In an industry where mistakes are often buried in corporate statements…
Wei Jianjun, Chairman of Great Wall Motor, did something rare.
He owned the mistake. Publicly.
What happened?
Recently, GWM’s premium brand WEY released a promotional poster that looked almost identical to a creative from Land Rover.
The internet noticed.
The original designer noticed.
The story started spreading quickly.
The response?
Instead of blaming a marketing agency…
Instead of blaming a junior designer…
Wei Jianjun posted a video and said:
• “The poster was indeed plagiarized. There is no excuse.”
• “I apologize to Land Rover, the original designer, and the public.”
• “GWM will take full legal and economic responsibility.”
No spin. No deflection.
Then something interesting happened
Land Rover responded with remarkable grace:
“Sincerity and responsibility are the best endorsements… we wish Great Wall Motor all the best.”
Two competitors.
Handled like professionals.
Why this matters for leaders?
1️⃣ Ownership builds trust
By taking the hit personally, Wei protected the long-term credibility of the company.
2️⃣ Culture starts at the top
His admission of “lax auditing” sends a clear signal to 80,000+ employees:
Integrity matters more than saving face.
3️⃣ Competitors don’t have to be enemies
When accountability meets grace, the whole industry benefits.
✅ The bigger lesson
In the age of AI, screenshots, and viral posts, mistakes can’t be hidden.
But how you respond becomes your brand.
Sometimes the strongest marketing move is simply saying:
“This was our mistake.”
✍️ Question for leaders here:
Does a CEO’s personal apology change how you view a company?
Or is the original mistake too big to overcome?
