Great Wall Motor’s revenue in the second quarter of 2025 was 52.348 billion yuan, net profit of 4.586 billion yuan, and sales of 313,000 vehicles – the three best in history appeared at the same time. Does this sound like a “pie falling from the sky”?
But this is not a dream, it is a real money-making performance report. What’s even more outrageous is that the year-on-year growth was 7.78%, 19.46%, and 10.07%, and they all had significant growth month-on-month. At a time when the industry is generally “increasing growth without increasing profits” and the price war is overwhelming, Great Wall Motors’ operation is like when others are fighting for bayonets, and it has quietly mastered the Eighteen Dragon Subduing Palms.
I thought that it was definitely not up to luck or simply stacking sales for several new cars. This is a “premeditated” high-quality breakthrough. Today, let’s take a look at how these “three historical bests” were refined?
The first refinement: the product does not have the price of rolls, but the value of rolls
Let me tell you a little more about it first. Last month I went to test drive the new tank 300. The salesman didn’t report the discount as soon as he came up, but instead pulled me to talk about its “non-load-bearing body” and “three locks”. I said, “Aren’t trams popular now? Do you still sell oil cars?” He smiled, “Brother, try this chassis. Walking on a bad road is like sitting on a sofa. Can the trams be so stable?”
This sounds rustic, but it points out the key point – the Great Wall is “selling value”, not “selling cheap”.
Look at the data: tank brands grew by 46.9% month-on-month, Weipai sales doubled year-on-year, and high-end models supported the profits. This is not based on low prices to increase volume, but on product strength. Tank 300 has become a hard-core off-road “national magic car”. Weipai Gaoshan has focused on the high-end family MPV market since its launch, directly benchmarking Buick GL8 and Toyota Alpha.
What’s behind this? It is an active upgrade of the product structure. In the past, people thought that Great Wall could only make “economic and practical SUVs”, but now they have quietly increased their “premium capabilities”. When you buy a tank, what you buy is not a car, it is freedom; when you buy a mountain, what you buy is not an MPV, it is the decent way of traveling for a family.
It’s like eating – in the past, everyone tried to eat enough, but now they should eat healthy and stylishly. The Great Wall has accurately hit the pace of consumption upgrading.
Second refinement: New energy does not “chasing the wind”, but “building forests”
When it comes to new energy, many people’s first reaction is “battery life, battery, fast charging”. But the Great Wall is playing harder – it has created a “forest ecological system”.
What does it mean? It is not just about building cars, but about laying out the entire new energy industry chain from the source. Photovoltaic power generation, energy storage systems, hydrogen energy technology, smart chips, Internet of Vehicles platform…self-developed and self-controlled throughout the entire link.
I’ve seen their hydrogen lab in person at a technology open house. The hydrogen fuel cells are neatly stacked, like rows of silver “energy boxes”. The engineer said: “We not only make trams, but hydrogen energy is also an important part in the future.” At that time, I thought: How can this be a car company? It’s clearly a technology company.
So you see, the sales of new energy in Q2 2025 were 97,900 vehicles, a year-on-year increase of 33.7%, and the penetration rate of new energy was 50%, the same as the industry. But the value is different – Great Wall’s new energy vehicles basically do not enter the B-end online car-hailing market, and are all paid by real C-end users.
What does this mean? This shows that its new energy vehicles are not sales earned by “policy subsidies” or “low-price dumping”, but markets won by technology + experience.
Take the second-generation Haval Fox Dragon MAX as an example. I have tested the drive and its plug-in and hybrid system is particularly “smart”. You don’t have to worry about electricity in the city, oil in high speed, and automatic system switching. Moreover, the chassis is adjusted more comfortable, and the speed bump is like “filtering” vibration. The elderly people in the back row say “not to be confused” when sitting.
This kind of experience is something that cannot be stacked with “pile parameters” and is the result of long-term R&D investment. In 2024, the R&D investment will be 10.4 billion yuan, and the 23,000 team of engineers will be invested more than many new forces in three years.
The third refinement: Don’t “sell cars” when going overseas, but “build local”
Let me say something you may not have expected: in Q2 2025, Great Wall sold 106,800 vehicles overseas, with a contribution rate of 35.4%. In other words, for every three cars sold, one is abroad.
What’s more ruthless is that it is not a simple export, but a factory, channel, and supply chain overseas. The Brazilian factory is put into production, Vietnam and Senegal are building KD factories, and Thailand factories are climbing up the hill – how is this selling cars? This is “taking roots”.
I did a user interview in Latin America, and a Peruvian car owner said: “I bought a tank 300 because it can run in the Andes, and there are 4S stores locally, so I don’t have to worry about repairing cars.” This sounds ordinary, but behind it is a huge investment – more than 1,400 overseas channels, covering more than 170 countries, which cannot be built overnight.
In contrast, some car companies are still relying on the “maritime + agent” model to go overseas. Once a problem occurs, the after-sales service will be delayed for half a year. The Great Wall won the three words “localization”.
Authoritative institutions predict that overseas sales will reach 600,000 to 650,000 vehicles in 2025, and profit contribution exceeds 16 billion yuan – this is no longer a “supplementary business”, but a core growth engine.
Horizontal comparison: Why can Great Wall “increase both quantity and price”?
Let’s compare three companies: BYD, Tesla, and Great Wall.
BYD: Sales volume king, new energy penetration rate is high, but the price war is fierce, and profit margins are under pressure.
Tesla: Leading technology and strong brand, but slow localization pace and uneven service experience.
Great Wall: It does not pursue sales first, but the three-tier cities of high-end + overseas development + self-development of technology will be promoted simultaneously, and profits, scale and quality will be harvested three times.
Some people say, “Is the Great Wall too conservative?” I think that being able to stabilize the pace when the industry is running wildly is the real ability.
Just as Wei Jianjun said: “If an enterprise wants to create value for society, it must have the ability to make blood. Unprofitable enterprises cannot go far.” This sounds like a textbook, but few can be done.
Future: How long can this card be played?
The three best in history are the result, not the end. In the future, the Great Wall will solve many problems:
Can intelligence catch up with new forces? Although there are self-developed chips and algorithms, users’ expectations for “smart driving” are getting higher and higher.
When will hydrogen energy be commercialized? There are sufficient technical reserves, but few hydrogen refueling stations are difficult to promote.
Can organizations continue to innovate? Large companies are prone to “failure to turn around”, can the “35+ plan” activate organizational vitality?
But I believe that as long as you adhere to “long-termism”, these problems are not problems.
Just like the 35th anniversary short film “Nian Fang 35” says: “The explosion may be in the next second!” At the age of 35, it is middle-aged for a person, and for a car company, it is the golden period.
Q&A Time
Q: Are the batteries of Great Wall’s new energy vehicles safe?
A: Great Wall has the “Dayu Battery” technology, which is known as “never catches fire.” I’ve seen their needle puncture test in the safety laboratory – the steel needle was stabbed in, and the temperature only rose a few degrees, and there was no smoke or fire. This technology is endorsed by Asia’s largest independent security laboratory and can be trusted.
Q: If you buy Great Wall Car now, will you buy it at the high point?
A: In the long run, Great Wall is following the “high-quality development” route, not relying on subsidies or capital transfusions. As long as the product strength is not behind, the brand value will only become more and more stable. Consume rationally, buy as needed, and don’t chase ups and sell downs.
Q: Is Tank 300 suitable for urban commuting?
A: The fuel consumption is relatively high, and parking is a little harder, but the chassis is high, the field of view is good, and the passability is strong. When it comes to raining, water accumulation and potholes, the advantages are obvious. If you often travel to suburban or mountain roads, it is much more reliable than an urban SUV.
Behind the scenes
Once I went to the Great Wall Testing Site and was in the middle of a heavy rain. A new Wei brand car was undergoing emergency line change tests on slippery roads. Dynamic stability control system (DSC) intervenes very quickly, and the body is as stable as flying against the ground. The engineer said: “Our testing standards are twice as strict as the national standard.” Users may not see such details, but they can save their lives at critical moments.
To sum up: Great Wall Motors’ “three historical bests” are not accidental, but the result of the three levels of cultivation of product value, technological ecology, and global layout. Instead of participating in the endless price war, it chooses to do “difficult but right things” – R&D investment, quality control, and user reputation.
The inspiration this gives us is: when buying a car, don’t just look at the discount, but also whether the brand can “live for a long time and go far.” Only a company that can continuously make profits and innovate can continue to provide you with good products and good services.
Finally, I will leave a question for you: In the new energy era, do you think that “scale” and “quality” can really be achieved at the same time? Or is it destined to choose one of two?
Let’s talk in the comment area, I will reply one by one.
I wish you all your wishes come true, good health, gain nothing for work, and enjoy the success.
