Visually, Wei Jianjun focused more energy on the Euler brand. Great Wall Motors Chairman Wei Jianjun has always had the habit of attending new car launch events for various brands under Great Wall Motors, from Haval to Wei, from tanks to Great Wall Cannon. On December 16th, Wei Jianjun even used a CCTV news interview as a "warm-up" to promote the product advantages of Euler 5. During this period, in order to promote the product highlights of Ora 5, Wei Jianjun even started from the new platform launched by Great Wall Motors, stating that it would adapt to the global market with a comprehensive layout of "one car with multiple power sources, one car with multiple categories, and one car with multiple postures". Ora 5 is the first mass-produced model on Great Wall Motors' new platform. Of course, investing more energy means higher expectations. The reason why Wei Jianjun worked so hard to support Euler is because the Euler brand currently requires Wei Jianjun's higher attention and stricter supervision. Data shows that in November 2025, Euler brand sales were 4821 vehicles, a year-on-year decrease of 16.97%; In the first 11 months of this year, the cumulative sales volume was 40155 vehicles, a year-on-year decline of 31.40%. Whether in terms of terminal sales or brand influence, the Euler brand urgently needs a turnaround.

In addition, this entrepreneur known for "making a little progress every day" has personally saved multiple brands in recent years. Previously, he optimized the operation of the tank brand and consolidated its position in the hardcore off-road market; He regained control of Wei Pai, adjusted its product strategy, and gradually revived the brand. In the second half of this year, Wei Pai's Gaoshan series even won consecutive MPV sales championships. Now, with the stability of the Haval brand, the rise of the Wei brand, and the consolidation of the tank brand, Wei Jianjun has turned his attention to Euler.

What did the four years of strategic adjustment in 01 bring to Euler

Looking back to 2018, the Euler brand was born during a critical period of China's new energy vehicle subsidy policy adjustment. At that time, Great Wall Motors keenly captured the market gap of urban micro electric vehicles and launched the Ora R1 and Ora R2, which later became known as the Black Cat and White Cat. These two cars quickly opened up the market with their cute exterior design, practical range, and affordable price. As the saying goes, "Whether it's a black cat or a white cat, as long as you catch a mouse, it's a good cat." Driven by these two models, the Ora brand has ushered in a shining moment in 2021. The annual sales reached 135000 units, a year-on-year increase of 140%, with Black Cat and White Cat contributing over 80% of the sales, becoming the preferred second car for many families. They have successfully shaped the brand image of "urban boutique electric cars" for Euler, and even threatened the market position of Hongguang MINIEV at one point.

The success of that period was not accidental. Euler accurately grasped three key elements: firstly, it grasped the market demand for cost-effective electric vehicles after the adjustment of subsidy policies for new energy vehicles; Secondly, it has designed a unique "cute" style that is particularly popular among female users; Thirdly, relying on the supply chain system of Great Wall Motors, relatively controllable costs have been achieved. However, the good times did not last long. With the reduction of subsidies for new energy and the outbreak of supply chain problems such as rising raw material prices and chip shortages, the cost pressure on black and white cats has sharply increased. According to reports, the cumulative sales of the Black Cat model reached 63000 units in 2021, but it incurred losses of several thousand yuan or even more than 10000 yuan per car sold. At that time, Dong Yudong, the general manager of Euler brand, once admitted that "stopping accepting orders for Black Cat and White Cat was really helpless, as these two cars brought huge losses to the company." Faced with difficulties, Euler brand made a decision to change its fate: to stop producing Black Cat and White Cat, shift to the mid to high end market, and clearly focus on female users. This strategic adjustment sparked intense internal discussions at the time. Supporters believe that enhancing brand positioning is the only way to get rid of losses; Opponents are concerned that abandoning established market foundations and brand awareness carries too much risk. From the later storyline, it is evident that Euler made the decision to make a strategic adjustment at that time.

Starting from 2022, Euler has successively launched models such as Good Cat, Ballet Cat, and Lightning Cat, with price ranges extending from 120000 yuan to over 200000 yuan. These models continue the round and cute style in design, with more exquisite interiors and richer configurations, but the prices have also increased significantly. At the same time, brand marketing is fully tilted towards women, creating the label of "car brands that love women more". However, the market does not seem to have bought Euler's "boutique" route, and the results of the strategic adjustment are disappointing. After the exit of Black Cat and White Cat, which once accounted for 80% of the brand's sales, the new product failed to fill the market gap. Although Good Cat has achieved certain results, it is difficult to support the entire brand; Ballet Cat and Lightning Cat have received mediocre market response, with monthly sales hovering in the triple digits for a long time. Euler's sales also plummeted from 135000 units in 2021 to 63300 units in 2024, and continued to decline in 2025. If we analyze the reasons for the failure of Euler's transformation, there are undoubtedly multiple aspects. For example, overly emphasizing the label of "exclusively for women" leads to an overly narrow brand positioning; Imbalance in product cost-effectiveness; Single product line and slow updates; Missed market opportunities Obviously, the discontinuation of Black Cat and White Cat's "survival with a broken arm" did not bring about brand rebirth, but instead plunged Euler into deeper difficulties.

Even worse, just as Euler gave up on the micro electric vehicle market, models such as BYD Seagull, Wuling Binguo, and Geely Xingyuan achieved great success in this niche market. The monthly sales of BYD Seagull will remain stable at over 30000 units in 2024; The highest monthly sales of Geely Xingyuan in 2025 reached 50000 vehicles. The success of these models proves that the boutique small car market derived from the micro electric vehicle market has not shrunk, but has put forward new requirements for products.

02 Wei Jianjun supervises the battle, can Euler 5 become a turning point

Faced with changes in the market landscape and the situation of the Euler brand, Wei Jianjun did not continue to let it go unchecked. In June 2025, Wei Jianjun did personally participate in the appointment of Lv Wenbin as the General Manager of the Euler brand, who was responsible for overall management work. After the appointment was announced, Wei Jianjun posted on his personal social media platform a video of the Euler store's exploration and new car test drive, endorsing the Euler brand and the 2025 Euler Good Cat, highlighting the importance attached to the Euler brand. Choosing Lv Wenbin is not accidental. This manager who grew up within the Great Wall system has both a technical background and familiarity with marketing. He has participated in the construction of multiple brands such as Haval and Wei. Wei Jianjun emphasized at the appointment ceremony, "Euler is an important part of Great Wall's new energy strategy, and we cannot lose this brand

After taking office, Lv Wenbin faced a daunting challenge - how to reposition the Euler brand? How to plan a product line? How to rebuild dealer confidence? How to regain consumer trust? From a product perspective, the recently launched Ora 5 is highly anticipated. This car adopts a more neutral design language; The price range is between 100000 and 150000 yuan, targeting the mainstream household market; At the same time, it will be equipped with Great Wall's latest electric platform, which will significantly improve the range and intelligent configuration. On this car, Euler's product positioning has been adjusted, the naming system has been changed, there are more technical routes, the product strength has increased, and coupled with entering the vast SUV market, in principle, the opportunity to participate in market competition is greater. However, the market has little time left for Euler. Competitors such as Wuling, BYD, Geely, and Changan have established strong market positions, while new force brands such as Leapmotor are constantly encroaching on segmented markets. This means that the Euler 5 not only needs to have strong product capabilities, but also needs to make efforts in the entire system of marketing, channels, and services. The road to the revival of the Euler brand is bound to be bumpy.

But that doesn't mean it doesn't have a chance. The Chinese new energy vehicle market is still growing rapidly, and the segmented market is large enough. If Euler can accurately capture the mainstream market of 100000 to 150000 yuan, with the technological accumulation and manufacturing capabilities of Great Wall Motors, there is still a possibility of turning the tables. In the era where products are king, the performance of Euler 5 will determine the fate of this brand and also affect Great Wall Motors' overall layout in the new energy field. For Lv Wenbin and the Euler team, this is a battle that can only be won and not lost. Between the glory of the Black and White Cat era and the desolation of the Ballet Cat era, the Euler brand has undergone the most dramatic transformation in the Chinese new energy vehicle market. Now, standing at the crossroads, can Euler regain his former glory under the personal supervision of Wei Jianjun and the leadership of Lv Wenbin? The market is waiting for an answer, and this answer may determine Great Wall Motors' ultimate seating position in the era of electrification.