Chinese car maker Great Wall, parent company of SUV brand Haval, has just lifted the wraps off its new luxury-focused SUV brand named WEY.

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Named after the company's chairman, Wei Jianjun, WEY will be aimed primarily at cashed-up young buyers in China when it launches in its home market in the second quarter of next year.

Two concepts that preview the brand's first models were shown this week at the Guangzhou motor show, the W01 and W02.

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Sitting on a platform measuring 4800mm, the WO1 would compete with the likes of the Volkswagen Touareg, while the 4400mm-long W02 is around the same size as a BMW X1.

Numerous technologies are promised for the new SUVs, including lane departure warning, lane keep assist, adaptive cruise control, intelligent rear-view mirror linked to a camera with an 80-degree viewing angle, digital instrument panel and plug-in hybrid (PHEV) powertrains.

Australia

While WEY's initial rollout will be in China only, Haval's local arm told CarAdvice this week that the luxury-sub-brand would have a strong appeal in markets like Australia considering the growing demand for SUVs.

It remains to be seen if affluent and image-minded buyers in the Chinese market would choose a WEY over the more recognisably premium European options. But, as far as the Chinese auto industry's efforts in Australia are concerned, this brand's stying is a breath of fresh air that could see it do well here.

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