV market in 2025 is undergoing profound changes. Data shows that in the first half of 2025, the total sales volume of the MPV market reached 500,000 units, a year-on-year increase of 13%, with the penetration rate of new energy MPVs exceeding 66.5%.

This data reflects the rapid momentum of new energy in the MPV market. In terms of product technology, plug-in hybrid models dominate. In the first half of 2025, plug-in hybrid models accounted for 42.8% of the new energy MPV market, while pure electric models accounted for 22.8%.

However, the current MPV market is also experiencing intense competition, with some MPVs already priced below 200,000 yuan, and large SUVs are also encroaching on the MPV market. The market for family MPVs priced under 300,000 yuan is facing a transition from a blue ocean to a red ocean.

In the face of competition, Feng Fu emphasized: "We are not trying to surpass new forces, but to meet user needs." The goal of the Wey brand is to be among the top three when users mention high-end new energy brands, which does not necessarily mean being in the top three in sales, but rather in brand recognition, user satisfaction, and reputation.

Currently, Wey has formed a dual flagship product line: the Blue Mountain series for SUVs and the Gaoshan series for MPVs, which carries the important responsibility of elevating the Great Wall brand. Achieving stable monthly sales of over 10,000 units also indicates that it has a certain influence in the luxury market.

As the product layout of the Gaoshan family is completed, Wey is prepared to reserve a "good position" for everyone in the increasingly competitive new energy MPV market.

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