Wey Returns to Great Wall Brand Division, Adopts Dual Direct + Agency Sales Model

According to LatePost Auto, Great Wall Motor restructured Wey back into a standalone brand company in mid-December 2024 and renamed it "Wey Brand." The brand has established business units organized around models such as Gaoshan, Lanshan, Mocha, and "DE," and has set up functional departments including brand planning and sales management. Previously, Wey had operated independently by the end of 2024, integrating with GWM Select and rebranding as "Wey New Energy." Starting February 2025, the Wey Lanshan will be sold simultaneously through both direct-owned stores and dealer channels, with the latter adopting an agency model—dealers won't hold inventory; instead, customers place orders via the official app, and vehicles are delivered uniformly by the manufacturer to stabilize retail pricing. Brands like Xiaomi and Zeekr employ similar models. Wei Jianjun, Chairman of Great Wall Motor, emphasized that the company has never abandoned the Wey brand, describing carmaking as a "marathon." In December 2025, Zhao Yongpo, General Manager of Haval, assumed the role of CEO of Wey, becoming the brand's eighth leader in nine years.