With a focus on long-term goals and a firm commitment to its global ecosystem strategy, Great Wall Motor (GWM) has consistently achieved remarkable success in overseas markets. In the first nine months of 2024, GWM’s overseas sales reached 324,200 units, a 53.16% year-on-year increase, surpassing the full-year overseas sales of 2023 and marking the company’s entry into a new phase of high-quality global expansion.
By acquiring and constructing overseas factories, GWM has brought production and R&D to new locations and enhanced local talent development. Through this approach, the company has established a comprehensive industrial chain with its “ecosystem expansion” model, leveraging the “forest ecosystem” to build systematic competitive strength across R&D, production, supply, sales, and services, better serving local users and becoming a new benchmark for Chinese automotive companies going global.
To provide a seamless car buying and ownership experience for overseas customers, GWM has established factories in various countries around the world. In Thailand, GWM’s Rayong factory is its first overseas new energy vehicle (NEV) production facility, which has significantly contributed to the company’s expansion in Thailand and the ASEAN market. In Brazil, the Iracemápolis factory serves as GWM’s global smart production base, bringing in advanced manufacturing, quality control, environmental, and digital management concepts in line with GWM’s global standards, covering Brazil and other South American markets. Additionally, GWM operates multiple KD (knockdown kit) factories in countries like Ecuador and Pakistan, with models such as the HAVAL H6, GWM POER, and ORA 03 already being locally produced.
Local Expertise and Differentiated Product Offerings
Understanding local markets and utilizing local talent are essential for establishing a foothold overseas. GWM has set up offices or wholly-owned subsidiaries in regions such as the EU, ASEAN, Latin America, Oceania, the Middle East, and North Africa, recruiting local experts who understand the markets. With local teams at the core, GWM has been able to better integrate into these markets.
To cater to the unique driving scenarios in different regions, GWM has diversified its product offerings to meet the varied needs of global users. In 2024, the WEY 80 MPV was launched in Dubai, pioneering a new category of Chinese luxury business MPVs. The ORA 03 was introduced in Chile, offering a differentiated premium product experience with its exquisite, intelligent, and eco-friendly design. The TANK brand is set to debut in markets like Australia, ASEAN, Eurasia, the Middle East, Mexico, and South Africa, bringing a new luxury off-road experience to users.
GWM’s commitment to quality has been recognized by the industry and consumers alike. In May, the GWM TANK 500 received a 5-star ANCAP safety rating in Australia, upholding global standards of excellence. In June, the HAVAL H6 won the “2024 Best Hybrid Model Award” and the “Lowest Ownership Cost Award for Hybrid Models” in Brazil, further strengthening GWM’s position in Brazil’s NEV market. In September, at the second South African Annual Pickup Truck Competition, the POER SAHAR HEV won the overall championship, becoming the first hybrid model to win the South African Pickup Truck of the Year award, demonstrating GWM’s strong presence overseas.
