Chinese automotive giant Great Wall Motor (GWM) is making a bold entry into the high-end market with its new luxury brand, Confidence Auto. Positioned above existing brands such as Haval, WEY, Tank, and Ora, Confidence Auto aims to produce top-tier vehicles for the automotive industry.
How good is Chinese Confidence Auto?
Confidence Auto, which applied for trademark registration in May, is expected to offer its first models in the price range of around $150,000 and above. This pricing strategy will place the brand in direct competition with BYD’s recently launched Yangwang brand.
Confidence Auto Looking at the brand logo, it’s possible to say that Confidence Auto is inspired by Rolls-Royce. Rumors also suggest that the new brand’s product lineup will include limited-edition supercars and luxury sedans.
Elon Musk announced that Tesla will launch its Robotaxi autonomous driving service starting in June of this year.
The new vehicles are expected to feature GWM’s developed 4.0T V8 plug-in hybrid powertrains. The first model is expected to be unveiled in the second quarter of this year, with deliveries slated to begin in the fourth quarter.
In addition to premium features, the new models will also be equipped with GWM’s advanced autonomous driving capabilities. This is not the first time GWM has entered the premium automotive market, as its Tank and WEY sub-brands previously targeted premium consumers.
Meanwhile, BYD plans to increase the number of luxury vehicles, such as the best-selling electric SUV in China, the Yangwang U8. After setting records in 2023, the company appears to be motivated by its success in the high-end segment.
