GUANGZHOU, China—Chinese auto makers are gearing up to directly challenge global peers such as General Motors Co. and Mercedes-Benz. To do so, an increasing number are adopting more-distinctive designs—and tapping foreign talent for help.

Great Wall Motor Co. on Monday unveiled the Voleex C50, the final production version of a soon-to-be-launched compact sedan the auto maker developed in part to give itself a more distinct identity. Its curvy design represents a departure for a company better-known for aping the designs of Japanese auto makers.