# Automotive Marketing

The Surname on the Line: Great Wall Motor’s Identity Crisis in a Tech-Driven Era

Great Wall Motor Chairman Wei Jianjun publicly rebuked his marketing team during the V9X SUV launch, highlighting internal tensions as the automaker struggles to match its engineering with brand prestige. The launch of the multi-energy Guiyuan platform represents GWM's defiant stand against pure-EV competitors in an increasingly crowded luxury SUV market.