Great Wall Motor (GWM) is signaling a significant expansion with the impending launch of its sixth automotive brand. The news came via a post from GWM Chief Engineer Li Fei on the Chinese social media platform Weibo, accompanied by teaser images of a new model boasting a distinct retro aesthetic.
New Brand Positioning: Diverging from Existing Lines
Li Fei clarified that this upcoming brand is not merely an extension of GWM’s current lineup. Instead, it represents a “new product” in an entirely separate series. The design language, showcased in the teasers, deliberately avoids the established paths of GWM’s existing brands.
- Haval: Primarily focuses on mainstream SUVs.
- Tank: Specializes in rugged, off-road vehicles.
- Wey: Offers luxury vehicles with a strong tech focus.
- Ora: Positions itself within the trendy electric vehicle segment.
- Great Wall Poer: Concentrates on pickup truck models.
The teased vehicle stands apart with its prominent chrome rear bumper, rounded body shape, and an alphanumeric identifier on the rear. This departure suggests GWM aims to carve out a unique niche rather than competing directly within its existing segments.
High-End Ambitions: Entering the Luxury Market
GWM isn’t stopping at just one new brand. The company is also aggressively pursuing the high-end market. Announced earlier in 2025, the “Ultra Luxury Vehicle Business Group,” led by Chairman Wei Jianjun, has been formed with plans to release vehicles exceeding one million yuan (approximately $142,000 USD) in price. This move indicates GWM’s intent to challenge established luxury carmakers.
Sales Momentum: Record Growth in 2025
The brand’s expansion plans coincide with strong sales performance. November sales reached 133,200 vehicles, a 4.57% year-over-year increase. Cumulative sales from January to November hit a record high of 1,199,700 units, marking a 9.26% increase. Notably, new energy vehicle (NEV) sales rose by 11.43%, with a total of 243,500 NEVs sold year-to-date. Overseas sales also grew significantly, up 32.70% to 57,309 vehicles, totaling 368,700 units sold internationally.
GWM’s strategic move to introduce a sixth brand, combined with its luxury vehicle ambitions and robust sales figures, signals a period of aggressive expansion and market diversification. This could reshape its competitive standing in both domestic and international markets.
Source: GWM Li Fei, Autohome
