Great Wall Motor to Launch 10 New Models in Two Years to Re-enter European Market

Great Wall Motor announced it will launch at least 10 new models in Europe over the next two years, aiming to re-enter the market after experiencing declining sales. The company plans to expand its sales network to 13 European countries within the next 12 months. It currently operates in nine markets, including the UK and Germany, and will enter Italy and Spain in June 2024, Poland in July 2024, followed by expansion into another 10 countries. As one of the earliest Chinese automakers to enter Europe, Great Wall Motor showcased electric vehicles prominently at the 2021 Munich Motor Show but failed to gain a solid foothold in the highly competitive market. Its European sales have declined consecutively—down 25.4% year-over-year in 2024—and are projected to drop nearly another 30% in 2025, resulting in annual sales of only around 3,500 units. In this renewed push into Europe, Great Wall Motor will offer a diversified product portfolio encompassing battery-electric, hybrid, and internal combustion engine vehicles. Its first new model, the Ora 5—a compact urban car available in multiple powertrain variants—is scheduled for launch in the first half of 2026. The Jolion Max SUV and H7 off-road models are also slated for release in the second half of 2024. The company further plans to build a European manufacturing plant by 2029 with an annual production capacity of 300,000 vehicles. Potential locations are currently focused on Central and Southern Europe, though the final site has not yet been confirmed. Analysts note that while the multi-powertrain strategy enhances product competitiveness, certain models—such as the Tank 300—do not align well with mainstream European consumer preferences. Against the backdrop of numerous Chinese automakers accelerating their European expansion, industry observers believe Great Wall Motor faces significant challenges in achieving meaningful differentiation.