Great Wall Motor admits copying a Land Rover ad and publicly apologizes. Discover the details and the steps the automaker will take to restore its reputation. Learn more.
The Controversial Campaign
In early March 2024, Wey, the upscale sub‑brand of China’s Great Wall Motor (GWM), launched a glossy poster to promote its new V9X flagship SUV. Within hours, social‑media users flagged the artwork for looking almost identical to Land Rover’s celebrated “Hidden Force” advertisement for the 2025 Range Rover Sport.
Land Rover’s Original “Hidden Force” Ad
The original Land Rover visual features a sharply dressed gentleman standing beside a sleek black Range Rover Sport, his hand poised near the vehicle’s roofline. A dramatic red back‑light casts a glow over the scene, while wisps of smoke drift in the background, creating a moody, high‑end atmosphere.
What Raised the Alarm
Wey’s V9X poster mirrors the composition, camera angle, model’s pose, and even the red lighting and smoky backdrop. The only differences are the vehicle model and branding, leading many observers to label the piece an outright copy.
Admission and Apology
On March 6, GWM chairman Wei Jianjun confirmed the plagiarism after an internal review. “The poster was indeed copied, and there is no excuse for this,” he wrote on his social‑media account.
Wei also issued a formal apology to Land Rover, the original creative team, and customers who trusted the brand. He pledged that GWM would assume full legal and financial responsibility for any infringement.
Response from Wey and Range Rover
Shortly after Wei’s statement, Wey CEO Zhao Yongpo took responsibility, describing the incident as “a serious lapse in duty.” He announced that all infringing materials had been removed from official channels.
Range Rover’s official Weibo account responded with a measured note: “Sincerity and accountability are the best proof of a brand’s integrity. We wish Great Wall Motor every success moving forward.”
Implications for Great Wall Motor
The V9X is positioned as GWM’s premium six‑seat SUV, aimed at competing with models such as the Aito M9 and Li L9. While the vehicle’s specs remain competitive, the advertising scandal serves as a costly lesson as the Chinese automaker seeks to build a professional image on the global stage.
Industry analysts say that restoring trust will require transparent marketing practices and a sustained focus on original creative work.