GWM Chairman issues rare video apology after Wey V9X plagiarism scandal
Great Wall Motor (GWM) Chairman Wei Jianjun issued a formal video apology on March 6 following confirmed allegations that a promotional poster for the Wey V9X plagiarized Land Rover creative materials. The chairman confirmed that an internal investigation verified the unauthorized 1:1 duplication of a campaign originally produced for the Range Rover Sport in 2025, according to IT-home.
Wei stated that GWM would accept all legal and economic responsibilities arising from the copyright infringement. The original creator, a designer for the Range Rover Sport “Hidden Force” campaign, had previously highlighted the similarities on social media, noting identical dark red backgrounds, lighting clusters, and subject positioning. GWM’s premium Wey brand previously faced similar scrutiny in early 2025 when promotional footage for the Gaoshan MPV was compared to Lexus advertisements; however, this marks the first time the Chairman has personally verified such claims and issued a formal apology.
Market Context
The Wey V9X, a flagship six-seater SUV, enters a large luxury segment characterized by high-volume incumbents. The primary competitor, Aito M9, reported 31,021 insurance registrations in January 2026, maintaining its lead in the 500,000 yuan (68,980 USD) and above segment. Li Auto delivered 26,421 vehicles in February 2026, with the Li L9 accounting for a significant portion of its premium mix as it prepares for a second-quarter refresh.
In contrast, the Wey brand recorded 2,840 insurance registrations in February 2026, representing a 15% decline from its previous four-week rolling average. GWM’s corporate financial reports for 2025 indicated a net profit margin of 4.2%. To stabilize its premium NEV architecture, GWM has committed 5 billion yuan (689,800,000 USD) to R&D for the 2026 fiscal year, supporting the “GWM One” platform.
Wey V9X Dimensions and Segment Comparison
| Model | Length (mm) | Wheelbase (mm) | Curb Weight (kg) |
| Wey V9X | 5299 | 3150 | 2890 |
| Aito M9 | 5230 | 3110 | 2560 |
| Li Auto L9 | 5218 | 3105 | 2520 |
Market Positioning
GWM has positioned the V9X as its technological flagship, utilizing the “GWM One” (Guiyuan S) modular architecture which supports an 800V high-voltage system and 6C fast charging. Current production at the Baoding facility is calibrated for a monthly output of 3,500 units, though February registration data suggests brand-wide production utilization remains below 60%. Despite the recent marketing crisis, GWM has not adjusted its 2026 export target of 500,000 units, with the V9X intended to serve as a premium brand ambassador in overseas markets.
