Great Wall Motor

Great Wall Motor Company Limited
Company type	Public
Industry	Automotive
Predecessor	Great Wall Industry Company
Founded	1984
Founder	Wei Deliang
Headquarters	Baoding, China
Area served	Worldwide
Key people	Wei Jianjun (Chairman)
Products	Sport-utility vehicles, pickup trucks, trucks, touring motorcycles

Great Wall Motor Company Limited (), commonly known as GWM, is an automotive manufacturer based in Baoding, Hebei, China. Inspired by the iconic Great Wall of China, the firm specializes in producing sport-utility vehicles (SUVs), pickup trucks, and trucks. It is ranked among the leading ten automakers in China, with global sales reaching 1.23 million units in 2024.

Established in 1984 as a modest manufacturer partially owned by Hebei's local government, GWM experienced substantial growth under the leadership of chairman Wei Jianjun, who assumed directorship in 1990. The company emerged as a top producer of pickup trucks in China, underwent privatization in 1998, and was subsequently listed on the Hong Kong Stock Exchange in 2003.

GWM's vehicle portfolio is marketed through several brands, including GWM, Haval, Wey, Tank, Poer, and Ora. In addition to automobiles, it manufactures touring motorcycles under the Souo label. Since 2019, GWM has maintained a joint venture with the BMW Group—named Spotlight Automotive—focused on producing electric Mini vehicles tailored for the Chinese market.

1984–2003: Formation and formative period

The origins of GWM trace back to the Great Wall Repair Factory, an agricultural vehicle repair workshop founded in Baoding, Hebei, in 1976 by Wei Deliang—uncle of present chairman Wei Jianjun—with backing from local authorities. By 1984, the company began manufacturing commercial vehicles derived from the Beijing BJ212 platform, including compact trucks (CC130) and a large SUV model (CC513). Wei Deliang later renamed the enterprise Great Wall Industry Company.

After completing high school, Wei Jianjun briefly worked in various factories before joining his father’s metal construction business in 1986. In 1989, he co-established Taihang Dongwei Automotive Suspension. Following Wei Deliang’s passing that same year, the cooperative returned to local government control amid operational difficulties. At just 26 years old, Wei Jianjun was appointed director in 1990 to lead the company's turnaround.

Under Wei Jianjun’s guidance, Great Wall ventured into passenger car production by modifying existing vehicles such as the Nissan Cedric (CC1020) and Toyota Crown (CC1020S), including variants like station wagons and pickups. Early offerings also featured a crew cab pickup and a compact sedan called Hawk CC6470. However, new regulatory changes halted sedan manufacturing by 1994. Redirecting efforts toward pickup trucks, Wei introduced the Great Wall Deer in 1996, modeled after the Toyota Hilux; its attractive pricing and solid quality established GWM as China’s foremost pickup manufacturer. Export activities commenced in 1997 targeting Middle Eastern markets.

Following privatization in 1998 under the name Great Wall Motor Group Co. Ltd., Wei Jianjun initially held a 25% stake, which expanded to a family ownership majority of 56% by 2001. The product range grew to include pickups such as Sailor and SoCool alongside SUVs like Safe, Sing, and Pegasus.

In 1999, GWM faced a supply chain challenge when its exclusive engine supplier formed an alliance with rival Brilliance Auto and limited engine deliveries. To secure engine production capabilities, Wei Jianjun founded Great Wall Internal Combustion Engine Company with a controlling 51% stake and invested heavily in advanced manufacturing technologies. Over a two-year period, he orchestrated more than ten mergers and acquisitions to establish multiple holding companies aimed at independently producing diverse automotive components.

2003–2018: Public listing, international expansion, and brand development

Great Wall Motors (GWM) became the first privately owned Chinese automobile company to go public, debuting its initial public offering on the Hong Kong Stock Exchange on 15 December 2003. In 2006, GWM launched the Haval CUV, which was exported to markets across Asia, Russia, and South America. This Haval platform also underpinned the successful Wingle pickup truck in overseas markets. That same year, GWM entered the European market with compact van models; notably, 500 Haval CUVs were shipped to Italy, marking a significant achievement for a private Chinese automaker. By 2009, GWM's products had reached Australian consumers. In 2011, the company established an assembly plant in Bulgaria, producing vehicles from knock-down kits.

Throughout this timeframe, many of GWM's passenger vehicles bore strong resemblance to models from other manufacturers. Examples include the Peri, which shared similarities with the Fiat Panda, and the Voleex series that echoed designs from Toyota and Honda. These likenesses resulted in several intellectual property disputes with varied outcomes—for instance, Fiat was unsuccessful in China but secured a sales injunction in Italy. GWM justified these design choices as essential steps to compete on a global scale.

On 28 September 2011, GWM secured a listing on the Shanghai Stock Exchange, consolidating equity held by the Wei family and Nandayuan Township into a unified investment fund, thereby forming its present corporate framework.

In 2010, at the Guangzhou Auto Show, GWM unveiled the Haval H6, its first significant model not directly inspired by competitors' designs. This crossover SUV quickly became a cornerstone of GWM's portfolio, appealing to China's expanding middle-class families with its roomy cabin and robust construction. The H6 dominated China's SUV segment for over eight years and had sold more than four million units worldwide by 2024.

The success of the Haval H6 propelled GWM's rapid expansion; net profits grew sevenfold over five years. The company strategically shifted its focus exclusively toward SUVs, launching the dedicated Haval brand in March 2013 and gradually discontinuing most sedans and hatchbacks by 2016. By that time, annual production surpassed one million vehicles. The Haval range broadened with numerous models positioned both above and below the H6; by 2018, at least ten variants derived from the H6 were available.

In April 2017, GWM introduced its premium marque, Wey, named after founder Wei Jianjun. This brand offered luxury crossovers and SUVs that extended beyond Haval’s lineup.

In the realm of electric vehicles, GWM initiated battery technology research in 2012 through its dedicated battery division. Its first electric vehicle, the Great Wall C30EV, debuted in October 2016. To comply with China’s fleet fuel consumption regulations, GWM acquired a 25% stake in Hebei Yujie Vehicle Industry in 2017 and established Linktour Automobile to convert low-speed electric vehicles (LSEVs) into standard automobiles. Although Linktour launched the K-One electric crossover, it did not achieve commercial success; financial difficulties led Linktour to declare bankruptcy by 2019. In February 2018, GWM separated its battery operations into an independent company named SVOLT Energy Technology Co., Ltd (SVOLT). That same year saw the creation of GWM's electric vehicle brand Ora. While its initial model had limited market impact, the Ora Black Cat emerged as a leading small electric car in China.

2018–present: Worldwide Growth

In 2018, Great Wall Motor (GWM) collaborated with BMW to establish Spotlight Automotive, focusing on manufacturing electric Mini vehicles in China for distribution across international markets.

GWM broadened its global manufacturing presence by inaugurating a factory in Uzlovaya, Tula Oblast, Russia, in June 2019—marking its most significant Chinese investment within Russia. By January 2020, GWM planned to acquire a General Motors facility located in Talegaon, Maharashtra, India, with intentions to produce and market vehicles domestically backed by an estimated US$1 billion investment. Nevertheless, due to regulatory challenges and geopolitical issues, GWM withdrew from the Indian venture by July 2022.

In February 2020, GWM acquired General Motors’ plant in Rayong province, Thailand, initiating production in early 2021 with an annual output capacity of 80,000 units.

The year 2020 also saw Great Wall Motor rebrand simply as GWM. By March 2021, the company separated the Tank brand from Wey, dedicating Tank-branded body-on-frame SUVs to a specialized Tank platform.

Following participation at European automotive exhibitions such as the International Motor Show Germany (2019 and 2021), GWM launched its European headquarters in Munich in November 2021 to enhance the market presence of Wey and Ora brands. However, due to modest sales figures—only about 6,300 vehicles sold across Europe in 2023—GWM announced plans to close the Munich office by August 2024 and transition European operations under direct management from China.

In November 2023, GWM implemented a new export strategy titled "One GWM," streamlining its brand portfolio by positioning GWM as the primary brand while designating Haval, Ora, and Wey as sub-brands. This reorganization resulted in model renaming, such as changing Ora Funky Cat to GWM Ora 03 and Ora Next Cat to GWM Ora 07. Starting mid-2024, the company began replacing the Haval badge on vehicle rear panels with the "GWM" emblem, beginning with the 2024 Haval Jolion model introduced in Australia.

Manufacturing

GWM’s core manufacturing operations are situated in Baoding, Hebei province, complemented by a facility in Tianjin operational since 2011 and a second Baoding plant located in Xushui county that commenced production in October 2013.

In November 2020, GWM finalized construction of its plant in Taizhou, Jiangsu, where the first vehicle produced was the Ora Good Cat. This eighth assembly site within China represents an investment of approximately 8 billion yuan (around $1.22 billion) and has an annual production capacity of 100,000 vehicles.

As of 2024, GWM manages ten comprehensive manufacturing plants across China alongside three overseas factories located in Thailand, Brazil, and Russia. Additionally, it operates multiple knock-down assembly facilities in countries including Pakistan and Ecuador.

Research and development

GWM initiated research and development efforts in 1998 and began constructing a technical center in Baoding in 2010 aimed at enhancing innovation capabilities. The objective was to reach "world-leading R&D and technical proficiency" by the year 2013.

Design of components frequently involves international technical collaborations through supply partnerships with firms such as Autoliv, Delphi Automotive, BorgWarner, Robert Bosch GmbH, Brose, Ricardo plc, TRW Automotive, and Valeo. Certain vehicle models have incorporated Mitsubishi engines and Siemens electronic systems sourced domestically.

In January 2016, GWM opened an R&D center in Yokohama, Japan, with a focus on entering the Japanese automotive market. Subsequently, it established another center in Bangalore, India, during June 2016.

Following its joint venture with BMW Group, GWM set up an office in Munich, Germany, in 2021 near BMW’s Research and Innovation Center (FIZ). CEO Qiao Xianghua outlined plans to recruit up to 300 design and engineering professionals to assist BMW’s research and development, sales strategies, and management processes involving vehicle integration, component engineering, electronic powertrain systems, intelligent driving technology, and connected vehicle innovations. EDAG also contributed by constructing an engineering facility at Frankfurter Ring 77 to support these initiatives.

Overseas markets

Great Wall Motor (GWM) distributes its vehicles worldwide, frequently manufacturing them locally through third-party factories utilizing knock-down kits.

Australia

GWM made its debut in the Australian market in 2009 through the independent distributor Ateco. In 2012, around 25,000 vehicles from Chery and Great Wall were recalled due to asbestos concerns in engine and exhaust gaskets; new imports were not affected. By May 2016, GWM had established a factory-supported distribution network and introduced the Haval brand. By October 2021, Australia had become GWM’s top export destination. Official VFACTS figures indicated that GWM Haval sold 18,384 units in 2021, ranking 14th overall and surpassing Honda. As of 2023, GWM Australia's product range includes SUVs, pickups, and electric vehicles.

Brazil

On 18 August 2021, GWM announced its entry into Brazil by acquiring a former Mercedes-Benz manufacturing plant located in Iracemápolis, São Paulo. The site is planned to produce up to 100,000 vehicles annually and generate nearly 2,000 jobs locally, serving both Brazil and the broader South American market. On 27 January 2022, further details emerged outlining a portfolio of ten models—mainly hybrid electric SUVs and pickups—with an investment totaling R$10 billion. Production is expected to commence in July 2025.

Europe

GWM started exporting cars to Italy in 2006. In 2014, Italian authorities conducted an investigation into GWM vehicles regarding asbestos content.

In 2021, GWM launched a European headquarters in Munich to introduce the Ora Good Cat electric vehicle across France, Germany, Italy, Ireland, Norway, Spain, and the UK. In several countries, it was marketed as the Ora Funky Cat. The company also considered establishing a manufacturing plant within Europe. Nevertheless, in May 2024, GWM declared it would close its Munich office by August while confirming continued business activities throughout Europe.

Bulgaria

Together with Bulgarian firm Litex Motors, GWM operates a production plant in Bahovitsa, near Lovech, Bulgaria, which has been active since February 2012. Initially assembling the Voleex C10 from knock-down kits, the factory later expanded to manufacture the Hover 6 SUV and Steed 5 pickup trucks.

By January 2015, annual production reached roughly 5,000 units with ambitions to grow to 8,000 within two years. By mid-2016, GWM had established a network of 14 dealerships across 12 Bulgarian cities, including three outlets in Sofia.

Russia

In September 2015, GWM commenced building an assembly plant in the Tula Region, Russia. The facility was designed for an initial capacity of 150,000 vehicles per year with potential for expansion. Although originally planned to open in 2017, production began in June 2019 with Haval models such as the F7 and H9.

Following the exit of many global manufacturers after Russia's invasion of Ukraine, GWM experienced substantial growth in sales and revenue within Russia. During the first nine months of 2023 alone, sales quadrupled to over 84,500 vehicles across Great Wall pickups, Haval crossovers, and Tank SUVs. The Haval brand led with sales of 73,600 units—including 36,400 Haval Jolions assembled locally. Approximately 60% of these vehicles were produced at the Tula plant while the remaining 40% were imported.

Due to maintaining operations in Russia amid the ongoing conflict, GWM has been designated as one of the International Sponsors of War by Ukraine’s National Agency on Corruption Prevention.

Iran

The Iranian firm Diar has been involved in assembling Great Wall vehicles using knock-down kits.

Pakistan

Since 2022, the Pakistani automaker Sazgar has collaborated with GWM to assemble Haval SUVs locally. This alliance brought the Haval H6 HEV, which is Pakistan’s first domestically assembled hybrid electric vehicle. In February 2024, Sazgar introduced the GWM Ora 03, marking its debut in the electric vehicle segment.

Thailand

GWM initially planned a $340 million manufacturing facility in Thailand in 2013; however, this project was canceled early in 2014. On February 17, 2020, General Motors announced its withdrawal from the Thai market and agreed to sell its Rayong plant to GWM by the end of that year. The acquisition of GM's Rayong production plant was completed on September 30, 2020, with plans to achieve an annual output capacity of 80,000 units and to begin production in early 2021.

By October 2023, GWM revealed intentions to manufacture eight electric vehicle models at the Rayong facility starting from the first quarter of 2024. The Ora Good Cat, the inaugural EV produced at this site, commenced production in January 2024.

Malaysia

Great Wall Motor Sales Malaysia was founded in 2022, headquartered in Kuala Lumpur, with a warehouse located in the Klang Valley. The company is pursuing CKD assembly collaborations with Go Auto Group. GWM officially launched its operations in Malaysia in July 2022 and began selling vehicles in November with the introduction of the Ora Good Cat. In May 2023, the lineup expanded to include the GWM Cannon Ultra pickup truck.

Philippines

GWM entered the Philippine market in April 2023 through a partnership with Luxuriant Automotive Group, offering models such as the Haval Jolion (both hybrid and non-hybrid versions), Haval H6, and GWM Cannon.

Indonesia

In August 2023, GWM made its entry into Indonesia via a joint venture distributor formed by Inchcape plc and Indomobil Group. The brand showcased hybrid and electric vehicles from Haval, Tank, and Ora at the 30th Gaikindo Indonesia International Auto Show. Official sales of GWM vehicles commenced in Indonesia in March 2024.

South Africa

GWM has been present in the South Africa market since March 2007. By 2022, it had established a nationwide network comprising more than 66 dealerships.

Brands

During the early 2010s, GWM divided its product range into three categories: Haval for SUVs, Voleex for passenger cars, and Wingle for pick-up trucks. By 2013, Haval evolved into an independent brand, while the Voleex name was phased out around 2016. From 2020 onward, GWM ceased international sales of passenger cars under its own name; SUVs have been marketed solely under the Haval brand. The pick-up truck segment, including successors to the Great Wall Steed, continues under the GWM badge.

GWM broadened its brand portfolio by launching Wey (luxury vehicles) in 2017, Ora (electric vehicles) in 2018, and Tank (premium off-road vehicles) in 2021. Additionally, Great Wall Commercial Vehicles was formed during the early 2020s to focus on truck manufacturing.

GWM

As Great Wall Motor’s flagship brand, GWM originally produced a wide range of vehicles but has since concentrated on pick-up trucks. It introduced the Poer sub-brand—an acronym for Powerful, Off-road, Enjoyable, and Reliable—with models such as the GWM Poer P11 and P12 available in select international markets.

Haval

Haval serves as Great Wall Motor's exclusive SUV brand, established as an independent marque in March 2013 after its initial introduction with the Great Wall Haval CUV (originally called Hover) back in 2005.

Wey

Wey represents GWM’s premium SUV and crossover segment, launched in 2017 and named in honor of the company’s chairman, Wei Jianjun.

Ora

Known internationally as GWM Ora, Ora is the electric vehicle division aimed primarily at female buyers. Debuting in August 2018 with the Ora iQ model, the brand promotes values of openness, dependability, and innovation, while paying tribute to the mathematician Leonhard Euler.

Tank

Tank is GWM’s upscale off-road vehicle line, initially introduced as a Wey sub-brand but later spun off into an independent brand due to its unique design and market positioning.

Changzheng

Founded in 1950 in Xingtai, Hebei, Changzheng () is a manufacturer specializing in heavy trucks that was acquired by Great Wall Motor on 10 January 2022.

Souo

GWM Souo Moto (), or simply Souo, is a luxury motorcycle brand initiated in 2024 as a personal venture of GWM chairman Wei Jianjun. The brand specializes in touring motorcycles.

Souo S2000 (2024–present)
Souo LH2000 (forthcoming)

Confidence

Confidence () is an upcoming high-end luxury marque from GWM, with its official launch planned for 2025.

Sar

Sar Auto (), founded in 2021 as a high-luxury electric vehicle brand under GWM, aimed to develop electric sedans and SUVs with its flagship model, the Sar Mecha Dragon. However, the brand was discontinued in March 2023 before any sales commenced, and the Mecha Dragon model was integrated into the Ora lineup.

Spotlight Automotive

In November 2019, Great Wall Motor partnered with BMW Group to create Spotlight Automotive Ltd. for the purpose of designing and manufacturing Mini-branded battery electric vehicles within China. A production facility was constructed in Zhangjiagang, Jiangsu from 2020 through 2022. The inaugural mass-produced vehicle from this venture, the Mini Cooper SE (J01), began rolling off the assembly line on 14 October 2023.

Global sales

GWM sales figures by brand
Year	Total	Great Wall	Haval	Wey	Ora	Tank
2010	415,779	265,368	150,411	-	-	-
2011	518,965	353,407	165,558	-	-	-
2012	672,234	387,942	284,292	-	-	-
2013	803,449	384,303	419,196	-	-	-
2014	767,825	337,264	430,561	-	-	-
2015	871,315	204,663	666,652	-	-	-
2016	1,086,639	147,206	939,433	-	-	-
2017	1,085,654	144,385	854,842	86,427	-	-
2018	1,072,529	158,752	770,776	139,486	3,515	-
2019	1,097,451	166,057	792,586	99,943	38,865	-
2020	1,111,598	226,609	750,228	78,500	56,261	-
2021	1,280,993	233,006	770,008	58,363	135,028	84,588
2022	1,067,523	186,553	616,550	36,381	103,996	123,881
2023	1,230,704	202,330	715,188	41,602	108,518	162,539
2024	1,233,292	177,100	706,234	54,728	63,272	231,001

Exports

Year	Export Volume
2021	142,793
2022	173,180
2023	316,018
2024	453,141

Motorsport

Great Wall Motors made its debut in the Dakar Rally in 2010, entering with a modified Haval H3 that secured 33rd place as vehicle number 389. The subsequent year saw an advancement to 22nd position with car number 373. The team’s peak performances were recorded in the 2012 and 2013 events, each time finishing sixth overall. In 2014, competing with the newly introduced Haval H8, the squad achieved eighth place. After 2015, Great Wall Motors ceased participation in the Dakar Rally but remains active in national rally championships.

Claims of design imitation

In 2003, Nissan alleged that Great Wall’s SUV model, the Great Wall Sing, was a copy of the Nissan Paladin, prompting considerations of legal proceedings.

In 2006, Italian car manufacturer Fiat accused Great Wall’s compact car Peri (marketed as Jing Ling in China) of replicating the second generation Fiat Panda. A Turin court ruling in 2008 stated that the Great Wall Peri “does not appear as a distinct vehicle but rather as a [Fiat] Panda with a modified front.” Conversely, a copyright lawsuit filed in Shijiazhuang, China was dismissed, with the court concluding that consumers would not mistake one for the other due to evident differences in front and rear styling.

Additional Great Wall models have also drawn significant inspiration from international designs: the Great Wall Florid bears resemblance to the Toyota ist, the Great Wall Sailor/SA220 is similar to the Nissan Frontier, the Great Wall Coolbear closely mirrors the first-generation Scion xB, and the initial Great Wall Hover shares similarities with the Isuzu Axiom.

External links