### Great Wall’s Color Name U-Turn: From “Bai Fu Mei” to “Sincere White” – A Lesson in Listening to Consumers
Sharp-eyed automotive enthusiasts have noticed that at the July 19, 2026, official launch of the TANK 300, Great Wall Motors renamed three exterior colors unveiled during pre-sales 13 days earlier: **“Bai Fu Mei” (White Rich Beauty)**, **“Hei Feng Li” (Black Pineapple)**, and **“Sha Qiu Mi” (Dune Beige)**. The new names are **“Sincere White,” “Cool Black,”** and **“Easy Beige.”**
This minor adjustment has generated massive online attention and discussion for Great Wall.
When the pre-sales conference first announced the TANK 300 would come in “Bai Fu Mei” and “Hei Feng Li,” many potential buyers already found the names confusing. Now, following the official launch, a Xiaohongshu post titled *“Great Wall Listens to Customers – ‘Bai Fu Mei’ Is Gone”* has amassed over 260 likes and 340 comments—outperforming more than 90% of TANK 300-related content on the platform. The comment section is full of praise for the name change decision.
Common reactions include:
- *“Great cars, but the names killed sales.”*
- *“Great Wall once had a green shade called ‘Forgive Green’—shocking.”*
- *“I remember a model named ‘First Love’ with four trims: Freshman, Sophomore, Junior, Senior.”*
While applauding the brand for dropping “Bai Fu Mei” in just 13 days, netizens also recalled Great Wall’s history of controversial, non-traditional naming. Combined with sales performance, that period of erratic naming could reasonably be called Great Wall’s “dark ages.”
### 01 The Misadventures of WEY and ORA
When it comes to unconventional naming, premium brand **WEY** and EV brand **ORA** were the worst offenders.
As Great Wall’s flagship for high-end positioning and electrification, both brands initially achieved enviable success:
- **WEY**: Before 2021, it broke the RMB 200,000 price barrier for Chinese brands, sustaining monthly sales above 10,000 units and outperforming Geely Lynk & Co.
- **ORA**: Focused on affordable EVs under RMB 100,000, it ranked among China’s top 5 EV sellers around 2020 with the Black Cat and White Cat.
From 2021 onward, however, both brands saw sales declines—and began experimenting wildly with model names.
#### WEY: Coffee-Themed Lineup
WEY launched three new models in 2021: **Mocha, Latte, Macchiato**. Founder Wei Jianjun said the coffee-themed naming catered to young people’s coffee-drinking trends.
#### ORA: Cat-Themed Lineup
ORA debuted **Funky Cat, Ballet Cat, Cherry Cat** in 2021. The infamous “Forgive Green” was a shade for the Funky Cat, alongside “Million Beige” and “Blue Wave.”
While no data proves a direct link between naming and sales, none of these models—except the Funky Cat—matched the popularity of earlier cars:
- WEY’s Mocha, Latte, Macchiato sold only 80,000–100,000 units combined from 2021 to 2023.
- In contrast, WEY’s VV7, VV6, VV5 sold nearly 140,000 units in 2018 alone.
Post the coffee and cat-named models, WEY and ORA endured a prolonged slump. Sales only recovered in 2025 with new launches: WEY Lanshan, Gaoshan, V9X, and ORA 5. The WEY Gaoshan MPV became a hit in the new energy MPV segment after its late-2025 launch.
### 02 Great Wall Returns to Consumer-Centric Naming
The quick reversal of the TANK 300 color names—and the end of eccentric model naming—underpins Great Wall’s **2.48% year-on-year sales growth in H1 2026**, a rare positive result among Chinese automakers.
**H1 2026 Sales Highlights**:
- Total sales: **580,000+ units** (↑2.48% YoY).
- Growth drivers: Haval, WEY (↑29.05% YoY), ORA (↑89.74% YoY).
The core shift: **Great Wall now prioritizes market demand over internal whims.**
#### WEY Gaoshan MPV: A Case Study
Launched in October 2023 with poor sales (monthly three-digit figures), the Gaoshan MPV was revamped in May 2025, triggering a dramatic turnaround—**monthly sales surged to over 10,000 units**.
Key changes:
- **New 5.2m variant**: Balanced space and drivability between the 5m standard and 5.4m extended versions.
- **Value-for-money strategy**: More features at unchanged prices.
- **Top-selling variant**: The 5.2m Gaoshan 8 is now the most popular trim.
In June 2026, WEY added a lifted-chassis **Gaoshan 7 SUV Edition**, targeting the upcoming camping vehicle trend led by Xiaomi and 鸿蒙智行.
#### Upcoming Models Align with Market Trends
- **Haval H10**: Large six-box SUV; 22,000+ pre-orders in 12 hours (July 18, 2026).
- **ORA 7 Travel Edition**: Stylish EV tailored to consumer preferences.
Great Wall used cars export
### Outlook: Can Great Wall Hit Its 2026 Sales Target?
**2026 Sales Goal**: **1.8 million units** (1.2 million domestic, 600,000 export).
While H1’s 580,000 units seem modest, Great Wall’s renewed focus on **consumer-centric product planning and naming** positions it well for H2. If it maintains this trajectory, the 2026 target remains achievable.
