The rumors still came true.Weipai CEO Chen Siying, who has only been in the position for 8 months, officially announced her resignation.Wei Pai has been established for 7 years, and this is the seventh time that it has changed its executives. Wei Pai's leader is once again vacant. The news comes from Chen Siying’s personal Weibo. At the end of January this year, Chen Siying joined Wei Pai. During these eight months, he participated in the launch of three vehicles: Blue Mountain, New Mocha and Alpine.

He thanked Wei Pai's team on Weibo and the fans who have followed him along the way.

He also mentioned why he left his job at this time: because of some family reasons, and at the same time he felt regretful that he could not witness the listing of Gaoshan.

After the news was released, many Great Wall executives also expressed their farewells.

Great Wall President Mu Feng expressed his gratitude to Chen Siying for his efforts.

Li Ruifeng, chief growth officer of Great Wall, posted a separate blog post expressing regret for Chen Siying's departure.

It looks like a good get-together.

Who is Chen Siying

Let me first briefly introduce Chen Siying.

He has more than 20 years of experience in the automobile industry. He joined Nanjing Fiat in 2001 and later worked for Nanjing MG, SAIC Passenger Cars, BAIC Motor and other sales companies.

In 2018, Chen Siying became the vice president of Qoros Automobile and the general manager of the sales company; in 2019, Chen Siying joined Lynk & Co and became the deputy general manager of the sales company, responsible for marketing and marketing.

It is not difficult to find that Chen Siying has rich experience in brand marketing, and his ability level is also proved.

Take this period of career experience at Lynk & Co as an example. Before Chen Siying joined the company, Lynk & Co's annual sales were 120,400; after he joined, Lynk & Co's sales continued to grow, with sales reaching 220,500 vehicles in 2021. Although sales fell slightly in 2022, they remained at 180,100.

Perhaps due to his successful experience in helping the high-end brand Lynk & Co increase sales, in January this year, Chen Siying came to Great Wall and served as CEO of Great Wall's high-end brand Wei brand and general manager of marketing of the tank brand, reporting to Li Ruifeng.

Moreover, among the products he has been responsible for after becoming Weipai CEO, the market response to the products that have been launched has also been good.

The 6-seater hybrid SUV Wei Brand Lanshan is priced from RMB 273,800. It received 5,000 large orders five days after its launch. The sales volume reached 5,136 units in the first full month of its launch, and the current cumulative sales have exceeded 24,000.

The new Mocha, a large 5-seater hybrid SUV, is priced at 231,800. During the reservation period, orders exceeded 10,000 in 7 days.

This can also reflect from the side that Chen Siying's resignation can basically eliminate brand sales problems.

As for Wei Pai's big ship, the helm is once again vacant.

How effective is Weipai’s high-end road?

From the name, we can see Great Wall Motors' expectations for the Wei brand.

Wei Pai did not disappoint at the beginning. At that time, Wei Pai was still called WEY. The launch of three popular models, VV7, VV5 and VV6, successfully changed the long-term monopoly of joint venture brands in the SUV market worth 150,000 to 200,000 yuan.

In 2017, Wei brand sold 86,000 vehicles, which rose directly to 139,000 vehicles in 2018, a year-on-year increase of 61.6%.

But later, the sales volume of Wei brand began to decline. From 2019 to 2022, the annual sales volume of Wei brand were 100,000, 78,500, 58,300 and 36,400 respectively.

But Great Wall has been investing heavily in Wei Pai.

In terms of manpower, Wei Pai initially had former BMW design director Pierre as chief designer, and former Audi executive Yan Si as CEO; Great Wall senior executive Li Ruifeng, Great Wall's former "No. 3" Hu Shujie, senior luxury car manager Liu Yan, tank CEO Liu Yanzhao, and Chen Siying were all once at the helm of Wei Pai.

In terms of technology, Great Wall's three major technology brands: Lemon, Tank and Coffee Smart are all used in Wei brand models and are often first launched.

For example, the lemon hybrid DHT, the first model to be launched was the Wei brand Macchiato; the tank was originally a Wei brand series model; the first commercial product of Coffee Smart 1.0 was the Wei brand Mocha.

Including later on in terms of intelligent driving capabilities, the intelligent assisted driving system developed by Great Wall incubated by Haimo Zhixing, the first model is also Wei brand Mocha; Haimo Zhixing's latest generation intelligent assisted driving system HPilot3.0, the first model is Wei brand new Mocha, and Lanshan.

There is no doubt that Great Wall has put a lot of effort into Wei Pai in terms of manpower, technology, and vehicles, but these resources have not been reflected in sales results.

In the 7th year since the establishment of Weipai, the seventh senior executive left again.

Great Wall Wei Pai continues to call for heroes.