Great Wall Motor (GWM) focuses on localisation in overseas markets

BEIJING: Great Wall Motor (GWM) is focusing on localising vehicle production in its overseas markets, said GWM president Mu Feng at a recent media conference at Auto China 2024.

"GWM insists on globalisation with roots in China and localization with roots overseas. We continue to upgrade our export strategy for overseas markets, from "commodity export" to "trade overseas" and now to "ecological globalisation"," said Mu Feng.

He added that GWM always looks at localisation and promoting production, operations, brand culture, and supply chain to be localised.

GWM has set up vehicle production plants in Thailand and Brazil, and KD (knock-down) factories in Pakistan and Ecuador to promote the localised R&D and production of products, that are more suitable for regional driving environments and needs.

Mu Feng said via local mass production, GWM not only improves cost competitiveness, but also contributes more jobs and tax revenue to the local market, and fulfills local social responsibilities.

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Head of GWM International, and vice president of GWM Group, Parker Shi, said GWM is one of the first Chinese automobile companies to expand overseas.

In 1997, GWM exported its first batch of products to the Middle East.

Today, GWM has been launched in over 170 countries and regions around the world, with more than 1.4 million international customers.

In 2023, GWM's overseas sales exceeded 314 thousand vehicles, a year-on-year increase of 80%.

Under the "ONE GWM" brand strategy, GWM is reshaping its brand image, using a "multi-category and multi-power combination" overseas strategy.

Its main cars have earned Australian and European five-star safety ratings.

High-value models such as the GWM TANK 300 and GWM TANK 500 have been launched globally and have accelerated their launch in more than 30 countries and regions around the world.

The GWM TANK 300 has even ranked second in global hardcore off-road sales.

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