Great Wall Motor admits copying Land Rover’s 2025 Range Rover Sport ad for its Wey V9X, pledges responsibility and new R&D investment. Read the full story.
Chinese automaker Great Wall Motor (GWM) issued a rare public apology on March 6 after accusations that its new SUV, the Wey V9X, used a poster that directly copied a 2025 promotional image for the Land Rover Range Rover Sport. The incident has sparked a debate about intellectual‑property rights in the fast‑growing luxury EV segment.
Internal investigation confirms 1:1 plagiarism
GWM chairman Wei Jianjun told reporters that an internal audit verified a 1:1 duplication of the original Land Rover campaign, which was titled “Hidden Power.” The duplicated assets included the same deep‑red background, lighting cluster, and vehicle positioning. Wei said the company will assume all legal and financial responsibilities arising from the breach.
Official apologies from senior executives
Following Wei’s statement, Wey’s chief executive Zhao Yongpo released a separate apology, describing the incident as a “serious lack of responsibility.” Zhao accepted personal accountability as the brand head and emphasized that “there is no excuse for disrespecting original design.” He confirmed that all infringing materials have been removed from official channels and reiterated GWM’s commitment to respecting intellectual property while still drawing inspiration from industry trends.
Is this a repeat offense?
Wey is not new to controversy. Earlier in 2025, a promotional video for its MPV Gaoshan was compared to a Lexus advertisement, prompting a similar wave of criticism. However, this is the first time GWM’s chairman has personally acknowledged the allegations and offered an apology.
Market performance amid the scandal
The six‑seat Wey V9X is positioned as a large‑luxury SUV, competing with long‑standing brands that dominate high‑volume sales. Its main rival, the Aito M9, logged 31,021 registrations in January, keeping the top spot in the price bracket above ¥500,000 (≈ $69,000). Li Auto delivered 26,421 units in February, with the Li L9 accounting for a sizable share of its premium lineup.
By contrast, Wey recorded only 2,840 registrations in February—a 15 % drop from the four‑week average. GWM’s 2025 financial report showed a net profit margin of 4.2 %. To reinforce its high‑end electric architecture, GWM announced a ¥5 billion (≈ $689.8 million) investment in R&D for the 2026 fiscal year, focusing on the modular GWM One (Guiyuan S) platform.
Technical highlights of the V9X
The V9X is marketed as GWM’s flagship technology vehicle, built on the GWM One modular architecture that supports an 800 V high‑voltage system and 6C fast‑charging capability. Production at the Baoding plant has been capped at 3,500 units per month, yet February’s registration figures indicate overall brand capacity utilisation remains below 60 %.
Export ambitions remain unchanged
Despite the marketing hiccup, GWM has not altered its goal of exporting 500,000 vehicles in 2026. The V9X is expected to serve as the brand’s premium ambassador in overseas markets, reinforcing GWM’s push into the luxury EV segment.
Industry reaction
CarNewsChina reported that the controversy has reignited discussions on design ethics within the Chinese automotive industry. Analysts suggest that while the short‑term reputational hit may be manageable, consistent respect for copyright will be crucial as Chinese brands aim for greater credibility in Europe and North America.
As Great Wall Motor works to repair its image, the Wey V9X’s future will likely depend on how effectively the company can balance rapid product development with stringent adherence to IP standards.