So with only one brand and two cars on the market, why should British buyers care about GWM’s niche name? Because soon it might not be so niche anymore.
Having already cracked Australia and parts of South America, GWM promises to turn its attention to Europe. “No brand is left out when it comes to expanding into our European markets,” says Thiemo Jahnke, GWM’s European brand and marketing director, adding: “Especially the UK.”
The key to this far-reaching ambition is that GWM already has a good position in other European markets, especially in Germany.
In Bavaria it sells the Wey 05 (formerly the Coffee 01), a Europe-only hybrid SUV the size of a Mazda CX-5, while the smaller 03 is on its way. Both are tipped to come to the UK. The Haval SUV and Poer pick-up truck brands are also well-known in Eastern Europe.
In Russia, GWM’s Tula production and engine plant – opened in 2018, a first for a Chinese carmaker outside its home market – produces 150,000 cars for markets including Russia and Bulgaria, where it also previously had a factory. Other locations in Europe are being considered.
What could hold it back, however, is that GWM’s European business is now run from China after it closed its Munich base last month with the loss of 100 jobs. This decision, it said, was due to difficult market conditions and the “very concrete threat of punitive taxes” on imported Chinese cars currently being considered by EU lawmakers.