Once diss Great Wall Motors’ “multi-brand” strategy was “blind”, and the battery power has been high again recently. Faced with the new marketing changes that Great Wall Motor is starting, many keyboard warriors interpreted it as "this is a correction to the multi-brand strategy." Obviously, they did not understand what the chess game behind Great Wall Motor's move is.
is the biggest marketing change in more than two years. The core of Great Wall Motors' transformation is brand integration and focus, turning it into a column, and comprehensively responding to the globalization, electrification and high-end processes in 2023. This is not a "temporary intention" or a reversal of the previous multi-brand strategy, but a "Category Marketing 2.0" stage based on the mature multi-brand strategy in Great Wall Motors' long-term strategic planning timetable.
is officially based on the gradual maturity of the six major brands under Great Wall Motors, and a new stage of category construction has begun. As the major restructuring of Great Wall Motors has once again made drastic changes in the marketing field since it promoted its category marketing strategy in 2020. In this drastic restructuring, Great Wall Motors' "Category Marketing 2.0 Era" officially kicked off - the Haval brand, which faces the pressure of change in the cruel competition of traditional fuel vehicle market, will be focused again, revitalizing the Haval brand to become the traction of new marketing changes. At the same time, the integration of the two pure electric resources of Ora and Salon will be a new starting point for Great Wall Motors' new energy strategy to seek newness and change; in addition, Tank and Weipai will also shoulder the mission of brand improvement.
With this huge change, Great Wall Motors' organizational structure and senior appointments have also been systematically adjusted. Among them, CGO, Chief Growth Officer of Great Wall Motors, who took up his new position in August, led the marketing system change. The current CEO of Salon Automobile, Wen Fei, will serve as the CEO of the dual brand operation of "Oula + Salon", focusing on Great Wall Motor's new energy strategy; the current CEO of Tank Brand Liu Yanzhao will also serve as Weipai CEO, practicing the Great Wall Motor's brand upward strategy with the comprehensive new energy of high-end intelligence and luxury off-road; and Li Ruifeng himself will focus more on the Haval brand, ensure that the group invests more resources, revitalize the confidence of Great Wall Motor's core brand Haval, and fully promote Haval's new energy process.
It is not difficult to find that Great Wall Motors' strategic move to focus on "one Great Wall Motors" is definitely not a "subtraction", but another "addition" of concentrated efforts. Let the advantageous resources be further concentrated and strategic coordination be further strengthened, thereby establishing a clearer and differentiated brand positioning and a larger and unified Great Wall Motors strategic layout.
