A premium Chinese automotive marque owned by Great Wall Motor, focused primarily on SUVs, crossovers, and newer electrified vehicles.
Last updated November 4, 2026
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Overview
WEY, stylized in uppercase and also known in Chinese as 魏牌, is an automotive marque created and owned by Great Wall Motor, one of China’s major vehicle manufacturers. The brand was launched in November 2016 with the stated ambition of bringing a more premium and accessible luxury proposition to the Chinese automobile market. Its name is derived from the surname of Great Wall Motor chairman Wei Jianjun, giving the marque a direct connection to the group’s leadership while distinguishing it from Great Wall’s mainstream Haval range and its later Tank off-road brand. WEY initially concentrated on premium crossovers and sport utility vehicles built on technical and market foundations associated with Haval models. Its early range adopted a naming system based on the VV series, including the VV5, VV6, and VV7. These vehicles were positioned above conventional mass-market SUVs through higher equipment levels, more upscale styling, and a stronger emphasis on cabin refinement and technology. The VV7 and its sportier VV7 GT derivative formed the upper part of the initial range, while the VV5 and VV6 addressed smaller and intermediate segments. The marque expanded into electrified vehicles and new naming conventions during the early 2020s. The P8, introduced in 2018, was a plug-in hybrid mid-size crossover and represented an early effort to combine WEY’s premium positioning with alternative powertrain technology. From 2021, the brand introduced models such as the Mocha, Latte, and Macchiato, using names associated with coffee to support a new product-generation identity. The Mocha replaced the VV7 in the company’s lineup, while the Latte and Macchiato occupied smaller crossover positions. The Macchiato was later discontinued, and the Latte continued in the range until 2025 according to the cited reference material. WEY’s portfolio also intersected with the development of Great Wall Motor’s Tank marque. The Tank 300 was initially launched under the WEY name in 2020 as a compact off-road SUV, but it subsequently became the first model to be separated into the Tank brand. This transition helped clarify the distinction between WEY’s premium-road and electrified positioning and Tank’s more dedicated off-road identity. The product strategy broadened further in 2023 with the introduction of the Lanshan full-size crossover SUV and the Gaoshan multipurpose vehicle. These models moved WEY beyond a primarily two-row crossover portfolio and gave it a presence in larger family-oriented vehicle categories. The brand’s published product development also includes the V9X full-size crossover SUV, identified in the reference material as a 2026 model. At the end of 2022, Great Wall Motor announced WEY’s arrival in Germany and France, marking an attempt to extend the marque beyond China and establish a presence in selected European markets. International expansion has been an important part of the brand’s effort to present itself as a premium Chinese automotive name rather than solely as a domestic SUV line. WEY remains a Great Wall Motor marque, with its identity and model strategy shaped by the parent company’s broader work in SUVs, electrification, and international expansion.
History
WEY was established by Great Wall Motor in November 2016 as a premium automotive marque intended to occupy an accessible-luxury position in China. The brand name is derived from the surname of Great Wall Motor chairman Wei Jianjun. Its creation allowed the parent company to address customers seeking a more upscale SUV experience while maintaining a relationship with Great Wall Motor’s broader manufacturing and vehicle-development capabilities. The initial product strategy centered on crossover SUVs related to the company’s existing SUV expertise. The first major family used the VV naming system. The VV7 and VV7 GT entered the market in 2017 as mid-size crossover products, followed by the smaller VV5 later in the same year. The VV6 arrived in 2018 in the space between the VV5 and VV7. Together, these models established WEY as a premium-oriented SUV brand rather than a general-purpose automobile manufacturer. WEY also pursued electrification at an early stage. The P8, launched in 2018, was a plug-in hybrid mid-size crossover. Although it was later discontinued, it demonstrated the brand’s attempt to combine premium positioning with a lower-emission powertrain. The company subsequently replaced much of the original VV naming structure with a series of models introduced in 2021. The Mocha became the successor to the VV7, while the Latte and Macchiato addressed compact and smaller crossover segments. The Latte remained in the stated product history through 2025, whereas the Macchiato was discontinued in 2023. A significant brand-architecture development involved the Tank 300. This compact off-road SUV was launched in 2020 under the WEY name, but it later became the first model to move into Great Wall Motor’s separately developed Tank marque. The change reflected a clearer division between WEY’s premium crossover and electrified identity and Tank’s focus on rugged, off-road-oriented vehicles. In 2023, WEY broadened its portfolio with the Lanshan full-size crossover SUV and the Gaoshan MPV. These products extended the marque into larger vehicles designed for family and passenger-transport use. The reference product history also identifies the V9X as a full-size crossover SUV planned for 2026. The changing range indicates a shift from a compact and mid-size SUV focus toward a broader lineup that includes larger crossovers, electrified vehicles, and multipurpose models. Internationally, Great Wall Motor announced WEY’s entry into Germany and France at the end of 2022. This move formed part of the parent company’s effort to introduce selected Chinese automotive marques to Europe. WEY’s international proposition relies on premium equipment, SUV-oriented design, and newer electrified products. The brand continues to operate under Great Wall Motor ownership, with its leadership changing several times since launch.
- 2023
Lanshan and Gaoshan join the range
[1]WEY introduces the full-size Lanshan crossover SUV and Gaoshan MPV, broadening its portfolio beyond its earlier SUV formats.
- 2022
European expansion announced
[1]Great Wall Motor announces WEY’s arrival in Germany and France.
- 2021
New Mocha, Latte, and Macchiato generation begins
[1]WEY introduces a new naming and product-generation strategy, including the Mocha, Latte, and Macchiato crossovers.
- 2020
Tank 300 launches under WEY
[1]The Tank 300 is introduced as a compact off-road SUV before later becoming the first model associated with the separate Tank brand.
- 2018
P8 plug-in hybrid launches
[1]WEY introduces the P8, a plug-in hybrid mid-size crossover, while the VV6 expands the conventional SUV lineup.
- 2017
Initial VV crossover range expands
[1]The VV7 and VV7 GT enter the market, followed by the compact VV5, establishing the marque’s early SUV portfolio.
- 2016
WEY is launched
[1]Great Wall Motor launches WEY in November as an accessible-luxury automotive marque focused on premium SUVs and crossovers.
Products and positioning
Accessible luxury and premium mobility, with an emphasis on SUVs, crossovers, electrification, technology, and increasingly larger family vehicles.
Compact crossover SUV · 2017
Wey VV5
The VV5 was one of WEY’s first-generation compact crossover SUVs. Launched in 2017, it helped establish the brand’s accessible-luxury proposition by offering a smaller alternative to the VV6 and VV7. The model was part of the original VV naming family and was discontinued when WEY moved toward newer model names and product generations.
Crossover SUV · 2018
Wey VV6
The VV6 occupied an intermediate position within WEY’s initial SUV lineup, positioned between the smaller VV5 and larger VV7. Introduced in 2018, it supported the marque’s effort to cover several premium crossover segments. The model was later discontinued as the original VV range was replaced by newer products.
Mid-size crossover SUV · 2017
Wey VV7 and VV7 GT
The VV7 was a mid-size crossover SUV and one of the principal launch-era products for WEY. The VV7 GT provided a sportier derivative of the same general product concept. Together, they represented the upper end of the original VV portfolio before the Mocha became the successor to the VV7 position.
Plug-in hybrid mid-size crossover SUV · 2018
Wey P8
The P8 was WEY’s plug-in hybrid mid-size crossover, launched in 2018. It was an early expression of the brand’s interest in electrified propulsion and combined the premium crossover format with a rechargeable hybrid powertrain. The model was later discontinued.
Compact off-road SUV · 2020
Wey Tank 300
The Tank 300 began as a WEY-branded compact off-road SUV launched in 2020. Its rugged positioning differed from the brand’s more road-oriented crossover portfolio. The vehicle subsequently became the first model to branch into Great Wall Motor’s separately organized Tank marque.
Mid-size crossover SUV · 2021
Wey Mocha
The Mocha is a mid-size crossover SUV introduced in 2021 as the successor to the VV7 in WEY’s lineup. It belongs to the brand’s newer coffee-themed naming generation and represents the shift away from the original VV nomenclature. The model is positioned as a premium crossover within the WEY range.
Compact crossover SUV · 2021
Wey Latte
The Latte is a compact crossover introduced in 2021 as part of WEY’s coffee-themed product family. It was positioned as a smaller premium crossover and formed part of the brand’s replacement strategy for the earlier VV products. The cited product history records the model through 2025.
Compact crossover SUV · 2021
Wey Macchiato
The Macchiato was a compact crossover launched in 2021 during WEY’s transition to a new model naming system. It complemented the Latte and Mocha in the coffee-themed range but was discontinued in 2023.
Full-size crossover SUV · 2023
Wey Lanshan
The Lanshan is a full-size crossover SUV launched in 2023. It broadens WEY’s range toward larger vehicles and provides a product above the marque’s earlier compact and mid-size crossover focus. Its inclusion reflects the brand’s move toward larger family-oriented and premium mobility products.
MPV · 2023
Wey Gaoshan
The Gaoshan is an MPV launched in 2023. It expands WEY into the multipurpose vehicle category and complements the brand’s crossover range with a larger passenger-oriented format. The model is part of the marque’s broader product strategy beyond conventional SUVs.
Full-size crossover SUV · 2026
Wey V9X
The V9X is identified in the cited product history as a full-size crossover SUV planned for launch in 2026. It represents a further expansion of WEY’s larger-vehicle portfolio. Detailed specifications and commercial availability are not established in the provided reference material.
Controversies
2025
Wey Lanshan owners report dashboard trim cracks; Wey admits improper installation and offers free replacement
In December 2025, multiple Wey Lanshan owners reported cracks in the dashboard trim panel on social media. Wey issued a statement saying the problem stemmed from stress concentration caused by improper installation of the part; it would replace the part free of charge for affected owners, provide door-to-door vehicle pickup and delivery service, and provide lifetime warranty for the part. Impact and handling: Around the same period, platforms such as Car Quality Network also had complaints about body rattles, infotainment screen blackouts, and transmission gear jumping in Mocha and Lanshan models; as of the search, no related official recall was seen. Status: company response. Involved entity: Great Wall Motor Company Limited (Wey). Scope: dashboard trim panel of the Wey Lanshan model.
Brand decisions
2023
Broaden the portfolio with Lanshan and GaoshanProduct launchBackground
WEY sought to extend its range beyond compact and mid-size crossovers and serve larger passenger-vehicle segments.
Action taken
The brand launched the full-size Lanshan crossover SUV and the Gaoshan MPV.
Aftermath
The two launches expanded WEY’s coverage into larger crossover and multipurpose vehicle categories.
2022
Expand WEY into selected European marketsStrategyBackground
Great Wall Motor sought to internationalize its Chinese automotive brands and establish a European presence for WEY.
Action taken
At the end of 2022, the manufacturer announced WEY’s arrival in Germany and France.
Aftermath
Germany and France became the initial European markets identified for the marque’s international expansion.
2021
Replace the VV naming system with new model familiesGeneration changeBackground
WEY’s first-generation VV-branded SUVs were being replaced as the marque refreshed its product identity and expanded its electrified and technology-oriented positioning.
Action taken
The company introduced the Mocha, Latte, and Macchiato, using a coffee-themed naming structure for the new generation of crossovers.
Aftermath
The Mocha replaced the VV7, while the Latte and Macchiato occupied smaller crossover positions before the Macchiato was later discontinued.
2020
Separate the Tank 300 into the Tank brandStrategyBackground
The Tank 300 was initially introduced under WEY but had a stronger off-road identity than the marque’s premium-road and crossover portfolio.
Action taken
Great Wall Motor moved the model toward the separately developed Tank brand, making it the first model to branch away from WEY.
Aftermath
The change helped distinguish Tank’s off-road positioning from WEY’s premium crossover and electrified product strategy.
2016
Create an accessible-luxury SUV marqueStrategyBackground
Great Wall Motor sought to address the premium SUV and crossover market with a dedicated marque separate from its mainstream vehicle identities.
Action taken
The company launched WEY in November 2016 and focused the new brand on premium crossovers and SUVs.
Aftermath
WEY developed an initial VV-series portfolio and later broadened its range through electrified vehicles, larger crossovers, and an MPV.
Recent events
Reported
WEY V8X SUV release scheduled[8]
WEY announced that its V8X five-seat flagship SUV is scheduled to be released on August 14, 2026.
Reported
Wei Mocha NOH system debuts with Amap high-definition maps[9]
Great Wall Motor's Wei brand Mocha NOH driver-assistance system debuted at the Guangzhou auto show, incorporating Amap's high-definition maps for the first time.
Reported
GWM unveils WEY and ORA models at IAA Mobility[10]
GWM unveiled its WEY Coffee 01 PHEV and ORA 01CAT models at IAA Mobility 2021 in Munich.
WEY unveils a user co-creation system[11]
WEY unveiled its new user system at the Beijing auto show, describing a user-centered approach to co-creation across product development, user experience and after-sales service.
- Unconfirmed
Coffee Intelligence smart vehicle system brand unveiled[12]
Great Wall Motor unveiled Coffee Intelligence, a smart vehicle system brand covering intelligent cockpits and intelligent driving systems. The article says it will first be applied to a WEY flagship scheduled for release at the end of the year.
Reported
Great Wall Motor announces planned production of new powertrains[13]
Great Wall Motor announced that its 4N20-series engines and 9DCT/9HDCT transmissions would enter mass production within the year and be installed in new Great Wall Motor vehicles. The article says the next-generation WEY products would be the first to use the new powertrain.
Reported
Great Wall Motor announces new engine and transmission[14]
Great Wall Motor announced its 4N20 engine and 9DCT/9HDCT transmissions, saying they were expected to enter mass production within the year and be fitted to new models, potentially including a new WEY off-road SUV.
Reported
Great Wall Motor launches in-cabin life-sign monitoring technology[15]
Great Wall Motor launched a technology that uses millimeter-wave radar to monitor life signs inside a vehicle, including when it is stationary and locked. The article said the 2021 WEY VV6 would be equipped with it.
Reported
Great Wall Motor launches a zero-contact car-buying plan[16]
Great Wall Motor introduced a “zero-contact” plan during the epidemic, enabling consumers to consult, view cars, book and order online, and arrange at-home test drives or delivery. The article says its Haval, WEY, Ora and Great Wall Pickup brands would connect the online and offline purchase channels.
WEY announces plan to offer electrified options across its model range[17]
WEY announced that all models in its range would offer electrified options by 2021, including HEV, PHEV, and BEV vehicles. The report describes a future plan, not an already completed rollout.
Sources18 sources
- 1Wey (marque) - Wikipediaen.wikipedia.org
- 2WEY official websitewey.com
- 3Cookie - 魏牌官网wey.com
- 4Wey - Wikidatawikidata.org
- 5魏牌 - 维基百科zh.wikipedia.org
- 6Wey Lanshan owners report dashboard trim cracks; Wey admits improper installation and offers free replacementfinance.sina.com.cn
- 7Wey Lanshan owners report dashboard trim cracks; Wey admits improper installation and offers free replacementnews.yiche.com
- 8魏牌 V8X SUV 定档发布finance.sina.com.cn
- 9魏牌摩卡NOH系统搭载高德高精地图亮相finance.sina.com.cn
- 10GWM在慕尼黑车展发布WEY和ORA车型prnewswire.com
- 11WEY发布用户共创体系cqn.com.cn
- 12咖啡智能整车智能系统品牌发布news.cheshi.com
- 13长城汽车宣布新动力总成年内量产计划finance.sina.com.cn
- 14长城汽车发布新发动机及变速器finance.sina.com.cn
- 15长城汽车推出车内生命体征监测技术auto.cnr.cn
- 16长城汽车推出“零接触”购车计划tech.sina.com.cn
- 17WEY宣布全系车型提供电动化选项的计划auto.cnfol.com
- 182023年进入北美市场 长城汽车WEY品牌发布全球化战略布局finance.sina.com.cn
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