Interview: Sunny Bhat on GWM’s Middle East Strategy, the Tank 700’s Strong Start, and What’s Coming Next

With the Tank 700 now making its mark across the Middle East, GWM is clearly stepping up its ambitions in one of the world’s most demanding automotive regions. From premium off-road capability and real-world desert performance to advanced hybrid technology and long-term brand building, the Chinese manufacturer is sharpening its focus on what regional customers truly want. We sat down with Sunny Bhat, Director of Sales and Marketing at GWM Middle East, to discuss the early response to the Tank 700, how customer feedback is shaping future products, the brand’s presence at the 2026 Liwa International Festival, and how GWM plans to balance rugged lifestyle SUVs with the growing push toward electrification and sustainability in the years ahead.

With the recent launch of the Tank 700 in the Middle East, what has been the market response so far, and how do you plan to sustain momentum across the region in 2026?

Sunny: The response to the Tank 700 across both the UAE and Qatar has been extremely encouraging. We’ve seen strong interest from customers looking for a premium off-road SUV that delivers genuine capability alongside comfort, design, and technology. What’s particularly positive is how the Tank 700 has attracted a new customer base to GWM, many of whom are engaging with the brand for the first time. Following its successful launches in the UAE and Qatar, we are now seeing strong momentum as additional markets across the region begin to roll out the model.

Our subsequent strategy for the Tank 700 is firmly centred on maintaining and deepening user engagement. To sustain momentum into 2026, our approach is threefold. First, continued experiential engagement, enabling customers to truly experience what the vehicle is capable of in real-world environments. Second, strengthening our dealer and aftersales ecosystem to ensure that the ownership experience matches the promise of the product. And third, maintaining a strong pipeline of launches across the region. We have several exciting new models planned for 2026, including vehicles built on our highly anticipated Hi4T platform, which will play a key role in elevating both performance and efficiency. This is about building long-term relevance and confidence in the brand, not just short-term volume.

Can you share how GWM’s product strategy for the Middle East is evolving, particularly what customers can expect next after the Tank 700 in terms of new segments or technologies?

Sunny: Our product strategy in the Middle East is becoming increasingly customer-driven and future-focused. This region demands vehicles that can perform in extreme conditions while still delivering premium design, advanced safety, and intelligent connectivity. Following the Tank 700, customers can expect a broader and more sophisticated portfolio that spans lifestyle SUVs, high-performance off-roaders, and advanced electrified solutions, always guided by real customer needs.

With this user-first approach, we became the first brand to introduce a full range of powertrains to the Middle East, gasoline, diesel, and HEV, reflecting our philosophy of “All Scenarios, All Powertrains, All Users”.

At the same time, strengthening our regional foundation remains a key priority. Sustainable long-term growth requires not only strong products, but equally strong support systems. We are upgrading our showrooms and service network, enhancing service processes, expanding spare parts availability, and optimising logistics to ensure faster and more efficient service. Our aim is simple: to give customers confidence not only at the point of purchase, but throughout their entire ownership journey. To support this, we have established dedicated GWM teams in Dubai who work closely with partners and customers to ensure our products, technologies, and plans reflect real local needs and expectations.

How has customer feedback from the previous Tank and Haval model launches shaped GWM’s approach to future product rollouts in the region? Are there specific features or innovations you’re prioritising?

Sunny: Customer feedback has been fundamental to how we develop products and plan launches in the Middle East. From earlier Tank and Haval introductions, we learned that customers place strong emphasis not only on durability, cooling performance, cabin comfort, and advanced safety, but also on real technical substance, powertrain performance, drivetrain capability, and genuine off-road confidence. At the same time, they continue to expect premium finishes, intuitive technology, and a refined driving experience.

This has directly shaped our future product roadmap. We are prioritising advanced thermal and climate management systems, stronger chassis and suspension tuning for extreme terrain, improved four-wheel-drive systems, and higher material and build quality. We are also accelerating the rollout of more advanced ADAS, connectivity, and vehicle control technologies that enhance both safety and off-road precision. The recently launched Tank 700 is a strong example of how this feedback is being translated into engineering, delivering higher torque, smarter power distribution, improved efficiency, and a level of drivetrain intelligence that supports both demanding off-road use and everyday driving in regional conditions.

Beyond the product itself, we are refining how we bring these capabilities to life. Through more immersive test-drive programs, including our recent customer off-road experience in Liwa and deeper technical training for our dealer teams, we ensure customers can truly understand and experience what differentiates GWM vehicles in terms of engineering, performance, and real-world capability.

GWM participated in the 2026 Liwa International Festival. What had been the brand’s focus at the event, and how did you see it help accelerate awareness or engagement for current and future products?

Sunny: Liwa is an authentic environment for the Tank brand and for GWM as a whole. It represents adventure, capability, and the real-world demands of off-road driving, exactly where our vehicles are designed to perform. This is particularly meaningful for the Tank series, which has now successfully entered more than 30 countries worldwide. It is a genuine off-road vehicle, recognised by global off-road users for its engineering strength and real capability. Its outstanding performance has earned the trust of Chinese customers, and that same off-road credibility continues to be validated by users internationally.

At the festival, we presented our full brand portfolio, including Tank, Haval, and GWM Pickup, demonstrating the breadth of what we offer across off-road, lifestyle, and everyday mobility. Our focus is not simply product display, but real-world demonstration. This builds on the customer off-road experience we hosted in Liwa last month, where owners and prospects were able to experience first-hand the performance, technology, and refinement of our vehicles in challenging desert conditions.

In the Middle East, the Tank brand is also developing its own community through the growing TANK Club, which brings together passionate off-road enthusiasts and reinforces the brand’s authentic connection with its users. Events like Liwa allow us to engage directly with this community, along with opinion leaders and potential customers. They accelerate awareness, build credibility, and help create an emotional connection ahead of the exciting new models and technologies that we will be introducing to the region in 2026.

Looking ahead, how does GWM Middle East plan to balance the launch of rugged, lifestyle-oriented SUVs like the Tank series with the growing regional demand for electrification and sustainability?

Sunny: We do not see rugged capability and electrification as opposing forces, we see them as complementary. Middle East customers still demand performance, range, and durability, particularly for off-road and long-distance driving. At the same time, there is a clear and growing expectation for more efficient and sustainable mobility solutions.

With this user-first approach, we advanced further with the introduction of Hi4 technology, our intelligent 4WD electric-hybrid system. Through an innovative dual-motor layout, Hi4 combines strong off-road capability with excellent efficiency, offering the power of a 4WD with the fuel consumption of a 2WD. Hi4 technology will officially enter the Middle East and Africa next year and has already received the highest engineering award from the China Society of Automotive Engineers.

Beyond powertrains, our sustainability approach also includes responsible manufacturing standards, careful material selection, and lifecycle efficiency. As we move into 2026 with multiple new launches planned, our objective is to offer vehicles that reflect both the adventurous lifestyle of our customers and their evolving expectations around performance, electrification, and environmental responsibility, delivering capability, refinement, and confidence in every journey.