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On December 30th, 2022 Guangzhou International Auto Show officially opened, Wei Brand officially unveiled the new six-seat flagship SUV model at the Great Wall Automobile Wei Brand booth, and named the new car "Blue Mountain". Based on the "Coffee Intelligence" technology platform, the new car is powered by a plug-in hybrid, and the price may be between 350000 and 400000 yuan. After its launch, it will compete with popular models such as the ideal L8 and the M7. According to the plan, the new car will go on sale in the first quarter of 2023.

The declaration of the new car had been completed in the Ministry of Industry and Information Technology, but the declaration picture soon caused a lot of controversy online because of its unique front face styling. In view of this, Wei Pai officials made the decision to "invite netizens to create innovative cars". Invite the majority of netizens to design the appearance of the new car. The new car unveiled in this auto show is a new look model that has been redesigned after more than two months. Although the new car is still named "Coffee Series", the design does not continue the family design style of "Coffee Series". Instead, it adopts a brand-new style of front face design. Compared with the previously exposed declared models, the new car shape is more stylish and concise, and more inclined to the tone of new energy pure electric vehicles.

Specifically, the new car's front face cancels the complex mesh intake grille of the declared model, and is replaced by a more concise design. The front face uses a frameless closed grille design, and the vertical LOGO is embedded directly above the grille, with slender split LED headlights on both sides, which looks more avant-garde and more recognizable as a whole. On the side of the body, the new car is more capable, with a three-dimensional double waistline design, a slightly sunken roof, a triangular D-column, a 21-inch multi-spoke two-color rim and a hidden door handle. In the rear part of the car, the new car taillights are designed in a through-and-through style, the headlights at both ends show a "Y" shape, the middle is inlaid with the brand logo of "WEY", and the word "Wei Brand Blue Mountain" is at the bottom, which is surrounded by a through decorative strip and a bilateral exhaust layout. In terms of body size, the length, width and height of the new car is 5156/1980/1805mm, the wheelbase is 3050mm, the positioning of medium and large SUV models, and the use of 2-2-2 six-seat layout.

However, it is a pity that at this auto show, Wei Brand only unveiled the appearance information of the new car, and the interior decoration and machine system have not yet been released to the public. In terms of power, the new car is equipped with a 1.5T+DHT+P4 plug-in hybrid system with a maximum power of 154hp, a maximum torque of 933Nm and a 100km acceleration of 4.9s.

From the point of view of the continuation of the naming of the "coffee series" of the new car, the product series of the Wei brand "coffee" series will be further improved after the launch of the new car. WEY Wei Brand, the first high-end brand launched by Great Wall, was established in 2016. The early products are named as "VV+ Digital" and include three models: VV5, VV6 and VV7. As the first high-end brand of Great Wall, WEY in the first few years of its establishment can be regarded as a masterpiece of Great Wall. According to the data, the annual sales of WEY were 86000 and 139500 respectively from 2017 to 2018, and then declined year after year, falling to 100000 and 78500 respectively from 2019 to 2020, down 28.28% and 21.53% respectively from the same period last year. Then, in 2021, Great Wall made a strategic adjustment to the Wei brand to clarify the brand positioning of the "new generation smart car" of the Wei brand, introduced coffee intelligent platform and intelligent hybrid DHT scheme, and launched a variety of coffee models such as Mocha, Macchiato and latte.

According to the official website, Wei Brand's models currently on sale include Mocha / Mocha DHT, Macchiato DHT/ Macchiato DHT-PHEV and latte DHT/ latte DHT-PHEV. The overall model is mainly named "Coffee", while the previous VV series models have been suspended. Unfortunately, after the product is rejuvenated, the sales performance of Wei Brand has not improved, but has become a "big burden" of Great Wall Motor. Sales of Wei Brand fell 25.65 per cent year-on-year to 58000 vehicles in 2021, making it the only Great Wall brand to show a decline, according to the data. After entering 2022, WEY Wei Brand was the brand with the highest decline under Great Wall Motor. Great Wall car sales in November were 87600, down 28.53% from a year earlier. From January to November, cumulative sales were 990100, down 11.49% from a year earlier. Wei brand sales plunged 66.43% to 2110 vehicles in November. Looking at the previous November, sales performance was equally dismal, with only 48000 vehicles, down 27.53% from a year earlier.

At present, the product camp of Wei Brand has changed again. on December 8, Great Wall Motor announced the adjustment of the organizational structure of its brand, in which WEY Wei Brand will form a dual-brand operation with the tank brand, and then focus on high-end new energy and the global market. Tank brand CEO Liu Yanzhao also serves as Wei Brand CEO, taking full responsibility for the operation and management of Wei Brand and Tank brands and the building of advanced new energy.

According to the plan, during the period from 2021 to 2023, the Wei brand will launch 16 new models, including cars and MPV, as well as new platforms and technologies. At that time, the new platform and technology will also extend the price range of WEY from 150000-200000 yuan to 150000-300000 yuan. At this year's Chengdu auto show, Wei Brand has officially unveiled its first car, "Dream come true", and the car will go on sale in the second quarter of next year. The price may reach 300000 yuan. As for whether the adjustment of the product camp and the listing of Blue Mountain can reverse the depressed market performance of Wei Brand, it will take more time to verify.

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