GWM Restructures Direct Sales: Tank Withdraws, 'Wey New Energy Direct' Established in China

In a bold step to redefine its market strategy, Great Wall Motor (GWM) has revamped its direct sales network in China. The company's decision to withdraw the Tank brand from direct sales and replace 'GWM Smart Select' with 'Wey New Energy Direct' underscores its commitment to focusing on the rapidly growing new energy vehicle segment. The rebranded showrooms will now exclusively feature Wey's lineup, including models like the Blue Mountain, Gaoshan series, and Mocha Hi4. This shift aligns with GWM's broader strategy to capitalize on the increasing demand for environmentally friendly vehicles in China, the world's largest automotive market.

Despite the Tank brand's withdrawal from direct sales, it remains a vital part of GWM's broader retail framework. The Tank 700 and other models, such as the Tank 300 and Tank 400, will continue to be available through authorized dealerships across China. This dual-channel approach ensures that while Wey focuses on expanding its direct sales presence, Tank maintains its market share through traditional dealership channels. The strategic decision reflects GWM's nuanced understanding of the Chinese automotive landscape, where consumer preferences are increasingly leaning towards new energy vehicles but where there remains a strong market for conventional SUVs and off-road vehicles.

Launched on April 24, 2024, GWM Smart Select initially offered both Wey and Tank models, but the recent restructuring represents a significant shift in focus. The newly branded 'Wey New Energy Direct' aims to bolster Wey's retail presence with innovative formats such as retail centers, delivery hubs, and exhibition spaces. As of October 2025, the Wey direct network spans 110 cities across China, operating 430 stores with plans to increase to over 600 by year-end, reaching approximately 200 cities. This aggressive expansion is part of GWM's ambitious plan to solidify its position as a leader in the NEV market.

In terms of performance, Great Wall Motor has reported impressive sales figures, with total vehicle sales reaching 133,639 units in September 2025, marking a 23.29% increase year-on-year. Notably, new energy vehicle sales accounted for 45,961 units, highlighting the growing consumer interest in sustainable transportation options. Wey's monthly sales surged to 11,026 units, a 63.23% increase from the previous year, while Tank achieved 21,441 units, a 14.41% rise. These figures underscore GWM's strategic pivot towards new energy vehicles, with Wey at the forefront of this transformation.

The restructuring not only reflects GWM's dedication to the NEV segment but also signifies a broader trend among Chinese automakers to pivot towards sustainable and high-performance vehicles. As Wey continues to expand within GWM's direct sales system, it positions itself as a key player in the new energy landscape, while Tank caters to traditional SUV enthusiasts through dealership networks. This dual strategy allows GWM to cater to diverse consumer needs, ensuring its continued relevance and competitiveness in a rapidly evolving market.