Great Wall Motor to Introduce ZX Brand with Premium D+ Class New-Energy Sedan, Targeting 5,500 mm Length.
According to recent reports from local automotive media, Great Wall Motor is gearing up to unveil a new brand, internally coded as ZX, with its inaugural model being a high-end new-energy sedan in the D+ class. The sedan is anticipated to boast a length of approximately 5,500 mm, surpassing the dimensions of notable vehicles like China FAW’s Hongqi H9 and the Rolls-Royce Ghost. Unlike Great Wall Motor’s existing channels, the new brand’s products will follow a distinct distribution strategy.
A preliminary rendering of the sedan suggests a broad front end and a sleek overall design. Presently, Great Wall Motor dominates sales with its internal combustion engine vehicles, including sub-brands such as Haval, Wey, and Tank.
In January, the company’s new energy vehicle (NEV) sales experienced substantial year-on-year growth, totaling 24,988 units, representing a 295.82 percent increase. However, this figure was a 16.31 percent decrease compared to December. While NEVs accounted for 26.54 percent of total sales in December, Great Wall Motor is actively considering a direct sales system to enhance its presence in the growing NEV segment.
Recent reports indicate that the company is internally exploring the establishment of direct stores for its NEV models, with plans underway to recruit skilled personnel for this initiative. Notably, Great Wall Motor has already attracted talent with experience in direct store management, such as Feng Fuzhi, formerly a retail director at Li Auto.
Despite launching 10 NEVs in 2023 under its five brands, Great Wall Motor faces challenges as its existing dealer network is concentrated in lower-tier cities and non-core areas of higher-tier cities in China. To address this, the company is actively seeking to expand its reach and optimize its network for the successful growth of NEV sales.
