Chinese automaker Great Wall Motor (GWM) has announced plans to launch at least 10 new models in Europe over the next two years, marking a renewed effort to establish itself in the region after a lacklustre initial entry. The company was among the first Chinese carmakers to enter Europe, debuting electric vehicles at the 2021 Munich motor show, but subsequently struggled to gain traction.
GWM's European sales fell by 25.4 per cent in 2024 and nearly 30 per cent in 2025, reaching just 3,500 vehicles. In contrast, newer Chinese entrants such as BYD and Chery's Jaecoo and Omoda brands experienced rapid growth. The company now aims to start sales in 13 European markets within 12 months, beginning with Italy and Spain in June, followed by Poland in July.
To improve its chances, GWM will offer a broader mix of vehicles and powertrains, including hybrids and combustion-engine models alongside electric vehicles. The rollout will start with the Ora 5, a small urban car available as an EV, petrol, or hybrid, in the first half of 2026. Later this year, the Jolion Max SUV and the H7 off-road model will be launched.
GWM International President Parker Shi said: 'We don't want to be the loser in any market in the world. We'll come back and we will go with the right product.' The company aims to double overseas sales to 1 million vehicles by the end of the decade, with Europe playing a crucial role. It plans to build a factory in Europe with an annual capacity of 300,000 cars by 2029, potentially in central or southern Europe.
However, industry experts caution that GWM faces stiff competition from other Chinese brands already expanding in Europe. Automotive analyst Felipe Munoz noted that while GWM's focus on different powertrains gives it a stronger slate, some planned models like the large Tank 300 SUV may not suit European buyers. 'There are already too many Chinese carmakers in Europe,' he said. 'They will find it hard to differentiate themselves.'
