Great Wall Motor Drops Voleex Brand and Plans New Logo for Its Haval SUVs

Great Wall Motor (GWM) has decided to scrap the Voleex brand, a marque launched only two years ago for its non-SUV passenger cars (sedans, hatchbacks, and MPVs). In a recent interview, Wang Fengying, General Manager of GWM, told reporters that as "Voleex" failed to gain sufficient recognition in GWM’s overseas markets, it was dropped in favor of simply "Great Wall" in naming GWM cars. The Haval and Wingle brands, on other other hand, are retained for GWM’s SUV and pickup-truck lineups, respectively.

In the past year, spyshots have emerged of the new logos of the three GWM divisions: Voleex, Haval, and Wingle, which are distinct from the current "Great Wall" logo. They clearly indicate the company has been attempting to revamp its visual identity.

Ms. Wang also said that GWM was preparing to launch–probably in the second half of 2012–a new, distinct logo for the Haval models and set up separate dealership network to sell them in China. Compared with Voleex, Haval has a longer history and much bigger reputation.

In recent years, GWM and other native automakers have commonly changed their brands or logos and launched new ones, anxious to find a proper place in the fast growing industry. GWM, BYD, Geely, BAIC, and Changan, to name a few, have adopted new corporate logos (the current Great Wall logo was unveiled in 2007), while a group of child-brands have been launched.