Shanghai (ZXZC)- Wen Fei, general manager of Haval, Great Wall Motor (GWM)'s SUV line, has been promoted to CEO of Shalong Zhixing, a smart EV brand that embodies the mission to help GWM speed up the transition to a global technology mobility company.

Local media outlets reported in last December GWM would launch an all-new upscale intelligent EV brand dubbed “Shalong Zhixing” (in Chinese), which is operated by Shanghai Shalong Zhixing Industry Co.,Ltd. Vehicles under the brand will be positioned above GWM's existing models.

Joining GWM in 2018, Wen Fei has served as the marketing deputy general manager, marketing general manager and general manager of Haval brand. Under his leadership, Haval made significant headway in expanding user base and improving user services.

Third-generation Haval H6; photo credit: Haval

In 2020, Haval rolled out a number of hotter-selling models, such as the third-generation Haval H6 and the Big Dog (in Chinese: Dagou). The brand sold 750,228 vehicles throughout the year. Notably, the Haval H6 was honored the best-selling SUV model in China for the eighth year in a row with an annual sales volume of 376,864 units.

To usher in the era of intelligence and electrification, many automakers opt to build their own upscale EV brands. For instance, Dongfeng Motor released the high-end EV marque “VOYAH” and the first mass-produced model “FREE” has gone into trial production; SAIC Motor launches the premium EV brand “IM” in tie-up with Alibaba Group; Changan Auto also announced a forthcoming upmarket EV brand co-developed with Huawei and CATL.