Hundreds of millions in R&D but copying posters? WeiPai V9X faces plagiarism controversy, Wei Jianjun apologizes and admits fault overnight

Recently, WeiPai, a brand under Great Wall Motors, was involved in a plagiarism controversy over a new car poster. Even Chairman Wei Jianjun personally apologized, causing a stir in the automotive industry.

The incident dates back to March 5th, when WeiPai launched its new flagship SUV V9X. To promote the new vehicle, Chairman Wei Jianjun personally appeared as the spokesperson and released promotional posters simultaneously. This was initially a good move, leveraging the founder’s influence to boost the car’s popularity and demonstrate the brand’s focus on moving upmarket.

However, no one expected that as soon as the poster was released, netizens and original designers quickly spotted issues. Some noticed that the background color, composition, Wei Jianjun’s pose, and the vehicle’s placement were almost identical to an advertisement for Range Rover Sport from a year earlier. Netizens joked that it was “1:1 copy.”

An original designer even posted comparison images, clearly stating that they had never authorized WeiPai to use this concept. The core visual elements were nearly identical, with only slight differences in hand gestures. The designer demanded that WeiPai pay for the creative rights. Unfortunately, the designer’s claims were initially reported and taken down by the platform after complaints, intensifying the plagiarism controversy.

As the comparison images circulated online, public criticism and doubts grew. Many pointed out that WeiPai, named after founder Wei Jianjun, claims to be a high-end brand committed to “originality” and aims to create a Chinese luxury brand on a global scale. Yet, their promotional poster was a blatant copy, which was quite ironic.

Some netizens mocked that Great Wall Motors invests over 10 billion yuan annually in R&D, yet they resorted to copying a poster. This raised suspicions about WeiPai’s sincerity in going upmarket. What was meant to be a marketing stunt to attract attention ended up damaging the brand’s reputation, disrupting the V9X launch schedule, and tarnishing WeiPai’s long-standing good image. Great Wall Motors also found itself caught in the public eye.

It’s worth noting that this isn’t WeiPai’s first creative controversy. Early 2025 saw a promotional video for WeiPai’s Gaoshan MPV that was accused of being highly similar to a Lexus commercial. The brand’s dismissive response at the time had already upset netizens. Now, with the poster plagiarism incident, doubts about WeiPai’s creative review process have intensified.

Facing mounting public pressure, Great Wall Motors responded promptly. On March 6th, WeiPai CEO Zhao Yongpo issued a public apology on social media, admitting that the incident was a serious dereliction of duty with no excuse. He emphasized that “creative inspiration can be borrowed, but respect for originality is essential.” As the responsible party, he took primary responsibility, apologized to Land Rover, the original designer, and users who trust WeiPai, and announced the removal of all involved posters.

That evening, Chairman Wei Jianjun also personally released a video apology. Without any PR tricks, he candidly admitted, “After investigation, the poster was indeed plagiarized, and there’s nothing to argue.” He sincerely apologized to Land Rover, the original designer, and netizens who trust Great Wall Motors and himself, affirming that both he and the company are willing to bear all legal and financial responsibilities.

Wei Jianjun further acknowledged that the incident was mainly due to his insufficient oversight as a spokesperson. He promised to reflect deeply on management and processes to prevent future plagiarism, reaffirming that Great Wall Motors has always upheld originality. He urged netizens and users to continue monitoring and pointing out shortcomings.

Wei Jianjun’s personal apology was a relatively successful crisis response, with quick action within 24 hours and an honest attitude that gained some recognition. Some netizens commented, “Admit mistakes and make corrections—that’s much better than making excuses.”

However, the impact of this controversy cannot be erased with an apology alone. For WeiPai, the push toward high-end branding has suffered a setback. The plagiarism directly undermines its “originality” image and erodes consumer trust in domestic luxury brands.

From a corporate management perspective, this incident also exposed vulnerabilities within Great Wall Motors, especially in reviewing outsourced creative work, which appears to lack rigor and professionalism. Repeated creative disputes suggest that the company may be too impatient in its pursuit of high-end positioning, with management processes that are not meticulous enough.

Industry-wide, this event serves as a wake-up call for all brands: respect originality. Discussions are ongoing about the difference between inspiration and copying. Many brands now realize that going upmarket isn’t just about technology and specifications; it also requires establishing a unique aesthetic and value system. Originality and integrity are fundamental to sustainable brand development.

Currently, Great Wall Motors and WeiPai have removed all involved posters. How they will improve internal review processes remains to be seen. Wei Jianjun’s apology is a good start, but it’s not the end.

For WeiPai, which aims to become a world-class luxury brand, this incident is both a lesson and an opportunity for reflection. How to truly implement the commitment to “originality,” improve review mechanisms, eliminate plagiarism, restore brand reputation, and regain consumer trust are the challenges ahead for Great Wall Motors.

As China’s automotive industry shifts from “manufacturing” to “creating,” domestic high-end brands must not only deliver excellent products but also build strong brand credibility. Respect for originality and adherence to integrity are at the core of this strength. Hopefully, WeiPai and other Chinese automakers will learn from this incident, respect originality, tighten review processes, and earn market and consumer recognition with sincerity and strength, paving a more stable and far-reaching path toward high-end branding.

(Text by / Myevcar, style)