Great Wall Motors (GWM) established plans to enter the Australian luxury market with more vehicles. The company aims to sell more than 50,000 vehicles in 2025 and add no less than 14 models-new or updated-by the end of 2026.
Contemporary Competitive Position
GWM has managed to sell 42,782 new vehicles in 2024, placing it at 10th in the Australian automotive market, with an impressive 17.5% increase compared to the previous year. Such growth paves an excellent opportunity for the company.
Strategic Directions Toward Growth
To further its ambitious sales targets, GWM plans out to extend its dealer network through increasing dealerships from 113 to about 125 by the end of 2025, which is almost 98% of national coverage. They will also bring in 15 new or greatly refreshed models by the end of 2026, committing itself to hybrids and plug-in hybrids. GWM is working on a local engineering center set up to modify the cars for local conditions, ride, handling, and also driver-assist systems.
Upcoming Model Launches
The product rollout plan of GWM involves many new and updated models across various segments. Among the many launches to take place in 2025, in February, the GWM Cannon 4×4 diesel dual-cab ute will be updated, and the Haval H6 GT Plug-in Hybrid Electric Vehicle (PHEV) will be up for sale.
From March to June 2025, GWM will launch the GWM Tank 300 diesel variant; update the Haval H6 midlife with petrol and 2WD hybrid variants, and add the GWM Cannon Alpha PHEV.
The all-new Haval H7 hybrid medium SUV will be introduced from July to September 2025.
Between October and December 2025, GWM will offer the updated Haval H6 medium SUV with both all-wheel drive hybrid and PHEV options alongside the GWM Tank 500 PHEV.
Excursion into Hybrid Technologies
GWM will champion the use of hybrid and plug-in hybrid technologies in line with transformations in market trends and government regulations. Meanwhile, the company intends to maintain the mixed powertrain portfolio that includes petrol and diesel engines to cater to a range of consumer needs.
Competitive Horizon
That would likely put GWM ahead of popular brands such as Nissan and Isuzu Ute, who grossed 45,284 and 48,172 respectively, in sales in 2024, and thus able to sell 50,000 units. Such a trajectory is indicative of GWM’s possibilities of becoming a top-five player in the Australian automotive market.
Conclusion
Strategic initiatives undertaken by GWM such as dealership expansion, healthy product rollout, and focusing on hybrid technology indicate an intention to strengthen the company’s presence in Australia. All these efforts will make available to the Australian consumer vehicles that cut across various use patterns.