Great Wall's Legacy Brands Diverge: Haval Maintains Steady Course While Wey Brand Stages Dramatic Turnaround

Following the transformative era of electrification, the two legacy brands of Great Wall Motor Company Limited, Haval and Wey, have charted distinctly different paths. Haval continues to focus on the mainstream market, though its market presence is no longer as dominant as before. In contrast, the Wey brand has staged a complete turnaround after hitting a low point, achieving explosive sales growth, yet it still faces underlying challenges. These two brands, which once set sales records in the era of internal combustion engine vehicles, are now seeing their fortunes diverge.

Haval, a prominent name in the history of the Chinese automotive industry, has faced significant challenges in recent years. With the rapid rise of new energy vehicles and competing domestic automakers gaining ground with their own fuel-powered models, Haval's star models, represented by the Haval H6, have encountered intense competition. As a result, both their sales performance and market reputation have diminished from their former glory.

This shift can be seen as a necessary "technical adjustment" that every brand must navigate amidst market changes. Haval, once a dominant force among domestic automakers, has not remained passive. It has actively embraced the trend towards electrification, launching the Xiaolong series, while its新能源 series like the Dagou and Menglong have also garnered significant attention. However, reflecting a principle of conservation of energy, the once-dominant Haval H6 has inevitably declined from its peak. Even with the introduction of a larger, more value-oriented Haval H6L, the H6 series has moved further away from its former kingly status, with the Dagou now emerging as Haval's new flagship fuel-powered model.

Every cloud has a silver lining. Haval did not collapse following the H6's decline. Other models have effectively filled the void left by the H6, enabling Haval to achieve a 7.41% growth in total sales for the full year 2025. For Haval, as long as it continues to hold its ground in the mainstream market, Chinese consumers are likely to maintain their trust in the brand. The Haval H6 awaits a revival, and Haval itself is waiting for the emergence of new star models.

If Haval's journey has been one of fluctuation, then Wey's experience has been a dramatic rollercoaster. Initiatives such as the "Coffee" series naming convention and the launch of DHT hybrid technology represented Wey's attempts to adapt to the wave of electrification. However, the first steps of transformation are invariably difficult, and Wey, a brand that once rivaled Haval, found itself in a deep trough.

Nevertheless, Great Wall Motor Company Limited did not abandon the Wey brand, and Wey did not give up on itself. The vast Chinese automotive market ultimately provided room for this former popular brand to stage a comeback. With Haval securing the mainstream market, Wey was free to focus its efforts entirely on a push into the premium segment. Models like the Gaoshan, Lanshan, and Mocha have helped Great Wall Motor Company Limited secure a foothold in the premium new energy vehicle market. The Gaoshan, living up to its name meaning "high mountain," has become the MPV sales champion for multiple consecutive months, helping Great Wall Motor Company Limited and the Wey brand reclaim a position at the industry's summit.

For the full year 2025, Wey's sales surged by 86.29% year-on-year. This brand, which was once mocked at its lowest point, suddenly shows potential to become Great Wall Motor Company Limited's new ace. However, it is far too early for Wey to rest easy. When a single MPV model constitutes the bulk of sales, the brand's success remains lopsided. As part of Great Wall Motor Company Limited, a specialist in SUVs, if Wey cannot sell SUVs successfully, it likely lacks the strength to become the group's leading brand.

Indeed, Great Wall Motor Company Limited appears to be showing some favoritism towards Wey. The latest intelligent technology成果 are being deployed first on the Lanshan, and the new large six-seat新能源 SUV model, the V9X, has also been assigned to the Wey brand. A series of the newest product deployments and technological investments are being prioritized for Wey, making Great Wall Motor Company Limited's intention to position Wey as its heir apparent quite clear.

Under such meticulous cultivation by Great Wall Motor Company Limited, Wey cannot afford to rely solely on the Gaoshan as its only hit model. It must carve out a significant space for itself in the premium new energy vehicle market. If Wey fails to establish a firm footing in the premium segment and instead slips back into the mainstream market, it would face a brutally competitive abyss.

Haval focuses on stabilizing its foundation in the mainstream market, while Wey shoulders the heavy responsibility of breaking into the premium segment—the two sibling brands are on entirely different trajectories. Looking across the broader automotive industry, numerous brands, like Haval, are navigating the transition between old and new, while others, like Wey, are experiencing rebirth through the pains of transformation. The question of how to inject new vitality into legacy brands is a critical one, and both Haval and Wey serve as instructive examples, though these teachers themselves must continue to learn while treading on thin ice.