At the Shanghai Auto Show, GWM Chairman Jack Wey and President Parker Shi shared valuable insights into the company's global expansion strategy, focusing on the establishment of overseas manufacturing facilities, advancements in safety research and development (R&D), and the overarching concept of ecosystem globalization. This interview sheds light on how GWM is strategically expanding its global footprint and positioning itself as a leader in the international automotive market.
Overseas Factory Expansion
GWM is accelerating its international expansion by building production plants in key regions. In Brazil, the company has adopted the CKD (Completely Knocked Down) model for localization, utilizing an acquired factory to assemble parts. However, GWM is looking toward deeper manufacturing and mass production, recognizing that as markets mature, full industrial chain integration becomes necessary. GWM's long-term goal is to develop a complete manufacturing ecosystem in regions like Latin America and Southeast Asia. This approach mirrors the strategies of global automotive giants such as Fiat and Renault, who have established manufacturing bases in these regions to better serve local market needs.
In Southeast Asia, GWM has also invested in a factory in Thailand. The Thai facility will serve as a manufacturing hub for vehicles such as the GWM TANK 300 and 500, which will then be distributed to neighboring countries. GWM is committed to providing high-quality vehicles while adapting to local demands, a key part of its strategy to ensure sustainable growth in international markets.
Safety Research and Development
Safety remains a top priority for GWM, and the company has made significant strides in enhancing the safety features of its vehicles. GWM follows the principle of “life first, safety paramount,” ensuring that every vehicle it produces meets the highest safety standards. GWM is also committed to integrating intelligent driving technologies, positioning them as driver assistance features rather than fully autonomous systems.
Additionally, GWM has invested heavily in safety testing and crash simulations, establishing one of the largest automotive safety testing laboratories in Asia. The company is also conducting real-world testing across extreme climates, including the Middle East's high temperatures and the cold extremes of Northern Europe, to ensure that its vehicles meet the needs of global consumers.
Ecosystem Globalization
GWM's strategy has evolved from merely exporting vehicles to a comprehensive ecosystem approach that includes local R&D, production, and supply chain integration. The company's goal is to create a closed-loop system that ensures quality and reliability at every stage, from manufacturing to after-sales service. This “full-chain export” model is exemplified in GWM's plants in countries such as Brazil, Thailand, and Malaysia, and is further reinforced by the establishment of parts distribution centers in regions like the Middle East to enhance customer service.
GWM's commitment to ecosystem globalization allows it to respond quickly to regional market demands while maintaining consistent product quality and brand integrity. This strategic approach has enabled GWM to position itself as a globally competitive brand, with plans to expand into more emerging markets in the future.
As GWM continues to evolve its global strategy, the company is well-positioned to thrive in international markets. By prioritizing safety, advancing intelligent driving technologies, and building a robust industrial ecosystem, GWM is not just exporting cars but creating a global automotive presence that spans R&D, manufacturing, and after-sales service. With a firm commitment to long-term growth, GWM is all set to go “From the Great Wall to Global GWM”.
