Great Wall Prepares a Sixth Brand: Retro-Styled Model With a Distinct Identity Set for 2026
A cryptic message from inside the company hints at the launch of an entirely new marque.
On December 19, Li Fei, Great Wall Motor’s chief chassis engineer, sparked speculation with a post on China’s Weibo social network, hinting at the arrival of a new brand within the company. “Is Great Wall about to introduce its sixth brand?” he wrote, instantly drawing attention from both industry watchers and potential customers.
In his post, Li stressed that the upcoming model will have a personality unlike anything currently in Great Wall’s portfolio. Visually, it stands apart from the Haval SUV lineup, the rugged and utilitarian Tank off-roaders, the premium WEY brand, the trendy electric cars sold under ORA, and even the Great Wall Cannon pickup range. According to Li, this is not a simple product extension but the foundation of a completely new platform and direction for the company.
He also noted that the vehicle does not fit into any of Great Wall’s existing product strategies and should be seen as a standalone project. A teaser image shared alongside the post reveals strong retro influences: softly rounded body lines, a large chrome rear bumper, and classic round headlights. At the same time, modern cues like a vertical grille are notably absent, reinforcing the car’s old-school aesthetic and setting it apart from today’s mainstream designs.
Earlier this year, reports surfaced about the creation of a dedicated Super Luxury Car business group within Great Wall Motor. The unit is said to be overseen directly by company chairman Wei Jianjun, with former Great Wall vice president Song Dong appointed as CEO of the new venture. Technical leadership has been entrusted to Zhang Xiaobo. These appointments were formalized in what became Great Wall’s first internal working document for 2025.
Wei Jianjun is reportedly deeply involved in shaping the future luxury lineup, personally reviewing potential models and overseeing engineering details to ensure they meet the highest global standards. If plans stay on track, Great Wall’s retro-inspired newcomer is expected to make its debut in 2026, marking a bold new chapter for the Chinese automaker.
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