Aiming to Rival Land Rover and Jeep, GMW Haval Gets New Identity

Great Wall Motor (GWM) unveiled the Haval logo today in Beijing, giving its SUV unit a more distinct identity. A third brand in the world to be fully dedicated to SUVs, as GWM describes it, Haval will be operated as a separate and specialized business. All of it models will from now on bear the red mark (shown below) and be sold in Haval-exclusive showrooms.

gwm haval logo

GWM originally had a multi-brand plan, according to which Haval, Voleex, and Wingle, designating GWM SUVs, sedans, and pickup trucks respectively, would all get their own logos and sales networks. However, as initial public response was overwhelmingly negative and a similar strategy launched by Chery a few years ago had failed to lift sales or brand reputation, GWM decided to focus just on Haval, its most successful unit, and drop the Voleex nameplate.

Just a couple of years ago the Baoding-based company called its SUVs "Hover," but was forced to change it to "Haval" due to trademark troubles in some overseas markets. The company interprets the name Haval as "have all."

Deliveries of Haval soared 71% from 2011 to 280,000 last year. All-time sales have recently passed one million, announced GWM today at the press conference held in Beijing for the launch of the new logo.

Below: a Haval H6 exposed carrying the new logo

great wall haval h6
great wal lhaval h6