Old Wei and Great Wall Motor's "one-click like, share, and favorite" is back again.

On July 16, WEY V9X Family Edition launched, with the 1.5T Super Hybrid pulling the threshold down to the 330,000 yuan range; on July 18, Great Wall H10 started pre-sales, with the name and location chosen by netizens; on July 19, the brand new Tank 300 emerged again with Hi4-Z.

Three cars, three brands, within four days, Wei Jianjun fired off all the bullets he had saved for half a year.

The excitement is real. But behind the excitement, there is another set of numbers. On the first two days of the new car blitz, Great Wall's half-year profit forecast was released—net profit between 2.35 billion to 2.6 billion yuan, nearly 4 billion yuan less than the previous year, almost halved. The capital market didn't dump the stock, instead it was strangely calm. Old Wei took action in time, breaking down the reasons for the profit decline on social platforms: overseas tax subsidy delays, exchange rate fluctuations. The market didn't run, this round was narrowly passed.

But with three new cars launching simultaneously, Great Wall's hand was also clearly shown—at this timing node, a battle without retreat must be fought.

Tank: Defending a fortress is always harder than attacking

Tank's current position is rather awkward.

Sold 92,600 new cars in the first half of the year, a 10 percent drop year-on-year. In June alone, 15,700 units were sold, with the decline expanding to 27%. Think back to five years ago when Tank 300 first came out, adding 50,000 yuan still meant no cars available, now monthly sales dropped from the peak of 10,000 to around 3,000.

To be honest, the cars aren't bad, the track has changed. In 2026, boxy SUVs are all the rage, more than 40 players squeezed in, no one cares if it's a pure hardcore off-road anymore. Opponents' hard-core castles that couldn't be attacked for years were topped directly by a "boxy SUV that looks like off-roading". Tank's moat was bypassed.

But Tank is not motionless. The brand new Tank 300 pushed the wheelbase to 3010mm, Hi4-Z combined power 560kW, 0-100 in 4.3 seconds, pure electric range up to 200 km. Tank Brand CEO Gu Yukun said at the pre-sale launch event, this is the "look that Tank 300 should have, defined by users." Put this in 2022, it was a declaration of strength that no one dared to question; put in 2026, it sounds more like a self-alert.

Greater pressure comes from within. WEY itself is positioned as premium, Haval brand also wants to go up, for a long time, Tank's off-road advantage will inevitably be diluted by both brother brands and external opponents. Defending a fortress is always harder than attacking.

This forces Tank to continuously innovate categories. The brand new Tank 300L is positioned as a trendy off-road SUV for younger groups, against the background of obvious product homogenization in the hardcore off-road track, new cars rely on hybrid power, factory modification expansion capabilities, luxury cabin to form differentiation—you copy my boxy SUV, I play my ecosystem.

Gu Yukun revealed, after pre-sales started, market order performance exceeded earlier predictions, "daily order volume is equivalent to previous month's sales." On the basis of defense, Tank departs again.

WEY: Caught the world champion's ball, can it catch the market?

WEY is the brand Wei Jianjun bet his surname on.

In 2025, it finally returned to the 100,000 units mark. This first half of the year, also held the 29 percent year-on-year growth. Numbers look good, but cannot say it is stable yet. The main force of increment is still Gaoshan, the real test of WEY's premium quality is flagship V9X.

For this, WEY launched Family Edition again, to lower threshold, expand fire. Wei Jianjun personally delivered new cars to Table Tennis Olympic Champion Chen Meng. This is not the first time WEY captured a champion owner—Wu Minxia and Pan Xiaoting are both on the list. After car delivery ceremony ended, the two played ball skills. After two rounds, Chen Meng didn't let much, Old Wei earned a point, shouted "Everyone has their own area of expertise, in this lifetime let's just do cars well."

Chen Meng had a sentence, very suitable for WEY: "Sports and car making are the same, basic foundation is very important. Only experts can see it, laypeople cannot see it." Everyone knows WEY's technical foundation is thick, but suffered in telling marketing stories well. No blame for Wei Jianjun once scolded "Good cars selling poorly is a crime".

Objectively speaking, V9X launched two months, results not best, but stable. In large orders, choosing 2.0T version more than 1.5T, extended version ratio exceeded expectations—people buying this car are not looking for cheap, looking for "stuff inside".

Now Family Edition pulls 1.5T Super Hi4 to 331,800 yuan, after rights 316,800 yuan starting, dual power four models cover 300,000 to 400,000 yuan range, grabbing the Li Auto L8 and AITO M8 crowd. Product power absolutely not bad: Full series standard dual-chamber air suspension, rear wheel steering, pure electric over 400 km, combined nearly 1,700 km, VLA large model assisted driving can understand instructions like "overtake front slow vehicle".

World champion's ball, Old Wei caught it. Whether V9X can catch the market's ball, see result in second half of year.

H10: Give the word "Great Wall" back to Great Wall

H10 might be the most intriguing car Great Wall has this year.

No "HAVAL" tail badge, directly on "GWM" and "Great Wall Auto" four big characters. Said internally argued over this—Haval team felt "flagship taken by others", Wei Jianjun firmly decided: Respect netizen voting.

No one thought, behind this is Great Wall's biggest strategic turn in ten years. In 2026, Wei Jianjun spoke clearly: Great Wall has only one main brand, Haval, Tank, WEY, ORA, Po are categories, not independent brands.

H10 is the first step of collection. Cars sold in Haval channel,车尾 hangs GWM, front temporarily leaves HAVAL—transition period stabilizes channel interests, and lets "Great Wall" stand firm on flagship first.

Technically also, era of five brands doing platforms separately ended, all collected back to unified base platform, compatible with five power types, R&D cost said to drop seven tenths.

Past few years, overseas market this logic already ran through—after changing to GWM badge, brand awareness rose forty percent. Now reverse guide back to domestic, using one car to carve "Great Wall" two words into consumer minds again.

Before Great Wall H10 pre-sales started, Wei Jianjun posted a long Weibo, personally set tone for this car—"New Species". He said this is the market's only "large six-seater boxy SUV", one car doing three things: MPV space, City SUV intelligence, Off-road passability. Old Wei revealed many details: 70 plus car reviews, engineers suffered by him enough. Car paint adjusted over a hundred rounds, door closing sound adjusted over 30 versions, just for the "thud" of that dull sound, "cannot scatter, cannot break".

In 2026, Great Wall's "collection" in domestic market, H10 opened a door. Whether to walk through, must see how sales go in second half of year, also see if next generation models dare to completely take away HAVAL. Collect back, harder than tearing out.

Half-Year Report: Profits Halved, But No One Left

In first half of 2026, Great Wall Motor net profit attributable to shareholders expected 2.35 billion to 2.6 billion yuan, down nearly 60 percent year-on-year. Unexpectedly, market didn't dump stock, instead voted support with feet.

Wei Jianjun's frankness is biggest bonus point. He mentioned two core objective factors for profit decline:

Firstly, 2025 first half confirmed 2.274 billion yuan overseas tax subsidies, this year subsidies delayed, base significantly shrank;

Secondly, last year exchange gain 1.493 billion yuan, this year exchange rate fluctuations generated exchange losses, one increase one decrease nearly 4 billion yuan difference, directly wiped out profit.

Excluding two non-recurring factors, main business operation remains stable, second quarter performance环比 significantly rebounded.

Of course, what truly holds Great Wall's base color is overseas. First half of year export 290,000 units, year-on-year growth 47 percent, June alone over 60,000 units, overseas sales proportion approaching 50 percent. Great Wall relied on Thailand, Brazil local factories and multi-power routes, hard to avoid a wave of frontal battle.

Of course, this strategy now looks effective, tax and exchange rate also explain one thing: Overseas is moat, but also seesaw—when you step on it, don't know which head will suddenly lift up.

Domestic market brands differentiation obvious. Haval micro-growth 1.82 percent, base didn't lose; WEY grew three tenths, but V9X still climbing slope, premium not fully established; Tank a bit dangerous, hardcore track torn open a hole. ORA relied on low base turned over a body, but volume too small, cannot support scene.

But Great Wall still has one card others cannot copy: Health. Its end of June domestic inventory coefficient only 1.3, industry average is 2.0. Dealers not pressing goods, cash flow not broken, this in whole industry "trading price for volume" time, is almost unique confidence.

From current view, Great Wall Motor market not running relies on two points: Overseas held growth, low inventory held health.

But danger not resolved. Second half of year three new cars whether to hold volume up, still question mark. Capital market given patience, never infinite refill. Great Wall cannot relax.

The Indestructible Old Wei

Finally talk about Wei Jianjun this person.

First half of year his most viral moment, was singing "No More Hesitation" with fresh college graduate, whole process off-key, also self-mock guitar playing was staged.

A 62-year-old billionaire boss, willing to lay "imperfection" before camera. This thing placed 3 years ago at Great Wall, didn't want to think about.

Even more fierce, he went to Chengdu to be delivery staff, wore work uniform to user do PDI inspection; went to Hangzhou to be sales consultant, accompanied customer test drive. He just one sentence: "My endorsement is not walking form, from R&D, quality, service to user needs, all managed."

Someone asked him afraid to crash, he returned: "Crash very likely, but my psychological quality better."

Where is confidence? "Great Wall products maybe not best, but company most transparent, most honest."

He said enterprise competition to end is "value aesthetics competition"—Integrity, transparency, quality, long term. This words in today's auto circle, sounds like "alternative speech".

But exactly this "alternative", lets Great Wall profit halved time, market not run. Capital market believes not numbers, Old Wei sentence "I manage this car for lifetime".

First half of year just prelude. July 16 to 19 these four days new car blitz, is Great Wall second half of year opening move.

Tank wants to defend fortress, WEY wants to break situation, H10 wants to find new anchor for Haval. Three lines, three battlefields, Wei Jianjun and team all bet on.

2026 second half of year, Great Wall whether "can see result in the end", must see how these three battles fought.

Encik Wei dan Great Wall Motor "Satu Klik, Tiga Kali" muncul lagi.

16 Julai, WEY V9X versi keluarga dilancarkan, 1.5T Hibrid Super menurunkan ambang ke kategori 330,000; 18 Julai Great Wall H10 mula prapenjualan, nama dan lokasi adalah pilihan netizen; 19 Julai TANK 300 baharu dengan Hi4-Z muncul semula.

Tiga kereta, tiga jenama, dalam masa empat hari, Wei Jianjun melepaskan semua peluru yang disimpan selama setengah tahun dalam sekali serang.

Keadaan ini benar-benar meriah. Tetapi di sebalik kegembiraan, ada sekumpulan nombor. Dua hari sebelum serang kereta baharu, maklum balas laporan separuh tahun Great Wall keluar — keuntungan bersih 2.35 bilion hingga 2.6 bilion Yuan, menurun hampir 4 bilion berbanding tahun lalu, hampir terpotong separuh. Modal pasar tidak menghancurkan, sebaliknya tenang agak mengejutkan. Encik Wei keluar tepat pada masa, di platform media sosial dia mengupas habis sebab keuntungan turun: subsidi cukai luar negara ditangguhkan, fluktuasi nilai tukar. Pasar tidak lari, langkah ini dianggap tercapai dengan selamat.

Tetapi ketiga-tiga kereta baharu serentak menyerbu ke luar, juga mendedahkan kad Great Wall dengan jelas — pada titik masa ini, mesti memadamkan peperangan keras tanpa jalan keluar.

TANK: Mempertahankan kota, sentiasa lebih sukar daripada menyerang

Posisi TANK sekarang agak malu-malu.

Separuh tahun pertama jual 92,600 unit kereta baharu, menurun 10 peratus berbanding tahun lalu. Hanya bulan Jun 15,700 unit, kadar kejatuhan melebar kepada 27%. Bayangkan lima tahun dahulu apabila TANK 300 baru keluar, tambah 50,000 Yuan susah dapat kereta, sekarang jualan bulanan dari puncak 10,000 unit jatuh ke sekitar 3,000 unit.

Jujur berkata, bukan kereta tidak baik, tapi laluan berubah. Tahun 2026, kotak segi empat benar-benar popular, lebih 40 pemain telah masuk, tiada siapa lagi peduli sama ada off-road tulen. Musuh yang beberapa tahun gagal rampas kota off-road tegar, bergantung pada satu "kotak segi empat seperti off-road" terus menduduki puncak jualan, parit pertahanan TANK, dilalui.

Tetapi TANK bukan tanpa tindakan. TANK 300 baharu memaksa jarak roda ke 3010mm, kuasa gabungan Hi4-Z 560kW, sifar-100 4.3 saat, keluaran elektrik tulen ke 200 km. CEO jenama TANK Gu Yukun dalam sidang press prapenjualan berkata, ini "Bentuk yang sepatutnya dimiliki TANK 300 yang ditakrifkan pengguna". Ucapan ini jika diletakkan pada 2022, adalah pengisytiharan kekuatan yang tiada siapa berani pertikaikan; jika diletakkan pada 2026, terdengar lebih seperti peringatan diri.

Tekanan yang lebih besar datang dari dalam. Jenama WEY sendiri definisi kelas atasan, jenama HAVAL juga mahu naik, lama-kelamaan, kelebihan off-road TANK pasti dicairkan oleh jenama saudara dan musuh luar serentak. Mempertahankan kota, sentiasa lebih sukar daripada menyerang.

Ini memaksa TANK mesti berterusan inovasi kategori. TANK 300L baharu definisi menyasar kumpulan muda SUV off-road trendi, dalam latar belakang homogenisasi produk laluan off-road tegar yang jelas, kereta baharu bergantung kuasa hibrid, keupembangan pengubahsuaian kilang asal, kabin mewah membentuk perbezaan — kamu tiru kotak segi empat saya, saya main ekosistem saya.

Gu Yukun mendedahkan, selepas prapenjualan dibuka, prestasi pesanan pasaran melebihi jangkaan awal, "Setiap hari jumlah pesanan, bersamaan dengan jualan bulan sebelumnya". Di atas asas pertahanan, TANK sekali lagi berkejiranan.

WEY: Menangkap bola juara dunia, bolehkah menangkap bola pasaran?

WEY, adalah jenama yang Wei Jianjun mempertaruhkan nama keluarganya.

2025, ia akhirnya kembali ke ambang 100,000 unit. Separuh tahun ini juga, kekal 29% pertumbuhan tahun-ke-tahun. Nombor nampak bagus, tetapi belum boleh katakan stabil. Pemimpin tambah kuasa masih Gao Shan, sebenarnya menguji kelas atasan WEY adalah flagship V9X.

Untuk itu, WEY lagi推出 versi keluarga, menurunkan ambang, memburukkan api perang. Wei Jianjun sendiri untuk juara Olimpik pingpong Chen Meng menghantar kereta baharu. Ini bukan kali pertama WEY mendapatkan pemilik juara — Wu Minxia, Pan Xiaoting ada dalam senarai. Perupaan kereta selesai, kedua-dua orang berguru bola. Dua pusingan, Chen Meng tidak banyak membiarkan, Encik Wei menang satu mata, terus beritahu "Setiap bidang mempunyai pakarnya, sepanjang hayat ini kita buat kereta sahaja".

Chen Meng ada satu ayat, sangat sesuai dengan WEY: "Olahraga sama dengan buat kereta, asas penting sangat. Hanya pakar sahaja boleh lihat, orang luar tidak boleh lihat." Semua tahu WEY asas teknologi tebal, rugi dalam cerita marketing yang tidak baik. Tidak salah Encik Wei pernah marah "Kereta bagus tidak laku adalah jenayah".

Secara objektif, V9X dilancarkan dua bulan, prestasi tidak paling terbaik, tetapi menang stabil. Pengguna tempahan tetap, pilih versi 2.0T lebih banyak daripada 1.5T, nisbah versi panjang melebihi jangkaan — beli kereta ini bukan kerana murah, tetapi kerana "ada sesuatu".

Sekarang versi keluarga menurunkan 1.5T Super Hi4 ke 331,800 Yuan, selepas hak istimewa 316,800 Yuan mulai, dua kuasa empat model meliputi 300,000 hingga 400,000 Yuan, rebut orang Li Auto L8 dan AITO M8 itu. Dalam keupayaan produk mutlak tidak buruk: semua model standard suspensi udara dwi-ruang, pusingan roda belakang, elektrik lebih 400 km, gabungan hampir 1700 km, pemandu bantuan model besar VLA boleh faham arahan "Lepasi kenderaan perlahan di hadapan".

Bola juara dunia, Encik Wei tangkap. V9X bolehkah tangkap bola pasaran, separuh tahun kedua lihat keputusan.

H10: Mengembalikan dua perkataan "Great Wall" kepada Great Wall

H10 mungkin tahun ini Great Wall kereta paling menarik untuk dimakan.

Tidak gantung label "HAVAL" di bahagian belakang, terus naik "GWM" dan "Great Wall Motor" empat perkataan besar. Katakan dalam pernah为此 bertengkar habis — pasukan HAVAL rasa "flagship diambil orang", Wei Jianjun tegas tetapkan: menghormati undian netizen.

Tiada siapa sangka, ini adalah Great Wall sepuluh tahun terbesar sekali pusingan strategik. 2026, Wei Jianjun ucap terang: Great Wall hanya satu jenama utama, HAVAL, TANK, WEY, ORA, POER adalah kategori, bukan jenama bersendirian.

H10 adalah langkah pertama kumpul. Kereta jual di saluran HAVAL, belakang kereta gantung GWM, depan kepala sementara tinggal HAVAL — tempoh peralihan stabil saluran keuntungan, juga biar "Great Wall" terlebih dahulu berdiri di flagship.

Dalam teknologi juga, lima jenama sendiri buat platform tahun berakhir, semua kumpul kembali platform asal, serasi lima kuasa, kos penyelidikan kata-kata katakan boleh turun tujuh puluh peratus.

Tahun-tahun lalu, luar negara logik ini sudah lalai — selepas ganti label GWM, kesedaran jenama naik empat puluh peratus. Sekarang sebaliknya bawa kembali dalam negara, guna satu kereta kembalikan "Great Wall" dua perkataan ukir semula dalam kepala pengguna.

Sebelum Great Wall H10 mula prapenjualan, Wei Jianjun hantar satu post blog panjang, sendiri untuk kereta ini tetapkan nada — "Spesies baharu". Dia kata ini dalam pasaran hanya satu "SUV kotak segi empat enam tempat duduk besar", satu kereta buat tiga benda: Ruang MPV, kecerdasan SUV bandar, keupayaan melalui off-road umum. Encik Wei bongsu banyak butiran: 70 kali lebih mesyuarat menilai kereta, jurutera dia kacau cukup susah. Cat kereta disetel lebih 100 kali, suara pintu ditutup disetel lebih 30 versi, hanya untuk "Pang" itu satu bunyi sengit, "Tidak boleh bubar, tidak boleh hancur".

2026, Great Wall dalam dalam negara "kumpul", H10 buka pintu. Bolehkah melalui, mesti lihat separuh tahun kedua jual macam mana, juga lihat seterusnya model ulang alik berani tak buat sekali HAVAL ambil. Kumpul semula, lebih sukar daripada buangkan.

Laporan Separuh Tahun: Keuntungan terpotong separuh, tetapi tiada siapa lari

2026 separuh tahun pertama, Great Wall Motor keuntungan bersih induk dijangka 2.35 bilion hingga 2.6 bilion Yuan, turun hampir enam puluh peratus berbanding tahun lalu. Di luar jangkaan, pasar tidak menghancurkan, sebaliknya menggunakan kaki undi sokongan.

Wei Jianjun keterangakan adalah tambah nilai paling besar. Dia sebut keuntungan turun dua faktor utama objektif:

Pertama, 2025 separuh tahun pertama sahkan 2.274 bilion Yuan subsidi cukai luar negara, tahun ini subsidi ditangguh, asas menyusut mendadak;

Kedua, tahun lalu keuntungan tukaran 1.493 bilion Yuan, tahun ini nilai tukar fluktuasi hasil kerugian tukaran, satu tambah satu tolak hampir 4 bilion Yuan beza, terus hapus keuntungan.

Kecuali dua faktor bukan berulang, operasi utama masih stabil, suku kedua prestasi berbanding suku pertama kembali kuat.

Tentu saja, benar-benar sokong Great Wall warna dasar adalah luar negara. Separuh tahun pertama eksport 290,000 unit, tumbuh 47%, bulan Jun tunggal lebih 60,000 unit, luar negara jualan bahagian menghampir lima puluh peratus. Great Wall bergantung Thailand, Brazil kilang tempatan dan laluan kuasa pelbagai, keras elak satu gelombang pertempuran langsung.

Tentu saja, logik ini sekarang nampak berkesan, cukai dan nilai tukar juga menunjukkan satu perkara: luar negara adalah parit pertahanan, juga papan jungkat-jungkit — kamu pijak atasnya, tidak tahu hujung mana yang tiba-tiba terangkat.

Dalam negara pasaran juga setiap jenama perbezaan jelas. HAVAL meningkat sedikit 1.82%, pangkalan asas tidak hilang; WEY naik tiga puluh peratus, tetapi V9X masih mendaki bukit, kelas atasan belum sepenuhnya berdiri; TANK sedikit berbahaya, off-road laluan robek satu lubang. ORA bergantung asas rendah membalikkan badan, tetapi saiz terlalu kecil, tidak mampu mengekalkan keadaan.

Tetapi Great Wall tangan masih satu kad orang lain tiru tak boleh: Kesihatan. Akhir Jun dalam negara stok indeks hanya 1.3, industri purata adalah 2.0. Pengedar tidak menimbun stok, tunai terus, ini di seluruh industri semua "menukar harga dengan jumlah" semasa, hampir satu-satu kepercayaan diri.

Sekarang nampaknya, Great Wall Motor pasar tidak lari bergantung dua perkara: Luar negara sokong pertumbuhan, stok rendah sokong kesihatan.

Tetapi bahaya masih belum lepas. Separuh tahun kedua tiga kereta baharu bolehkah jumlah tekan atas, masih tanda soal. Modal pasar berikan kesabaran, tidak pernah bukan tanpa henti cawan. Great Wall tidak boleh lepaskan nafas.

Wei Lama yang Tidak Kalah

Terakhir bual Encik Wei seseorang.

Separuh tahun pertama dia paling keluar zon satu, dengan graduan baru bersatu 《Jangan Bimbang Lagi》, seluruh proses nada salah kata, juga sendiri ejek gila gitar gambar diatur.

Seorang bos terkaya 62 tahun, sanggup "tidak sempurna" buka di depan kamera. Ini tahun tiga tahun lalu Great Wall, fikirkan pun tidak boleh.

Lebih garang, dia pergi Chengdu jadi penghantar kereta, pakai pakaian kerja guna buat PDI uji; pergi Hangzhou jadi penasihat jualan, teman pelanggan uji memandu. Dia hanya satu ayat: "Saya wajah ini bukan berjalan borong, dari penyelidikan, kualiti, servis hingga keperluan pengguna, semua urus."

Ada orang tanya dia takut tak terbalik, dia jawab: "Terbalik mungkin sangat, tetapi saya psikologi agak baik."

Kpercayaan diri mana? "Great Wall produk belum pasti paling bagus, tetapi syarikat paling telus, paling jujur."

Dia kata persaingan syarikat akhir adalah "persaingan estetika nilai" — kepercayaan diri, telus, kualiti, jangka panjang. Ini kata di dalam pasaran kereta hari ini, terdengar seperti "ucapan pelik".

Tetapi tepat "ucapan pelik" ini, buat Great Wall keuntungan terpotong separuh semasa, pasar tidak lari. Modal pasar percaya bukan nombor, adalah Encik Wei satu ayat "Saya urus kereta ini seumur hidup".

Separuh tahun pertama hanya bab awal. 16 Julai hingga 19 Julai empat hari kereta baharu serang, baru Great Wall separuh tahun awal langkah.

TANK mahu pertahankan kota, WEY mahu pecah keadaan, H10 nak cari satu titik jangkar baharu untuk HAVAL. Tiga garis, tiga medan perang, Wei Jianjun dan pasukan semua ikat.

2026 separuh tahun kedua, Great Wall boleh "akhirnya kelihatan", mesti lihat tiga perang ini bagaimana lawan.