GREAT Wall Motors (GWM), a Chinese multi-national automotive manufacturer headquartered in Baoding, China, has emerged as one of the most successful automotive companies globally.
Known predominantly for its SUVs and pickup trucks, GWM has made significant strides in markets worldwide. The brand has gained popularity and market share due to various factors, including affordability, innovation, sustainability and a focus on meeting evolving consumer demands.
As of December last year, GWM’s cumulative global sales exceeded 14,9 million units with 1,23 million units coming in 2024 alone.
GWM are well represented locally by Zimoco, the only distributor. Below, we will take a look at the key reasons why GWM cars are doing so well in a highly competitive automotive market.
Competitive pricing, value for money
One of the primary reasons for GWM’s success is its ability to offer affordable cars with excellent value for money. Compared to competitors such as Toyota, Ford and Volkswagen, GWM vehicles provide similar features, technology and build quality at a significantly lower price.
This pricing strategy makes GWM cars an attractive option for budget-conscious consumers, especially in the developing world and emerging markets.
Economies of scale: GWM benefits from large-scale production, which reduces costs per unit.
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Localisation strategies: By setting up production facilities in various regions, GWM minimises import taxes and transportation costs, passing these savings to customers.
Feature-rich vehicles: Despite competitive pricing, GWM vehicles often come with premium features such as advanced infotainment systems, safety technologies and luxurious interiors.
Focus on SUVs and pickup trucks
GWM has strategically focused on the SUV and pickup truck segments, which are among the fastest-growing automotive categories globally. Brands under the GWM umbrella, such as Haval (specialising in SUVs) and GWM P Series (pickup trucks), have carved out strong niches in these segments.
Growing SUV demand: The global demand for SUVs continues to rise due to their versatility, comfort, and safety. GWM has capitalised on this trend by offering a wide range of SUV models catering to diverse needs and price points.
Durability and reliability: GWM pickups, such as the GWM P Series, are known for their ruggedness and utility, appealing to both commercial buyers and adventure enthusiasts.
Off-Road capabilities: Many GWM vehicles are engineered with off-road capabilities, meeting the needs of consumers in markets like Australia, South Africa, and the Middle East.
Global expansion
GWM has been aggressive in expanding its global footprint, establishing a presence in over 60 countries as of 2023. This global strategy has been instrumental in its success.
Localised production: GWM has built manufacturing plants in key markets, including Russia, Thailand and Brazil, to cater for local demands and reduce costs. For example, the company’s plant in Rayong, Thailand, serves as a hub for Southeast Asian markets.
Strategic acquisitions: GWM has acquired manufacturing facilities from established brands such as General Motors, enabling faster market entry and leveraging existing infrastructure.
Tailored products: GWM customises its vehicles to meet the unique preferences and regulatory requirements of specific regions, enhancing its appeal to local consumers.
Commitment to innovation, tech
GWM has heavily invested in research and development (R&D) to stay at the forefront of automotive innovation. The company operates several R&D centres globally, including in China, Germany, Japan and India.
New energy vehicles (NEVs): GWM is a leader in electric vehicles (EVs) and plug-in hybrid vehicles (PHEVs), with its ORA brand focusing exclusively on EVs. Models such as the ORA Good Cat (also known as the Funky Cat in some markets) have gained popularity due to their quirky design, affordability, and impressive range.
Smart technology: GWM integrates advanced driver-assistance systems (ADAS), connectivity features, and artificial intelligence into its vehicles, appealing to tech-savvy consumers.
Environmental sustainability: The company is committed to reducing its carbon footprint and has announced plans to transition to fully electric and hybrid vehicles in the coming years.
Strong branding and sub-brands
GWM’s success is also attributed to its well-defined brand personality, with each sub-brand targeting specific market segments.
Haval: Focused on SUVs, Haval is the best-selling SUV brand in China and enjoys strong sales in international markets such as Australia, South Africa and South America. It is doing well in Zimbabwe. One cannot currently purchase an SUV in Zimbabwe without including Haval in the discussion.
ORA: Specialising in electric vehicles, ORA appeals to urban, environmentally conscious consumers with stylish and affordable EVs.
GWM: This sub-brand focuses on pickups, offering rugged, reliable, and tech-loaded models for both work and recreation. GWM Tank SUVs are gaining traction in Zimbabwe with the Tank 500 in demand.
WEY: A premium brand under GWM, WEY targets more affluent consumers with luxury SUVs and hybrids.
This diversified approach allows GWM to cater to a wide range of customer preferences and budgets.
Positive consumer perception
GWM has worked hard to establish a reputation for quality, reliability, and innovation. While Chinese automakers historically faced scepticism regarding quality, GWM has overcome this through improved manufacturing standards, rigorous testing and global partnerships.
Crash test ratings: Many GWM vehicles have received high safety ratings from international organisations such as Euro NCAP, boosting consumer confidence.
Warranty programmes: Generous warranties and after-sales support have reassured buyers, particularly in newer markets.
Customer feedback: GWM actively engages with customers to improve its offerings, further enhancing its reputation.
Strategic partnerships, collaborations
GWM has partnered with various technology companies and suppliers to enhance its offerings and streamline operations.
Collaborations with tech firms: Partnerships with companies specialising in AI, 5G, and autonomous driving have enabled GWM to integrate cutting-edge technology into its vehicles.
Supply chain management: By collaborating with global suppliers, GWM ensures high-quality components and efficient production.
Favourable market conditions
GWM’s growth has been aided by favourable market conditions, including:
Emerging market growth: Rapid urbanisation and rising incomes in emerging markets have increased demand for affordable, feature-rich vehicles.
Government incentives: In various countries, subsidies and tax breaks for EVs have boosted sales of GWM’s electric and hybrid models. This is one area that the Zimbabwean government needs to review every now and then. Transportation is an important tool in any country’s development.
Post-pandemic recovery: As global automotive markets rebound from the Covid-19 pandemic, GWM has been well-positioned to meet pent-up demand.
Adaptability and resilience
GWM has demonstrated remarkable adaptability in response to global challenges, such as supply chain disruptions and shifting consumer preferences.
Supply chain management: The company has diversified its supply chain to mitigate risks, ensuring steady production even during global chip shortages.
Digital sales channels: GWM has embraced e-commerce and online sales platforms, making it easier for consumers to purchase vehicles without visiting showrooms.
Rising reputation of Chinese automakers
The success of GWM is part of a broader trend of Chinese automakers gaining recognition on the global stage. Companies such as BYD, Geely and NIO have paved the way for Chinese brands to be taken seriously, and GWM has capitalised on this momentum.
My decision
GWM’s success is the result of a well-executed strategy that combines affordability, innovation, global expansion and a strong focus on consumer needs.
By offering competitive pricing, technologically advanced vehicles, and tailored products for diverse markets, GWM has positioned itself as a formidable player in the global automotive industry.
As the company continues to invest in electric vehicles and new technologies, it is well-poised to maintain its upward trajectory and further cement its place among the world’s leading automakers. — [email protected]
- Contact Zimoco on [email protected] for more information on the GWM vehicles.
