Great Wall Motor has unveiled a renewed strategy to strengthen its presence in Europe, focusing on its SUV brand Haval and expanding its lineup to include combustion engines, full hybrids, plug-in hybrids, and electric vehicles.
The Chinese automaker first entered the European market in 2021 with electric and plug-in hybrid models under its Ora and Wey brands but saw limited success. In 2023, it sold about 316,000 vehicles outside China, with only 6,300 units delivered in Europe. The company has since postponed its goal of reaching one million overseas sales from 2025 to 2030 after disappointing results in key markets such as Germany.
See also: BMW and Great Wall Motor JV Launches New Electric Mini Cooper in China
The revised strategy centers on SUVs, which will dominate the product range from compact to all-wheel-drive models. Haval, established as Great Wall Motor’s dedicated SUV brand, will play a leading role in the expansion.
The company aims to position Haval models as competitively priced, feature-rich options for European customers while expanding its fully electric Ora family with new compact SUV models.
See also: Great Wall Motor Launches Vehicle Production in Brazil with Haval H6 GT Rollout
After closing its European headquarters in Munich in 2024, Great Wall Motor is preparing to relaunch its operations on the continent. The company said its new expansion phase is expected to begin in 2026 as part of its long-term investment plan to build a stronger and more sustainable presence in Europe.
