At the recent pre-sale launch event for the Wey V9X, Great Wall Motor Chairman Wei Jianjun publicly criticized Wey Brand CEO Zhao Yongpo and Great Wall Motor CGO Li Ruifeng, expressing that he was "very dissatisfied" with the marketing and communication performance for the Wey V9X.
Wei Jianjun stated that the vehicle is undoubtedly an excellent product, but the team's communication efforts have been poor, lacking the taste and sophistication seen with brands like BMW, Mercedes-Benz, and Audi (BBA). He recalled a remark from an automotive industry leader, saying that if a marketing team cannot translate the significant efforts and R&D investments of engineers into effective results or value, it is equivalent to a crime. He noted that the Wey brand is still young and indeed struggles to grasp the right tone and style. While the team works hard, they try to communicate too much without focus, resulting in a scattered message that fails to penetrate or occupy the minds of potential buyers.
Wei emphasized that communication requires respect, describing it as both an art and a philosophy. He urged the team to recognize the gap between their efforts and those of internationally renowned brands, and to learn from them. The goal, he said, should be to convey the excellence and sophistication of their products in a way that sparks desire or interest among consumers. He pointed out that overwhelming audiences with too much information often leads to a lack of focus, preventing any single message from making a strong impact. Wei called on the Wey team to learn from top global brands, aiming to elevate Chinese automotive brands to international standards and help transition China from a major auto producer to a powerhouse in the industry.
Following the criticism, Wey Brand CEO Zhao Yongpo took the stage and accepted the feedback. He acknowledged that significant gaps remain not only in communication but also in services compared to international luxury brands. Zhao emphasized that automotive manufacturing involves a full industrial chain, from R&D and manufacturing to sales and after-sales service, and each segment must fulfill its responsibilities effectively. He invited media representatives, users, and live-stream viewers to provide constructive feedback and suggestions, pledging that the team would strive to make improvements.
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