Transforming from Chinese Automaker to International Brand
The bright lights of Auto Shanghai 2025 recently illuminated the global automotive stage. Amidst the dazzling displays, one brand made a particularly strong impact: that of China’s dynamic Great Wall Motor (GWM) brand.
This event also served as a compelling declaration of GWM’s strategic transformation from a leading domestic Chinese automaker into a truly international force in intelligent mobility. For South Africa, it also signalled an exciting automotive future with GWM’s innovative vehicles and new Chinese SUVs on the South African market.
GWM at Auto Shanghai 2025
GWM’s commanding display in Hall 7.1 at Auto Shanghai 2025 occupied an expansive 6,500 square metres, and was divided into two captivating brand clusters.
The “Smart Tech Lifestyle” zone showcased the elegance and technological prowess of Haval, Wey, and Ora. It targeted urban drivers looking for sophisticated everyday mobility.
Complementing this was the “Off-Road Powerhouse” cluster. This rugged display, including the formidable Tank, the versatile POER, and the brand’s SOUO Motorcycles, clearly demonstrated GWM’s mastery of off-road vehicles.
GWM President Mu Feng’s keynote address, tellingly entitled “From the Great Wall to Global GWM”, highlighted the company’s new global strategy. It also unveiled its new logo, the “GWM Beacon”.
This striking emblem symbolises the brand’s unwavering commitment to global expansion and represents the unified strength of its domestic and global identities. It cemented GWM’s intention to become a leading global player in automotive innovation.
The Dual Approach: Global Standards + Local Customisation
GWM’s global vision is executed through a “Global Standards + Local Customisation” strategy. This reveals a commitment to international standards for quality and safety; which was demonstrated with scale models of its largest safety testing facility in Asia.
This 500-million yuan facility underscores GWM’s commitment to safety. President Mu affirmed this unambiguously: “There is always room to raise the bar for safety. There is no such thing as ‘just right’ – only the relentless pursuit of better.” For GWM South Africa drivers, this guarantees vehicles engineered to meet rigorous global safety criteria.
GWM also embraces diversity through tailored product development that caters to unique regional tastes and cultural nuances. Examples are the Tank 300 Middle East Edition with its starry-sky roof and the Ora Nordic Edition with its aurora-themed ambient lighting.
Tech Innovation Driving Global Appeal
GWM showcased its advancements in clean and efficient 2.4T diesel powertrains, known for exceptional efficiency, power, and durability. These advanced engines are used in the formidable Haval H9 and luxurious and technological advanced Tank 300. Designed to comply with stringent global emission standards, these engines are a forward-looking choice for the environment.
GWM’s “broad internal combustion” strategy has led to the integration of core technologies to develop a diverse lineup of hybrid intelligent all-wheel-drive systems. These include the Hi4, Hi4 Performance Edition, Hi4-Z, Hi4-T, and Hi4-G. The Hi4-T system ensures robust off-road capability combined with hybrid efficiency, making it ideal for SA’s diverse terrains.
For us here at Thorp, this means our new Haval and GWM models offer performance, advanced fuel efficiency and reduced emissions. Our upcoming facelifted new Haval H6 and the Haval H7 also feature advanced hybrid technology.
Relevance to African and South African Markets
GWM’s globalisation approach is deeply rooted in “being in the local market, for the local market, and integrating into the local community“. With a strong presence in over 170 countries and regions, including a robust network across Africa, GWM demonstrates an in-depth understanding of local demands. Strategic collaborations with over 300 international suppliers and leading high-tech industry players ensure access to premium global resources.
For South African auto enthusiasts, businesses and car dealerships like Thorp in Cape Town, GWM’s strategy is highly beneficial. Its focus on performance, durability, and technological innovation directly addresses South Africa’s tough driving conditions and operational requirements.
Whether it’s the rugged capability of a GWM P-Series bakkie or the advanced tech of a luxurious Haval in Cape Town, you’ll know you’re getting a vehicle tailored for local conditions and compliant with global standards. GWM South Africa’s growing footprint attests to their commitment to delivering reliable, well-equipped, and technologically advanced vehicles that offer great value.
Symbolism and Philosophy: The GWM Beacon Emblem
The newly launched GWM Beacon emblem embodies the brand’s powerful philosophy: “One GWM”. The GWM-inscribed base symbolises a commitment to global expansion and unifying their domestic and global identities.
It signifies the “core belief behind ‘One GWM’ is simply to let the world know that China’s the Great Wall Motor is GWM, and the world’s GWM is the Great Wall Motor”. For drivers, this means access to internationally consistent quality, service, and innovation.
GWM’s showcase at Auto Shanghai 2025 unequivocally confirmed the brand’s dynamic evolution from a domestic name to an international symbol of striking automotive progress. As GWM continues to build its “ecosystem expansion + deep localisation” approach, it promises a future where there will be “Tech With More Love” in a “World With More Life”.
Keen to Learn More?
Check out GWM’s full article on their appearance at Auto Shanghai 2025 here, or see what GWM and Haval in Cape Town have to offer for yourself! Drop by one of our conveniently located Thorp dealerships in Plumstead and Table Bay to test drive one of these remarkable vehicles.
