GWM (Great Wall Motor) debuts at Service Day, the event dedicated to the world of automotive after-sales which brings together dealers, workshops, body shops and manufacturers. The event represents an opportunity to discuss the challenges of the sector and the strategies necessary to face the evolution of the market. The Chinese brand is among the twelve Flagship Members of the area reserved for car manufacturers.
The participation is part of a phase of development of GWM’s Italian presence, which is investing in the organization and after-sales services to accompany the launch of the new models and support the growth of the network.
A growing aftersales organization
One of GWM Italia’s main objectives is to build an after-sales structure capable of supporting the commercial expansion of the brand. With this in mind, the dedicated staff was doubled in the space of three months and the organization was divided into three strategic areas: spare parts management, technical support and customer assistance.
An approach that aims to prepare the necessary structures and skills before the arrival of the new vehicles, reducing response times and guaranteeing a service suited to the needs of the network and motorists.
Spare parts: logistics in Italy and fast deliveries
For logistics management, GWM relies on Arcese Group, which takes care of the warehouse in Tortona, in the province of Alessandria. The facility will initially have an area of 500 square meters, with the aim of tripling the size by the end of 2027.
The logistics system provides for deliveries of spare parts within 24 hours on the national territory and 48 hours on the islands. Furthermore, for each new model, the first stock of components is prepared two weeks in advance of the arrival of the cars.
Among the declared objectives is the ability to satisfy 95% of requests relating to high and medium rotation spare parts on the first order, a fundamental element for limiting vehicle downtime and improving the efficiency of workshops.
20 containers of maintenance and bodywork components for the ORA 5 and H7 models have already arrived. The next supply will instead concern bodywork spare parts for Tank 300.
Training and technical assistance to the network
The second pillar of the strategy concerns technical support. The training of network technicians is entrusted to Antares Corporation, through courses scheduled two weeks before the arrival of each new model.
The sessions dedicated to H7 and Tank 300 took place from 22 to 25 September, while for ORA 5, specific training activities aimed at newly appointed sales outlets and workshops are underway.
Operators can also use EPTICS, the online portal that collects technical manuals, warranty information and spare parts catalogues. This tool is accompanied by a technical hotline, supported by specialists able to intervene directly in the workshops. These are the so-called flying doctorsprofessionals who contribute to solving the most complex problems and transferring skills to the field.
Guarantees and customer assistance
GWM’s strategy also includes a series of services aimed directly at motorists. The vehicle warranty provides seven years of overall coverage: the first two years of unlimited mileage, followed by a further five years or up to 150,000 kilometres.
For the traction batteries of the hybrid and electric versions there is a specific guarantee of eight years or 160,000 kilometres.
Customer service is managed through the European customer relations center, which has operators dedicated to the Italian market and offers assistance via telephone, email and social networks. The package is completed by the roadside assistance service, created in collaboration with ACI Global and active 24 hours a day for the entire duration of the warranty.
«After sales is decisive to win over the customer again»
The philosophy behind investments is explained Gerardo AltieriAftersales Director of GWM Italia, who underlines the importance of post-purchase service in building trust in a new brand.
«A new brand makes itself known with the product, but gets chosen a second time with assistance. This is why we built the after-sales service before expanding the range: spare parts in Italy before the cars, technicians trained before the launches, a team doubled in three months. At Service Day we come to listen to those who do this job every day”, says Altieri.
The words of the aftersales manager highlight a strategy that considers service not as a simple post-sale activity, but as a central component of the customer experience and the competitiveness of the brand.
From Verona to Milan: GWM’s journey in the sector
The Service Day represents the second stage of a calendar of meetings with sector operators. After participating in Ecoeuro, at the CUOA Business School, on 8 October, GWM will be present at the Aftermarket Campus in Milan on 21 and 22 October.
At the same time, the brand is preparing to expand its offering on the Italian market. Alongside the models currently listed in the range, GWM ORA 5, GWM H7 and TANK 300, the aim is to reach six models by December.
The expansion of the range makes the consolidation of the aftersales structure even more important: availability of spare parts, technical skills and assistance represent essential factors for accompanying commercial growth and building lasting relationships with dealers and customers.
