Great Wall Motor (GWM) went big at the Shanghai Auto Show with a stand spanning 6 500 square metres, mirroring its new model launches and global strategy outline. The brand’s showcase unveiled two dynamic product lines: the ‘Smart Tech Lifestyle’ range — featuring Haval, Wey and Ora — and the ‘Off-Road Powerhouse’ series, spotlighting Tank, Poer and Souo Motorcycles.
During the event, GWM President Mu Feng outlined the company’s refreshed global vision under the theme ‘From the Great Wall to Global GWM’. The strategy, accompanied by a redesigned brand logo, signals GWM’s evolution into a frontrunner in intelligent mobility and automotive technology.
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Central to GWM’s approach is its ‘Global Standards + Local Customisation’ philosophy. While adhering to stringent international safety and quality benchmarks — evidenced by repeated five-star ratings in crash tests — the firm tailors products to regional tastes.
“Safety is a journey, not a destination. We continuously push boundaries to protect drivers and passengers,” remarked President Mu. Reinforcing this ethos, GWM recently invested £55-million in a cutting-edge safety testing facility, designed to advance the performance of its new energy vehicles. Interactive models of these labs featured prominently at the exhibition, inviting visitors to explore GWM’s safety innovations firsthand.
GWM’s journey began in 1990 when a young Jack Wey transformed a Baoding factory into an automotive contender. Early successes like the Deer pickup paved the way for overseas ventures, with Poer pickups now dominating China’s market and securing a stronghold abroad. The brand’s pivot to SUVs in 2002, led by the Haval H6, cemented its reputation, while sub-brands like Wey and Tank have since targeted premium and off-road niches.
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Technological self-reliance remains a cornerstone. GWM’s 2.4T diesel engine, powering models such as the Haval H9, blends efficiency with compliance to global emissions standards. Meanwhile, its hybrid intelligent all-wheel-drive systems — Hi4, Hi4 Performance Edition and others — offer adaptable solutions for diverse driving needs.
With operations in 170 regions, GWM prioritises local integration through R&D, manufacturing, and community engagement. Partnerships with 300+ international suppliers and tech leaders underpin its ‘Ecosystem Expansion Abroad’ strategy, fostering collaborative growth.
The unveiling of GWM’s Beacon logo — emblazoned with the brand’s name — symbolises its dual identity: a Chinese heritage paired with global aspirations. “The message is clear: China’s Great Wall Motor is GWM, and the world’s GWM remains rooted in its origins,” said Mu.
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