GWM Banks On Further Growth Through New Outward, Sustainable Ethos

Leading Chinese automaker Great Wall Motor, better known as ‘GWM’, is set to expand its line-up in Malaysia with the introduction of more environmentally friendly vehicles in the range. In turn, this aligns with the marque’s global commitment of promoting sustainable mobility solutions.

Through its wholly-owned GWM Malaysia subsidiary, GWM has set precedence for which by locally  debuting electric vehicles (EVs), namely its ORA Good Cat in late 2022 and the sleek ORA 07 EV saloon earlier this year. Following which, two more additions are set to launch this year in GWM’s SUV and luxury 4x4 categories.

L-R: GWM ORA Good Cat and GWM ORA 07.

Previewed earlier this year at Auto China 2024 and shown at the Malaysia Auto Show 2024 too were the GWM HAVAL H6 and the GWM TANK 300. Boasting smart technologies, advanced safety, as well as a slew of sustainable features, both are set to excite the local market once released this year.

Both models were also amongst 20 other vehicles showcased by GWM at Auto China 2024 alongside its core product lines – GWM HAVAL, GWM WEY, GWM TANK, GWM ORA, and GWM POER. 

Facelifted GWM HAVAL H6 at Auto China 2024.

GWM HAVAL H6 (left) and HAVAL Jolion at the Malaysia Autoshow 2023.

Historically, GWM’s lineage stretches all the way back to 1984 with an initial core business of producing pick-up trucks. Fast forward to the present and GWM has evolved to become China’s largest SUV and pick-truck producer, conquering both segments in its home market through its flagship GWM HAVAL and GWM POER brands.

Notably, GWM is also amongst the earliest Chinese automakers to pioneer overseas market expansion, thus resulting in its presence across 170 countries worldwide with over 1,000 sales networks established today.

Besides design, R&D, production, sales and service of vehicles and parts, GWM’s business today also encompasses the entire industrial chain of hydrogen, solar and other clean energies. Additionally, all are emphasised on R&D plus application of novel, forward-looking technologies that includes intelligent connection, intelligent driving, and chips.

Committed in providing smart, clean mobility solutions to consumers globally, GWM is also touted today as a leading New Energy Vehicles (NEVs) marque, evident from its wide range of passenger cars, SUVs, 4x4s and pick-up trucks that possess low and zero emissions.

Critically, GWM brands have successfully captured hearts and minds worldwide through continuous innovation, stellar designs and winning strategies. A clear testament to said popularity lies in the fact that GWM consecutively shifted over 1 million vehicles annually for the past 8 years.

This also led to GWM charting a 2023 revenue figure of RMB173.212 billion, with a third of which – roughly RMB53.611 million – stemming from overseas exports and sales too.

Though rooted in China, GWM has properly shifted into a new era as a global marque with a strong focus on the international market, and the firm aims for its overseas sales to surpass 1 million vehicles annually by 2030.

To achieve this, GWM introduced its “Four Globalisations” strategic pillars – Locally Built, Locally Operated, Globally Cultivated, Supply Chain Integrated – for global development, which is also streamlined under its “ONE GWM” brand strategy. This entails with increased investment in overseas market with an emphasis on expansion, comprehensive research, manufacturing, supply, sales, and service.

"GWM will attach great importance to overseas markets, increase investment in overseas resources, fully support overseas expansion, and launch products with category advantages, high quality, and competitiveness in various regions overseas!" outlines GWM Chairman Jack Wey when announcing these strategic efforts during Auto China 2024.

Thanks to its “long termism” business ethos, GWM managed to capitalise on its 27-year-long global presence to cultivate a comprehensive overseas automotive ecosystem coveing sales and distribution, along with R&D, manufacturing, and an equally comprehensive supply chain partner network.

Amongst the leading automotive solutions tech suppliers collaborating with GWM include the likes of HYCET engines and powertrains, NOBO Auto seats, bumpers and tyres, MIND Electronics for both lightings and electronic components, as well as NEV and battery tech experts SVOLT plus hydrogen energy and fuel cell specialists FTXT.

With these resources at hand, GWM seeks to continue building forest-like industrial ecological systems with both up- and downstream partners of the industrial chain. It also seeks to invest into R&D towards the creation of smarter, cleaner and  safer products for consumers worldwide.

Closer to home, GWM’s outward direction and focus on NEVs, product innovation, as well as commitment to high-quality automotive products means prospecting Malaysian consumers can expect thrilling new offerings at competitive prices. Best of all is that all will come without compromises on performance, design, safety and tech.

In light of Malaysia’s aim for net-zero greenhouse gas emissions by 2050, growing the local EV industry is critical towards supporting this initiative. For this, the government encourages consumers to switch form combustion (ICE) vehicles to NEVs like EVs and PHEVs by offering tax waiver incentives for EV ownership.

Additionally, the government also seek to stimulate the growth of local EV charging infrastructure, setting a target of establishing 10,000 charging points nationwide by 2025. Altogether, the Malaysian government seeks to attract EV industry investments totalling up to RM20 billion by next year through the Ministry of Investment, Trade and Industry (MITI).

Aligning with said aims, GWM Malaysia officially appointed PEPS-JV (Melaka) Sdn Bhd, a subsidiary of EP Manufacturing Bhd, earlier this year as its contract vehicle assembler. Said firm is charged with locally assembling (CKD) selected GWM models in Malaysia over the next eight years, and it includes upcoming SUV models like the HAVAL H6 and HAVAL Jolion.

Moreover, this collaboration is poised to become a key catalyst for GWM’s plans at strengthening its market presence throughout the ASEAN region. Part of which includes establishing a comprehensive sales, after-sales, as well as service and maintenance infrastructure networks.