© A. Krivonosov
Great Wall Motor is preparing a broad new drive into Europe, with at least 10 models due within two years and expansion into 13 countries as it resets its strategy after a weak first attempt.
Michael Powers, Editor
20:12 21-04-2026
Great Wall Motor (GWM) has announced a large-scale bid to return to the European market. Over the next two years, the company plans to launch at least 10 new models and extend its presence to 13 countries. The move comes against a backdrop of sales falling to 3,500 cars in 2025 and intensifying competition from other Chinese brands.
A second attempt at cracking Europe
GWM’s first push into Europe in 2021 fell short, as its bet on electric cars failed to deliver the expected results. This time, the company is changing course and broadening its line-up.
GWM international president Parker Shi said: “We do not want to be losers in any market. We will come back with the right product.” The remark reflects the brand’s new approach, built around flexibility and adaptation to local requirements.
Within the next 12 months, the company will start sales in Italy, Spain and Poland, before moving into 10 more markets.
New line-up: hybrids, combustion engines and EVs
Unlike its first attempt, GWM is no longer focusing solely on electric vehicles. The range will now include hybrids, petrol-powered versions and EVs.
© A. Krivonosov
The first model will be the Ora 5 city car, offered in three forms at once: electric, hybrid and internal-combustion. It will be followed by the Haval Jolion Max crossover and the H7 SUV.
The strategy is intended to broaden the customer base and improve competitiveness against brands such as BYD, Chery, Omoda and Jaecoo, all of which are rapidly increasing sales in Europe.
Competition is rising as the market grows crowded
Analysts note that entering the European market has become significantly more difficult.
Analyst Felipe Munoz said: “There are already too many Chinese carmakers in Europe, and it will be difficult for them to stand out.”
At the same time, GWM is planning a long-term expansion that includes building a plant with capacity of up to 300,000 vehicles a year by 2029. The location has not yet been decided, although countries in Central and Southern Europe are under consideration.
Great Wall is making a second attempt to establish itself in Europe, but the conditions have changed: competition has intensified and the market is already crowded with Chinese brands. The success of the new strategy will depend not only on the number of models, but also on the company’s ability to offer a product that genuinely stands apart — otherwise, even 10 new arrivals may not be enough to deliver a breakthrough.