Table of Contents
Strategic Corporate Profile of Great Wall Motors Company :
It Aims to Achieve Top Global Position Among Chinese OEMs for Economical SUVs and Pickups by 2020
This research service is a strategic corporate profile on Great Wall Motors Company Limited (GWM), China, which is one of the leading independent car manufacturers in China. This study examines in detail the strategies adopted by GWM to combat competition and emerge as one of the key independent original equipment manufacturers in China as well as globally. The study includes an executive summary and overview of GWM, its corporate, research and development, and sales strategies, its product portfolio, technology focus, manufacturing strategy, and key conclusions.
Great Wall Motors Company Limited (referred in this study as Great Wall Motors or GWM) is one of the leading independent car manufacturers in China.
GWM: Key Findings, Global, 2015
About Great Wall Motors
The Chinese original equipment manufacturer (OEM), Great Wall Motors (GWM), is headquartered in Baoding, China.
- It is privately owned with more than holding subsidiaries and about employees.
- Unlike the portfolios of other Chinese automakers, as of 2015 GWM’s portfolio includes sports utility vehicles (SUVs), pickups, and passenger cars with conventional engine-based models. o In the future, GWM also plans to add electric vehicles (EVs) to its portfolio to remain competitive among global automakers that are investing in alternative engine-powered vehicles for future.
As of 2014, GWM is ranked 8th among Chinese auto makers in term of sales. The SUV segment seems to be GWM’s winning formula, with more than % of the total vehicle unit sales coming from this segment in 2014.
- GWM’s corporate outlook and objectives are: o To attain annual production of million units and total sales units of million by 2015. o To achieve top position among Chinese independent car brands in terms of quality by 2020. o To achieve top position among Chinese OEMs in terms of cost-effective SUV and pickup vehicles sales by 2020. However, several challenges such as inferior product quality, intensifying competition, and copyright controversies are expected to directly affect the company’s performance.
- GWM is focused on both popular and upscale models in the SUV segment. In the pickup segment, although GWM is popular with its 2WD diesel engine pickup, the sales growth depends upon rural regions and exports due to restrictions on entering big cities. The passenger car segment is expected to see slow growth due to lack of focus.
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