Great Wall Motor (GWM) is making another play for the premium segment by launching a new luxury vehicle brand, Confidence Auto. Positioned above its existing brands – Haval, WEY, Tank, and Ora – Confidence Auto is set to compete directly with BYD’s high-end Yangwang brand and Hongqi from FAW.
GWM applied for the Confidence Auto brand registration three years ago. Still, the first model is expected to debut during spring this year, with availability on the Chinese market set for the fourth quarter.
According to the automaker, Confidence Auto aims to produce “ceiling products” for the industry, strongly focusing on high-end materials, technology, and craftsmanship. A Rolls-Royce made in China?
From supercars to sedans
The logo indeed points in the direction of Goodwood, as it features a very similar winged statue. Also, the starting price range, presumably above one million yuan (€131,885), puts it among the most expensive offerings from a Chinese automaker. The H9 Hongqi, the official supplier to President Xi Jinping, costs between 350,000 to 500,000 yuan, roughly half the price.
Confidence Auto aims for a wide lineup, expected to include limited-production supercars and premium sedans. Some plug-in hybrid models will feature GWM’s in-house developed 4.0T V8 engine. In addition, the vehicles will incorporate advanced driver assistance systems, reinforcing GWM’s push into high-tech, luxury mobility.
Slightly below full premium
This is not GWM’s first attempt to break into the luxury market. The automaker previously introduced Tank and WEY, which occupy the higher end of its portfolio.
WEY is also available in Europe. It would be overconfident to ship the new brand to Europe in a segment where buyers have grown accustomed to Maybach, Bentley, and Rolls-Royce offerings, even though Confident Auto seems positioned slightly below full premium status.
Success is far from secure, even in the fast-paced Chinese market. In 2021, GWM made another foray with Saloon Auto, an EV sub-brand, which debuted with the impressive higher-end Mecha Dragon at the Guangzhou Auto Show. The model faced significant production delays due to shifting market conditions, ultimately derailing its launch strategy.
BYD sets the benchmark
Confidence Auto enters a fiercely contested market where domestic automakers like BYD aggressively expand their premium offerings. Yangwang, the high-end brand from BYD, has already drawn attention with the U8 luxury SUV and the U9 electric supercar, setting a high benchmark for new entrants.
Additionally, foreign luxury brands dominate consumer perception, making it challenging for domestic automakers to justify ultra-premium price points. But, if anything, Confidence Auto demonstrates how domestic automakers in China are increasingly targeting high-margin products.
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