Great Wall Motor has established a new business unit targeting the ultra-luxury vehicle market, according to a report by LatePost. Wei Jianjun, chairman of Great Wall Motor, will also lead the new brand, marking the automaker’s first in-house team to include a chairman position.
The business will be helmed by Song Dongxian, the former vice president of technology, as CEO, with Zhang Xiaobo serving as CTO. The appointments were reportedly confirmed within a private circle on January 1.
Wei is expected to play a hands-on role in defining models and overseeing engineering development for the brand, signaling a strategic shift for the automaker.
Great Wall Motor’s past ventures into the premium market included the Saloon brand, announced in 2021, which has since been inactive.
The new ultra-luxury initiative reportedly builds on discussions from the same year, following the successful independence of its Tank off-road brand. The latest project aims to explore advanced technologies and strategic directions, emphasizing high-quality, low-volume production.
The new brand’s offerings will likely incorporate Great Wall Motor’s 4.0T V8 engine, a feature typically reserved for luxury models priced above RMB 1 million ($136,000).
One potential approach includes combining high-power internal combustion engines with electric motors to enhance low-torque performance. Additionally, the brand is expected to utilize innovative materials and high-tech solutions in product development, differentiating itself from mainstream production models.
