Great Wall Motor's Determined European Comeback Strategy
Chinese automotive powerhouse Great Wall Motor (GWM) has announced a bold and comprehensive strategy to re-establish its presence in the fiercely competitive European market. The company plans to launch at least ten new models across the continent over the next two years, marking a significant second attempt to gain a foothold after initial struggles.
From Early Entry to Renewed Ambition
GWM was a pioneering Chinese carmaker in Europe, making a high-profile debut with electric vehicles at the 2021 Munich motor show. However, the company failed to achieve substantial market penetration, with sales declining sharply by 25.4% in 2024 and nearly 30% in 2025, resulting in just 3,500 vehicles sold. This renewed overseas push coincides with a slowdown in domestic Chinese vehicle sales, compelling local manufacturers like GWM to aggressively pursue international growth opportunities.
"We don't want to be the loser in any market in the world," declared GWM International President Parker Shi during a briefing at the company's technology centre in Baoding, China. "We'll come back and we will go with the right product."
Expanding Market Presence and Product Portfolio
As part of its revitalised European campaign, GWM intends to commence sales in thirteen European markets within the next twelve months. The company currently operates in nine markets, including Britain and Germany. European marketing director Thiemo Jahnke confirmed that sales will launch in Italy and Spain in June, followed by Poland in July, with ten additional markets to follow over the subsequent year.
To enhance its prospects, GWM will introduce a diversified range of vehicles and powertrains, including hybrid and combustion-engine models alongside electric vehicles. This represents a strategic shift from its earlier, more limited offering. The rollout will commence in the first half of 2026 with the Ora 5, a compact urban car available as an EV, a petrol model, and a hybrid. Later in the year, the company plans to launch the Jolion Max SUV and the H7 off-road model.
Long-Term Vision and Manufacturing Plans
Europe is a critical component of GWM's ambitious objective to double its overseas sales to one million vehicles by the end of the decade. To support this goal, the company has stated its intention to construct a factory in Europe with an annual production capacity of 300,000 cars by 2029. GWM CEO Mu Feng indicated that while a specific location has not been finalised, the automaker is evaluating sites in central and southern Europe.
Analyst Perspectives on Market Challenges
Automotive analyst Felipe Munoz noted that GWM's broader focus on different powertrains provides a stronger product slate than during its initial European foray. However, he cautioned that some planned models, such as the large off-road Tank 300 SUV, may not align with the preferences of many European consumers.
Industry experts have highlighted the increasing difficulty GWM faces due to the growing number of Chinese competitors expanding into Europe. "There are already too many Chinese carmakers in Europe," Munoz observed. "They will find it hard to differentiate themselves." This sentiment underscores the significant challenges GWM must overcome, even as more recent Chinese entrants like BYD, Chery's Jaecoo and Omoda brands, and Leapmotor experienced rapid European growth in 2025.
GWM's comprehensive comeback strategy, encompassing new models, market expansion, and future local manufacturing, represents a high-stakes gamble to reclaim relevance in a crowded and competitive European automotive landscape.
