China’s Top SUV Maker Begins Upscale Climb With Luxury Brand
- Great Wall’s WEY brand follows Geely’s Lynk & Co. marque
- Chinese automakers trying to shed the utilitarian tag
Great Wall Motor Co. said it will introduce a new premium brand to target the high-end market, joining Zhejiang Geely Holding Group among Chinese automakers seeking to upgrade from offering cheap, utilitarian cars.
The SUV maker led by billionaire Chairman Wei Jianjun plans to unveil its upscale WEY brand on Nov. 16, the same week as the opening of the Guangzhou Auto Show, according to a statement from the Baoding, China-based company. The automaker said it will release details about its model lineup and marketing schedule when they’re finalized.