Great Wall Motor (GWM) has further consolidated its commitment to globalization by establishing its European headquarters in Germany, projecting a comprehensive strategy that encompasses R&D, sales and management. This initiative not only strengthens GWM's presence in a demanding market, but also boosts the development of smart, green and connected vehicles, adapted to the standards and preferences of European consumers.
Key functions of GWM's European Headquarters
GWM's new European headquarters in Munich acts as the nerve center for three essential areas: research and development (R&D), sales operations and strategic management.
R&D: advanced integration of automotive technologies
Within the R&D division, GWM Europe focuses on:
- Full vehicle integrationThe mechanical, electrical and electronic design of each model is guaranteed to function harmoniously, complying with European safety and emission standards.
- Development of vehicle componentsThe new model has been designed and engineered to provide agile and comfortable handling on European roads by perfecting critical elements such as chassis, powertrain and suspension systems.
- Power electronics platforms: working on inverters, controllers and battery management, essential for new energy vehicles (NEV).
- Intelligent driving and Internet of Vehicles (IoV)The company's new vehicle fleet management system (VMS): implementing driver assistance technologies (ADAS) level 2 and higher, connectivity through 5G networks and Over-The-Air (OTA) updates to keep vehicles always up to date.
The GWM Munich team will expand to reach almost 300 members by early 2022, bringing together engineers, software developers and electronics specialists to stay on the cutting edge of technology.
Sales and strategic management in the European market
In addition to R&D, the European headquarters is responsible for:
- Development of tailored sales strategies to regional preferences, considering cultural differences, government incentives for electric vehicles and homologation requirements.
- Dealer network and aftermarket managementCoordinate the opening of brand experience centers and authorized workshops, ensuring consistent service quality throughout Europe.
- Cooperation with local suppliersStrengthening ties with component partners, from auto parts to connectivity software, strengthening the upstream and downstream supply chain.
These efforts seek to position GWM as a competitive and reliable brand for European consumers, who value quality, innovation and sustainability.
Investment in batteries and local production: boost for Svolt and Nobo Auto
GWM's expansion in Europe is not limited to the Munich site. Via Svolt Energy Technology, subsidiary focused on energy solutions, GWM has selected Saarland, Germany, for the construction of two battery plants, with a total investment of 2 billion euros. These plants will include:
- SiC (silicon carbide) cell module factoryAdvanced cell production with lower energy loss and higher efficiency in fast charging.
- PACK module assembly plantIntegration of cells into battery packs ready for installation in electric vehicles.
For its part, Nobo Auto, linked to the group, has set up bases of production of rooftop solar panels at Überherrn and Bremen, GWM's commitment to renewable energy and the sustainable life cycle of its products is reinforced.
Smart living ecosystem: beyond the automobile
GWM seeks to provide its European customers with a lifestyle ecosystem focused on smart mobility. This includes:
- Freight servicesdevelopment of fast-charging infrastructure in collaboration with local partners, with stations strategically located in urban centers and highways.
- Certified maintenance and repairAuthorized workshops with technicians trained in GWM technology, guaranteeing the use of original spare parts and prompt service.
- Intelligent cabin servicesOTA updates for infotainment systems, connectivity with mobile devices and remote diagnostic digital platforms.
- Used vehicle replacementThe company's main objectives are: unit buyback and recycling programs, facilitating the transition to newer and more sustainable models.
With this proposal, GWM not only sells cars, but also creates a connected environment, where the user interacts with the brand in a constant and fluid way.
Interaction and co-creation through the WEY & ORA APP platform.
As part of its philosophy of user-oriented co-creation communities, GWM launched the WEY & ORA APP, a digital platform that allows customers:
- Interact directly with the brandSend suggestions, report incidents and participate in satisfaction surveys.
- To know the progress of developmentAccess to advance information on prototypes, technical features and release dates.
- Customize future vehicles: pre-select equipment options and colors for future models.
- Participate in discussion forumsExchange experiences with other GWM users and experts.
This strategy reinforces the emotional bond between the brand and the consumer, creating a loyal and active community.
Brand experience centers: immersive spaces in Munich and Berlin
In 2022, GWM will inaugurate its Brand Experience Centers at Munich and Berlin, conceived as spaces for face-to-face interaction where:
- Users can try WEY and ORA modelstest drive demonstration units, both in urban driving configuration and in virtual driving simulators.
- Technology exhibitionInteractive displays showing the development of batteries, ADAS systems, IoV platforms and advances in electrification.
- Co-creation zones and eventscollaborative workshops where customers contribute ideas for the design of future generations of vehicles.
- Themed showroomsrecreations of urban and rural environments illustrating the use of GWM vehicles in different scenarios.
This omnichannel experience reinforces the perception of GWM as a technological and innovative brand, bringing the user closer to the creation process and keeping the excitement for the products themselves alive.
WEY Coffee 01 and ORA Cat smart models: unveiled at IAA 2021
During the Automobile Show in IAA 2021 in Munich, GWM presented two flagship models for the European market:
- WEY Coffee 01The L2+ level ADAS technologies, 5G driving and design inspired by European urban aesthetics. Its highlights include:
- High energy density battery for more than 500 km of autonomy.
- Bi-directional charging (V2L), which allows powering external devices.
- Intelligent interior system with facial recognition and voice assistant.
- High energy density battery for more than 500 km of autonomy.
- ORA Cat: compact hatchback 100 % electric, ideal for urban driving. Main features:
- Reduced dimensions for optimal maneuverability in European cities.
- Regenerative braking technology adjustable to maximize efficiency.
- Intuitive user interface with 12-inch touch screen and OTA updates.
- Reduced dimensions for optimal maneuverability in European cities.
The presales of both models will begin in early 2022, with the first two models to first deliveries The first half of that year is expected to be completed in the first half of that year.
Leadership statements: vision and strategy of GWM Europe
According to Qiao Xianghua, CEO of GWM Europe:
“The European market is at the center of GWM's development strategy. We will invest in the most advanced green and smart cars in Europe and establish R&D centers and production bases located here. GWM wants to become a smart technology company with global competitiveness.”.
With this vision, GWM reaffirms its commitment to:
- Innovating in technologyby adapting its products to European emission and safety standards.
- Localize productionThe company's main objective is to reduce delivery times and logistics costs, while creating local employment.
- Develop strategic allianceswith suppliers of energy, software and electronic components in the region.
This strategy positions GWM as a key player in the first line in the transition to sustainable mobility in Europe.
Impact on the European automotive industry and future perspectives
The establishment of the headquarters and German subsidiary of GWM represents a milestone important in its internationalization process:
- Demonstrates commitmentRespect for European regulations and understanding of local consumer needs.
- Stimulates demandby offering smart, high-tech products, the expectations of buyers interested in alternatives to traditional brands are growing.
- Boosts local productioninvestments in Saarland, Überherrn and Bremen strengthen the regional economy and diversify the European supply chain.
- Promotes continuous innovationR&D cooperation with German research institutes and universities will generate new developments in electrification, autonomous driving and IoV software.
In the medium term, GWM is expected to consolidate its position as the total solution providerfrom electric vehicles to charging services, maintenance and digital experiences, transforming the automobile into a “third living space” where the emotion, intelligence and comfort converge.
Want to be part of the smart mobility revolution? Visit the GWM Experience Centers in Munich and Berlin from 2022 onwards and get a first-hand look at the models WEY Coffee 01, ORA Cat and other next-generation electric vehicles.
🚗 Join the new era of driving and experience how GWM redefines the concept of the automobile as a connected, ecological and innovative space. We are waiting for you!
