Lexi Webster
Great Wall Motor Company, a Chinese automobile manufacturer, started selling cars in Australia in 2009. Since then, the company has expanded its market share in the country, with Australia becoming its largest export market as of October 2021. GWM offers a range of vehicles, including SUVs, Utes, and electric cars, and has continued to introduce new models to the Australian market. The company's vehicles are known for their high-levels of standard equipment and value pricing, contributing to their growing popularity in Australia.
| Characteristics | Values |
|---|---|
| Year of entry into the Australian market | 2009 |
| Distributor | Ateco |
| Number of dealers | 45 |
| Recall incident | 25,000 Chery and Great Wall vehicles recalled in 2012 due to asbestos discovery |
| Sales in 2021 | 18,384 units |
| Ranking in Australia | 14th overall |
| Sales in 2021 for the X200/240 SUV | Nearly 20,000 |
| Sales in 2025 for the Cannon Alpha PHEV | N/A |
| Sales in 2020 for the Steed Manual 4x4 | $14,800 |
| Sales in 2020 for the Steed Manual 4x2 | $15,990 and $17,877 |
| Production output in Bulgaria as of January 2015 | 5,000 vehicles per year |
| Production output goal in Bulgaria | 8,000 vehicles |
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What You'll Learn
Great Wall Motors' sales in Australia began in 2009
Great Wall Motors, now known as GWM, began selling cars in Australia in 2009. The Chinese brand entered the Australian market with a range of affordable one-tonne utilities. The company had been working with Australian distributor Ateco since 2005 to ensure its products would pass local homologation.
GWM was the first Chinese auto brand to enter the Australian market. It initially sold its vehicles through a nationwide network of over 45 dealers, with a three-year/100,000km warranty. The company has since expanded its range in Australia to include SUVs, such as the five-seater X200 SUV with a diesel engine and the 2021 Cannon, which was awarded Best Electrified Ute in the 2025 CarExpert Choice Awards.
GWM has built a reputation for offering high levels of standard equipment at value prices. In 2012, the company recalled almost 25,000 vehicles in Australia due to the discovery of asbestos in the engine and exhaust gaskets. However, by 2021, Australia had become GWM's largest export market. That year, GWM sold a total of 18,384 units in Australia, placing it 14th overall in the market.
GWM has continued to expand its global presence, opening a new European base in Munich in 2021 and purchasing a General Motors plant in Thailand in 2020. The company has also invested in electric vehicles, launching its first EV in 2016 and creating its own EV brand, Ora, in 2018.
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The company has since expanded its portfolio and market share
Great Wall Motors (GWM), a Chinese automotive manufacturer, has expanded its portfolio and market share since its early years of exporting vehicles. GWM has a strong brand presence, particularly with its SUV and pickup truck models, which have gained popularity in various global markets.
GWM has developed and sells vehicles under multiple brands, including GWM, Haval, Wey, Tank, Poer, and Ora. The company has a diverse range of SUV models under the Haval brand, such as the Haval H6, Haval Jolion, and Haval F7, which cater to different customer segments. These SUVs are known for their affordability, robust performance, and modern features.
In recent years, GWM has expanded its portfolio to include electric vehicles (EVs) under the ORA brand. The Ora Good Cat, launched in Europe and Malaysia, has been well-received for its affordability and range, attracting environmentally conscious urban consumers. GWM reported sales of over 50,000 units of the Ora Good Cat in 2023, generating an estimated revenue of over $1 billion from this model alone.
GWM has also expanded its Tank series of SUVs with the launch of the Tank 500 hybrid version, combining traditional SUV capabilities with hybrid efficiency. In 2024, GWM plans to further enhance its EV portfolio with the Ora Lightning Cat, a sporty electric sedan targeting younger, tech-savvy consumers.
In addition to its EV expansion, GWM has established a global presence by entering new markets and increasing its international sales. GWM set up a factory-backed distribution operation in Australia in 2016 and, as of October 2021, Australia was GWM's largest export market. GWM has also expanded its presence in Europe, opening its headquarters in Munich, Germany, in 2021. In 2022, GWM entered the Malaysian market, followed by the Philippines and Indonesia in 2023, showcasing its range of hybrid and electric vehicles.
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GWM has a factory-backed distribution operation in Australia
GWM has a strong presence in Australia, with a factory-backed distribution operation established in May 2016. This operation coincided with the launch of the Haval brand in the Australian market, and the company has since expanded its range of models. As of 2023, GWM Australia offers SUVs, pickup trucks, and electric vehicles.
GWM was the first Chinese automobile manufacturer to enter the Australian market, commencing sales in 2009 through an independent distributor, Ateco. Ateco has successfully operated several auto brands and has been instrumental in introducing Great Wall products to Australia and New Zealand.
In 2012, a recall of almost 25,000 Chery and Great Wall vehicles in Australia occurred due to the discovery of asbestos in engine and exhaust gaskets. Despite this setback, GWM continued to expand its operations in Australia.
GWM's Australian distribution operation is part of the company's global expansion strategy. The company has established full-process vehicle production bases in Eurasia, Thailand, and Brazil, with KD factories in Ecuador, Pakistan, and other locations. GWM has also invested in overseas markets like Russia, India, and Europe to increase its manufacturing footprint and sales outside China.
GWM's success in Australia and its global expansion efforts have contributed to the company's overall growth. With a range of models and a focus on electric vehicles, GWM has established itself as a significant player in the Australian automotive market.
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GWM's electric vehicles have been well-received in Australia
GWM electric vehicles have been well-received in Australia, with the company's commitment to sustainability and affordable prices attracting buyers. GWM, or Great Wall Motor, entered the Australian market in 2009 through an independent distributor, Ateco. Over the years, GWM has established a strong presence in the country, with Australia becoming its largest export market as of October 2021.
GWM's electric vehicle journey began in 2012 when it conducted pre-research on battery production. In October 2016, the company launched its first electric vehicle, the Great Wall C30EV. GWM continued to expand its electric vehicle offerings, and in 2018, it created its own electric vehicle brand, Ora. The Ora range was introduced in Australia in 2023, initially priced above $40,000. However, due to competition, GWM reduced its prices, making Ora Australia's most affordable electric vehicle. As of 2024, the Ora Standard Range remains the most affordable new electric vehicle in the country, with a starting price of $35,990.
The GWM Ora has received positive reviews for its safety, design, and affordability. It boasts a five-star safety rating from ANCAP, with impressive scores for adult and child occupant protection, vulnerable road user protection, and safety assist capabilities. The exterior design of the Ora has been described as quirky and interesting, attracting attention and curiosity from potential buyers. The interior, however, has been noted for its plain infotainment interface and some notable omissions, such as the lack of in-built satellite navigation and digital radio.
GWM's commitment to sustainability and alternative technology is evident in its electrified vehicles, which include self-charging hybrids, plug-in hybrids, and battery-electric vehicles. These vehicles offer lower running costs, reduced emissions, and a quieter, more refined ride. GWM's electrified range provides the latest technology, smart safety features, and a generous range, all while delivering outstanding value for money. The company's focus on sustainability aims to provide greener and safer travel options for all, contributing to a brighter future for the planet.
Overall, GWM's electric vehicles, particularly the Ora range, have been well-received in Australia. The combination of affordability, safety, and sustainability has made GWM a compelling choice for buyers seeking electric vehicles. With a strong presence in the market and a commitment to innovation, GWM is well-positioned to continue its success in Australia and contribute to the country's growing electric vehicle market.
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GWM's Australian sales network includes over 45 dealers
Great Wall Motor, now known as GWM, started selling vehicles in Australia in 2009 through an independent distributor, Ateco. GWM has since expanded its sales network in the country, boasting a nationwide network of over 45 dealers as of 2010.
GWM's Australian sales network includes a comprehensive range of dealerships located across various states and territories, including New South Wales, Queensland, South Australia, Tasmania, Victoria, and Western Australia. These dealerships offer a wide range of GWM vehicles, including SUVs, Utes, and electric cars.
The expansion of GWM's sales network in Australia reflects the company's success and growth in the market. As of 2021, Australia was GWM's largest export market, and the company had sold a total of 18,384 units in the calendar year, placing it 14th overall in the Australian market.
GWM's Australian dealerships provide customers with access to the company's latest models, offering high-levels of standard equipment at value prices. The dealerships also offer warranties and after-sales services, ensuring customer satisfaction and support.
In addition to its physical dealerships, GWM Australia also has an online presence, with websites providing information on their models, prices, and specifications. Customers can also purchase GWM vehicles through online platforms, making the buying process more convenient and accessible.
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Frequently asked questions
Great Wall Motors entered the Australian market in 2009 with a range of affordable one-tonne utilities.
According to official VFACTS reporting from Australia's Federal Chamber of Automotive Industries (FCAI), GWM sold 18,384 units in the 2021 calendar year.
Some models of Great Wall cars sold in Australia include the Cannon, SA220, Steed, V200, V240, X200, and X240.
