Great Wall Motor Chairman Wei Jianjun has publicly acknowledged and apologized for a plagiarism incident involving promotional materials for the Wey V9X model. In a video posted on his social media account on March 6, Wei admitted that a promotional poster was copied and offered no defense for the action.
The controversy began on March 5 when Wey, a luxury brand under Great Wall Motor, announced Wei Jianjun as the spokesperson for the Wey V9X. Netizens and the original designer quickly pointed out that the poster bore a striking resemblance to promotional material for the Land Rover Range Rover Sport, raising allegations of plagiarism.
In his apology, Wei stated that both he and Great Wall Motor are prepared to assume full legal and financial responsibility for the incident. He attributed the oversight to insufficient review processes on his part as the endorser.
Beyond the plagiarism issue, Great Wall Motor has faced sales challenges at the start of 2026. Recent production and sales data revealed that the company sold 72,594 vehicles in February, reflecting a 6.79% year-on-year decline and a nearly 20% drop from the previous month, casting a shadow over the new year's performance.
Despite these setbacks, the company’s 2025 performance report, released in late January, showed annual revenue surpassing 222.79 billion yuan, marking a 10.19% increase from the previous year. However, net profit attributable to shareholders fell significantly by 21.71% to 9.912 billion yuan, highlighting a trend of rising revenue without corresponding profit growth.
According to Tianyancha, Wei Jianjun is the actual controller of Great Wall Motor. The latest Hurun Global Rich List 2026 notes that Wei and his wife, Han Xuejuan, have a combined wealth of 98 billion yuan, though this represents a 13% decrease from the previous year.
The plagiarism incident unfolded rapidly. On March 5, Wey officially announced Wei Jianjun as the spokesperson for the V9X, releasing a poster featuring the chairman in a dark suit, standing beside the vehicle against a dark red gradient background. The composition was immediately criticized for its similarity to an existing Land Rover advertisement.
The original designer, known online as "KORI can," claimed that the poster was copied. She later disclosed that she had preliminary contact with the brand last year but did not reach a cooperation agreement due to demanding work conditions and scheduling conflicts.
In his video statement, Wei Jianjun addressed the criticism directly: "Yesterday, Wey announced me as the spokesperson for V9X and released a poster. Observant netizens noticed that the poster appeared to be plagiarized. After verification, it is indeed copied, and there is no excuse." He apologized to Land Rover, the original designer, and the public, emphasizing Great Wall Motor's commitment to original creativity and pledging to strengthen internal review processes.
The apology comes amid a mixed financial performance for Great Wall Motor. While the company achieved record annual sales of 1.3237 million vehicles in 2025, an increase of 7.33% year-on-year, profitability declined sharply. Net profit per vehicle sold in 2025 was approximately 7,488 yuan, down from 10,300 yuan in 2024.
The company attributed the profit decline to increased investments in direct sales channels, new model launches, and brand enhancement activities. A Ping An Securities report noted that the expansion of Wey’s direct sales network, which exceeded 500 stores by the end of 2025, contributed to a 55.5% rise in sales expenses during the first three quarters of the year.
In 2026, Great Wall Motor faces further headwinds. Although cumulative sales for January and February increased slightly by 2.58% to 162,900 units, February sales alone dropped by 6.79% year-on-year. The Wey brand saw a significant sales increase of 54.13% in February, while the Haval brand, the company’s main sales contributor, reported modest growth of 0.83%. The Tank brand experienced a 14.67% decline, and the Ora brand, targeting female consumers, saw sales fall by 33.46%.
Overseas sales remained a bright spot, growing 37.36% in February. However, new energy vehicle sales accounted for only 17.56% of total sales, indicating room for improvement in electrification efforts.
Great Wall Motor has also revised its 2026 sales target downward from 2.49 million to 1.8 million vehicles. Analysts from CLSA have adjusted their profit forecasts for the company, citing weaker domestic demand and ongoing challenges in markets like Russia. The firm reduced its H-share target price from HK$21 to HK$15 and its A-share target from 36 yuan to 24 yuan.
Looking ahead, Great Wall Motor continues to invest in new platforms and technologies, including the recently launched "Guiyuan" platform. However, intense competition in smart driving and cabin systems necessitates sustained high investment in research and development. In the first three quarters of 2025, the company’s R&D expenses reached 6.636 billion yuan, lagging behind competitors such as BYD and Geely.
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