GWM SA, from humble beginnings to powerhouse

Customers can look forward to new innovations and products from GWM already making their debut on dealerships’ showroom floors.

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GWM South Africa shared its vision of its future at its Brand Renewal Conference held recently.

For dealers, customers and partners who remember the first GWM Conference when it opened its doors sixteen years ago, the sight of over 600 attendees viewing four different brands and learning of a range of new technologies, products and exciting global developments was something to behold.

GWM South Africa has grown from a small supplier of bakkies to a local Top 10 powerhouse with a comprehensive offering of vehicles in virtually every segment.

“GWM’s growth over the past decade and a half is truly unique. As the only Chinese brand to remain in South Africa from day one, we have remained loyal to our customers and maintained a steady stream of investments in our dealer network and local infrastructure.

“The result is a well-established and healthy dealer network that stretches across Southern Africa, a parts distribution network to match that of other Top 10 brands and a loyal and growing customer base,” says Conrad Groenewald, Chief Operations Officer of GWM South Africa.

Many of these loyal partners and dealers attended the GWM Brand Renewal Conference to learn of the future of GWM and its brands in South Africa.

At the heart of the new GWM strategy is a decision to follow the global brand direction, which sees the GWM brand taking the lead, with its brands Haval, Ora, P-Series and Tank each serving its customer base under the global GWM brand.

The first taste of this new strategy was seen during the launch of the GWM Ora 03 and the GWM Tank 300.

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    Bianca van Staden, Head of Brand, Marketing and Public Relations at GWM South Africa, says the new campaign – Go With More – perfectly captures their approach as a brand. “From the value and specifications you receive with any GWM product to our level of customer service, giving back to communities, giving you more products and more innovation, you can always expect more,” she says.

    As part of the Brand Renewal Strategy, GWM has developed a new corporate identity that highlights the GWM main brand alongside its sub-brands.

    “GWM has publicly committed itself to developing a comprehensive range of New Energy Vehicles (NEVs). The result of this is already visible in South Africa, where customers can choose from traditional internal combustion engines (ICE), self-charging hybrids and all-electric vehicles,” says Conrad.

    At present, GWM offers products across a cross section of product categories and forms of propulsion, including SUVs, pick-ups (bakkies), 4x4s, family and city vehicles. Across these categories, Haval offers hybrid and traditional ICE propulsion, P-Series takes care of commercial duties with a choice of ICE vehicles, the GWM Tank range has a choice of ICE and hybrid options, and GWM Ora is a pure battery electric vehicle (BEV) range.

    In South Africa, GWM has grown from a brand selling 2 000 cars in 2013 to a Top 10 brand selling more than 20 000 units a year.

    GWM South Africa founder, Tony Pinfold, was invited to the Brand Renewal Conference to receive the keys to the very first GWM TANK 300, which he bought privately.

    • Fans of GWM can learn more about its new range, new brand and future plans by following #GoWithMore and visiting its social platforms or https://www.onegwm.co.za

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