As the saying goes, “eighty-year-old set,” here is not actually refers to a certain age, but rather that the people in childhood will show the relationship to his future. This sentence may also apply to our brands WEY want to address today, as the Chinese luxury brand pioneer, since it does not noticing, it has gone through three years.
From November 2016 the brand released to now has 300,000 + users, in the meantime, WEY the tone of the brand, product planning, foreign distribution, market reputation, have already taken shape, maybe we can talk about its future through its development trajectory of the past three years.
The first stage: starts Wei Jianjun
Speaking WEY would have to bring the head of GWM – Wei Jianjun before WEY not yet created, the Great Wall’s Hover is already the fame, the phrase “Chinese SUV leader” is quite weighty. Originally guarding the land is enough popular hot drink, but Wei Jianjun view, these bonuses only a short, want better development, had to take precautions.
behind as we all know, has been keeping a low profile of Wei Jianjun at the Great Wall period, the creation of a high-end “Wei faction” brand, but also with the ” our own name, your surname crown “with his high-profile brands together. This dare to risk their reputation for practice, really rare, and in the autonomous camp, there Xiaopeng Xiaopeng car with a similar label to the car and Wei Li Bin.
done the fame, do not do it is to discredit, but as he said in the commercials: “This time, I the decision put himself at the front desk, leaving no escape route, should not bet bet some treasure “to reveal a simple and crude to the outside world: Chinese luxury brand, I did set up!
The second stage: The results respond to questions
repairer easily, making the brand difficult! In the field of luxury cars, German BBA, Japanese Lexus, Infiniti, Acura, the US Department CadillacLincoln, basically monopolized by foreign brands. For turned out WEY, most people are skeptical, perhaps in their eyes, their own brands or “poor, rough, low-end” synonymous.
brand power in question is on the one hand, product strength as well. WEY hit 15-20 million range entrenched enemy factions, a newcomer to the independent brands, Why the hell away from the mouth of the joint venture brand “cake.” In addition, its flagship “safe” also caused a lot of controversy, because in some media people, say security does not seem to give it a direct sales.
and Volvo’s achievements in terms of security of the general public has been familiar with, WEY come up “people set” will not be a thankless task? The face of doubts, speak louder than words. In VV7 and VV5 market for less than a year’s time, cumulative sales topped 100,000.
a dare to enter its own brand price range of 150,000 to 200,000, with only the two models, in less than a year’s time, more than 100,000 people are willing to pay for, such a result is perhaps not enough to dispel all doubts, but let Wei Jianjun more emboldened to take over the road.
The third phase: in full swing
After rely VV5 and VV7 brand awareness, WEY market also began to launch a comprehensive crusade pace, at this stage we can be divided into three aspects:
(1) cultured family influence
tasted the sweetness from VV7 and VV5 is true, but you want to take more market share, brand inspection results, had to carry the family influence to train together. The WEY flattery is “doing” strategy in the field of fuel vehicles, launch VV6, with more entry price to affect consumers, in Chengdu Motor Show this year has launched a VV7 GT, with a movement to go with luxury. At the same time, WEY also maintained a facelift to upgrade VV5, VV7 ensure competitiveness.
In the new energy, the introduction of the plug P8 hybrid vehicle, as well as the subsequent VV7 / VV7 GT PHEV GT was added and P8. Wei Jianjun also revealed that, in 2021, WEY all of its models offer electric options, 2022, launch of hydrogen fuel cell production car.
and new energy vehicles while promoting, as well as automatic driving and active safety field. According to the strategic plan WEY will be launched in the second quarter of 2020 reached L2.9 level autopilot products; 2021 production level models L3; L4 2022 production level models.
(2) seeking powerful combination
As a new brand, to seek cooperation after all, a means of survival. In March this year, Great Wall’s Babs hand Mercedes-Benz, the two sides will cooperate in the powertrain, interior and exterior trim, vehicle tuning and so on, and plans to launch WEY series of limited edition models, etc., but the move is also conducive WEY Mercedes-Benz AMG similar to explore this positioning of products, increase brand premium.
In June, the Great Wall to the name WEY jointly launched China’s space launch vehicle Long March 11th, the next surface although only a cross-border brand marketing, but it is not all “superficial” because the two sides will also cooperate in the follow-up system and quality testing, automated driving technologies, new materials and application of hydrogen energy in four areas.
(3) to enter the EU market
In view Wei Jianjun, WEY not only Chinese brand, also if the world . In the 2017 Frankfurt Motor Show, VV5 was named one of “the most successful of the five models” can be said to Taylor. Two years later, WEY bring new concept car WEY-S, the new WEY-X concept car, as well as VV7 PHEV, VV7 GT PHEV, VV7 GT ProPHEV other vehicle models on stage again.
In addition, Great Wall Motor announced a high profile, WEY brand will be the German market as a starting point, in 2021 entered the EU market. You know, the car originated in Europe but where, currently the world’s leading automotive brands are brought together here, WEY want to succeed, really difficult. But since then it is left behind, let down a little more anticipation.
The fourth stage: the future?
look back three years to develop WEY, we see from the first stage of the Wei Jianjun body that “ton output capacity” determination, the second stage is WEY prove themselves, then grow from 0-1, the third stage WEY and Wei army is to launch a comprehensive assault courage. And on the third anniversary of WEY activity, it revealed its fourth stage of planning.
(1) new identity
This is not just WEY founder of the brand, Wei Jianjun will also serve as the new company set up an independent brand – Wei faction chairman, and this identity the change also means that he will come among users, listen to their voices. Can not help but think of a word: “With great power comes great responsibility”, it seems Wei Jianjun is really a gamble.
(2) reassure
300 000 3 years, this result seems good, but how to put the ball roll larger, but it is the most important. The width of the previous three years WEY always talk about technology, talk gearbox, engine, but there are still many potential consumers this is not assured, and WEY to dispel concerns everyone made such a response:
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from now on, WEY brand full-line vehicle fuel, vehicle warranty from three years 100,000 km, extended to 5 years 150,000 km; in addition for any first owners, will provide engines, transmissions free lifetime warranty.
(3) than in Europe
would have to enter the European market is already courage, But WEY think it is truly global, it also plans to enter the North American market in 2023, and to expand to other global markets. In addition, it put down hard, then, to be bluntly direct challenge to the traditional giants BBA track on the new energy, a kind of feeling fearless.
written in the last
In general, WEY’s network has spread out to almost the same, as the last harvest can not be achieved , now is not a good conclusion, because the future may also have the fifth stage, the sixth stage …… of course, the “future” is too broad a term, we may wish to set this period of 10 years, also said that because Wei Jianjun no decades is impossible to do the brand.
In WEY plan, it should in 2025 WEY build the world’s leading intelligent luxury brand, and challenge “of pin 30 ten thousand “small target. This time, the brand came from WEY, almost 10 years, to when we come to talk about the conclusions might be more appropriate. So the prospect of WEY, how did you see it?