The boss of Great Wall Motor (GWM) has issued an apology on Chinese social media for admitting that his company copied an ad campaign from Land Rover. The startling similarities in the two ad campaigns pushed him to post publicly.
While similar ad campaigns are not that rare in the world of cars or gadgets, GWM chairman Wei Jiangjun stepped forward and took ownership of what his company had done. The brand released a poster to promote the new Wey V9X SUV. However, there’s not much that can be hidden on the internet, including the source of inspiration for GWM’s ad campaign.
It didn’t take long for many to realize that the poster was similar to Land Rover’s campaign for the Range Rover Sport. The similarities between the two are extreme. Both have a red background with a man standing in front of the car in the same direction. Although the GWM campaign has the man angled a little differently, the similarities are obvious. IT-Home translated and quoted Jiangjun’s apology. It reads:
“After verification, the poster was indeed plagiarized. There can be no justification. Here I apologize to Land Rover, to the designer of the original poster, and to my friends online who trusted me. Great Wall Motor and I are also willing to take full legal and financial responsibility for this.”
Land Rover hasn’t revealed yet whether it would pursue the case legally against GWM.
MotorBiscuit reported another case of striking similarity related to another Chinese automaker. Except that it wasn’t the car this time, but a model who became the face of the Chinese automaker’s marketing campaign.
Chery Automobile Co.’s Omoda hired Denise Ohnona, a Kate Moss doppelgänger, to lead the brand’s London Fashion Week 2026 campaign, promoting the Omoda 7 SUV. The campaign has managed to turn several heads at least twice, making people wonder if Kate Moss actually collaborated with Omoda.
As part of the campaign, the Omoda 7 was also used to ferry VIPs during the London Fashion Week, which added to the hype that the brand intended to create before the cars hit dealerships sometime this month. Victor Zhang, UK country director of Omoda UK, describes the Omoda 7 as a “fashion-forward SUV.” He said:
“London Fashion Week represented a perfect meeting point between design, creativity and technology, values that are already central to everything we stand for as a brand.
“The campaign reflects our confidence in the Omoda 7 as a fashion-forward SUV that belongs in contemporary British culture.”
