Great Wall Motor has announced an ambition to secure between 3% and 5% of Europe’s automotive market by 2030, driven by an accelerated product rollout and regional expansion, Chief Technology Officer Nicole Wu said Thursday.
The Chinese manufacturer, which first entered European markets earlier this decade with an emphasis on electric vehicles, acknowledged the competitive environment it faces on the continent. Today, Great Wall sells cars in Britain and Germany through local importers while maintaining its own subsidiaries in Italy and Spain as part of a broader effort to establish a pan-European presence.
As part of that strategy, the company plans to begin operations in Poland in August, a move it describes as contributing to coverage of the whole European region.
Great Wall introduced the Ora 5 to the European market, positioning it as a compact urban SUV offered in petrol, hybrid and electric configurations, with a starting price of €26,950 ($30,760). Wu said the Ora 5 has been "fine-tuned, specifically for Europe" and stated that "Ora 5 will be our best sales volume model."
Executives outlined a broader product plan that includes at least 10 new models over the next two years. Models scheduled for release this year include the H7 off-road vehicle, the Jolion Max SUV, the Tank 300 off-road model, a Wey MPV and a large pick-up truck. The company also plans to add hatchback and station wagon body styles to its European lineup.
Charles Zhao, Regional General Manager for Southern Europe, said the firm targets about a 5% market share specifically in Italy.
Great Wall intends to market three separate brands across Europe: GWM to address the volume segment, Wey for premium urban SUVs and MPVs, and Tank for higher-end off-road four-wheel-drive models.
On product strategy, Wu emphasized that Great Wall now brings "international models" to Europe and employs platform sharing to reduce costs while adapting vehicles to regional needs. The company’s roadmap relies on a rapid cadence of model introductions and a multi-brand approach to cover different market segments.