Great Wall Motor plans to begin producing its Ora 5 model in Bulgaria in the first quarter of 2027, establishing a European manufacturing base with annual capacity of 50,000 vehicles, Reuters reported on October 27, citing the Chinese automaker.
Production will take place under a manufacturing agreement with a local partner. Great Wall Motor has not disclosed the financial terms of the deal or confirmed whether the Bulgarian facility will produce the electric, hybrid or petrol version of the Ora 5.
The project forms part of the company’s broader strategy to strengthen its presence in Europe through local manufacturing rather than relying solely on vehicle exports from China.
Great Wall Motor Seeks Deeper European Presence
Great Wall Motor chief technology officer Nicole Wu said the company wants to establish a more substantial position in the European market.
The automaker said it is looking beyond vehicle exports and considering integrated industrial parks in Europe that would bring vehicle and component production together.
Great Wall Motor previously told Reuters that it aimed to manufacture 300,000 vehicles annually in Europe by 2029. Its broader regional expansion plan includes at least 10 new and derivative models over the next two years.
The company has also operated a research and development centre in Munich since 2021. The facility supports local market research, regulatory compliance and vehicle validation for European customers.
EU Tariffs Add Pressure to Local Production
Chinese automakers are increasingly exploring European manufacturing as they seek to sustain sales growth and reduce exposure to trade barriers. The European Union has imposed additional anti-subsidy duties on electric vehicles imported from China and has discussed potential restrictions on hybrid vehicle imports with Beijing.
Great Wall Motor’s China-built electric vehicles face an additional EU anti-subsidy duty of 20.7%, on top of the bloc’s standard 10% car import tariff.
Local production could help the company reduce its reliance on imported vehicles, although the actual benefits will depend on the manufacturing arrangement, sourcing requirements and applicable trade rules.
Sales Recovery Remains a Challenge
Great Wall Motor was among the earlier Chinese automakers to enter Europe, initially focusing heavily on electric vehicles. However, its sales have remained limited compared with those of competitors such as BYD, Chery and Leapmotor.
Reuters reported that Great Wall Motor’s European sales fell nearly 30% in 2025 to approximately 3,500 vehicles, despite stronger growth from several Chinese rivals.
The company is targeting a 3% to 5% share of the European automotive market by 2030. Achieving that goal will require it to expand its product range, improve market acceptance and build a stronger distribution and manufacturing presence.
The planned Bulgarian production operation represents one step toward that objective. Its impact will depend on the Ora 5’s competitiveness, the choice of powertrain and Great Wall Motor’s ability to increase sales across Europe.