Great Wall Motor revamps brand architecture by merging ORA & Shalong, WEY & TANK

Beijing (Gasgoo)- Great Wall Motor revamped its auto brand architecture recently, as a means to better serve the market, according to information obtained by Gasgoo on December 8. 

Photo credit: TANK

The adjustments involve a deep integration of Great Wall Motor's brands, reinforcing the company’s competitiveness in the electric and premium market segments.

Specifically, the automaker merged the ORA and Shalong electric vehicle brands, with Wen Fei, the CEO of Shalong, serving as the CEO of both brands. The brand merge signifies Great Wall Motor’s aim to build a brand-new organization and strengthen the overall operating efficiency and comprehensive competitiveness in the electric vehicle field.

Meanwhile, Great Wall Motor will also fully integrate the organization and management architecture of the WEY and TANK brands. Liu Yanzhao, the incumbent CEO of TANK, will also serve as the CEO of WEY, to better promote Great Wall Motor’s deployment in the field of high-end luxury new energy vehicles.

It is said that the structure adjustment marks a step forward in accordance to the automaker’s ONE GWM global action plan. The action plan has been officially announced at Great Wall Motor’s 2022 Overseas Conference, aiming to focus on the different development approaches for the automaker’s five sub-brands overseas.