On November 8th, the KPL finals at the Bird's Nest stadium were abuzz with excitement. Among the young people who were deeply engrossed in e-sports, Wei Jianjun, the Chairman of Great Wall Motors, also made his presence felt, donning the AG team jersey. As a 'new intern' for the AG Super Play Club, he had teamed up for a live stream a few weeks prior, using the ID 'AG·AiYoWei'.

Since the start of this year, the chairman of this automaker, which boasts a market value in the hundreds of billions, has shattered the traditional image of an automaker CEO. From becoming a UP (User Producer) host on Bilibili to apprenticing in e-sports, from delivering impromptu speeches at product launches to engaging with netizens and creating viral internet memes, Wei Jianjun's series of actions have effectively dispelled the 'paternalistic' label often associated with traditional entrepreneurs.

In the past, Wei Jianjun was seen as a behind-the-scenes figure, occasionally stepping into the public eye with a serious demeanor, leaving behind the image of a 'Baoding Car God' obsessed with technology and passionate about racing. After founding the 'WEI' brand, named after his own surname, in 2016, he began to step into the spotlight. However, he still presented himself as a serious and aloof tech enthusiast.

Over the past two years, Wei Jianjun has become more visible, publicly criticizing industry chaos on numerous occasions, earning him the title of defender of industry order. Meanwhile, after turning 60, Wei Jianjun has also actively engaged with the online world, opening social media accounts, live streaming, and interacting intimately with netizens and fans, shedding his 'paternalistic' image at an age when one might be considered 'set in their ways'.

01 Memorable Moments of Automaker Bigwigs Shedding Their 'Paternalistic' Image

Two years ago, during a media interview, the then 59-year-old Wei Jianjun claimed he felt only 45 mentally. Despite being close to retirement age, he maintained a fit and agile physique. However, at that time, Wei was still a 'newcomer' on social media, appearing slightly uneasy in front of the camera.

During his live streaming debut last April, the inexperienced Wei Jianjun sweated profusely throughout, but he found his stride when discussing familiar technical topics. Although his speech was slow and often paused, his storytelling style was unique and engaging.

If his live streaming debut in 2024 was a modest test, then by 2025, the tech-savvy Wei Jianjun had become an internet sensation among automaker CEOs. His first viral breakthrough came from a video teaser in February of that year. Below a video preheating a live stream for the Gaoshan MPV's intelligent driving, a netizen commented, 'Dad, have you eaten?' Originally a nonsensical joke, Wei Jianjun's serious reply, 'Just about to eat, life depends on one's own struggle,' went viral, turning the comment section into an 'internet dad adoption scene'.

This viral meme continued to trend at the Shanghai Auto Show in April, where fans shouted, 'Dad, have you eaten?' at the scene, drawing laughter. The catchy video quickly spread across social media. Although slightly embarrassed by his first live 'dad adoption,' Wei Jianjun quickly adapted to the rhythm of social media. When faced with netizens and fans using this meme to greet him in person later, he responded calmly, 'Don't worry, I won't go hungry,' or 'You're making me feel old.'

Wei Jianjun's calm and composed demeanor on social media was on full display during the launch event of the 2026 Haval Big Dog on July 20th. When an owner shouted the viral line, 'I want to see Chairman Wei,' Wei, who had no plans to take the stage, responded generously, 'I won't refuse any photos with car enthusiasts; I just want to hear your opinions,' successfully breaking through the traditional launch event format.

Wei Jianjun's sincerity and unpretentiousness have also emboldened netizens and fans to interact with him more boldly. During the pre-sale of the new Tank 500, someone publicly asked for his opinion on the 'Lixiang i8 vs. truck collision test.' Wei Jianjun's response, 'You're making me offend people,' instantly defused the awkwardness. At the Gaoshan 7 launch, when a fan teased him about his jacket, saying, 'Is it appropriate for it to cost just one or two hundred?' he replied, 'It's nearly three hundred,' with a confident gaze, quickly turning it into a meme.

Besides live streaming and promoting technology, Wei Jianjun has also embarked on various new endeavors. At auto shows, he dons an apron to hand-brew coffee and make milk tea for fans. In the Honor of Kings live stream, he challenged himself in e-sports, dying three times in the first game and joking, 'My eyes aren't enough,' but quickly mastering gaming jargon like 'vision' and 'item builds.' He even challenged rock climbing after back-to-back live streams.

Through these down-to-earth details, the 61-year-old Wei Jianjun has entirely shed his 'paternalistic' image. Without deliberately crafted scripts, he naturally breaks through barriers.

02

Sincerity is the Ultimate Weapon

Some may argue that automaker CEOs trying to please young people seems overly contrived. However, truly gaining recognition and acceptance from the young and internet-savvy generation relies precisely on sincerity and unpretentiousness. Wei Jianjun's 'relaxed' and 'lively' demeanor may be the rarest trait among traditional automaker CEOs today.

Facing the young generation, Wei Jianjun maintains a humble posture, saying, 'Among any three people walking, I can find my teacher,' and 'It's always the young who drive world progress.' This respect is not flattery but a genuine alignment with user perspectives. Today's youth have less reverence for traditional authority, preferring authentic and equal communication. Meanwhile, in the era of short videos and social media, official and formulaic content struggles to resonate, while personalized and heartfelt content breaks through more easily.

Balancing personal authenticity without appearing overly flattering, and staying grounded while maintaining professional authority, are delicate challenges. Wei Jianjun's success so far lies in not completely abandoning his traits as a traditional automaker CEO or his meticulous spirit for technical research. Instead, he incorporates new elements more suited to the contemporary communication environment—sincerity, humor, and openness.

Traditionally, automaker CEOs were symbols in financial reports or 'spokespeople' at launch events. Wei Jianjun has transformed himself into Great Wall's most vivid brand IP. Without relying on internet celebrities for endorsements, he uses diverse labels like 'hand-brewed coffee enthusiast,' 'Gobi Desert racer,' and 'e-sports novice' to give the brand a tangible warmth.

In a highly homogeneous automotive market, Wei Jianjun has established a more unique brand identity and emotional connection for Great Wall Motors. He successfully infused his pragmatic, technology-focused, and slightly stubborn personality into the brand image of Great Wall Motors. This also solved the challenge of effectively conveying the 'tech-savvy' persona to young users, which Great Wall Motors had struggled with in the past.

Great Wall Motors, with over 30 years of automotive technology accumulation, has established its 'Technology Great Wall' corporate label in the traditional fuel car era. Against the backdrop of intelligence and electrification transformation, Great Wall has long been strategically positioned in these areas. However, how to convey these advantages to ordinary users in the internet era? Through building Wei Jianjun's personal IP, Great Wall Motors has gradually helped young people understand and recognize the new label of 'Smart Great Wall' through more vivid communication.

This may offer some inspiration for current automotive marketing. When automakers stop obsessing over portraying a 'perfect image' and dare to showcase genuine warmth and edges, they can truly resonate with users.