GWM boosts sales and strengthens its premium strategy
During the first quarter of 2022, Great Wall Motor (GWM) achieved a sales growth of 8.04 1Q03Q compared to the same period of the previous year. Despite production constraints due to the pandemic and logistical challenges from its suppliers, GWM maintained its stable operation through a combination of strategies that include portfolio optimization, the development of smart technologies and clean energy and its commitment to premiumization of the brand. In addition, the company continues to strengthen its international presence with high-value launches in multiple markets.
Production challenges and their impact on sales
Supply Chain Effects of the Pandemic
At the start of 2022, many regions were faced with health restrictions which affected GWM's key spare parts suppliers. These disruptions resulted in:
- Temporary reduction of the assembly capacity on several floors.
- Delays in the delivery of electronic and semiconductor components.
- Increased waiting times for inking vehicles and painting processes.
In spite of these obstacles, GWM was able to mitigate them by means of the inventory optimization, agreements with alternative suppliers and adjustments in the production planning. In this way, the brand narrowed the gap between demand and supply, enabling sales to grow by 8,04 % instead of being negatively affected.
Strengthening endogenous power
To counteract the external constraints, GWM promoted its endogenous power through:
- Optimization of product mixfocusing on models with high demand and higher profit margins.
- Continuous development of new intelligent technologiesby accelerating the introduction of ADAs and connectivity systems.
- Promotion of clean energystrengthening its offer of hybrid vehicles and pure electric.
This combination enabled GWM not only to maintain a regular flow of units on display, but also to improve the brand awareness among consumers looking for premium and technology products.
Optimization of the product mix: a pillar of the premium strategy
Proportion of technology models and LEMON, TANK and COFFEE family models
In the first quarter of 2022, GWM consolidated its premiumization strategy by increasing the proportion of models based on their three technology families:
- LEMONHigh efficiency motors and DHT hybrid systems.
- TANK: high-end vans designed for off-road driving.
- COFFEESUV lines incorporating the “Coffee Intelligence” platform.
The results were outstanding:
- The 70,4 % of sales in the quarter corresponded to models from these three families.
- The 84,5 % of total sales included intelligent vehicles, equipped with ADAS, 5G connectivity and OTA platforms.
With this portfolio optimization, GWM succeeded in capturing a segment of consumers willing to pay a premium for advanced technology and sustainable mobility solutions.
Building high quality models through category innovation
The category innovation is translated into the offer of products that:
- Meet specific needsfrom urban SUVs to off-road pickup trucks.
- Integrating technological advancesThe new vehicles include: assisted driving, infotainment systems and wireless charging.
- Elevate the brand experiencePremium interior finishes and more durable materials.
For example:
- The WEY Mocha gained recognition in the Third Annual China Intelligent Vehicle Assessment for its parking assist, cruise assist, intelligent navigation and excellent overall performance.
- The Mocha DHT-PHEV, launched in March 2022, is targeting the high-end new energy vehicles, combining an efficient hybrid engine with a state-of-the-art electric package.
These models show how GWM materializes its premiumization strategy and is positioned as a brand that offers real innovation and perceived value.
Global expansion: recognition and launches abroad
GWM's presence at the Bangkok Show 2022
To consolidate its international expansion, GWM presented at the 43rd Bangkok International Motor Show several key high-value models:
- Haval H6 HEV and H6 PHEVHybrids that combine fuel economy with premium performance.
- Haval Jolion HEVThe new SUV: a compact hybrid SUV designed for the tastes of the Thai market.
- ORA Good CatElectric urban car with a retro-futuristic design.
- ORA Good Cat GT concepts and Tank 300 HEVThe following are some of the most important youthful vitality the future of the brand, emphasizing the future of the smart technology.
In addition, GWM announced that during 2022, it will will launch new energy models in Thailand, as well as will expand the charging networks and service to support hybrid and electric sales. With this, GWM seeks to strengthen its influence in Asia and demonstrate its commitment to offering green mobility solutions.
Brand recognition in key markets
The international expansion of GWM is based on:
- Product adaptationby adjusting engines, equipment and configurations to local regulations and preferences.
- Strengthening of distribution networksby establishing authorized dealerships and workshops in countries such as Thailand, Brazil and Russia.
- Local marketing and strategic alliancespartnerships with energy suppliers and government entities to promote charging infrastructure.
These efforts have enabled the global models of GWM, such as the Haval H6 hybrid and the Tank 300, obtain good grades in expert tests and positive opinions of consumers, consolidating the perception of the brand as a premium and reliable.
Continuous innovation: smart technologies and clean energies
Development of “Coffee Intelligence” technologies”
The Coffee Intelligence“ platform” of GWM is a system of intelligent cabin which it integrates:
- SOA electronic and electrical architectureOpen interface for future developments and OTA updates.
- Application EcosystemConnectivity with cloud services, streaming and remote diagnostics.
- Advanced Assisted Driving (ADAS):
- Parking assist with 360° cameras.
- Cruise assist with adaptive cruise control and autonomous emergency braking.
- Lane Keeping (LKA) and traffic congestion assistance (TJA).
- Parking assist with 360° cameras.
Models such as the Haval Mocha and the H6S Coffee Intelligence modules are already incorporated, providing management experiences and more secure and fluid.
Clean energy and electric mobility
In order to meet its decarbonization targets, GWM advances in:
- Launch of DHT hybrid models:
- Mocha DHT-PHEVThe first plug-in hybrid of the Coffee Intelligence platform.
- Haval H6 HEV and ORA Good Cat EVThe company's new energy vehicles (NEV) portfolio is being strengthened.
- Mocha DHT-PHEVThe first plug-in hybrid of the Coffee Intelligence platform.
- Development of BEV platforms: electric vehicles with 150 kW fast charging and a range of more than 400 km.
- Investment in green supply chains: collaboration with NMC and LFP battery manufacturers to ensure sustainable raw materials.
These initiatives enable GWM to offer vehicles with low emissions and high performance, The company's products, attracting consumers who are conscious of ecology and long-term efficiency.
Operating results and brand outlook
Achievements in sales and premium positioning
Thanks to the optimized product mix and the premium strategy, GWM achieved:
- 8.04 1Q03Q growth in sales during the first quarter of 2022.
- 70.4 % of its sales came from the families LEMON, TANK and COFFEE.
- 84.5 % of its units correspond to intelligent models with ADAS and advanced connectivity.
These achievements represent a high brand value, GWM is positioned as an alternative to Japanese, Korean and European competitors in strategic segments.
Global outlook and goals for 2022-2023
Looking ahead to the coming months, GWM is considering:
- Consolidating expansion in Thailand, Brazil and Russia, by increasing the number of dealers and service centers.
- Launch new hybrid and electric SUVs based on Coffee Intelligence and DHT, focused on markets with incentives for zero-emission mobility.
- Strengthening the freight infrastructure in target countries, with partnerships to build renewable energy power stations.
- Raise brand recognition through digital marketing campaigns highlighting ADAS technologies and energy efficiency.
With these steps, GWM aims to to increase its participation in the global market and consolidate its position benchmark in intelligent mobility by 2023 and beyond.
Meet GWM's smart and premium models at Ambacar
Do you want to experience the innovation and performance of the GWM models? Visit your Ambacar dealer nearest you. Performs a test drive of the hybrid and electric SUVs that integrate Coffee Intelligence and DHT technologies. Find out why GWM is redefining the premium driving experience with solutions from intelligent mobility and clean energies.
Come to Ambacar and be part of the GWM automotive revolution!
