The Chinese automobile giant Great Wall Motor (GWM) seems to be about to blow up the market with a sixth independent brand, which is betting on a surprising trump card - pure nostalgia. The chief engineer of the concern, Li Fei, threw down the gauntlet on social networks, publishing teaser shots of a model that sharply breaks with the company's previous design philosophy. Instead of the familiar sharp lines and aggressive muzzles, we see rounded shapes, an abundance of chrome and a silhouette that takes us back to the golden era of automotive engineering.
The new project is not just another addition to the existing lines, but a completely new series with a unique identity. Li Fei was categorical: this vehicle has nothing to do with the mass SUV models of Haval, the rugged off-roaders Tank, the technological luxury of Wey or the electric chic of Ora. The concern is attacking a previously unknown niche, positioned in the ultra-luxury segment, where model prices are expected to exceed the psychological threshold of $140,000. The teasers reveal a massive chrome bumper and a lettered name on the stern, replacing the traditional logo - a clear sign of the formation of a new premium language.
This bold move is not accidental. In early 2025, GWM structured a special division for “ultra-luxury vehicles“ under the direct leadership of Chairman Wei Jianjong. The ambition is clear: China wants its own Rolls-Royce or Bentley, combining classic aesthetics with modern drivetrains. The timing for such an expansion is ideal, as the company's financial results for the year are record - with over 1.2 million cars sold and impressive growth in overseas markets.
While the world awaits the official premiere of the new brand, which according to preliminary information may be called ZX or Zixin, Great Wall Motor is already preparing the ground for an emotional revolution. In a world oversaturated with monotonous crossovers, a return to classic style, backed by huge resources and cutting-edge technologies, could be the concern's winning ticket to the club of the most prestigious brands in the world.
