As The Leader Of Chinese Auto Enterprises To The World, Great Wall Motor in 2023 Is More Worthy Of Expectation

  China's auto exports grew 54.4 percent year on year to 3.11 million units in 2022, already overtaking Germany as the world's second largest auto exporter and closing in on Japan. China is likely to become the world's largest auto exporter in the next few years.

  In the short term, automobile manufacturers in Japan, Europe and the United States have been seriously affected by the epidemic, chip and supply chain crisis, and their market share has declined. In addition to this factor, the deeper reason lies in the fact that the pace of Chinese self-owned brands represented by Great Wall Motor is accelerating in the tide of globalization. Today, Great Wall has a footprint in more than 170 countries and regions, and reached a milestone of over 1 million vehicles sold overseas in 2022. Become a bright name card of China's independent brand.

Going Global: The path to the top auto giants

  Great Wall's chairman Wei Jianjun once said that "globalization is the most important and even the only development path for the automobile industry". At that time, many people questioned Great Wall's determination to go global, but today's results clearly confirm Great Wall's determination and courage.

In 2022, Great Wall Motor continued to advance its globalization, with overseas sales exceeding 170,000 units, a year-on-year growth of 21.28%, reaching a record high. What's more, Great Wall Motor achieved substantial growth in Thailand, South Africa, Saudi Arabia, Australia, New Zealand and other key regional markets, landing on the TOP list of local market sales and winning the monthly champion in several market segments. Great Wall's growing influence is deepening among consumers in overseas markets.

  Great Wall Motor has made such remarkable achievements in the international market thanks to its leading technological strength, taking new energy and intelligence as the core to explore the global market, and paving the way in the international market through its profound technological accumulation. Wei Brand Mocha PHEV (Coffee 01), Euler Good Cat, Haval H6 New Energy (PHEV/HEV), Tank 300, Great Wall Gun and other global models have been launched in Europe, South America, ASEAN and other key overseas markets. Among them, the rapid distribution of new energy and intelligent models in overseas markets has become the main driving force for the growth of Great Wall Motor's overseas sales.

  On the other hand, Great Wall Motor's overseas system is also different from other auto companies. Different from other auto companies that only rely on products and sales outlets to go overseas, Great Wall Motor not only pushes its products to the world, but also synchronizes its manufacturing system, products and sales system to go overseas, which forms an ecological overseas system with unique Great Wall characteristics. At present, Great Wall Motor has established research and development centers in many cities in the United States, Japan, Germany, Canada and other countries. Across the land and sea, set up factories in Thailand, Brazil and other countries and regions; It has more than 700 overseas sales channels, forming an integrated ecological system of research, production and marketing, and forming a self-circulation on the vast land of the world. Coupled with its enterprise structure and forward-looking layout in the upstream and downstream industrial chain, Great Wall Motor's road to the sea is obviously more stable.

Strength accumulation to cope with the new energy 100 years new chess game

  In the face of the world's top players like a forest of masters, in order to win the game in the world automobile industry in a century of unprecedented changes, Great Wall Motor must be quality-based high-level product matrix, dare to challenge the most mature industry hinterland of the automobile market, and come up with the top performance of international giants, in order to establish itself in the world and convince global consumers.

Looking far away to Europe, Great Wall Motor will launch several models at the Paris Motor Show 2022, which will be reopened in October 2022. Among them, Wei Brand Mocha PHEV (Coffee 01) is priced at 390,000 to 420,000 yuan in Europe. While its price has broken into the range of high-end brands, its sense of quality does not fall behind in the process of competing with traditional luxury brands, and it gains a boom of orders. It can be said that, under the adverse influence of away operations in Europe, the high value potential energy of Great Wall Automobile products can still trigger global attention.

As the hinterland of the global car market, Europe has a mature market and huge capacity. Its strict regulations and institutions have created a natural exclusivity of the market. Whether they can get the "passport" from Europe has become the premise for Chinese new energy products to enter the view of European consumers.

  On January 11, 2023, the European Association for the Safety of New Cars announced the winners of the Best Models of 2022: Euler Good Cat won the Best Award in the small family car category; The Mocha PHEV (Coffee 01) won Best of All in the Large off-road vehicle category. Previously, Great Wall Motor's Euler Good Cat, Latte PHEV (Coffee 02) and Mocha PHEV (Coffee 01) all received five-star safety evaluation of 2022 ENCAP crash test, and Mocha PHEV (Coffee 01) became the autonomous model with the highest active safety score of E-NCAP.

  It can be said that Great Wall's overseas performance has withstood the strictest market certification, breaking the long-standing brand barrier of European luxury car companies. Its new energy products have achieved the target of opening the incision in Europe, and the image of "high quality and high price" is becoming more and more solid in the pace of entering Europe.

  In the "global automobile", "go global" four words are easy to say, but the global market and the domestic market obviously has a world of difference, want to foothold in the world, a Chinese car enterprise in the product form, or organizational structure and ecological system means revolutionary changes, and the Great Wall Automobile has undoubtedly been for the Chinese car sea, Found a good and valuable course in the right direction.

"|" ONE GWM - Great Wall gives out the optimal solution

  At present, the development of China's automobile industry is advancing towards a higher level. Besides products, the brand potential energy formed around products is gradually released. Strong brand power, will become the future Chinese auto industry to the world's new power point.

At the end of last year, Great Wall Motor launched its latest global strategy "ONE GWM" at its overseas dealer conference. Based on the new strategy, Great Wall Motor will focus on GWM brand, develop different development paths based on the category characteristics of the five major brands, and combine the market and industrial policies of different countries and regions, differentiated distribution of new energy products, and thus build a localized ecology.

  In 2022, Great Wall Motor launched GWM in Malaysia, Brazil and other places, deepening the global user perception of GWM brand, and held the first anniversary of GWM brand launch in the ASEAN region. Overseas, Great Wall Motor has also established GWM city exhibition halls and brand experience stores with a unified image. The GWM brand image is used to form strategic cooperation with sports, political and business events such as Badminton World Federation and APEC. It can be said that the strategy of "ONE GWM" makes the global communication of Great Wall Motor more extensive and its global image more unified. Force out a hole, the formation of an unprecedented brand force.

  In short, "ONE GWM" makes the brand marketing of Great Wall Motor more focused and more concentrated. Under the guidance of "ONE GWM" action program, Great Wall Motor's leading eco-going strategy, matrix product strength and localized operation vitality have been continuously distributed in overseas markets, accumulating market potential energy.

  Under the core strategy of "convergence", Great Wall Motor is coordinating changes from various dimensions such as thinking, organization and strategy to effectively promote the process of transformation and globalization, which will give a deeper impact on the overseas success of Great Wall Motor in 2022.

  Conclusion: In the view of "Global Automobile", to measure the success of an enterprise, look at the short-term product, look at the category, but the long-term view is the system construction of an enterprise, in the Chinese market, in the overseas is also so. In the environment of the market's external factors to stabilize, 2023 has become a good time for Chinese auto companies to go global, and in this, Great Wall Motor has played a "pilot" role.