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Great Wall Motor (Gwm) returns to Europe with new models, revised strategy and wants a factory in Romania

Gwm re-enters the Old Continent to challenge Byd and Chery. The range consists of mid-size hybrid SUVs and premium models. Plug-in hybrid or electric engines

by Mario Cianflone

22 April 2026

Tank 700, mega suv off-road Mario Cianflone

4' min read

Translated by AI

Versione italiana

Key points

4' min read

Translated by AI

Versione italiana

Great Wall Motor returns to Europe after the difficult experience of four years and now, under the single name Gwm, the Chinese automotive giant aims at a massive presence in Europe, with two branches, one in Italia and the other in Spain, as well as coverage with local distributors throughout the Union. But there is more, explains Mu Feng, global ceo of the Baoding giant: 'We aim to build cars in Europe and we have chosen Romania in addition to the facility in Bulgaria'.

The model and brand strategy has been revised, rationalised and reshaped for Europe; on two fronts: mass market and premium/off-road. The main generalist brand is now just GWM, with the Haval sub-brand practically disappearing as a stand-alone brand and the focus on volume models, in particular with the Ora 5, available with a full hybrid, thermal or electric powertrain, and the GWM H7 mid-size SUV and Jolion Max compact crossover offered with a hybrid powertrain.

The premium area is garrisoned with Wey 8from the name of the group's founder) and with Tank, the latter literally a tank, offering a range of luxury off-roaders such as the 300 and the new 700, a huge vehicle that wants to compete with sacred monsters such as the Mercedes G-Class, Toyota Hilux or Land Rover Defender. Also planned is the introduction of pickups (in the classic DNA of the Chinese manufacturer), which in China will bear the Poer brand name while in the old continent it will be called Alpha Cannon.

It should be noted that the Chinese group has developed a plug-in hybrid architecture christened Hi4, which is available in different variants for power and traction capacity.

The roadmap for Europe includes, explains Parker Shi, President of GWM International, the arrival of the Ora 5 in June, while the H7 and Jolion Max are scheduled for September or October, and the launch of a second trio of models such as the extreme but luxury off-road Tank 300, the Alpha Cannon pickup and the Wey G9 van is being planned for winter.

The international automotive scene welcomes a player that has decided not to follow the established paths, but to build new ones. Great Wall Motor (GWM) is no longer just a vehicle manufacturer, but a 'mobility technology company' that controls every stage in the creation of a car. From the birth of the idea in the research centres to the production of batteries and the management of after-sales services, the Chinese group has created a vertical integration model that guarantees consistency and rapid innovation.

Gwm's global strategy, which aims to challenge other Chinese groups such as Byd or Chery/Omoda, is based on a unique industrial ecosystem, intelligent platforms and an approach that puts the user at the centre of every innovation.

Founded in 1990, GWM has exceeded 16 million users worldwide, closing 2025 with over 1.3 million units sold. Numbers that speak of solid growth, driven above all by new energy vehicles and a constant expansion that today touches more than 60 markets.The most relevant news for our country is the imminent direct landing: in June 2026 the first official branches will open in Italia and Spain, marking a fundamental transition from distribution through partners to direct brand management.

At the heart of GWM's success is the so-called Forest Ecosystem, a nature-inspired industrial structure where several specialised companies work together symbiotically. This approach allows the group to produce critical components in-house that others have to purchase externally.

Companies such as SVOLT, a leader in the development of high-density batteries, or HYCET, specialising in engines and transmissions, ensure that every GWM vehicle is born with custom-designed technologies. There is no shortage of divisions dedicated to hydrogen, such as FXXT, or advanced electronics with MIND Electronics, which transforms cars into true digital devices on wheels. This independence translates into extraordinary adaptability, allowing vehicles to be tested in extreme conditions, from the frost of Eastern Europe to the scorching heat of the Middle East.

Intelligent platforms for every scenario.

GWM's technical philosophy is summed up in its mission to simplify complexity. The group's technology platforms are designed to be versatile and multi-energy. The Hi4 system, for example, is an intelligent all-wheel-drive hybrid architecture that optimises performance on both urban and demanding off-road routes. For those seeking pure adventure, the Hi4-T variant offers instant electric power combined with traditional mechanical systems, such as lockable differentials, to overcome any obstacle.

On the software side, the Coffee Intelligence architecture acts as the vehicle's nervous system. Thanks to the JiuZhou supercomputing centre, capable of processing an impressive amount of data in real time, GWM cars learn from the driver's habits. The result is a smooth and safe assisted driving experience, with audio systems and digital cockpits that anticipate the user's needs without distracting them from the road.

GWM has structured its offer through specialised brands, each with its own well-defined soul. ORA represents electric mobility that fuses iconic design and cutting-edge technology, while HAVAL is the global benchmark for SUVs, with over 10 million units sold.

For those looking for luxury and premium innovation there is the WEY brand, while TANK is the ultimate answer for hardcore off-road enthusiasts, enhanced by hybrid technologies. Versatile pick-ups from POER and a foray into the world of two-wheelers with SOUO complete the picture. With its 'All Scenarios, All Powertrains' approach, GWM is preparing to conquer Italian roads by offering a tailor-made solution for every type of driver, combining authentic spirit and passion for innovation.