Chinese automaker Great Wall Motor (GWM) has set an ambitious target of capturing 3% to 5% of the European automotive market by 2030, as it intensifies efforts to rebuild its regional
presence with a broadened model lineup and deeper local operations.
The company’s Chief Technology Officer Nicole Wu said on Thursday that GWM is preparing a significant product offensive, planning to introduce at least 10 new models across Europe within the next two years. The lineup will span compact urban cars through to large off-road vehicles, reflecting a strategy aimed at covering multiple price segments and customer preferences.
GWM (601633.SS) was among the early wave of Chinese automakers to enter Europe earlier this decade. However, its initial push—centered heavily on electric vehicles—struggled to gain traction in an increasingly competitive market dominated by established European brands and a growing field of global EV challengers.
Now, the company is positioning itself for a renewed expansion, relying on a more diversified product strategy and wider distribution footprint. It currently sells vehicles in markets including the United Kingdom and Germany via local import partners, while establishing its own subsidiaries in countries such as Italy and Spain. Further expansion is planned, including entry into Poland as soon as August, as GWM seeks broader coverage across the continent.
A key pillar of the European comeback is the Ora 5, a compact urban SUV recently launched in the region. The model will be offered in petrol, hybrid, and electric variants, with a starting price of €26,950 ($30,760). Wu described it as the company’s expected volume leader in Europe.
Additional models are scheduled for rollout later this year, though with more limited production volumes. These include the H7 off-road SUV, Jolion Max SUV, Tank 300 off-road vehicle, a Wey-branded MPV, and a large pickup truck. The company also plans to introduce hatchback and station wagon segments in future phases of its European expansion.
Regionally, GWM is targeting around a 5% market share in Italy, according to Southern Europe general manager Charles Zhao, underscoring the country’s importance in its European strategy.
The company is deploying a three-brand architecture across the continent: GWM for mainstream volume models, Wey for premium urban SUVs and MPVs, and Tank for high-end off-road vehicles. This multi-brand approach is designed to address a broad spectrum of European consumer demand while strengthening positioning in both mass-market and premium segments.
Wu said GWM is currently focused on bringing “international models” to Europe, leveraging shared platforms to reduce costs. However, she noted that the Ora 5 has been specifically fine-tuned for European customers, hinting at a gradual shift toward more region-specific product development.
“In the long term, we are also studying the possibility of offering specific models for Europe,” Wu said.
Like many Chinese automakers, GWM is also evaluating local manufacturing options to support its expansion, although concrete plans remain under review. The company already maintains local research and development teams in Europe.
“Europe is a strategic market for our company, localisation is a must-do work,” Wu said. “And yes, we are actively considering more localised activities or localised investments.” Photo by JustAnotherCarDesigner, Wikimedia commons.
