As the year-end bonus season arrives, Great Wall Motor Company Limited (GWM) has become the latest "other people's company" in the spotlight. Multiple users verified as GWM employees on social platforms have revealed that the company's 2025 year-end bonuses will not only be distributed but will also exceed the amounts from 2024. Reports indicate the average bonus per employee is approximately 50,000 yuan.
A video surfaced on February 10th showing GWM Chairman Wei Jianjun responding to questions about the bonuses. When asked if this year's bonuses would be higher than last year's, Wei stated, "I don't know the exact amount, but they will certainly be higher. The key isn't the amount itself, but precisely motivating those employees who have truly contributed—that's what matters most."
In 2024, GWM allocated 4 billion yuan for employee bonuses. According to the company's 2024 annual report, GWM had approximately 84,900 employees at the end of the reporting period. Based on the reported average of 50,000 yuan per person, the total 2025 year-end bonus pool would exceed 4.245 billion yuan.
The actual amount could be even higher. A securities firm recently disclosed that during a strategic planning meeting, GWM indicated plans to set aside 4.6 billion yuan for year-end bonuses, an increase of 800 million yuan year-over-year. When contacted for verification, a GWM representative stated, "The specific bonus amount is unclear as year-end bonuses haven't been distributed yet."
GWM's 2025 performance report shows net profit attributable to shareholders of 9.912 billion yuan, with net profit after extraordinary items of 6.158 billion yuan.
Attention has also focused on year-end bonuses at other automakers. The most dramatic situation involved Changan Automobile, where rumors circulated in early January 2026 about canceled bonuses due to unmet sales targets. After employee complaints spread on social media, Changan quickly denied the rumors, clarifying that bonus cancellation reports were false and that incentive plans based on annual performance were being implemented. Several Changan employees reported that their departments had announced a bonus structure equivalent to 4.3 months' salary plus a fixed 3,000 yuan payment.
Year-end compensation for executives at state-owned automotive enterprises has also been disclosed. On February 3rd, China's State-owned Assets Supervision and Administration Commission published incentive compensation for leaders at over 80 central enterprises for the 2022-2024 term. China FAW Group Chairman Qiu Xiandong received 825,400 yuan, while Dongfeng Motor Corporation Chairman Yang Qing received 587,200 yuan in term incentive income. According to compensation regulations for central enterprise leaders, this incentive is paid every three years, making the equivalent annual bonus approximately 275,100 yuan for Qiu and 195,700 yuan for Yang.
Bonus levels fundamentally reflect the automotive industry's profitability. Recent data from the National Bureau of Statistics shows China's auto industry faced a complex situation in 2025, with scale growth alongside profit margin declines. Annual production reached 34.78 million vehicles, up 10%, while revenue grew 7.1% to 111.8 trillion yuan. However, profits saw minimal growth of 0.6% to 461 billion yuan, with the industry's profit margin falling to 4.1%—the lowest since 2015 and below the manufacturing sector average of 5%.
China Passenger Car Association Secretary-General Cui Dongshu noted that automotive industry profitability faces significant pressure. In 2025, the industry's per-vehicle revenue was 321,000 yuan (including duplicate calculations in the industrial chain), down 16,000 yuan year-over-year. Per-vehicle gross profit stood at 13,000 yuan, with cost reductions failing to keep pace with revenue declines, further squeezing profit margins.
Analysis suggests that future competition in China's auto market may shift from pure price wars to comprehensive contests involving technological innovation, ecosystem development, and integrated service capabilities. As autonomous driving profit models mature and global brand recognition improves, the industry may enter a period of margin recovery and brand premium benefits.
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