Great Wall Launches New Brand in China: WEY
- On the occasion of the Guangzhou Motor Show, Chinese manufacturer Great Wall announced the creation of a new automobile brand within it, called WEY. This brand will be the high-end division of Great Wall, like Lexus for Toyota, Infiniti for Nissan or Genesis for Hyundai.
- The Great Wall Group now consists of the Haval division dedicated to SUVs, the Great Wall division dedicated to sedans and the Wingle division dedicated to pick-up trucks. It should also be remembered that the Great Wall division is down sharply
(-50% of sales in 2015) and that the manufacturer believes that a rise in range would both reduce competition with other car brands and increase the average price of its models, therefore profit.
(-50% of sales in 2015) and that the manufacturer believes that a rise in range would both reduce competition with other car brands and increase the average price of its models, therefore profit.
- The creation of the WEY brand by Great Wall is part of a package of initiatives by Chinese carmakers aiming to gradually establish themselves on the Premium market, which is 99% occupied in China by foreign manufacturers.
- BAIC has created Borgward, a former German resuscitated brand, which he wants to launch against Mercedes, BMW and Audi. Geely created Lynk & Co from Volvo components. Other initiatives of this kind are expected.
- Initially, these new brands are marketed in China, but are expected to be marketed in other parts of the world at the beginning of the next decade.
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