GWM accelerates European push with Ora and Wey brands

Great Wall Motor (GWM) is growing rapidly in Australia, and it’s a powerhouse in China. Now, it wants to take on Europe.

Automotive News Europe reports the company, which sells utes under its GWM brand and SUVs under its GWM Haval brand in Australia, has partnered with European dealer giant Emil Frey to distribute cars from its Ora electric brand and Wey luxury brand.

It’s a major step in GWM’s push into Europe, which was announced at the Munich motor show during September 2021.

Emil Frey currently operates dealers for 28 other brands in Europe, and acts as importer for the likes of Toyota, Lexus, and Kia in some markets. It also recently became distributor for Chinese brand XPeng in the Netherlands.

It’s a powerhouse in Germany, where it operates around 80 locations.

According to Automotive News Europe, the partnership will kick off in Germany – but “intensive talks” are underway to rapidly expand across the continent.

“For Great Wall Motor this is a milestone on the way to Europe,” Xiangjun Meng, GWM head of the European market, said in a statement published by Automotive News Europe.

“This cooperation project with Emil Frey sets the course for our market entry and for the way to our customers.”

MG has already made inroads in Europe, while the likes of Nio and BYD are expanding after launching their electric vehicles in electrification-friendly markets such as Norway.

In Australia, GWM is a factory-backed operation that sells its cars through franchise dealers rather than operating through a third-party distributor.

It’s the second-biggest Chinese car brand in Australia behind MG having sold 10,684 cars to date in 2022, up 11.6 per cent on the same point in 2021 – but still well behind the 27,525 cars MG has delivered.

We’re expecting to see the Ora Cat 01 EV in Australia during 2023, along with the Haval H6-based, rugged-looking Dargo crossover.

MORE: Chinese Ora Cat 01 electric car going global