九年时间，累计销量约60万辆，却已经更换了7位CEO。以魏建军姓名命名的高端品牌魏牌，在“高管更替速度”上不断刷新行业纪录。如今，第八任CEO正式上任，而上一任CEO冯富芝，从高调亮相到突然离场，仅用了短短半年。
In nine years,WEY has sold roughly 600,000 vehicles — and gone through seven CEOs. Named after Great Wall Motor founder Wei Jianjun, the premium brand has set an industry record for executive turnover. The eighth CEO has now taken office, while the previous one exited abruptly after just six months.
2024年5月底，冯富芝首次以魏牌CEO身份公开亮相，正值魏牌蓝山焕新版上市。这款车型成为长城首个全系标配“车位到车位”高阶智能辅助驾驶的产品，也被视为长城智能化真正意义上的第一枪。
In late May 2024, Feng Fuzhi made his first public appearance as WEY CEO at the launch of the refreshed Lanshan. It became Great Wall Motor’s first lineup fully equipped with point-to-point advanced driver assistance — widely regarded as GWM’s true starting shot in intelligent driving.
从蓝山焕新开始，魏牌展现出完全不同的运营思路：新理念、新产品、新渠道。冯富芝的核心任务非常明确——把魏牌打造为长城体系内真正意义上的“新势力品牌”。
Starting with the Lanshan refresh, WEY adopted a fundamentally new operating logic: new concepts, new products, and new channels. Feng’s mission was clear — to rebuild WEY as Great Wall Motor’s internal “new force” EV brand.
魏牌首次明确提出“一切以用户为中心”，而且并非停留在口号层面。最具代表性的案例，是北京用户9小时提车：跨区调车、运输、上牌、交付全部在一天内完成。
WEY officially committed to a “user-first” strategy — not as a slogan, but in execution. A notable case involved a Beijing customer receiving their vehicle within nine hours, from allocation and transport to registration and delivery.
在高山MPV和蓝山车型上，城区NOA实现全国范围可用，并进一步升级为车位到车位全场景贯通，魏牌的智能辅助驾驶体验迅速跻身行业第一梯队。
On models like the Gaoshan MPV and Lanshan, urban NOA became available nationwide and evolved into full-scenario point-to-point capability, placing WEY among the top tier of ADAS experiences.
第二个关键变化，是全面加码直营体系。魏建军认为，直营这种高投入、长周期的模式，既不适合交给经销商，也必须由品牌直接面对用户。
The second major shift was aggressive expansion of direct sales. Wei Jianjun believes such capital-intensive, long-cycle investments must be handled directly by the brand rather than dealers.
冯富芝的履历高度“渠道化”。他曾任职于苹果、三星、小米、一加，操盘新零售体系；进入汽车行业后，参与搭建理想汽车直营体系，也曾在小鹏负责渠道相关工作。
Feng’s background is deeply rooted in channel operations. He previously worked at Apple, Samsung, Xiaomi, and OnePlus, later helping build Li Auto’s direct sales network and serving in channel roles at XPeng.
2025年，魏牌销量明显回暖：累计销量8.91万辆，同比增长93.94%；11月单月销量1.28万辆，同比增长81.14%。蓝山MPV甚至拿下新能源MPV品类销冠。但就在此时，冯富芝却突然离任。
In 2025, WEY showed strong recovery, with cumulative sales reaching 89,100 units, up 93.94% year-on-year. November alone delivered 12,800 units, and the Lanshan MPV topped its NEV segment — yet Feng exited unexpectedly.
外界普遍认为，核心原因在于未完成魏建军提出的“一年1000家直营店”目标。截至2025年11月，魏牌直营门店仅落地500余家，未达预期。
Many believe the core reason was failure to meet Wei Jianjun’s ambitious target of 1,000 direct stores within a year. By November 2025, only about 500 had been established.
但事实可能并非如此简单。在蓝山焕新版发布会上，冯富芝公开提出年底600家直营店目标，魏建军现场并未反对，反而多次表达认可与肯定。
However, the reality may be more complex. At the Lanshan launch event, Feng publicly set a target of 600 stores by year-end, which Wei did not oppose and even endorsed.
接任者赵永坡，是典型的长城“技术派本土高管”。1998年加入长城汽车，25年深耕研发体系，从底盘、电控、变速器到整车平台，几乎覆盖全部核心技术领域。
Zhao Yongpo, the new CEO, is a quintessential homegrown technical executive at Great Wall Motor. Joining in 1998, he spent 25 years across chassis, electronics, powertrain, and full vehicle platforms.
在担任哈弗品牌负责人期间，赵永坡一方面稳住H6燃油车基本盘，另一方面打造新能源爆款，帮助哈弗在激烈竞争中止跌回稳，并于2025年重回增长轨道。
During his tenure at Haval, Zhao stabilized the H6 core lineup while launching new-energy hits, helping the brand bottom out and return to growth by 2025.
从结果来看，魏牌的问题或许从来不只是技术，也不只是渠道。当智能化能力与新势力运营方法都已具备，真正的挑战，可能来自品牌定位、组织效率与决策机制本身。
WEY’s challenge may not lie in technology or channels alone. With both largely in place, deeper issues around brand positioning, organizational efficiency, and decision-making may now emerge.
第八任CEO上任之际，魏牌站在必须“硬解题”的阶段。技术成熟，新势力方法论已学会，但这一次，留给赵永坡的，可能是一道最难的题。
As the eighth CEO takes office, WEY enters a phase where hard problems must be solved. With technology mature and new-force playbooks learned, Zhao Yongpo now faces what may be the toughest challenge yet.
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