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On May 24, media reported that Wen Fei, general manager of the Great Wall Oula Salon brand, had resigned from the company due to "health reasons." If the above news is true, it means that several professional managers who have joined Great Wall Motor since 2018 have basically left Great Wall Motor, and Wen Fei is the second marketing general to leave Great Wall Motor recently after Wang Fengying left Xiaopeng Motor.

Prior to media revelations, Wenfei's work is currently in charge of Euler technology head Dong Yudong, but when Wenfei will leave and who will replace it? so far, Great Wall has not responded to the news.

According to the data, Wen Fei, a graduate of Peking University, joined Great Wall Motor as deputy general manager of marketing in June 2018, when he was a freshman in the Harvard F series. Under his guidance, the Harvard F series sold more than 200000 cars in the following year.

Wenfei was promoted to general manager of Harvard brand in 2020. During his tenure, Harvard brand continued the growth of previous years and maintained its dominant position in the SUV market for a long time. In addition to the changes in sales volume, Wenfei also brought a comprehensive marketing way of thinking for Great Wall Motor during his tenure. Wenfei subverted the naming rules of H-series and F-series inherent in Great Wall Harvard, and founded the "dog" family through global names. through alternative car names and different marketing models, Great Wall's new SUV "Harvard Big Dog" temporarily gained a huge online popularity before it was listed, and the Harvard "Dog" family was founded. Since then, it has launched the second generation of Big Dog, KuGou and other models. Since then, it has also extended a series of chic names, such as Red Rabbit, Immortals and Beasts, first Love and so on.

In March 2021, Wenfei changed to the salon brand CEO, responsible for the business management of Great Wall Automobile Salon Zhihang. It should be noted that in nearly a year and a half after that, there was not much new progress on the salon brand in the market. Until December 2022, Great Wall Motor announced the reorganization and integration of its brands, in which Euler and Salon, Wei Brand and Tank adopted a dual-brand operation model. After the adjustment, the salon brand CEO Wenfei serves as the salon and Euler dual-brand CEO. In March 2023, the Euler brand and the salon brand were formally integrated, and the salon's model, the machine armour, entered the Euler community.

As an auto veteran, Wenfei worked at Dongfeng Nissan, Volvo and Dongfeng Infiniti before joining Great Wall Motor.

Wenfei was favored by Ren Yong, vice president of Dongfeng Nissan through a job search program in 2005, joined Dongfeng Nissan in 2006, and has since started his career in the automotive industry. during his entry into Dongfeng Nissan, he successively served as Chief of Public Relations, Deputy Minister of Marketing, Minister of Communication and other important roles. Ten years later, Wenfei moved from Dongfeng Nissan to the luxury brand market. In August 2015, Wen Fei became Volvo's marketing minister, but the good times did not last long. Volvo experienced a major personnel reshuffle the following year. Fu Qiang, president of Volvo China, and Liu Yan, chief operating officer, left one after another. Wen Fei may be affected and eventually left Volvo. Shortly after leaving, Wenfei quickly moved to Dongfeng Infiniti. In November 2016, Wenfei served as director of marketing strategy and communication at Dongfeng Infiniti. After joining Infiniti, he led the brand repositioning and launched the "Challenger" brand strategy on the basis of the "dare to love" brand slogan. But after two years in office, Wenfei left office again, when Nissan also faced a widespread exodus from the middle and senior levels.

After three twists and turns, Wenfei finally joined Great Wall Motors. From Deputy General Manager of Marketing of Great Wall Motor sales Company to Deputy General Manager of Harvard Brand Marketing and General Manager of Harvard Brand, to today's salon and Euler double brand CEO, Wenfei can be said to be the second marketing general of Great Wall after Wang Fengying.

In 2023, the marketing executives of Harvard, WEY and Euler left one after another. On January 30th, Wang Fengying, former president of Great Wall, officially joined Xiaopeng Motor as president, taking charge of the company's product planning, product matrix and sales system, and reporting to he Xiaopeng, chairman of Xiaopeng Automobile and CEO. Then Great Wall Motor also ushered in personnel changes. Chen Siying, former Deputy General Manager of LinkedIn Automobile sales Co., Ltd., has joined Great Wall Motor as Wei Brand CEO and General Manager of Tank Brand Marketing.

Looking back on 2022, the market performance of Great Wall Motor is not optimistic. Data show that the cumulative sales of Great Wall in 2022 fell 16.66 per cent year-on-year to 1.0675 million vehicles, achieving only 56.19 per cent of the annual sales target of 1.9 million vehicles, a far cry from the annual sales target. Of its five main brands, only tanks achieved positive growth for the whole year.

The latest data show that from January to April in 2023, the cumulative sales of Great Wall fell 7.18% year-on-year to 313100 vehicles. Except for the tank brand, which grew 10.39% year-on-year, the brands including Harvard, Wei and Euler all showed varying degrees of decline. Among them, the cumulative sales of Wei Brand was only 5778, a year-on-year drop of 65.15%, making it the biggest decline in sales under Great Wall.

In the past, Great Wall Motor won the SUV title by virtue of Harvard H6 for many years in a row, but with the change of the car market pattern, the era of SUV dividend of Great Wall Motor has gone away. Now the Euler brand and the salon brand have been officially integrated for two months, but the operating effect is not obvious. Wenfei's departure may bring uncertainties to the dual-brand operation of Great Wall Motor.

For Great Wall, there is an urgent need to launch a product that can be recognized by consumers in order to stop the decline in sales. This year, Great Wall launched a number of mixed SUV models, including the highly anticipated Owl Dragon MAX model. Whether the new car can improve Great Wall sales after the launch remains to be tested.

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