Great Wall Motor (GWM) is making its most ambitious push into Europe yet, unveiling plans to bring at least 10 new models to the continent over the next three years across three distinct brands — and potentially backing it all up with local manufacturing.
The Chinese automaker, which has been circling the European market for years without fully breaking through, is now signalling a fundamental shift in approach. Speaking ahead of the Beijing Motor Show, CEO Mu Feng set out a bold target: to make Great Wall “one of the top 10 mainstream brands in Europe.” To get there, the company isn’t just shipping cars from China — it’s building infrastructure.
A factory on European soil
Perhaps the most significant revelation is that Great Wall is in active talks with the Romanian government about establishing an electric vehicle plant in the country. The location isn’t final, with Mu Feng noting that the decision will hinge on “logistics, the supply chain, local policies and labour costs.” However, sources close to the matter, speaking to NordiskBil, suggest the company may also look at reviving the Bahovitsa factory in Bulgaria as an interim solution. The plant was previously used to assemble Haval models in partnership with Litex Motors before that company collapsed in 2017. Using it could give Great Wall a quicker route to European-made vehicles while the Romanian project takes shape.
For now, all cars destined for European buyers will continue to be shipped from China, where Great Wall operates 13 manufacturing facilities. The company also has plants in Thailand and Brazil, and hasn’t ruled out one day using its Brazilian factory to supply European markets as well.
Three brands, built for Europe
Rather than transplanting its entire Chinese brand portfolio — which is vast — Great Wall is tailoring its European lineup to three names. The flagship Great Wall brand will handle the volume end of the market, while Wey and Tank will target premium buyers, with Tank focusing specifically on off-road vehicles. Together, these three brands are expected to introduce at least 10 models to European showrooms by 2029.
The company is also rethinking how it goes to market. Previously reliant on independent importers, Great Wall has now set up its own subsidiaries in Italy and Spain, and entered Poland through a distribution partnership with Astana. More country-level operations with full local responsibility are planned for 2027.
Hybrids take centre stage — but diesel hasn’t been ruled out
Great Wall is deliberately calibrating its powertrain strategy by market. Full hybrids and plug-in hybrids will make up the bulk of the initial European offering, with the Ora 5 currently the only model confirmed for a fully electric version.
Interestingly, the company has also left the door open to diesel — a powertrain many rivals have abandoned — on certain models, depending on demand.
Dealer networks and parts within 48 hours
On the retail side, Great Wall is targeting a network of 50 dealers in Italy alone by the end of 2026. Rather than standalone showrooms, these will operate as multi-brand sites with dedicated Great Wall spaces. Three regional parts distribution centres — in the Netherlands, Spain and Italy — will underpin the aftersales operation. The system is designed to guarantee parts delivery within 24 to 48 hours.
Buyers will be offered a seven-year or 150,000-kilometre vehicle warranty, with battery coverage extended to eight years or 160,000 kilometres — terms that put it firmly in line with, or ahead of, most European competitors.
Great Wall sold 1,323,672 vehicles globally in 2025. Whether Europe will become a meaningful part of that number depends on how well the next three years go. The ambition, at least, is no longer in question.
