Chinese automaker Great Wall Motor is steadfast in its plans to expand its presence in Europe, even in the face of an ongoing anti-subsidy investigation. Following its establishment in Germany and the UK, the company now aims to further extend its reach to eight additional European markets, including Italy, Spain, Portugal, the Netherlands, Belgium, Luxembourg, Austria, and Switzerland.
According to a report from local media outlet Sina Tech, Great Wall Motor’s overseas brand, GWM, is actively planning for local production and sales in Europe. The company is in the process of selecting a site for a research and development center, indicating a commitment to long-term growth in the region.
While the anti-subsidy investigation into Chinese electric vehicles (EVs) by the European Union poses a challenge, Great Wall Motor remains undeterred. The company has already established partnerships in European countries such as Germany, the UK, Ireland, and Sweden. Agreements with partners in additional markets are reportedly in progress.
In late November 2021, Great Wall Motor inaugurated a German subsidiary and established a European headquarters in Munich, signaling a strategic move to accelerate its expansion in the European market. The company aims to strengthen collaboration with local suppliers, with a focus on investments throughout the supply chain.
The chosen model for market entry involves local manufacturing and sales, reflecting a significant investment of resources. This approach aligns with Great Wall Motor’s commitment to sustained growth in the European automotive market.
Despite potential hurdles, including the anti-subsidy investigation set to conclude within 13 months of its launch, Great Wall Motor is resolute in its determination to penetrate overseas markets. The company’s president, Mu Feng, emphasized this commitment, stating that while challenges may arise, the company will persevere and expedite its entry into global markets.
At the Paris Motor Show in October 2022, Great Wall Motor showcased various models, including the Coffee 01 and Coffee 02, and made the Coffee 01 available in Europe, demonstrating its proactive approach to market visibility.
As Chinese automakers navigate obstacles in the overseas market, Great Wall Motor’s strategic decisions and perseverance underscore its ambition to establish a significant presence in Europe’s competitive automotive landscape.
