Great Wall Motor launches global tender for ultra-luxury brand user engagement project

Shanghai (Gasgoo)- On August 20, Great Wall Holdings' Electronic Procurement System opened a global tender seeking suppliers to support Great Wall Motor ("GWM")'s Ultra-Luxury Car BG (business group) Brand User Engagement Project. The initiative is designed to provide planning and execution services for events tailored to ultra-luxury vehicle customers.

Tender requirements specify that bidders must field an independent creative design team, led by a director with prior experience serving world-class brands such as Apple, Coca-Cola, LVMH, Porsche, Rolls-Royce, Aston Martin, or Mercedes-Benz. Suppliers must also operate a dedicated social media team with proven ability to cultivate key opinion consumers (KOCs) or key opinion leaders (KOLs) on platforms like Xiaohongshu, Douyin, and Bilibili. In addition, applicants are required to own in-house production facilities for event materials.

The notice further stipulates that between 2019 and 2024, bidders must have demonstrable experience serving ultra-high-net-worth clients. At least one detailed case study must be submitted with the bid, showcasing luxury or ultra-luxury brand events, such as those for Louis Vuitton, Hermès, Rolls-Royce, Ferrari, or Bentley.

This is not the first time Great Wall Holdings has sought external partners for its ultra-luxury car BG. Earlier tenders included a "brand strategy project" for the same division, which also required bidders to demonstrate expertise with luxury marques and insights into the preferences of high-net-worth consumers.

GWM Chairman Wei Jianjun has previously disclosed that the company purchased several flagship luxury vehicles—including the Rolls-Royce Cullinan and Phantom, as well as Ferrari sports cars—for testing, benchmarking, and detailed teardown analysis. The acquisitions, he said, highlight the company's commitment to advancing its high-end product development.