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On April 3, Wei Brand released the official picture of the new Mocha DHT-PHEV model, which uses a new appearance and interior design, with the shadow of a small Blue Mountain. It is understood that Mocha DHT-PHEV positioning large and five medium-sized SUV, competitors will aim at the ideal L7, frigate 07 and other models.

As a medium-term revamped model, the new car adopts a new design style, the front face is equipped with a borderless intake grille, and the Wei LOGO is placed in the center of the front, with trapezoidal encirclement and side vent design to make the front face look more solid and plump. The headlight group is very similar to Wei Brand Lanshan, with a split styling design, with a penetrating LED daylight belt at the top and a horizontal layout at the bottom, which is integrated with the air guide on both sides and has a high degree of recognition. It is worth mentioning that the new Mocha DHT-PHEV also has optional lidar, supports urban / high-speed NOH, and has the ability to learn parking independently.

On the side of the body, the new Mocha DHT-PHEV basically continues the style of the cash model, with a slippery back body, large-size wheels and hidden door handles. The complex and changeable waistline injects more power into the new car. In terms of size, the length, width and height of the new car are 4881/1960/1690mm and the wheelbase is 2915mm. In the rear part of the car, the design of double-layer penetrating taillights is very eye-catching, and the recognition after lighting is very high. At the same time, the shape similar to the air guide is also used on both sides of the rear enclosure, which has a certain echo effect with the front encirclement.

When entering the car, the new mocha also adopts a new design style. the whole center console is mainly equipped with straight lines, with a 9.2-inch LCD meter and a 14.6-inch suspended LCD screen, and a 9-inch touchpad underneath. And the traditional physical keys are also replaced by the touch screen, which makes the sense of science and technology more obvious. It is worth mentioning that the new car has also eliminated the electronic lever design and replaced it with today's shielding structure, leaving more room for use in the central channel area, and the new three-frame multi-function steering wheel looks more refined.

In terms of power, the new Mocha DHT-PHEV is equipped with a plug-in hybrid power system composed of a 1.5T engine and a motor, in which the maximum power of the 1.5T engine is 115kW, and the maximum power of the front and rear motors is 130kW and 135kW respectively. In terms of battery life, the long-lasting version provides a 34 kilowatt-hour battery pack with a pure electric mileage of 175km under WLTC conditions. The ultra-long endurance version is equipped with 39.67kWh battery pack and has a pure electric mileage of 204km under WLTC conditions.

Wei Jianjun, chairman of Great Wall Motor, once said: "Wei Brand bet on my last name, only success can not fail." But at present, Wei Pai, which has been established for six years, can not hide its decline after several twists and turns.

Wei Brand was born in November 2016. after the launch of the company's founder Wei Jianjun, the VV series sold more than 10,000 cars a month, but as the prices of joint venture brands fell and independent brands launched high-end products one after another, sales of Wei Brand fell rapidly, falling 21.53% to 78500 vehicles in 2020 compared with the same period last year.

In 2020, Wei Brand launched Tank 300, which sold well on the market, and developed strongly in the market segment, but Great Wall Automobile stripped Tank 300 from Wei Brand and established a sub-brand-Tank, which greatly weakened the competitiveness of Wei Brand products. In 2021, the annual sales of Wei Brand was 52200, down 28.1% from the same period last year, ranking at the bottom of the Great Wall passenger car brand.

In order to break the situation, Wei Brand began to adjust its strategy from 2021, defining its brand positioning of "new generation smart car" and introducing coffee intelligent platform and intelligent hybrid DHT scheme. In May 2021, Wei Brand launched a medium-sized SUV-- Mocha, the first Great Wall car based on the "Coffee Intelligence" platform, with a price range of 17.58-218800 yuan. In order to gain market popularity, Wei Brand also hired Huawei Princess Yao Anna to be the spokesperson for the model. In March 2022, Wei Brand launched Mocha DHT-PHEV with a price range of 29.90-315000 yuan. It is understood that Mocha DHT-PHEV and fuel version models are basically the same in appearance, the main difference is that the power system, equipped with 1.5T + motor composed of DHT plug hybrid system, but the price is higher than the fuel version of more than 100000 yuan.

According to the official website, Wei brand models currently on sale include mocha / mocha DHT-PHEV, latte DHT/ latte DHT-PHEV, macchiato DHT/ macchiato DHT-PHEV, of which mocha is the only fuel car on sale. In 2022, Wei brand sales fell 37.66% year-on-year to 36381 vehicles, making it the biggest decline in the Great Wall brand for three years in a row. Retail figures show that Mocha sold 7540 vehicles in 2022, while Mocha DHT-PHEV sold only 5756. A total of 13296 of the two models were sold, underperforming even the ideal car market in that month.

According to Li Ruifeng, chief executive of Great Wall Motor, Wei Brand adopts a multi-category strategy at the product level. In addition to the coffee series already launched, it will also launch fashionable retro models this year, as well as high-end new energy MPV.

The multi-model concept is to believe that there is always a model that can succeed, but this is bound to distract the resources and energy within the brand and consume it in wave after wave of ineffective product releases. At the same time, Wei Brand has made three strategic adjustments in the short period of six years since its establishment. From high-end fuel cars to hardline off-road SUV, and then to today's new energy vehicle brands, consumers can not form a complete understanding of the brand.

In fact, the competitiveness of Wei brand products is not weak, the early Wei brand design positioning and design appearance are strong, recognized by male consumers, but now Wei brand mainly plays young people, naming and design style has also changed, user group positioning has also become blurred. For Wei Pai, the transformation of both high-end and new energy is a challenge, and it is not easy for Wei Pai to overcome two major problems at once.

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