On July 10th, it was reported that Liu Yanzhao has been promoted to Vice President of Great Wall Motors, in charge of the company's communication center, and is the number one position in Great Wall Motors' public relations system, no longer serving as Wei Brand& CEO of Tank Brand. At present, the CEOs of Wei Pai and Tank are respectively taken over by Feng Fuzhi and Chang Yao. Liu Yanzhao is a technical executive trained internally by Great Wall Motors. After joining Great Wall Motors in 2004, Liu Yanzhao was responsible for the research and development of multiple models such as Haval pickup trucks and H3/H9. From November 2023, she coordinated the overall operation of two high-end brands, Wei and Tank.
Feng Fuzhi will join Great Wall Motors at the end of 2023 as Vice President, having previously worked at Xiaopeng Motors and Ideal Motors. It is understood that the Wei brand company has now been incorporated into the intelligent selection framework and is fully managed by Feng Fuzhi. In May of this year, Feng Fuzhi appeared at the Blue Mountain Renewal Release Conference as the CEO of Wei Pai, marking his takeover of Wei Pai's operations. The current CEO of Tank brand, Chang Yao, graduated from York University with a bachelor's degree in 2005 and became the Senior Director of User Operations at Great Wall Motors in 2022, responsible for the user operations of Tank brand; In April 2024, he was promoted to Deputy General Manager of Tank Brand, in charge of the User Operations Center of Great Wall Motors; In May 2025, Chang Yao was once again promoted to CEO of the Tank brand.
Letting Feng Fuzhi and Chang Yao, who have experience in To C, respectively take charge of Wei Pai and Tank, is a manifestation of Great Wall Motors' continuous promotion of To C strategy in recent years. As the core carrier brands of this strategy, Wei Pai and Tank undertake the key task of brand transformation and implementation. Starting from May 2024, Great Wall Motors has launched the construction of its direct sales channels. Currently, it has opened over 400 direct sales stores and is expected to expand to 600 by the end of 2025. An internal employee disclosed to Lei Feng.com (official account: Lei Feng.com) that Great Wall Motors has implemented the direct marketing model, which not only hopes to increase sales, but also, more importantly, to promote the high-end brand.
