Chinese journalists found out: in 2025, a “daughter” was established within the concern with the code name Brand Super Luxury Car BG. The new brand will be personally controlled by GWM Chairman Wei Jianjun: the founder of the group of companies will participate in the formation of the model line and in defining the engineering concept. The thing is that Great Wall wants to enter the ultra-luxury car segment.
The new brand will be located in the corporate hierarchy above Tank and Wey, and the range may include supercars and sedans, that is, models previously unseen for the concern. Projects for cars costing over one million yuan ($136 thousand) have been considered since 2021, but certainty has only emerged now.
GWM’s strategy involves developing ultra-luxury models to explore new directions and test technologies, such as its own V8 engine design. Unlike Chinese competitors, they will rely on parallel hybrid systems.
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GWM marketers believe that the emotional value of internal combustion engines remains, so electric motors are given a supporting role. GWM’s portfolio consists of fuel vehicles: by the end of 2024, their share in total sales reaches 74 percent. Engineers from European luxury brands were invited to design and fine-tune the internal combustion engine.
Although new energy vehicles dominate in China, and GWM sales are stagnating (+0.21% at the end of the year), the head of the concern, Wei Jianjun, is not embarrassed. The top manager always repeats that he would prefer to have a smaller market share than to engage in meaningless sales. Unprofitable models are mercilessly cut, and resources are allocated to profitable areas: Tank, Haval and Great Wall pickups.
The financial results for the three quarters of 2024 are impressive: Great Wall generated twice the net profit (10.4 billion yuan), and revenue grew by 19% year on year. The cars of the new brand are taken seriously: Wei Jianjun compared the company’s approach to the business of producing space rockets and aircraft.
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