From Baoding to the World: A Story of Innovation, Integration, and Intelligent Mobility
On April 23, 2025, the 21st Shanghai International Automobile Industry Exhibition flung open its doors to the global automotive stage—and Great Wall Motor (GWM) made sure all eyes were on Hall 7.1. Spanning an expansive 6,500 square meters, GWM’s showcase fused two powerful themes: the future-forward “Smart Tech Lifestyle” featuring HAVAL, WEY, and ORA, and the adventurous “Off-Road Powerhouse” of TANK, POER, and SOUO Motorcycles. The presentation embodied GWM’s multidimensional identity—where cutting-edge mobility and rugged exploration converge.
But the real headline came from the top. During a keynote titled “From the Great Wall to Global GWM,” President Mu Feng unveiled the company’s ambitious new global strategy and a bold new brand logo. It marked more than a visual refresh—it was the formal declaration of GWM’s transformation into a global leader in intelligent mobility and automotive innovation.
A Global Brand Shaped by Consistency and Customization
At the heart of GWM’s strategy is a simple yet powerful principle: “Global Standards + Local Customization.” This dual approach enables GWM to deliver vehicles that meet the stringent safety and quality expectations of global markets while tailoring offerings to reflect the tastes and lifestyles of regional consumers.
The brand’s unwavering commitment to safety was on full display at Auto Shanghai, where scale models of its cutting-edge safety testing and wind tunnel labs offered a glimpse into its R&D backbone. With an investment of 500 million yuan, GWM has established Asia’s largest safety testing facility, underscoring President Mu’s statement: “There is no such thing as ‘just right’—only the relentless pursuit of better.”
Building Brand Identity with Intelligence, Culture, and Care
From its early years as a domestic pickup producer to its current position as a global brand, GWM has continually evolved to serve a wider, more sophisticated consumer base. The company’s values are grounded in Character, Quality, and Service, while its market differentiation flows from Product, Technology, and Culture.
Localized models like the TANK 300 Middle East Edition—with its starry-sky roof—and the aurora-lit ORA Nordic Edition are not just vehicles; they’re stories, steeped in regional relevance. Meanwhile, GWM’s global outreach is amplified by cultural events and user experiences that reinforce its status as a brand that listens, adapts, and belongs.
From a Factory Floor to a Global Force
GWM’s globalization journey is a compelling narrative of vision and resilience. It began in 1990 when Jack Wey, then 26, took the reins of a modest manufacturing plant in Baoding. By 1995, the GWM “Deer” pickup had launched, and just two years later, GWM was stepping onto the international stage. Fast forward to 2025, and the numbers speak volumes: POER is now China’s No. 1 pickup brand and ranks among the global top three.
Over the decades, GWM expanded into SUVs and then diversified with niche and premium offerings. The WEY brand pioneered its entry into the premium space, ORA courted the stylish new energy crowd, and TANK carved out a reputation for hardcore off-road prowess. Each brand is a distinct answer to evolving mobility needs—proof that GWM doesn’t just follow global trends; it helps define them.
Technological Self-Reliance and Hybrid Ecosystems
In a rapidly shifting automotive landscape, GWM is responding with its hallmark resilience and technical depth. Its new 2.4T diesel powertrain showcases the brand’s commitment to clean, efficient combustion—delivering power, durability, and compliance with global emission standards.
This powertrain is part of a wider “broad internal combustion” strategy, where GWM blends internal combustion, hybrid, and electric drive systems into a seamless ecosystem. Its Hi4 lineup—Hi4, Hi4 Performance Edition, Hi4-Z, Hi4-T, and Hi4-G—creates a suite of solutions fit for varied global environments and consumer preferences. This isn’t a one-size-fits-all vision—it’s a calculated, customizable model for tomorrow’s mobility.
Ecosystem Expansion: Globalization with a Local Heart
GWM’s globalization isn’t merely about distribution—it’s about building ecosystems. With a footprint in more than 170 countries and regions, GWM is embedding itself within local economies and supply chains. Strategic partnerships with over 300 international suppliers and tech firms reinforce its commitment to integration and innovation.
The brand’s “Ecosystem Expansion Abroad” model spans R&D, manufacturing, supply chain, and aftersales services—creating holistic value that benefits not just consumers but communities. The approach is long-term, sustainable, and deeply collaborative.
One GWM: A Beacon for the Future
The unveiling of GWM’s new emblem, inscribed with “GWM,” carries more than symbolic weight. It reflects a united front—domestic roots and global aspirations bound together by a common identity. As President Mu aptly said, “China’s Great Wall Motor is GWM, and the world’s GWM is the Great Wall Motor.”
As GWM steps into this new era, it remains anchored in its belief that technology should be both intelligent and human-centric. Its evolving brand promise—“Tech With More Love. World With More Life.”—reaffirms the company’s goal to enrich global lives through thoughtful innovation.
From a Baoding workshop to a commanding presence on the world stage, GWM’s journey is a testament to the power of vision, integrity, and relentless pursuit. And as the world turns its gaze toward the future of mobility, GWM is not just keeping pace—it’s setting the course.
