Great Wall, a prominent Chinese automaker, has recently made headlines with the announcement of their new super luxury brand, code-named BG. This move follows in the footsteps of other Chinese manufacturers who are looking to break into the premium car market. Similar to BYD’s Yangwang brand, BG is expected to cater to a more upscale clientele.
Reports suggest that BG will be utilizing Great Wall’s powerful 4.0T V8 engine, with a focus on producing hybrid vehicles including supercars and sedans. To gain a competitive edge, the brand will be bringing in experts from European luxury car companies to marry high-performance internal combustion engines with electric motors.
Leading the charge for BG is Great Wall chairman Wei Jianjun, with Song Dongxian appointed as CEO and Zhang Xiaobo as CTO. Wei Jianjun’s involvement in the development of the brand’s models and engineering processes underscores the company’s commitment to creating top-tier vehicles.
The new brand is expected to prioritize high-quality small-batch production, utilizing innovative materials and cutting-edge technology. With Great Wall’s existing portfolio of brands including Haval, Wey, Tank, Ora, and Poer, BG will set itself apart in the market with prices starting around a million yuan (approximately $136,400 USD).
It’s worth noting that Great Wall had previously attempted to launch an upmarket EV brand called Saloon, with plans for the Mecha Dragon electric sedan. However, the brand was ultimately canceled, and sales have yet to commence despite rumors of it becoming an Ora model.
In 2024, Great Wall faced challenges with sales figures showing a minimal year-over-year increase. While NEV sales saw growth, domestic sales in China declined, likely due to stiff competition in the market. The launch of BG signals Great Wall’s determination to make a mark in the luxury car segment.
As the automotive landscape in China evolves, the decision to focus on hybrid vehicles instead of NEVs is a bold move for BG. With insights from sources such as Fast Technology and Weibo, the stage is set for BG to make a significant impact in the luxury car market.
