GWM Reportedly Will Create A New Brand Targeting Ultra Luxury Market

GWM factory. (Photo: GWM)

JAKARTA - Great Wall Motor (GWM) is rumored to be presenting a new line of business in China to target the Ultra Luxury market and will be led directly by GWM Chairman Wei Jianjun.

Quoting from the CNevpost page, Friday, January 10, the news was revealed by local media LatePose, who also said that Song Dongxian would serve as CEO after previously becoming vice president of GWM.

"Wei will still be involved in the definition of models and the development of ultra-luxury car brand techniques, with a high level of engagement in certain details," said one person familiar with the matter.

As is known, Great Wall Motor previously had a premium electric vehicle brand line, namely Saloon, and was on hiatus after announcing its first model in November 2021.

Then, in February another local media 36kr had revealed that Great Wall Motor plans to re-launch the Saloon brand, which will be integrated with the premium brand Wey. But since then there has been no more information from the Saloon brand.

Back to the LatePost report, it is also mentioned that the project will explore the most advanced technology, as well as new strategic directions, and later the new brand car will use the 4.0T V8 engine belonging to Great Wall Motor.

"Wei has asked his team to operate the ultra-luxury brand with high quality and low volume," according to a LatePos report.