GWM is bringing a new luxury car brand to market—Here’s what we know so far

Luxury carmakers are facing more competition, and GWM is joining the race. Great Wall Motor (GWM) is set to launch a new luxury energy vehicle brand called Confidence Auto. Positioned above its existing brands—Haval, WEY, Tank, and Ora—this new addition aims to elevate GWM’s presence in the premium segment.

Confidence Auto is expected to compete directly with BYD’s Yangwang, targeting the high-end market. GWM applied for the brand registration in May 2022, and the first model is expected to be revealed between April and May, with sales starting in the fourth quarter of the year. Confidence Auto plans to manufacture high-end vehicles with a price starting at the equivalent of approximately P8.1M. The lineup is expected to include supercars and sedans that are set to be produced in limited quantities. Some of the plug-in hybrid models will come with GWM’s self-developed 4.0T V8 engine. The new vehicles will also have advanced driver assistance systems, showing GWM’s plan to bring more high-tech options to its luxury lineup.

This is not GWM’s first time trying to enter the premium automobile market. The company previously introduced the WEY and Tank brands, with WEY being positioned slightly lower. In December 2021, GWM launched Saloon Auto, a smart EV brand, and unveiled the Mecha Dragon at the Guangzhou Auto Show. The Mecha Dragon had a limited edition priced at 488,000 yuan (67,300 USD), but its mass production was delayed. GWM cited market changes as the reason for postponing the production schedule.

At the end of 2022, GWM reorganized its brands, placing Ora and Saloon together under one plan and doing the same for WEY and Tank. Now, GWM is taking another shot at the luxury segment with Confidence Auto, which is more on premium electric and hybrid vehicles. Only time will tell if this will help GWM succeed in the high-end market. There’s no word yet on whether this luxury brand will be available in the Philippines, but for now, you can browse GWM’s models on AutoDeal.com.ph from the comfort of your home.