GWM Unveils Global Strategy and New Models at Auto Shanghai 2025

At the 2025 Shanghai International Auto Show, Chinese auto giant Great Wall Motor (GWM) revealed its ambitious new global strategy, marking a pivotal moment in the company’s evolution from a domestic manufacturer to a global automotive player. GWM showcased a diverse lineup under two major themes: “Smart Tech Lifestyle” (HAVAL, WEY, ORA) and “Off-Road Powerhouse” (TANK, POER, and SOUO Motorcycles).

In his keynote titled “From the Great Wall to Global GWM,” GWM President Mu Feng introduced the company’s refreshed vision and new corporate logo, symbolising GWM’s next phase as a global leader in intelligent mobility, safety, and sustainable innovation.

New Era, Same Commitment to Safety

A key theme of GWM’s announcement was the brand’s global consistency in quality and safety, paired with local market customisation. President Mu reinforced this boldly: “There is no such thing as ‘just right’ — only the relentless pursuit of better.”

To back that up, GWM invested 500 million yuan to build Asia’s largest vehicle safety testing facility, underlining its focus on crash protection for new-energy vehicles. At the show, visitors were treated to scale models of GWM’s wind tunnel and crash test labs, offering a rare look into the brand’s R&D capabilities.

GWM’s Global Roots Run Deep

GWM’s journey started in Baoding in 1990, when founder Jack Wey, then 26, took over a small factory. By 1997, the company was already exporting vehicles. The “Deer” pickup and the HAVAL H6 SUV laid the foundation for its domestic success. Today, GWM POER is China’s No.1 pickup brand and ranks in the global top three.

The brand’s rapid expansion since 2016 includes the introduction of several sub-brands — WEY for premium vehicles, ORA for EVs, and TANK for hardcore off-roaders. 

Tech-Focused, Hybrid-Ready

GWM is aggressively entering the hybrid and EV space under its “broad internal combustion” and “technological self-reliance” strategy. At the event, it showcased its Hi4 hybrid technology—including the Hi4-T and Hi4 Performance versions—which aims to deliver all-wheel-drive capability and efficiency across different vehicle types.

Also on display was the company’s latest 2.4-litre turbo diesel engine, known for its robust performance and low emissions. This engine powers vehicles like the HAVAL H9 and TANK 300. This hybrid and clean-diesel mix positions GWM to serve a wide range of global markets, especially those still transitioning from traditional powertrains.

GWM in the Middle East

GWM also welcomed media and dealer partners across the Middle East at Auto Shanghai 2025. The delegation participated in road and off-road test drives of the latest HAVAL, POER, and TANK models, highlighting the brand’s ongoing focus on performance and reliability, two key factors for regional buyers.

This hands-on approach demonstrates GWM’s intent to strengthen its footprint in the Middle East with vehicles tailored to the region’s needs, from rugged off-roaders to efficient hybrids and EVs.

Ecosystem Expansion Strategy

At the core of GWM’s new direction is its “Ecosystem Expansion + Deep Localisation” strategy. GWM operates in over 170 countries and regions, focusing on localising production, supply chains, and services. The brand has partnered with over 300 global suppliers to support this integration.

The newly launched “GWM Beacon” logo symbolises this global-local duality, combining the company’s domestic strength with international aspirations. As GWM puts it, “China’s GWM is the world’s GWM — and the world’s GWM is China’s Great Wall Motor.”

With strong momentum, continued investment in tech, and a growing international footprint, GWM is positioning itself as a serious contender in the global automotive arena, including right here in the Middle East.