Great Wall Motors Hosts Customization Culture Day, Over 70% of Tank Owners Modify Their Vehicles

On April 29, during the Beijing Auto Show, Great Wall Motor hosted a themed event titled "Covenant: Great Wall Motor Customization Culture Day," focusing on the civilian vehicle modification sector. All modified vehicles displayed at the event were customized by ordinary owners based on their daily driving needs, excluding professionally built race-spec models. The exhibition area was divided into three main scenarios: urban-styled aesthetics, outdoor lifestyle functionality, and hardcore off-road performance—covering mainstream use cases such as commuting, fishing, camping, and cross-terrain travel. According to data, over 70% of Tank brand owners—a marque under Great Wall Motor—have installed aftermarket accessories or modified their vehicle exteriors. The Poer pickup series has already fostered a sizable community of enthusiasts engaged in pickup customization, with regular grassroots modification exchange events organized consistently. During the event, Great Wall Motor unveiled an industry self-discipline guideline known as the “Three Absolutely Nots,” emphasizing strict adherence to safety standards, compliant business practices, and comprehensive lifecycle after-sales support, aiming to drive standardization across the modification industry. The event also featured participation from core representatives of the U.S.-based Red Rock Off-Road Club, who engaged in discussions with Great Wall Motor on topics including compliance standards for modifications, ecosystem co-construction, and cross-regional collaboration. Currently, Great Wall Motor has integrated modification compatibility into its vehicle development process from the outset, providing standardized factory-installed interfaces and launching officially co-created modified models. Industry forecasts project that China’s automotive modification market will surpass RMB 250 billion by 2027. Moving forward, Great Wall Motor plans to leverage its multi-brand user communities to continuously host offline modification exchange events, further develop its modification industry chain, and advance the establishment of a localized, compliant, and practical vehicle modification ecosystem tailored to Chinese driving scenarios.