At Auto China 2026, the world’s largest auto show with 380,000 square meters of exhibition space and 1,451 vehicles on display, Great Wall Motors (GWM) International President Parker Shi commented on the current industry trend toward autonomous technology. While most automakers at the dual-venue event, which drew 21 countries, focused on smart cockpits, AI features and fast OTA updates, Shi spoke from the GWM exhibition area, emphasizing safety as non-negotiable and integrity as key to long-term success.
“In the race for innovation, the bottom lines of safety and integrity must be upheld. For GWM, this is not just a philosophy but a principle.” Shi believes that will help the company achieve long-term success in a rapidly changing global market, where trust will ultimately outlast short-term hype, reflects China’s shift to intelligent mobility, with 181 global debuts and a focus on L3 autonomous driving, large-model cockpits and 800V platforms — but Shi reminded audiences that basics cannot be overlooked.
Shi, whose company is a major Chinese automaker expanding globally, challenged the industry’s obsessions. He acknowledged intelligence enhances comfort but rejected it as a replacement for engineering excellence: “Ten years ago, cars had no intelligent features, and people drove just fine. Now intelligence enhances comfort, but it is a plus, not a replacement. The system doesn’t know if you’re falling asleep — only to beep when you’re distracted.”
For Shi, safety is the foundation, with all other features secondary. Inverting this order, he argued, is negligence, a point that resonates as China’s auto industry transitions to an era where intelligence is a competitive prerequisite. Analysts note the show marks a turning point for software, AI and ecosystem integration, but Shi’s focus on safety highlights the divide between short-term spectacle and long-term sustainability.
Beyond safety, Shi discussed brand building in China’s volatile market, where new brands rise and fall quickly. “Brand strategy is critical. Some create too many brands for short-term market share — that’s unsustainable,” he said.
This logic applies to car brands, he explained: premium touchpoints — showrooms, after-sales service, complaint handling — prove commitment. Building a brand is slow, destroying it fast, and lost integrity takes twice as long to rebuild. This focus comes as Chinese automakers expand overseas, with the show serving as a global platform for GWM and others eyeing Europe, where localization is key.
Localization, Shi stressed, is a survival strategy for diverse markets like Europe. “Europe is not one market — it’s many,” he said, noting regional differences: narrow Southern European roads favor cars under 4.5 meters, Northern Europe has 95% BEV penetration, wagons dominate the U.K., and C-segment leads in Eastern Europe. “Sell the same SUV to all, and you will fail,” he warned.
Localization must guide product decisions from the start, aligning with the show’s trend of tailored solutions. BMW and Mercedes launched China-optimized models, while GWM adapts offerings for global audiences, prioritizing local needs over a one-size-fits-all approach.
When asked to define GWM in one word, Shi said “integrity.” “Integrity is not built overnight,” he noted. “It follows a progression: I know you, I believe you, I trust you, I love you. If you don’t trust a brand, you’ll never be loyal.”
This is a system, not sentiment, guiding product decisions, partnerships and service. Every interaction builds or erodes trust, and loyalty comes only from honoring commitments — profitable or not. “Honor the commitment, no matter what,” he said. “Whether you make or lose money, keep your word to build credibility.”
While the event focused on emerging technology, Shi’s presentation emphasized foundational industry elements like safety and reliability. “A car is not a house; it’s transport from A to B, but integrity must hold every kilometer,” he said.
As Auto China 2026 cements its status as the world’s top auto event, showcasing the industry’s shift to intelligence and global competition, Shi’s message is a counterbalance: innovation cannot sacrifice safety and integrity. For GWM, this approach is intended to support the company's long-term market stability by prioritizing consumer trust over current industry trends.
About GWM
GWM is a global intelligent technology company, whose business includes automobile and parts design, R&D, production, sales and service. Our brands include HAVAL, WEY, ORA, TANK and GWM Pickup. To learn more, visit www.gwm-global.com.
Disclaimer
This press release contains forward-looking statements subject to risks and uncertainties that may cause actual results to differ materially. Statements reflect current views and are not guarantees of future performance. Industry data and third-party insights have not been independently verified. This release is for informational purposes only and does not constitute an offer or solicitation. GWM assumes no obligation to update these statements except as required by law.
Media Contact
Carol Wang
globalmarketing@gwm.cn
