From export to local production, through the development of models designed for the needs of European motorists. Great Wall Motor (GWM) accelerates its expansion in the Old Continent and chooses Milan, on the occasion of the European launch of the H7, to outline the strategy for the coming years: at least ten new models and derivatives within two years, a broader commercial network and the first European production plant.
The industrial project is the main announcement of the day. In collaboration with Bulgarian Automotive Industry (BAI)GWM will start production of the HOUR 5aiming to begin operations in the first quarter of 2027 and reach a planned capacity of 50,000 units per year. For the Chinese group, present in Europe since 2006, this is a strategic step: producing directly on European territory means getting closer to the reference markets and creating the conditions to develop integrated industrial centers over time, dedicated to both vehicles and components.
The production expansion is accompanied by the commercial one. GWM is already present with branches in Italy, Spain and the Netherlands and is preparing its entry into France and other European markets. The objective is to build a stable presence, supported by a range capable of covering different segments and needs.
However, in the manufacturer’s intentions, localization does not only concern production. A central role is entrusted to the research and development center in Munich, operational since 2021, which participates in design decisions from the early stages, dealing with customer needs, regulations and vehicle validation. For ORA 5 and H7, the European teams traveled over 100,000 kilometers of road tests and conducted thousands of hours of research with customers, working on elements such as chassis, steering, engines and seats.
«Localization does not mean adapting products to the market, but inserting the needs of the market into the DNA of the product. We don’t just want to sell cars in Europe: we want to become part of it,” he said Nicole WuChief Technology Officer of GWM. An approach that is based on a global structure of over 28,000 research and development employees and on annual investments which, according to the company, exceed 1.3 billion euros.
The first test bed of the strategy is the H7, a 4.68 meter long SUV also developed through tests on German motorways and on the Stelvio and Grossglockner Alpine passes. The model introduces Hi4 hybrid all-wheel drive on the European market for the first time and in Italy it has been available since October with four configurations: 2.0 turbo petrol 4WD, Hybrid Hi2, Plug-in Hi2 and Plug-in Hi4. The starting price is 29,990 euros, with trade-in or scrapping, for the front-wheel drive Hybrid Hi2 version, excluding road costs.
«A car that works well in China does not automatically meet every European expectation. Developing for Europe means understanding how to drive here, from German motorways to Italian mountain roads”, underlined Thomas Schemera, EU Product General Manager at GWM.
The future product offensive will focus on combustion, hybrid and electric engines. The ORA 5 family will expand with new body styles, from SUVs to hatchbacks and station wagons, while models such as the P500 pick-up, the Tank 300 off-road vehicle and the WEY G9 minivan aim to intercept needs ranging from work to leisure, up to family transport.
The challenge for GWM will be to transform the announcements into a lasting industrial and commercial presence in an increasingly competitive European market. The combination of local production, technological development in the area and expansion of the range represents the attempt to overcome the role of simple exporter and establish itself as a manufacturer rooted in Europe.
