Great Wall Motor (GWM) Chairman Wei Jianjun has publicly apologized for confirmed plagiarism in a promotional campaign for the Wey V9X SUV. The apology, delivered via video statement on March 6th, follows accusations that the campaign directly copied creative materials from Land Rover’s 2025 Range Rover Sport “Hidden Force” campaign.
Confirmed Infringement and Corporate Responsibility
An internal GWM investigation verified that the promotional poster for the V9X was an unauthorized, identical reproduction of the Land Rover advertisement, including background, lighting, and subject positioning. The original designer had already flagged the issue on social media prior to the chairman’s statement. Wei Jianjun stated that GWM accepts full legal and financial responsibility for the copyright infringement. This marks the first time the chairman has personally addressed and apologized for such a breach.
Context: A History of Scrutiny and Market Position
This incident is not isolated. The Wey brand, GWM’s premium division, previously faced similar accusations in early 2025 when promotional footage for its Gaoshan MPV was compared to Lexus advertisements. However, the chairman’s direct involvement in this apology underscores the severity of the current situation.
The V9X enters a competitive luxury SUV market dominated by established players. In January 2026, the Aito M9 led the 500,000 yuan (approximately $68,980 USD) and above segment with 31,021 insurance registrations. Li Auto, with its Li L9 model, also maintains a strong premium presence. In contrast, Wey recorded just 2,840 registrations in February 2026, a 15% decline from its average.
Financials and Future Strategy
GWM reported a 4.2% net profit margin in 2025. To bolster its premium NEV (New Energy Vehicle) lineup, the company is investing 5 billion yuan (roughly $689.8 million USD) into R&D for the 2026 fiscal year, focusing on its “GWM One” platform.
The V9X, built on the “GWM One” modular architecture, features an 800V high-voltage system and fast-charging capabilities. Current production at the Baoding facility is capped at 3,500 units monthly, but brand-wide utilization remains below 60% based on February data. Despite the recent crisis, GWM maintains its 2026 export target of 500,000 units, positioning the V9X as a premium ambassador in overseas markets.
The chairman’s apology and the company’s commitment to financial responsibility suggest GWM is attempting to mitigate long-term brand damage. However, sustained market performance will depend on overcoming consumer skepticism and strengthening its brand identity.
