Wey

Wey was launched in 2016 by Great Wall Motor as a dedicated premium marque to elevate the group's market position above its mainstream Haval brand. The brand is named after Wei Jianjun, the chairman and founder of Great Wall Motor, reflecting his personal commitment to the project. Upon its debut, Wey aimed to blend European design sensibilities with Chinese manufacturing efficiency, positioning itself as China's first luxury SUV-focused brand. Following its domestic launch, Wey sought international expansion, notably appearing at the 2017 Frankfurt Motor Show to signal its global ambitions. The brand initially built its reputation on a lineup of crossover SUVs, such as the VV5, VV6, and VV7, which utilized shared technical foundations with GWM's existing platforms. Over time, the brand pivoted toward electrification and smart mobility, introducing the 'Coffee' series and various plug-in hybrid (PHEV) models. In recent years, Wey has undergone a strategic realignment to focus on intelligent, high-tech luxury vehicles, including the Blue Mountain and Gaoshan models. While the brand maintains a strong presence in China, its international efforts have seen varying degrees of success, with some European operations being restructured or consolidated under the broader GWM umbrella to streamline global distribution and service.