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.
GWM’s global production base continues to expand. In the presence of Senegal’s President, GWM signed a memorandum of understanding with a local distributor to establish a KD factory in Senegal. In Vietnam, GWM also signed a CKD (complete knockdown) project agreement with its partner, aiming to serve the entire ASEAN region.
GWM’s expansion has garnered attention and recognition from various national leaders. During the China-Africa Forum, the Egyptian Prime Minister praised GWM’s success in Egypt and welcomed the introduction of more advanced NEV, intelligent, and global products, hoping for increased investment and cooperation from GWM to jointly promote the development of Egypt’s automotive industry. Similarly, the Vice President of Brazil, as well as the Presidents of Senegal, Fiji, and Bulgaria, expressed their support and recognition of GWM’s growth in their respective regions and encouraged further investment, offering strong support in return.
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 South Africa, 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 GWM P500 Pickup won the overall championship, becoming the first hybrid model to win the South African Bakkie of the Year award, demonstrating GWM’s strong presence in the South African Market.
Cultural Integration and Brand Engagement
As a global company, GWM not only focuses on localized production and operations but also on cultural integration and cross-cultural brand communication.
In New Zealand, GWM supports the country’s national sport, rugby, conveying its brand spirit of long-term commitment. The company has also sponsored international events like the WSL World Surf League and the Badminton World Federation, sharing in the excitement with users. In Mexico, GWM served as an official sponsor of the LMB All-Star Game, co-creating success with users.
In 2024, GWM held five “TANK Alliance” events in Abu Dhabi, Jeddah, Kuwait, and other locations, gathering over 100 TANK 300 and TANK 500 vehicles for desert off-road adventures in the Middle East, reinforcing its user-centered brand image. GWM has also initiated charity projects in countries like Thailand and Pakistan, focusing on women’s welfare and education. During international holidays like Ramadan, Easter, and Christmas, GWM expressed its goodwill to partners and users, blending Chinese philosophical concepts with modern industrial culture for mutual growth.
With four key focus areas (Locally Built，Locally Operated，Globally Cultivated，Integrated Supply Chain) as core elements of GWM’s long-standing “ecosystem expansion” strategy. GWM exports to over 170 countries and regions, with more than 1,300 overseas sales channels and cumulative overseas sales exceeding 1.7 million units. Globally, GWM serves over 14 million users, achieving rapid growth in the global market.
GWM has carved out a unique path for global expansion, demonstrating strong global development capabilities. Looking ahead to future competition, GWM will remain steadfast in its strategy, accelerate globalization, maintain high-quality development, and continually enhance the influence of Chinese brands on the global stage, leading Chinese brands to new heights in the global market.
