Great Wall Motors Gears Up with Vintage Vigor: A Bold New Era?

The chief engineer for Great Wall Motors’ chassis with electronic control development, Li Fei, shared on the Chinese social network Weibo a post about the emergence of a new brand from the automaker: “Is the sixth GWM brand coming?” Attached are teaser images of the new model, styled in a retro-vintage fashion. Photo by Li Fei

In his post, Li also hints at the positioning of the new model, indicating that it is “clearly not just an addition to the product line, but a ‘new product’ in a completely new series.” Photo by Li Fei

“In terms of exterior design, it sharply contrasts with the five existing GWM brands. It doesn’t follow Haval’s path as a mass SUV, nor the rugged off-road style of Tank. It neither matches Wey’s technology-driven luxury approach nor Ora’s fashionable electric vehicle positioning, and it doesn’t meet the characteristics of the Great Wall Poer pickup,” says Li. Photo by Li Fei

On the promotional images, the car features a large chrome rear bumper, a rounded and elongated body, as well as a long row of letters as an identifying mark at the back.

Entering the Retro Wave

Great Wall Motors’ decision to delve into retro-styled vehicles aligns with a broader industry trend where nostalgia-infused designs have captivated consumers globally. This movement not only rejuvenates classic aesthetics but also integrates modern technology, creating a substantial appeal to both older and newer generations of drivers. Such trends highlight a strategic pivot within the automotive sector, tapping into the past while driving forward into the future.

Strategic Positioning in 2025

In 2025, automotive manufacturers continue to expand their brand portfolios, introducing specialized sub-brands to cater to diverse market segments. Great Wall Motors’ upcoming brand potentially reflects this strategy, aiming to carve out a unique niche by offering something distinctly different from its existing portfolio. As the brand prepares to unveil this new series, the industry watches closely, anticipating how it might challenge competitors and what innovations it may bring to the forefront.