Great Wall Motor Rebrands for Global Unification and Expansion
Chinese automaker Great Wall commences unification efforts in Russia
Great Wall Motor (GWM), a Chinese automaker, has embarked on a global rebranding initiative as part of its "ONE GWM" strategy. This strategy aims to unify all assets under a single brand, enhancing service across the globe and creating a fully integrated "Global Ecosystem."
The Global Ecosystem Integration
The integration of GWM's business aspects, from research and development (R&D) to customer service, is central to the ONE GWM strategy. This integration creates a cohesive network that supports the company's growth in various markets, allowing for efficient resource and innovation sharing.
Emphasis on R&D and Innovation
GWM is heavily investing in R&D, focusing on advanced technologies such as plug-in hybrid electric vehicles (PHEVs) and autonomous driving. By developing proprietary technologies, GWM strengthens its brand identity and competitiveness in global markets.
Supply Chain Vertical Integration
To enhance manufacturing capabilities and control over quality and innovation, GWM has been establishing in-house component subsidiaries. Although this presents challenges in cost competitiveness, it allows the company to optimize its business processes for increased efficiency.
Global Expansion and Partnerships
GWM partners with international companies like Faraday Future to expand into new markets, such as the US, bypassing regulatory barriers through strategic collaborations. This approach allows GWM to leverage global opportunities while showcasing its technology and brand.
Catering to Diverse Customer Needs
GWM's strategy emphasizes catering to diverse customer needs with a wide range of products and powertrains, appealing to a broad audience across different markets.
Impact of the ONE GWM Strategy
GWM's international expansion has led to a significant increase in its export volume, with over 2 million cars exported to date. In 2024, the company sold 450,000 cars outside of China. The rebranding is expected to improve the company's brand recognition in the Russian market, with the official distributor, Haval Motor Rus, changing its name to LLC "Great Wall Motor Rus" (Great Wall Motor Rus).
The rebranding decision does not affect the brands' offerings or models in the Russian market. Instead, the rebranded brands will retain their individual names but be preceded by GWM. This move is expected to strengthen the company's position and improve service for customers.
As of now, GWM boasts over 1,400 overseas sales outlets and more than 15 million global users, indicating a strong presence in international markets. By focusing on PHEVs and emphasizing value-added products, GWM is adapting well to market shifts, particularly in emerging markets where energy efficiency is prioritized.
Through its "Ecological Globalization" strategy, GWM emphasizes sustainability and technological innovation, positioning itself as a leader in the automotive industry's transition to electrification and AI.
Overall, the ONE GWM strategy is designed to enhance the company's global competitiveness by leveraging its technological capabilities, expanding its market reach, and creating a unified brand presence that supports sustainable growth and innovation. GWM's global reach includes over 170 countries, and the company continues to grow its international customer base.
- Great Wall Motor's global rebranding initiative extends to the Russian market, with the official distributor, Haval Motor Rus, changing its name to LLC "Great Wall Motor Rus" (Great Wall Motor Rus), reflecting the unified brand presence aimed at improving service for customers.
- GWM's focus on advanced technologies, such as plug-in hybrid electric vehicles (PHEVs) and autonomous driving, is part of its commitment to sustainable globalization and technological innovation in the automotive industry.
- In an effort to expand into new markets and leverage global opportunities, GWM partners with international companies like Faraday Future, demonstrating its strategic approach to finance and transportation sectors.
