Wei Jianjun's MPV puzzle is complete.

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Author | Wang Xiaojun

Editor | Chai Xuchen

The family MPV market is welcoming another disruptor.

On October 15th, the Wei Alpine 7 was officially launched with a guide price of 285,800 yuan. As the "medium cup" model in the Alpine family, the Alpine 7 targets young families, filling the last gap in Wei's entry-level mid-to-large MPV market with more flexible body dimensions and a relatively affordable price.

Wei CEO Feng Fuzhi stated at the launch event: “The core functions and hardware of the Alpine 7 and 8 are the same, the main difference is in size, so you can choose based entirely on your actual usage scenario.”

The reason the Alpine 7 is targeting the family MPV market is also because this market is booming. Data shows that in 2025, family MPVs will account for 58% of sales, reflecting the accelerating shift of MPVs from "business exclusive" to "family first choice."

With the launch of Alpine 7, Wei has completed the Alpine family's product layout, forming three product lines: Alpine 7 for young families, Alpine 8 for large families, and Alpine 9 for both commercial and family use.

Alpine 7 shares the same core functions and hardware as Alpine 8 and 9, with main differences in size. This "nesting doll"-style design, as called by netizens, is actually a savvy strategy for cost control and brand management. This product strategy is similar to Apple's iPhone line-up of "Standard, Pro, and Pro Max" versions.

A single SKU strategy is another cost reduction measure for Alpine. Alpine 7 is launched in only one configuration, simplifying user choices while greatly reducing production costs and inventory pressure.

In terms of core technology, the Alpine 7 comes standard with the Hi4 performance intelligent four-wheel drive hybrid system, with a system total output of 337kW, 0-100km/h acceleration in 5.7 seconds, 172km pure electric WLTC range, and a total range of up to 945km.

For intelligent features, Feng Fuzhi introduced that Alpine 7 is the only mid-to-large MPV under 300,000 yuan to come standard with LiDAR and rear entertainment screens, equipped with Coffee Pilot Ultra driver assistance system, supporting "parking space to parking space" full-scenario driving assistance and assisted parking for more than 200 types of parking spots.

The addition of the Alpine 7 is expected to boost Wei's sales to a new level. According to Great Wall Motors’ sales data, the sales in September reached 11,000 units, maintaining over 10,000 units for several months. For January to September, cumulative sales amounted to 63,600 units, a year-on-year increase of 96.35%.

This growth owes much to the strong performance of the Alpine family. Since launching Alpine 8 and 9 in May, orders have surpassed 40,000 units, and, as of now, deliveries have exceeded 30,000 units. In September alone, the Alpine family topped national MPV sales charts.

Channel reform is also a key factor in Wei’s recovery. Feng Fuzhi shared that Wei's service network now covers over 110 cities nationwide, with more than 500 service outlets; by early 2026, the direct sales service network will cover over 200 cities.

Alpine’s market performance, aside from its own product strength, is also supported by overall transformation in the MPV market.

The MPV market in 2025 is undergoing profound changes. Data shows that in the first half of 2025, total MPV sales reached 500,000 units, a 13% year-on-year increase, with new energy MPV penetration already surpassing 66.5%.

This indicates a rapid surge in new energy MPVs. In terms of product technology, plug-in hybrid models dominate. In the first half of 2025, plug-in hybrids accounted for 42.8% of new energy MPV sales, while pure electric models made up 22.8%.

However, the current MPV market is highly competitive, with some MPVs being priced under 200,000 yuan, and large SUVs are also vying for the MPV market. The family MPV market under 300,000 yuan is transitioning from a blue ocean to a red ocean.

Facing competition, Feng Fuzhi emphasized: “We’re not aiming to surpass newcomers, but to meet user needs.” Wei’s target is for its brand to be in the top three when users mention premium new energy brands — not necessarily top three in sales, but top three in brand recognition, user satisfaction, and reputation.

Currently, Wei has formed two flagship product lines: the Blue Mountain SUV series and the Alpine MPV series, taking on the pivotal role of elevating the Great Wall brand. Consistent monthly sales above 10,000 units indicates that Wei now wields significant influence in the luxury market.

With the completion of the Alpine family lineup, Wei is ready to claim "a good place" for everyone in the ever-more competitive new energy MPV market.

Risk Warning and DisclaimerThe market has risks; investment requires caution. This article does not constitute personal investment advice, nor does it consider the specific investment goals, financial situation, or needs of individual users. Users should consider whether any opinions, views, or conclusions in this article suit their own circumstances. Invest at your own risk. ```