Source: Shenlan Finance

On May 27, at the Great Wall Motors Delivery Center in Chengdu, Wei Jianjun, the Chairman of Great Wall Motors, made a notable appearance at the WEY V9X delivery site. He openly discussed vehicle inspection procedures, how to spot damage incurred during transportation, and delivery standards through live broadcasts and group interviews. Unlike typical new car delivery events, this occasion stood out as Wei Jianjun not only represented the brand's founder but also actively engaged in frontline delivery roles such as 'quality supervisor,' 'user advocate,' and 'brand ambassador.'

During the live session, Wei Jianjun took the initiative to instruct users on verifying production dates, identifying transportation damage, and other crucial 'industry tips' to avoid pitfalls. When questioned by a media representative, "Aren't you concerned that users will become overly discerning and critical?" Wei Jianjun responded that an informed user base is essential. He emphasized that for the Chinese automotive industry to truly achieve global status, it must first undergo rigorous scrutiny by domestic consumers. The more knowledgeable and demanding users are, the more it can spur enhancements in both product and service quality. Conscientious domestic user choices significantly benefit the Chinese automotive sector.

Indeed, this delivery event underscores WEY's contemporary brand strategy. In contrast to many automakers who rely on celebrity endorsements, Wei Jianjun opted to directly link his personal reputation to the brand. When queried by the media about the distinction between 'founder endorsement' and 'celebrity endorsement,' Wei Jianjun admitted that his surname being part of the brand instilled a sense of responsibility. In his perspective, such endorsement transcends mere marketing; it's a commitment to accountability, stating, "You can't evade any issues that arise."

Apart from products and services, Wei Jianjun also emphasized 'transparency' and 'co-creation' on multiple occasions. He believes that the future relationship between automotive brands and users should transcend a simple buyer-seller dynamic, evolving into one of sustained dialogue and mutual growth. Hence, Great Wall Motors has been actively encouraging technicians to engage with the market, inviting users into factories, and bolstering the direct sales system in recent years. "We hope users at least understand their needs," Wei Jianjun remarked, adding that user feedback is invaluable to the company. Regarding the current industry focus on 'price wars' and 'feature wars,' he anticipates that future competition will increasingly center on quality stability, service transparency, and fostering user trust.

When discussing the direct sales model, Wei Jianjun unequivocally stated, "Direct sales are imperative." He believes that "co-creating and communicating with users is vital." Addressing the current challenges faced by the 4S dealership system, Wei Jianjun did not shy away from the topic but asserts that the future automotive industry will necessitate deeper connections with frontline users, a key reason why Great Wall Motors is persistently encouraging executives and technicians to engage directly with customers.

Notably, selecting Chengdu as the inaugural national delivery site for WEY V9X is perceived by outsiders as a significant indication of Great Wall Motors' reinforced commitment to the Southwest market. During the group interview, a media representative pointed out Great Wall Motors' heightened activity in Sichuan, from last year's Dujiangyan event to the current first delivery in Chengdu, suggesting that Sichuan has emerged as a pivotal market for the company.

In response, Wei Jianjun emotionally remarked, "Sichuan is indeed a land of prosperity." He reminisced about his first visit to Sichuan in 1995, when he landed in Chengdu, and noted that Great Wall pickups once utilized Mianyang engines, leaving a lasting impression.

In Wei Jianjun's view, the bond between Great Wall Motors and Sichuan extends beyond a mere market relationship. He mentioned that Great Wall Motors has stationed substantial testing equipment and digital teams in Chengdu, with power battery projects also setting foot in Dazhou. Products like Tank and Haval have excelled in the local market. Wei Jianjun also described Chengdu as a city that harmonizes hard work with leisure, embodying both a diligent spirit and a relaxed ambiance, rendering it youthful and dynamic. Simultaneously, he highlighted Sichuan's extensive collaboration with Great Wall Motors in areas such as esports and the battery industry chain, noting that the overall industrial environment and youthful culture resonate well with Great Wall Motors' current developmental trajectory.

Apart from users and services, Wei Jianjun also delved into auto racing culture during this event. He stated that auto racing is a quintessential symbol of automotive powerhouses and that the Chinese automotive industry will increasingly prioritize establishing a racing system in the future. Currently, Great Wall Motors is intensifying its presence in the Rally Taklimakan and preparing for future participation in the Dakar Rally. This time, Great Wall Motors not only organized an official team but also encouraged more users and supply chain partners to partake in automotive sports through open resources and co-created teams. Wei Jianjun remarked that increased participation amplifies the voice, and Great Wall Motors aspires to continually promote the growth of Chinese automotive culture and motorsports.

Towards the conclusion of the group interview, Wei Jianjun highlighted a pragmatic viewpoint: Regardless of how exceptional after-sales service is, achieving zero issues is implausible. However, in his opinion, the crux lies not in evading problems but in minimizing them and resolving them swiftly. And achieving this necessitates continuous user feedback and long-term oversight.

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