At April 2022, GWM overcame the challenges posed by the pandemic and achieved a remarkable sales volume of 29,125 HAVAL vehicles and 13,206 Great Wall pickups, thanks to its user-centric approach and the application of smart technologies that increase the perceived value of its products. Below, you will discover how the brand maintained stable operations despite supply chain constraints, what accolades its smart models received and what are the key strategies to consolidate its global growth.
COVID-19 impact on production and sales
The health restrictions in China at the beginning of 2022 affected various aspects of the automotive industry:
- Supply chain disruptionsSeveral component suppliers reduced their production, causing delays in the delivery of key parts for GWM.
- Logistical constraintsThe following are some of the main problems: mobility controls and quarantines in industrial zones have slowed down the transport of inputs and the dispatch of finished vehicles.
- Reduction of assembly capacityThe company's production was limited and shifts were adjusted to protect the health of its workers.
Even so, GWM reacted proactively by means of:
- Constant communication with suppliers to identify alternative sources of components.
- Reprogramming of the assembly lines for maximizing efficiency with available inputs.
- Adjustment of sales forecasts and model prioritization with the highest demand in the local and international market.
These efforts enabled GWM, despite the difficulties, to achieve a 8.04 1Q03Q increase in sales during the first quarter of 2022, confirming the strength of the company's endogenous power.
User-centered approach and supply optimization
Value and technology-based product strategy
To maintain the growth even in difficult times, GWM has deepened the optimizing your product mix, focusing on:
- Intelligent and high-value models that meet the expectations of demanding consumers.
- Technology families (LEMON, TANK and COFFEE) that offer efficient engines, off-road capabilities and smart cab ecologies.
- Alignment with market trendselectrification, connectivity and assisted driving.
In the first quarter of 2022, the results were convincing:
- The 70,4 % of sales corresponded to models based on LEMON, TANK and COFFEE.
- The 84,5 % of the vehicles sold incorporated smart technologies (ADAS, OTA updates, IoV connectivity).
H3. Benefits of model combination optimization
By focusing the offer on premium and intelligent products, GWM succeeded:
- Raise the average ticket by positioning technological models, such as the WEY Mocha and the Haval H6 HEV.
- Improve customer satisfaction, by offering advanced safety features (autonomous emergency braking, lane keeping, parking assistance).
- Reduce the development cycle by reusing modular platforms that allow hybrid or electric variants to be launched with less engineering time.
- Strengthen brand image as a benchmark in smart technology and sustainable mobility.
These advantages are reflected in the increased demand for models that combine attractive design, fuel efficiency and state-of-the-art connectivity systems.
Intelligent model recognition: the case of WEY Mocha
Intelligent Model of the Year Award“
The WEY Mocha was consolidated as an icon of GWM's innovation after receiving:
- The unique award of China's third “Horizon Cup” of intelligent vehicles as the “Smart Model of the Year”.
- Recognition for their intelligent parking assistance, intelligent cruise assistance and intelligent navigation system, The new system is designed to provide greater safety and comfort to the driver.
This award endorses the fact that GWM not only develops disruptive technologies, but also integrates them effectively in mass-production vehicles.
Leadership in intelligent driving scores
In the China Intelligent Vehicle Development Trend Insight Report 2022., prepared by the Autohome Research Institute and the 21st Century New Car Research Institute, the WEY Mocha obtained the first place at 2021 intelligent driving score with 86.8 points, outperforming global luxury brands and new competitors.
Factors that contributed to this score:
- Third Generation Assisted Driving Module (IDC 3.0), with integrated computation for AI vision modeling.
- Dual Cognitive Intelligence Algorithms that process real-world scenario data to ensure safety in China's unique traffic conditions.
- Intuitive user interface that displays real-time alerts and recommendations, reducing driver fatigue.
Category innovation: a tool for sustained growth
User-centric philosophy and market segmentation
GWM has long been adopting a category innovation philosophy which consists of:
- Identify specific needs of consumer groups (urban drivers, adventurers, families, commercial fleets).
- Develop customized productsFrom compact SUVs to off-road vans and urban electric cars.
- Adopting emerging technologies (DHT hybrids, pure electric, ADAS, 5G connectivity) ahead of the competition.
This approach allows each model accurately respond to the expectations of the segment the use of the market penetration and retaining the customer in the GWM ecosystem.
Examples of category innovation in 2022
- Tank 300 HEVpremium pickup truck with light hybrid system, oriented to drivers that demand off-road capabilities without sacrificing efficiency.
- ORA Good Cat GTORA Good Cat: sporty version of the compact electric ORA Good Cat, designed for the young and urban market.
- Haval H6 HEV/PHEVHybrid variants are added to one of the best-selling SUVs, offering different electric ranges for different lifestyles.
- WEY Coffee Intelligence DHT-PHEVThe first plug-in hybrid in the Coffee line, with advanced electronic architecture and OTA upgrades.
Each of these vehicles reinforces the premium image of GWM and contributes to the loyalty of customers seeking real innovation and added value.
Global expansion: high-value models in international markets
Outstanding participation in Bangkok Motor Show
In the 43rd Bangkok International Motor Show, GWM exhibited a series of releases key:
- Haval H6 HEV and H6 PHEVHybrid SUVs with updated design and driving assistance systems.
- Haval Jolion HEVcompact hybrid that combines urban efficiency with connectivity.
- ORA Good Cat EV and Good Cat GTPure electric vehicles adapted to mobility needs in Thailand.
- Tank 300 HEVHybrid off-road pickup oriented to adventurous users in Southeast Asia.
This deployment demonstrates the creativity and the youthful vitality of the GWM brands, in addition to its commitment to the smart technology and the sustainable mobility.
Strengthening of service and cargo networks
To support the sale of new energy vehicles, GWM ha:
- Expanded cargo service networks in Thailand and other regions, collaborating with local power infrastructure operators.
- Improved after-sales coverage with authorized workshops specialized in hybrid and electric vehicles.
- Offered specific financing plans for customers wishing to purchase NEV models, encouraging the transition to NEV. zero-emission mobility.
These actions allow the high-value models of GWM find immediate acceptance in foreign markets, accelerating its global growth.
Results and future goals: on the road to the “global smart technology company”.”
Sustained operational achievements
Although the pandemic the results of the study were a challenge, the results of the first quarter of 2022 show that GWM:
- Increased sales by 8.04 %, thanks to the portfolio optimization and the prioritization of intelligent models.
- Increased the proportion of premium models (LEMON, TANK, COFFEE) at 70.4 %.
- He succeeded in almost 85 % of sales include smart technologies generation.
These indicators reflect the effectiveness of the combination of category innovation and overall strategy.
Outlook for 2022 and beyond
Looking ahead to the remainder of 2022, GWM will focus on:
- Reinforcing brand premiumizationintroduction of new NEV models and advanced versions of existing families.
- Accelerating digital transformationOTA platform so that more users can receive OTAs from software upgrades without going to the workshop.
- Expanding international presenceto open new dealerships in emerging markets in Latin America, Europe and Middle East.
- Promote strategic alliances with battery manufacturers and technology providers to ensure stable supply and access to key components.
- Boosting freight infrastructure in priority countries, establishing public and private stations for hybrid and electric vehicles.
With these actions, GWM aspires to consolidate its position as a global smart technology company and to unleash your growth potential in the global automotive market.
Discover GWM's smart models at Ambacar
If you want to experience the innovation and intelligence of the GWM models, we invite you to visit your Ambacar dealer nearest you. Program a test drive and feel firsthand the comfort, security and advanced technologies offered by GWM's SUVs, vans and electrics.
Come to Ambacar and be part of GWM's intelligent automotive revolution!
