GWM’s New Luxe Brand is Called 'Confidence Auto'

GWM is confident that its new Confidence Auto luxe arm will go neck-and-neck against other Chinese adversaries. (Photo credit: CarNewsChina)

Another day, another new car brand entering the Chinese automotive market, and this time around it's Great Wall Motor (GWM) with a new luxury brand called ‘Confidence Auto.’ As reported by CarNewsChina, this new sub-brand will be positioned higher than GWM’s existing brands like Haval, Tank, Wey, and Ora, focusing on creating luxury new energy vehicles (NEVs).

News of a new luxury sub-brand by GWM has been circulating for years, with the automaker previously applying for the brand registration back in May 2022. According to its official introduction, GWM’s main mission for the Confidence Auto brand is to manufacture “ceiling products for the automotive industry.”

To ensure that Confidence Auto is able to go toe-to-toe against its more established Chinese adversaries, GWM has hinted at a pretty diverse lineup for this new luxury brand, which might include luxury sedans and even a supercar. All these future models will be manufactured in small batches, and given GWM has already got an array of NEV powertrains under its arms, we can expect Confidence Auto to adopt some of them in their lineup.

CarNewsChina has also pointed out that one of Confidence Auto’s upcoming models might adopt GWM’s own 4.0-litre V8 turbo engine that will be mated to a hybrid system. Although no specific numbers or details were revealed, we can expect some serious power outputs from these upcoming models, possibly on par with the likes of BYD’s YangWang and Hongqi.

Confidence Auto is not GWM’s first tango into the luxury automotive world, as both its Tank and Wey sub-brands can also be considered as high-end brands over the standard ones like Haval and Ora. Even before the fruition of Confidence Auto, GWM previously had a high-end EV brand known as Saloon Auto, with its one and only model ever launched being the limited-edition Mecha Dragon EV.

The first Confidence Auto model is expected to be unveiled sometime later in April or May this year, with sales expected to commence towards the end of the year. As of now, no words on whether GWM is confident enough to introduce Confidence Auto in overseas markets.