Belum lama ini, pelabur dari enam benua di seluruh duniaberkumpul di Ibu Pejabat Global Great Wall Motor, melalui lawatan rantaian industri penuh, ujian pemanduan produk dalam semua skenario, pengumuman strategi dan pengalaman budaya sebagai keseluruhan proses, merasai sepenuhnya asas teknologi Great Wall Motor dan pelan pemglobalannya, berbincang bersama laluan pembangunan kerjasama jangka panjang.

Sebagai wakil utama eksport kereta automotif China, Great Wall Motor telah membina penempatan tempatan rantai lengkap penyelidikan, pengeluaran, bekalan, jualan dan perkhidmatan di pasaran global, telah membina pusat pengeluaran dengan teknologi lengkap di Thailand dan Brazil, mendorong pembentukan rantaian bekalan tempatan dan sistem pembinaan bakat, mewujudkan sinergi kemenangan bersama dalam penerapan industri dan pembangunan wilayah. Sehingga Jun 2026, saluran jualan luar negara Great Wall Motor melebihi 1600, jumlah jualan luar negara kumulatif melepasi 2 juta unit, jumlah pengguna global melebihi 16 juta. Jan—Jun 2026, jualan luar negara Great Wall Motor kumulatif 291,426 unit, meningkat 47.44% secara tahunan; jualan tunggal luar negara Jun 60,168 unit, meningkat 50.16% secara tahunan, bisnes luar negara telah menjadi enjin pertumbuhan utama kumpulan.

Membuka jejak rantaian penuh, saksikan bersama kekuatan rantaian industri penuh

Kegiatan ini mengubah model mesyuarat biasa, memfokuskan pada 'pengesahan menyeluruh mendalami' sebagai teras, menggabungkan tiga teras utama penyelidikan, pembuatan dan produk, mengajak pelabur global mencari asas teknologi Great Wall Motor dari sumber. Di hujung penyelidikan, pelabur masuk ke pameran Pusat Teknologi, makmal ujian canggih dan Akademi Penyelidikan Kuasa, merangkumi bidang pengesahan terdahulu seperti NVH, EMC elektromagnet, terowong angin alam sekitar, perlanggaran keselamatan, ketahanan kuasa, melawat serentak unit sokongan rantaian industri seperti Jingong Automotive, Weishi Energy, Honeycomb Energy, dari teknologi asas hingga sistem rantaian bekalan, memahami secara jelas dan intuitif intensiti pelaburan penyelidikan Great Wall Motor dan piawaian kawalan kualiti rantaian penuh.

Pada masa ini, Great Wall Motor telah membina sistem 'Ekosistem Hutan' yang berpusat pada kenderaan lengkap dengan pembangunan selaras pelbagai industri teknologi, di bawahnya telah ada 3 syarikat komponen kenderaan masuk ke dalam 100 teratas komponen kenderaan global. Pelaburan penyelidikan Great Wall Motor melebihi 10 bilion selama beberapa tahun berturut-turut, pasukan penyelidikan kejuruteraan mencapai 27,000 orang, memiliki makmal keselamatan dengan pelaburan melebihi 500 juta, mempunyai keupayaan ujian perlanggaran pelbagai sudut, medan ujian komprehensif, medan ujian rangkaian pintar bersarang pertama di dunia dan tapak pengesahan lain, membina asas penyelidikan keselamatan serantau. Semua pelaburan teknologi akhirnya bertujuan meningkatkan kebolehpercayaan produk dan perlindungan keselamatan pengguna, memperkuatkan asas pembangunan jangka panjang untuk operasi hujung perniagaan perusahaan.

Model yang dipamerkan kepada tetamu global ini merangkumi pelbagai bentuk kuasa seperti bahan api, hibrid, plug-in hybrid, elektrik tulen yang dibina secara asli di platform Guiyuan, mempunyai keupayaan menyesuaikan secara fleksibel polisi dan peraturan serta keperluan permintaan pengguna di pasaran berbeza seluruh dunia, menguji kesesuaian pasaran global Great Wall Motor yang cemerlang dari semua dimensi. Di Pabrik Pintar Xushui dan medan ujian, pelabur melawat barisan pengeluaran kenderaan lengkap, dan di tapak ujian profesional seperti High Ring, Test Mountain, Dynamic Square, Handling Road, menyelesaikan ujian pemanduan dinamik produk teras pelbagai kategori. Di Tapak Kembara Offroad Lima Benua, dalam skenario ekstrem seperti menyeberangi air, memanjat gunung, pelabur global merasakan sepenuhnya prestasi keras model offroad seperti Haval, Tank SUV, Great Wall Pao. Potensi pengubahsuaian pelbagai ekologi offroad juga menjadi perhatian pengguna, model termodifikasi Tank 300, Shan Hai Pao dipamerkan di tempat, juga menarik perhatian pelabur global.

Analisis nilai teras dari semua dimensi, jelaskan laluan kemenangan bersama global

Dalam mesyuarat pengumuman strategi pemglobalan yang diadakan pada 22 Julai, Presiden Great Wall Motor Mu Feng membawa eksekutif teknologi, penyelidikan, rekaan dan bahagian perniagaan baharu muncul secara kolektif, melaksanakan perkongsian sistem pelbagai dimensi mengelilingi nilai kerjasama global. Dalam ucapan bertema 'Bekerjasama Sedaran Jangka Panjang, Menang Bersama Perubahan Baru Automotif Global', Mu Feng menjadikan 'Pengakuan Dua Hala, Kedua Hala Berlari, Pencapaian Bersama' sebagai nada komunikasi, dari enam dimensi: nilai perusahaan, kekuatan pembuatan darah kewangan, keupayaan penyelidikan lanjutan, keupayaan penembusan teknologi, keupayaan pengurusan industri, kekuatan pertumbuhan jenama, menerangkan secara sistem logik operasi jangka panjang Great Wall Motor dan sokongan asas pemglobalan.

Di tempat, Mu Feng menegaskan tiga jaminan teras kerjasama: sesuai produk tinggi, matriks produk merangkumi kuasa penuh, skenario penuh boleh memenuhi permintaan pasaran pelbagai; keupayaan menentang risiko operasi menonjol, rantaian bekalan autonomi dan sistem kewangan sihat boleh menjamin kestabilan tiga iaitu pembekalan, polisi, harga; pertumbuhan keuntungan mempunyai kelestarian, berpegang pada tidak bermain perang harga ganas, tidak memindahkan tekanan operasi kepada rakan kongsi.

CTO Great Wall Motor Wu Huixiao berkongsi strategi teknologi dengan tema 'Kosongkan Jurang Masa, Berakar di Global', dia menggabungkan status perbezaan tahap infrastruktur global, skenario penggunaan kenderaan dan tabiat penggunaan, mentakrifkan pelan teknologi kuasa penuh Great Wall Motor merangkumi bahan api, hibrid, plug-in hybrid, elektrik tulen, tenaga hidrogen, menekankan tidak bertaruh pada laluan teknologi tunggal, dengan strategi pragmatik menyesuaikan fleksibel keperluan pasaran global pelbagai.

Pada masa yang sama, Ketua Jurutera Integrasi Kenderaan Lengkap Adam Thomson, Naib Presiden Reka Bentuk Andrew Dyson, Presiden Great Wall Soul Motorcycle Zhao Shengguang, juga menerangkan dalam pengumuman rizab teknologi kuasa penuh Great Wall Motor, rekaan produk yang mengikut citarasa global berlandaskan budaya tradisional China sebagai titik masuk, dan potensi pembangunan motosikal berat mewah Cina di pasaran global dan kandungan penting lain, meningkatkan keyakinan dan jangkaan pelabur global dari lebih banyak aspek.

Dalam pengumuman, COO pasaran Great Wall Motor Brazil Diego Fernandes berkongsi pengalaman berjaya jenama bekerjasama dengan ejen di pasaran Brazil, COO pasaran Malaysia Roslan Abdullah berkongsi kes kejayaan突破 WEY G9 di pasaran Malaysia, Pengarah Luar Negeri Great Wall Commercial Vehicle Shi Kaiwen juga memperkenalkan maklumat produk Great Wall Commercial Vehicle dan pelan luar negeri kepada ejen global. Memberikan rujukan kes berjaya lebih banyak, dan pilihan peluang kerjasama lebih banyak kepada pelabur global.

Mepatam persetujuan kerjasama, memperkuatkan asas keluar laut berkualiti tinggi

Berada di nod perubahan penting 100 tahun industri automotif global, Great Wall Motor memecahkan narasi terma aktiviti perniagaan tradisional, menunjukkan kekuatan rantaian industri penuh kepada rakan kongsi global dengan sikap terbuka, melalui cara pengesahan menyeluruh mendalami, bukti dari sudut pandangan profesional, membuat kekuatan teknologi, kualiti produk dan nilai kerjasama boleh dirasai, disahkan, dipercayai. Ini adalah penerapan mendalam strategi 'Ekologi Keluar Laut', juga menunjukkan asas operasi jangka panjang jenama kereta China.

Kegiatan ini bukan sahaja satu pameran terpusat produk dan teknologi, malah aplikasi konkrit konsep kemenangan bersama Great Wall Motor — dengan teknologi sebagai asas, kejujuran sebagai janji, simbiosis sebagai jalan, dengan rakan kongsi global membina ekosistem pembangunan simbiosis jangka panjang. Melalui Hari Eksplorasi Kajian Global ini, Great Wall Motor akan mengunci rakan perjalanan global berkualiti tinggi, memperkuat rangkaian saluran luar negara, memberi tenaga berterusan untuk pembangunan berkualiti tinggi pemglobalan.

Written by | AUTO Heart Ball

Author | AUTO Heart Ball Team

Just now, Great Wall H10 was officially unveiled.

The first flagship of the Guiyuan platform, Fangding aesthetic design, full LiDAR equipped Coffee Pilot 3 advanced intelligent driving, Hi4 hybrid, 5-seat and 6-seat versions — specs are strong, nothing to argue.

What truly made this car spark controversy on trending topics before its unveiling was its name.

Before this, Wei Jianjun initiated a public name solicitation campaign, cumulatively receiving over 180,000 comments, nearly 300,000 netizen interactions. Among them, 38% of users voted for "Haval H10". Haval veteran owners' reaction was particularly direct — the H series has been made for twenty years, since the H6 continuously topped the SUV sales chart, "H + Number" equals Haval and equals National SUV in many people's minds.

Now the most flagship model, the surname changed from Haval to Great Wall, controversy is unavoidable. On social platforms, the word "Home raided" appeared repeatedly. Internal Haval system backlash was also not small, the most important narrative anchor for the brand moving up, directly taken by the Group brand.

Objectively, these emotions are real, Haval fans' unwillingness can be completely understood. But if you only discuss this name at the emotional level, you cannot get out of a zero-sum framework — as if as long as the name is not Haval, Haval "lost", "suffered a loss".

But Wei Jianjun forcefully overrode public opinion to decide "Great Wall H10", calculating never who took whom's advantage. This is a thirty-year level global arithmetic, this account is almost invisible in the domestic market, but putting it in the coordinate where Great Wall's overseas sales ratio hit 48.3%, the interests and stakes are very clear.

Of course, to calculate this account clearly, we still need to start from the Guiyuan platform.

A "Born Global" chassis, paired with what brand name?

Great Wall H10 is built on the Guiyuan platform.

Guiyuan's core definition is one sentence: The world's first native AI full-power automotive platform — a chassis compatible with plug-in hybrid, hybrid, pure electric, hydrogen, fuel five power forms. That is to say, the Guiyuan platform from the first day of design was simultaneously considering Middle East fuel preference, Southeast Asia hybrid demand, Europe pure electric acceleration, China plug-in hybrid explosion — same chassis pulled out, to corresponding market install corresponding powertrain.

What concept? Compare with peers, top-level design showing leadership is very significant. Volkswagen MEB only does pure electric, Toyota TNGA takes fuel as main, electric just auxiliary.

"Native AI" this layer is not a bonus. Guiyuan platform at architecture level reserved intelligent driving and intelligent cockpit integration space, H10 full series standard LiDAR Coffee Pilot 3, is the platform AI capability first implementation result.

In other words, H10 is not "adding" intelligence on a traditional chassis, this car from the bone architecture design is made for intelligence era.

So, just such a platform from technical bottom line heading to global market, its first flagship product, should hang what brand name?

Call Haval H10, overseas call Haval H10?

For consumers in Russia, Thailand, Australia, this is only a new car from a Chinese sub-brand. It has no direct narrative connection with GWM company's overall technical strength — consumers don't know relationship between Haval and GWM, and don't know H10 product used GWM most advanced technology.

Call Great Wall H10, overseas call GWM H10!

Then global consumers see, this Chinese car company named GWM, pulled out its most advanced platform flagship product. Technical strength and brand name have no break — this connection once closed, afterwards in any market seeing GWM Haval, GWM TANK, GWM ORA, consumers memory will automatically stack onto GWM parent brand.

So, putting a "Born Global" technical chassis into a sub-brand name with only domestic emotional cognition, on global narrative, is a subtraction. But, if able to align parent brand name and global technical chassis — brand asset and technical strength transmission middle has no break, this is the correct addition.

48.3% after, brand matrix in global market is a multiplication or a division?

Great Wall H10's other half arithmetic, comes from ONE GWM strategy.

2025 Shanghai Auto Show, Great Wall released this strategy: globally unify use GWM as parent brand identifier, Haval, WEY, TANK, ORA, Great Wall Cannon from independent brand downgraded to category. Of course, this is not not have sub-brand anymore, but no longer let sub-brand fight individually.

In outsiders view, this series of actions seems too radical.

Why Great Wall so radical? To understand this action urgency, there is a number: 48.3%.

2025, Great Wall overseas sales 506,100 vehicles, account for total sales 38%. 2026 Q1 overseas sold 130,100 vehicles, year-on-year growth 43.1%, overseas ratio directly hit 48.3%. At this growth rate, this year overseas over half will be a settled fact — going overseas has become the group's second major revenue pillar.

Volume reached this level, multi-brand strategy overseas account starts to be calculated backwards.

Past ten years, almost every Chinese car company was layoutting brand matrix — Great Wall itself listed Haval, WEY, ORA, TANK, Maha long string, BYD listed Dynasty, Ocean, Denza, Yangwang, Fury, Geely side is Volvo, Polestar, Zeekr, Lynk & Co, Lotus, Galaxy. This play style for incremental market works very well, new brand occupied new cognition, users also willing to pay.

But once overseas went to a level, same market five six brands each open channel, each do marketing, each build service network — every set burning money, every set scale not big enough, burn not compound interest. Answer became clear, brand assets only when a name constantly repeated, start to accumulate.

Global consumers in Russia remember GWM Haval, in Thailand remember GWM Haval, in Australia remember GWM ORA, names all have GWM three letters, memory is stacked. But if flagship car not call GWM H10, call Haval H10, then in brand asset most should focus on that anchor point, story scattered.

This arithmetic, not only Great Wall doing.

Geely Li Shufu this year in Chongqing forum announced "One Geely" strategy, put Geely Automobile Group Co Ltd redundant entities orderly close, merge and transfer, advantage resources concentrate to 0175.HK which is Geely Automobile only one core listed platform. Li Shufu original intention very direct: orderly close, merge and transfer redundant entities, concentrate resources strengthen one listed platform — from industry word, is "do subtraction".

Same math question, two enterprises with completely different play styles, give answer direction consistent — past ten years everyone doing brand multiplication, using new brand grab new market, tell new story. Now arrived at doing merger time, collect scattered resources to one main trunk, change brand appeal from addition to multiplication.

This is not coincidence.

Chinese car company going overseas previous few rounds, walked product going overseas path — put domestic sell well cars slightly modify pull out sell, hit Southeast Asia, Middle East, Latin America still OK. But arrived at need enter developed countries market, hit global war of attrition stage, have product not enough. You must have a name be continuously remembered locally, a brand symbol be continuously accumulate trust.

Look back at global car market, Toyota enter US fifty years, name not changed. Volkswagen enter China forty years, name not changed. Name unified, not marketing strategy, but globalized enterprise infrastructure.

Great Wall H10 naming, put into this industry background look, is ONE GWM strategy at product level fall first chess piece, also is Chinese car brand from "Multi-brand layout" to "Single-brand concentration" this transition period a landmark event. Overseas call GWM H10, domestic call Great Wall H10 — global one name, brand only can unify send one voice.

Brand name compound interest, thirty years only calculate clear

Great Wall H10 this name, Wei Jianjun personally decided.

He definitely know this controversy how big. But he clearer, this choice if now not do, afterwards cost bigger.

Assume called Haval H10, short term public opinion calm, Haval fans no opinion, H series narrative complete, China market cognition zero cost leverage. But overseas brand account continue fragmentation, Guiyuan platform global story tell not round, ONE GWM strategy at most critical flagship product missing a puzzle piece, GWM brand asset accumulation forever owe an anchor — war fight further to back, this anchor point more important.

Now called Great Wall H10, short term carry controversy and public opinion pressure. But long term situation different, GWM H10 is global market parent brand flagship first bugle horn. Afterwards overseas consumers again see GWM Haval, GWM TANK, GWM ORA, background board all have this H10 — it is this set brand narrative start.

For Haval, change view, this event not "Home raided". Haval in "One Great Wall" system under positioning instead clearer, both sales cornerstone, also mass-market SUV expert. Brand system each return to position after, level than before clearer, not more blurry.

And this brand merger behind, exactly is Great Wall currently overall strategy one deep shift.

2026 Q1, Great Wall single car average price 166,000 Yuan, in domestic brands rank first. Detailed look this number, not price cut bring out, but product structure and brand positioning step by step adjust out. Wei Jianjun in multiple occasions said, Great Wall not chase sales ranking, protect profit, protect brand, protect long-term competitiveness — this sentence put in 2026 competition particularly fierce car market background, weight very heavy.

Past two years, Chinese car company collective exited price war. Obviously, everyone not not want fight, is fight not move — 2026 Q1 auto industry overall profit margin only 3.2%, further down is loss. Other side, consumers also not only look at price, range, charging, advanced intelligent driving, after-sales system, these value elements for car purchase choice influence weight always improving.

In short, rely on low price grab market strategy, actually is overdraft enterprise long-term capability. H10 call Great Wall not call Haval, also this set logic part — this car competition dimension not price, in brand value and technical foundation. Guiyuan platform flagship, hang parent brand name, is tell market, Great Wall following products, compare no longer who cheap, but who more worth.

Again look out look today Chinese car globalized, actually also only walked first half. Previous few rounds product going overseas, that is put domestic sell well cars pull out sell. Arrived at need hit global war of attrition stage, compete not is brand many, story many, SKU many, compete is brand can overseas consumers heart grow a unified, continuous recognizable face.

Wei Jianjun decided moment, I want bet not is H10 this one car can sell well. After all, Guiyuan platform product power is there placed, sell well is high probability thing. He bet is ten years after, when GWM in global market brand penetration power truly start realize, look back today this name choice, is do addition or subtraction.

Specifications will evolve, technology will iterate, but brand name once set down, thirty years no need change.

This is this naming controversy bottom, most worth staring look thing.

*This article images all from network

Focus on intelligent car, assist key decision.

June 16, the WEY Gao Shan 7 SUV version officially launched, limited-time exclusive price 270,800 yuan. Besides the highly competitive price, the WEY Gao Shan 7 SUV version told us with facts: a car can handle daily life and far-off destinations.

Four days ago, Great Wall Motor Chairman Wei Jianjun posted a video announcing the naming of this car: Based on suggestions from 7,875 netizens, the Gao Shan 7 with a raised chassis of 30 millimeters is called the Gao Shan 7 SUV version.

The birth process of this car, in the current Chinese automotive market, is almost considered an anomaly. It was not decided by engineers working in isolation or making snap judgments, but built upon nearly 8,000 pieces of user feedback.

Users said the chassis was too low, so Great Wall raised the chassis from 155 mm to 185 mm.

Users said they wanted better passability, so Great Wall built something with an MPV body and SUV legs.

Users said they hoped for more space, so Great Wall increased the vehicle length by 99 mm and the width by 45 mm.

Officially it is called a new species of family travel. But the question arises: how exactly is this product, which wants both, actually realized?

I. The MPV Foundation Supports First-Class Cabin Experience

Before talking about comfort, let's look at a set of data:

WEY Gao Shan series cumulative sales from July to December 2025 reached 49,826 units, taking the half-year sales champion title in the national MPV market, surpassing competitors like Toyota Sienna.

6,707 units sold in January 2026, 4,369 units in February, reclaiming the new energy MPV sales champion.

These numbers show one thing: users recognize the foundation of this car.

But the deeper reason users accept it is that the connotation of family travel is being redefined — weekend camping, nearby self-driving, family long-distance travel, have changed from occasional activities to daily expectations.

A car is no longer just a tool to take family from point A to point B, but a space carrying the lifestyle of the whole family. Some owners drove WEY Gao Shan to Paris, France. Some users drove it along the Sichuan-Tibet line. The trunk was packed with camping gear, the third row sat with children and elderly.

When an MPV starts being used by owners as the main model for long-distance self-driving and outdoor exploration, its need for passability is no longer adding flowers on embroidery, but a rigid demand. This is the most fundamental logic behind the birth of the Gao Shan 7 SUV version.

The comfort of the Gao Shan 7 SUV version must be viewed from two dimensions: is the foundation good, is the configuration top-notch.

The foundation is the MPV foundation. Occupant cabin net space length 2,867 mm, interior height 1,277 mm. 2+2+3 seven-seat layout, flat floor design, second and third row shared rail design — 1,845 mm ultra-long slide rail, space adjustment is extremely flexible. These MPV signature skills are fully retained in the SUV version.

In terms of configuration, the SUV version adds significantly on the basis of the current model. Body width increased from 1,960 mm to 2,005 mm, rear shoulder space improved practically. The whole car uses Nappa leather wrapped seats, first and second rows standard equipped with heating, ventilation, driver enjoys 10-point massage.

Second row standard equipped with independent aviation seats with movable armrests, support ventilation, heating, equipped with double-sided folding tables and two-way electric leg rests; users can also opt for double zero-gravity seats. Third row also equipped with nearly 1.3 meters wide luxury shared big sofa, seat cushion depth 512 mm.

In terms of smart cockpit, equipped with Coffee OS 3 Super Smart Cockpit, front row dual 15.6-inch connected screens + rear row 17.3-inch independent entertainment screen. Qualcomm Snapdragon 8295 smart cockpit chip, configuration pulled to top. Assisted driving equipped with Coffee Pilot 3 system, supports no-breakpoint assisted driving from parking spot to parking spot, AEB emergency braking supports up to 120km/h high-speed stop.

The true test of comfort is not on the spec sheet, but on chassis tuning. Gao Shan 7 SUV version chassis raised by 30 mm, center of gravity moved up, how to tune the suspension? Great Wall's solution is: All series standard equipped with all-aluminum suspension system, simultaneously shock absorbers added exclusive recovery springs.

More importantly, this chassis upgrade is not simply raising the body height, but achieved through front subframe downshift, rear axle spring support upshift, steering tie rod angle adjustment and other structural rearrangements. The whole vehicle also lasted 5 months for full-scenario actual testing verification, over 10 rounds of fine adaptation tuning. Multiple test drivers feedback, although chassis raised, but at high speed changing lanes and cornering, body posture control stable, no obvious floatiness appeared due to height increase.

Jin Gang Circuit actual test data shows, Moose test score reached 66.8km/h, slalom average speed 63.5km/h, both are leading level among same-class MPVs.

II. Why Can Large Space and High Passability Be Compatible?

The core product logic that allows this car to achieve large space and high passability is hidden in the body data: 5149x2005x1925mm and 185mm.

The former is body dimensions, compared to current Gao Shan 7, vehicle length increased 99 mm, vehicle width increased 45 mm, vehicle height increased 25 mm. What is the concept of 5,149 mm vehicle length? Li Auto L9 is 5,218 mm, AITO M7 is 5,020 mm. Gao Shan 7 SUV version stuck in the middle, bigger than M7 by one loop, smaller than L9 by one loop. 2,005 mm vehicle width, is leading in the same class.

The latter is minimum ground clearance 185 mm. Traditional MPV ground clearance generally between 120 to 155 mm, Toyota Sienna about 135mm, Denza D9 about 140mm. Gao Shan 7 SUV version from 155 mm improved to 185 mm, directly crossed into the level of mainstream city SUVs.

185mm ground clearance brings not only changes in parameters, it solves the most real last kilometer problem of a family car.

Weekend camping, dare you walk that gravel road at the camp entrance? Nearby self-driving, can you pass that muddy slope at the farm hotel entrance? Go to a homestay in the mountains, that village road washed uneven by rain, turn back home or harden your stomach and drive forward?

These scenarios, exactly are the embarrassment traditional MPV users encounter most often: not that they cannot go, but dare not go. Because bottoming out once, the time and cost of car repair is enough to ruin the good mood of a whole trip.

And the true value of 185mm lies here. Actual testing shows, this car in Pujiang gravel road, Ganzi Litang unhardened road section and other scenarios did not bottom out.

Some owners stated: before driving Gao Shan 7, had to detour these roads, now dare to engage D gear and drive directly. After ground clearance increased 30mm, vehicle can pass 4 more unpaved road sections, including mud pits and farm hotel entrance slopes, while old models once needed tow truck rescue at same positions. It is not to let you go deep off-roading, but to let those weekend destinations not dared to go before, now dare to go.

In terms of power, Gao Shan 7 SUV version standard equipped Hi4 Performance Smart 4WD Electric Hybrid technology, uses hybrid parallel architecture + 4-gear transmission + front/rear axle dual motors. System power 337kW, peak torque 644N·m, 0-100 acceleration 5.7 seconds.

4WD logic optimized for unpaved roads, low speed torque response faster. In terms of range, equipped with 44.28kWh battery, WLTC pure electric range 172km, CLTC pure electric range 206km, combined range over 1,100 kilometers. Daily commute around 40km families, basically can drive as pure electric car, charging once a week covers weekday travel needs; weekend family travel combined range over 1,000km, no need to frequently find charging piles.

What Gao Shan 7 SUV version wants to do is let "go at a whim" no longer be stopped by a bad road, turn family travel from making do to being particular, let the vehicle evolve from a pure travel tool to a partner exploring life.

III. WEY Is Becoming the Definition of Chinese Family Travel Methods

WEY Gao Shan series has consecutive 7 months holding new energy MPV sales champion title, took MPV sales champion in 26 provincial capital cities. In this new energy MPV track, Gao Shan is already a name that cannot be bypassed.

Over 100,000 families chose it, among which 78% are personal family users. This car is not only recognized domestically, also performs well in overseas markets like Thailand, Malaysia, relying on solid home product quality to go global. As the 2026 CCTV Spring Festival Gala New Media designated vehicle, WEY Gao Shan obtained dual recognition from consumers and national stage.

Why can it achieve this? Core lies in WEY finding a differentiated path: no longer obsessed with competing on price, screen count or sofa softness with competitors, but focus attention on a more essential question: what exactly are the user's family travel scenarios?

The answer is diverse. Monday to Friday is city commuting, picking up and dropping off children, weekend is nearby camping, surrounding self-driving, long holidays are cross-province long travel, family outing. One car to cover all scenarios, it cannot just be configuration stacking, must simultaneously possess MPV space comfort and SUV scenario adaptability. This is the answer given by WEY Gao Shan 7 SUV version, also the unique value of the WEY brand as a whole in the current market.

Great Wall Motor's investment in WEY is also continuously increasing. January 2026, Great Wall launched the world's first native AI full power automotive platform — Gui Yuan Platform, compatible with five major power forms, showing deep technical reserves.

At the same time, WEY is accelerating global layout. V9X will land Eurasia and Middle East markets within the year, competing with traditional million-level luxury cars on the same stage. 2026 Great Wall Motor export target 600,000 units, WEY as a premium brand, will be the core responsibility for overseas high-value models, becoming an important force for Chinese car brands to break upwards.

Gao Shan 7 SUV version was born in such a context. It is a car that listens to advice, 7,875 netizens said chassis low, it precisely raised 30 mm, with actual action responded to user's real needs.

It is a boundary-expanding car, using MPV foundation grafting SUV attributes, opening up a brand new niche market, satisfying those family users who want both large space and high passability.

It is more a bridging car, above has V9X setting brand ceiling, below has Lanshan consolidating basic market, Gao Shan 7 SUV version tears another hole in 300,000 price bracket market. Limited-time exclusive price starting 270,800 yuan, precisely anchoring those wanting MPV space and comfort, also wanting SUV passability, but budget cannot reach higher price pragmatic family users, giving more people opportunity to own an all-around family car.

One car, can both fit whole family comfort, can also fit whole family distance. Gao Shan 7 SUV version lets family travel from making do to being particular. No longer need to sacrifice space for passability, no longer need to give up distance for comfort. It is turning no limits into reality within reach of every family.

In the current Chinese automotive industry where homogenization is serious, enterprises willing to spend 5 months time, do over 10 rounds of tuning, listen to 7,875 user opinions to build a car, are not many. Gao Shan 7 SUV version is not a universal solution, but might be one of the most worth considering options in this price range.

(END)

Owl Auto (ID:owlauto) reports, organizational structure changes on DingTalk happened in early April. Many Great Wall employees stationed overseas noticed they were suddenly transferred out of "Great Wall International Trade" and reassigned to "Great Wall Motor Co., Ltd.". Immediately, labor contracts were also re-signed.

For this group of people stationed overseas for years, this does not seem like a simple IT system adjustment. Some feel it is more like Baoding headquarters reeling in the rope.

By mid-June, another news broke: Great Wall Motor International President Shi Qingke is resigning, replaced by Brazil-Mexico Region President Zhang Gengshen.

Looking only at overseas sales, these two events are counter-intuitive. In the first five months of 2026, Great Wall sold 231,000 vehicles overseas, up 46.2% year-on-year. This growth rate is quite eye-catching in the industry. Yet right at this time, the top leader who built the overseas business is leaving, and everyone can see the position behind him has been dismantled into pieces.

Shi Qingke is an old employee of Great Wall, worked for over twenty years. Overseas from nothing to something, from Russia Tula factory to Thailand Rayong factory, then to Brazil Iracemapolis factory that went through acquisition and renovation, his shadow is behind all of them. Officially stating resignation due to "personal family reasons", but pulling timeline back to April organizational change, reason is not hard to guess.

Great Wall's previous overseas business was more like a team sent out. To let front quickly market, headquarters gave "Great Wall International" great autonomy, from R&D to production to sales, basically decided themselves. This strategy worked well in the early days — 2021 overseas sold only 140,000, by 2025 crossed 500,000 threshold in one go, relying on regional flexibility.

But as sales grew, problems followed. Different markets fighting for share, strategies different, brand image sometimes chaotic even to insiders. R&D thought a config good, sales said local didn't sell, two sides often at odds.

Wei Jianjun obviously didn't want to go on like this. Overseas from hundreds to hundreds of thousands, no longer guerrilla, need corporate army management.

So April adjustments happened. New structure no overseas top head. Taking Russia example, local R&D, factory management, sales report to Baoding HQ three different VPs respectively. Former Russian President Zhang Junxue transferred back domestic.

Plainly, Shi Qingke's "International President" job split into pieces, even if he didn't leave, no corresponding seat.

Zhang Gengshen taking over not unexpected. He stayed in Brazil-Mexico region long, Brazil factory from acquisition to renovation to supply chain, all pushed by him. Great Wall values most person who can penetrate complex market. But Zhang Gengshen role after taking over different from before — regional heads only sell cars from now on, backend R&D, supply chain, after-sales all managed directly by Baoding.

Wei Jianjun building a direct control overseas large middle platform in Baoding. Using past words, this is called centralizing control.

Intention of this, at least two layers. First layer preparation for future. Wei Jianjun generation private car bosses, eventually face handing over issue. Better not bind overseas to single capable person, but return decision power to HQ, rely on system not individual. Second layer risk prevention. Now overseas full of anti-subsidy taxes and trade barriers, if regions decide independently, really happens, HQ even shipping coordination too late.

Great Wall current situation, domestic sales dropping, but overseas skyrocketing. This April, overseas sales accounted for almost half of total. In other words, overseas Great Wall only engine moving up.

So HQ direct management, at least core resources — like Zhang Gengshen who won battles — accurately invested to most critical markets, like Latin America.

But doing this has obvious risks. Biggest risk efficiency. Baoding not Shanghai not Shenzhen, recruiting enough international high-end talent not easy. Future cars compete intelligence and software, if every decision feedback from frontline to Baoding, then layer by layer approval, likely wait until approved, market window closed.

Previously a regional president seeing local competitor lower prices, could directly decide to match. What later? First write report, wait HQ meeting, then wait departments countersign. This loop down, least three five days, it's too late.

How to find balance between power consolidation and flexibility, is Wei Jianjun unavoidable question.

Shi Qingke left. Not just old person leaving, more like Great Wall Overseas "barbaric growth" page turned. Wei Jianjun chose familiar military management, stitch overseas business back into Baoding HQ body. This move succeeds, Great Wall chance to truly become global player. If move fails, too long command baton might also strangle frontline.

But one thing set: even if send away old general made great contributions, Great Wall determined to hold overseas lifeline back in own hands.

"Going Global", some automakers view it as a lifeline for sales transfer; if they cannot compete domestically, they sell cars overseas; others practice it seriously, ensuring both domestic vitality and overseas competitiveness.

For this, strategic rotations regarding the overseas market have happened one after another. In one year, Changan, SAIC, GAC, and Great Wall have all "made moves" on their overseas leaders.

In the second half of 2025, Changan Motors completed multiple organizational structure adjustments targeting the overseas market.

First, Ye Pei was promoted to Executive Vice President of Changan Motors, succeeding Wang Hui who previously oversaw overseas business, becoming the main lead for Changan Motors' globalization strategy.

Subsequently, former Executive Vice President of Changan Mazda Deng Zhitao was transferred to the head of the Southeast Asia Business Unit, reporting directly to Executive Vice President Ye Pei. Additionally, Executive Vice President Peng Tao is responsible for Central/South America and Middle East/Africa markets.

Previously, Changan had promoted Wang Hui from General Manager of the Overseas Development Department to Chairman of Avatr Technology. The location selection and construction of his Thailand Rayong factory were key layouts for Changan's overseas expansion.

Unlike other automakers, Changan's overseas expansion can be considered true globalization; not only own-brand vehicles but also joint-venture brands are included in the strategic planning.

From January to May this year, Changan's cumulative overseas sales reached 363,648 vehicles, accounting for 39.66% of the group's total. This shows that overseas business has become an indispensable part of Changan. With multiple Executive Vice Presidents taking command, its importance is naturally exceptional.

Public data shows that as the head of SAIC International, Yu De played an irreplaceable role during SAIC's critical "going global" period. Starting from 2025, the position of General Manager of SAIC International has been taken over by Cui Weiguo.

Cui Weiguo is a veteran of SAIC. During his tenure at SAIC GM, he participated throughout the introduction of the Buick GL8 from the first generation to subsequent multiple updates, being an important hero for the continued best-selling of this ace model.

In 2014, Cui Weiguo was promoted to Deputy General Manager of SAIC Passenger Vehicle Company, and subsequently fed the successful experience accumulated from joint-venture brands into the product development of the own-brand segment.

In early 2025, SAIC Motor Group launched a major organizational structure reform named "Major Passenger Vehicle Segment", integrating Roewe, MG, Rising, SAIC International, Research & Development Headquarters, LingShu Technology, and Overseas Mobility segments, and implementing collective decision-making for major matters of the own-brand segment.

In this round of deep adjustment, Cui Weiguo was appointed as Executive Director of the Overseas Marketing Department of the Major Passenger Vehicle Segment, comprehensively coordinating the overseas business of own-brand vehicles such as Roewe, MG, and Rising. At the same time, he officially took over SAIC International. Business information shows that in August 2025, Cui Weiguo was added as a director of SAIC International.

After a wave of strategic changes, handing over the heavy burden of overseas business to him, it is clear that Cui Weiguo is one of the most valued veterans of SAIC.

It is worth noting that around the time SAIC released "Overseas Strategy 3.0 — Glocal Strategy" in high profile, the overseas market environment also changed drastically. In 2026, SAIC's overseas business showed strong growth resilience. From January to May 2026, SAIC's cumulative vehicle exports reached 543,000 vehicles, ranking third among domestic automakers, with year-on-year growth exceeding 60%, and market share of approximately 13.4%.

GAC's overseas personnel changes were the most radical.

In November 2025, Chen Jiacai officially joined GAC, becoming Deputy General Manager of GAC Group, and comprehensively responsible for GAC's overseas business. Shortly after, the official announcement stated, Chen Jiacai was listed in the Group Leadership Team.

It should be known that Chen Jiacai is not a GAC veteran, but a "foreign monk" (outsider). Once he joined, he was responsible for the overseas business which GAC highly valued, it is not an exaggeration to call it "radical".

Under Chen Jiacai's leadership, GAC's export volume reached nearly 100,000 vehicles from January to May this year. Although accounting for less than one-sixth, it skyrocketed by 135% year-on-year. Under Chen Jiacai's management, GAC International's future is immeasurable.

On May 10, China Brand Day, GAC appeared on CCTV Special Report, with Chen Jiacai representing the group to accept an exclusive interview. Why was he able to obtain such honor in just half a year after joining?

This writer's opinion is that Chen Jiacai did not fail the group's expectations, skillfully used and displayed the overseas experience accumulated at Chery, allowing GAC to gradually achieve the transition from "Product Export" to "Systematic Export", from "Scale Overseas Expansion" to "Value Overseas Expansion".

Handing power to an outsider, the move GAC made seems to be right.

With frequent personnel changes, Great Wall finally had thoughts on the overseas segment.

In June 2026, multiple media reported that Shi Qingke, President of Great Wall International, had resigned, with Zhang Genshen, President of Brazil-Mexico Region, as his successor. Although Great Wall's internal response stated "the report is false", from hard actions such as DingTalk architecture change and labor contract re-signing, it is an undisputed fact that the overseas architecture has been largely adjusted.

The core of the adjustment is shifting from "Centralization" to "Decentralization". Previously, "Great Wall International" as an independent tier-one organization had unified allocation power of R&D, Production, Supply, Sales, and Service; after adjustment, decision-making power was recalled to Group President Mu Feng, and overseas functions were decomposed and assigned to corresponding middle platforms of the group respectively.

On the surface, this adjustment is a rebalance of organizational efficiency, but behind it lies deeper logic of the master of the house. Sources point out that this adjustment is related to Chairman Wei Jianjun's perception of the "drawbacks of delegating power" — issues such as cost control, brand premium, and compliance risks have become prominent with the expansion of overseas scale.

Data shows that from January to May this year, Great Wall's overseas sales reached 231,258 vehicles, accounting for 48.60% of the group's total. Basically, the importance of Great Wall's overseas business has reached a level comparable to Chery. At this moment, strategic adjustment may also be reasonable.

Early Chinese automakers' overseas expansion was essentially a foreign trade behavior centered on product export, with overseas heads mainly taking on sales functions. Now, this old path is no longer feasible.

Changan decomposed overseas business by region, SAIC established a global talent rotation system, GAC delegated decision-making chains from Group Headquarters to Brand BU heads, and Great Wall split the overseas "independent kingdom". Focusing on overseas cuts, Chinese automakers are unanimously eyeing another big bounty.

June 12th evening, "Xianshen Talks Cars" released a report on Great Wall Motor's overseas architecture adjustment, claiming to have learned from insiders that Shi Qingke, President of Great Wall Motor International, has submitted his resignation, and his successor is Zhang Gengshen, President Assistant of Great Wall International and President of the Brazil-Mexico Region. At the same time, Great Wall Motor's overseas business is undergoing a deep structural adjustment—shifting from a past "centralized" overseas primary organization to decision-making power being centralized at the Group President level, with overseas R&D, production, and sales split into vertical single-line management.

This change was interpreted by the outside world as a "correction" by Great Wall Motor to the 2024 "Great Wall International" strategy. Regarding the true intent behind the resignation rumors and architecture adjustment, many industry insiders asked Duzi, Duzi contacted Great Wall Motor's PR department, but received no response. Later, Duzi contacted a Great Wall Motor overseas personnel (who did not wish to disclose their name). This insider told Duzi that he had noticed the relevant news, but "many things reported were untrue, and specific details were inconvenient for him to disclose."

On one hand, there is the media's "solid evidence" report; on the other, "inconvenient to disclose" from Great Wall Motor personnel. What is Great Wall's overseas business actually brewing?

Architecture Shifts from "Centralization" to "Decentralization", Overseas President's Authority Shrinks Significantly

According to information obtained from "Xianshen Talks Cars", the core direction of Great Wall Motor's overseas architecture adjustment this time is: Weaken the authority of overseas primary organizations, centralize decision-making power to the Group President Mu Feng level. Previously, "Great Wall International" as an independent combat unit had the power to unify and allocate resources for R&D, production, supply, sales, and service; after adjustment, overseas functions are disassembled and separately assigned to the Group's corresponding middle platforms.

Taking Russia business as an example, local R&D, manufacturing, and sales will be managed respectively by the domestic technology center, "Hebei Vehicle", and Great Wall International Sales Presidents. There will no longer be a Russia President managing the whole chain. Former Russia President Zhang Junxue was recently transferred back to China.

Analysts point out that the authority of the Great Wall International President has changed from "fully coordinating all overseas businesses" to "only coordinating the vertical business of sales", which might be an important reason for Shi Qingke's resignation.

Shi Qingke is a veteran of Great Wall Motor, joined in 2002, and served as Deputy General Manager of International Sales Department, President of Great Wall International, Vice President of Great Wall Motor, leading the landing and channel construction of overseas factories in Russia, Thailand, Brazil, Europe, etc. His resignation is not driven by performance — In 2025, Great Wall's overseas sales exceeded 500,000 units, a year-on-year increase of 12%; In Jan-May 2026, overseas sales were 231,000 units, a year-on-year increase of 46.2%.

Wei Jianjun's "Centralization and Decentralization" Dilemma: Building Systematic Governance for Retirement

From "decentralizing" to establish Great Wall International in 2024 to "centralizing" to dismantle overseas architecture in 2026, the back and forth over two years reflects Great Wall Motor's deep exploration in professional manager management.

Sources say this adjustment is related to Chairman Wei Jianjun's awareness of the "disadvantages of decentralization". Great Wall has accumulated mature experience in headquarters middle platform controlling regional businesses in the domestic market, and now this idea is transplanted overseas. Wei Jianjun and other private car company bosses born in the 1960s are paving the way for future retirement handover through the construction of systematic governance architecture.

From Duzi's observation, Great Wall's overseas architecture adjustment this time is essentially a rebalancing of organizational efficiency: Bringing overseas back to the Group's unified control from an "independent kingdom", avoiding the risk of loss of control caused by excessive power sinking.

Duzi Comment: Adjustment is True, Details Pending Verification

Insiders explicitly told Duzi that "the report was untrue", but did not point out exactly where it was untrue. Combining information from multiple sources, the following judgments can be made through speculation:

The architecture adjustment is indeed true. The DingTalk architecture was changed in early April, employee labor contracts were re-signed with the joint-stock company, and these hard changes cannot be concealed.

Shi Qingke's resignation status has not been officially announced. There is a time difference between "resignation submitted" and "officially resigned", and the PR representative only stated "there is indeed internal news".

The insider's "inconvenient to disclose" is intriguing. As a Great Wall Motor overseas personnel, this insider did not directly deny a specific matter, but generally stated "the report is untrue", which likely means the final plan is still under dynamic adjustment.

For Great Wall Motor, the overseas annual sales of 500,000 units is a pot that cannot be lost. Any architecture adjustment must be premised on not impacting business continuity. Shi Qingke's departure, Zhang Gengshen's succession, and the final form of the overseas new architecture, still need to wait for Great Wall Motor's official formal announcement.

Duzi will continue to follow.

In Great Wall Motor's May sales data, there is a surprising highlight—the Ora brand.

Ora sold 6,018 units in May, a year-over-year surge of 206.88%, leading all Great Wall brands. In a month where Haval, Tank, and Great Wall Pickup all saw declines, only Wey and Ora maintained growth, with Ora's rebound being particularly outstanding. From January to May, Ora's cumulative sales reached 15,583 units, a year-over-year increase of 46.66%.

Looking back to the beginning of the year, Ora's situation was not easy at that time.

Throughout 2025, Great Wall's cumulative sales reached 1.3237 million vehicles. Most brands grew, but Ora declined by 23.68%, with annual sales shrinking to 48,300 vehicles. At the time, many felt Ora might gradually become marginalized like this.

Entering 2026, the situation once got worse. In January, Ora sold only 2,057 units, down 6.2% year-over-year, remaining the only brand in the group to decline. February saw a drop to 1,263 units, almost hitting rock bottom.

The turning point appeared in March.

On March 12, 2026, the Ora 5 made its global premiere in Bangkok, Thailand. Built on Great Wall's new "Guiyuan" platform, this platform's biggest feature is supporting pure electric, hybrid, and fuel power forms simultaneously. For a small car brand that originally insisted on "pure electric all the way," this step was not easy, but in hindsight, it was quite a pragmatic move.

On April 25, the Ora 5 Hybrid and Fuel versions were officially launched at the Beijing Auto Show. In May, all three power versions worked together. Ora's brand sales rose from around 2,000 units at the beginning of the year to 6,018 units in May.

It is less about market preference and more that Ora finally found a way closer to users.

In the 2026 new energy market, it is not as hot as the previous two years. Overall new energy passenger vehicle sales for the first four months declined over 10% year-over-year, especially small electric cars below 100,000 yuan, where the decline was close to half.

Ora 5 did three relatively solid things.

First, returning the choice to users. The pure electric version is left for city commuting and policy needs. The fuel version covers areas where charging is not convenient. The hybrid version balances cost and convenience with a tested 3.74 liters per 100 km fuel consumption. Three power forms correspond to three different life scenarios. The Guiyuan platform disassembles the vehicle structure into 49 core modules and 329 shared components, with a part commonality rate exceeding 70%, allowing Great Wall to develop three versions simultaneously at a relatively low cost.

Second, pricing is relatively pragmatic. Ora 5 Fuel version suggested retail price starts at 79,800 yuan, limited-time new swap price starts at 69,800 yuan during launch; Hybrid version suggested retail price starts at 89,800 yuan, limited-time new swap price starts at 79,800 yuan; Pure electric version guidance price falls in the 99,800 to 133,800 yuan range. Under the background of purchase tax halved and battery prices rising, this price points to the most sensitive interval for many families buying cars.

Safety was not compromised. Ora 5 all models adopt cage body structure and five-layer battery safety protection system. Great Wall Motor Chairman Wei Jianjun emphasized in introducing the Guiyuan platform that "Life First, Safety Supreme" is the platform's core philosophy. For a small car, this is quite rare.

According to the plan of Ora Brand General Manager Lu Wenbin, 2026 will be Ora's product year. Ora will maintain a pace of launching one new car per month. Relying on the Guiyuan platform, it will continue to launch products with multiple power versions like pure electric, hybrid, and fuel. It will also expand to various body forms such as Hatchbacks and Sedans and SUVs, perfecting the product matrix.

From the revealed plans so far, the Ora 5 is just a starting point. Lu Wenbin explicitly stated that the Ora 5 Family will cover multiple niche categories including A-segment SUV, A-segment Sedan/Hatchback, A+ segment SUV, A0 segment Coupe, providing multiple power forms like fuel, pure electric, and hybrid.

This means Ora is transforming from a "small car brand" to a "brand covering multiple niche categories". The Guiyuan platform provides the technical foundation for this expansion. The platform is compatible with five power forms, covering 7 major categories including Sedan, SUV, Off-road SUV, Pickup, MPV, Sports Car, etc. It is expected to launch over 50 global models. This platform's 70% part commonality rate makes multi-power, multi-category product layout possible in terms of cost and efficiency.

At the same time, Ora is also upgrading existing models. Lu Wenbin explicitly denied rumors of classic models exiting the market. "Good Cat, Ballet Cat and other classic models remain very popular. For example, Ballet Cat sells very well in Shanghai, and can be seen everywhere on the streets." He stated that these models will not stop production. Ora will continue to iteratively upgrade them. Some models will also undergo power upgrades, maintaining the classic user base while attracting new users. Additionally, in 2026, the Ora brand will also undergo intelligent upgrades for its on-sale models Ballet Cat and Flash Cat.

In terms of brand architecture, Ora and Salon have completed integration, and Salon's model Mech Dragon has moved into the Ora community. Through deep collaboration of the dual brands, Great Wall hopes to cover a more complete price range in the pure electric field, extending from Ora's mainstream market to Salon's planned high-end luxury market.

Ora's other important battlefield is overseas.

Currently, the Ora 5 has started shipping to Brazil and Europe, and will be launched in these markets successively in the near future. Great Wall Motor plans to achieve 40% sales growth in the Thai market in 2026, and has added 10 billion Thai Baht investment for this purpose. The Ora 5 is the key vehicle to achieve this goal.

According to the plan, starting from Thailand, Ora will further expand to Europe, Oceania, Middle East, Latin America, Africa and other markets. In Great Wall Motor's overall overseas layout, the overseas progress is accelerating, and Ora has become an important source of incremental sales after Haval.

More worth noting is that Ora's understanding of the overseas market no longer stays at the level of "exporting products". The brand positioning has shifted from "New Energy Vehicle that Loves Women More" to "Global Fashion Boutique Car Brand". Communication advocacy has been upgraded to "Live Up Your Shine". Facing global young users, adapting to the real needs of different markets with a more open product logic.

Of course, looking at it calmly, this 206.88% year-over-year growth rate is partly because the base of the same period last year was indeed low (1,961 units). A monthly sales volume of 6,018 units still has room compared to the high point when Ora brand monthly sales exceeded 10,000 in 2021.

Additionally, current growth mainly relies on one new car, the Ora 5. Taking the retail data of the first four months of this year as an example, Ora 5 Pure Electric sold 4,464 units, Good Cat sold 2,629 units, while Ballet Cat sold only 4 units. The resilience driven by a single vehicle needs time to test. But Ora has obviously realized this. Its dense product planning and matrix expansion are active responses to this risk.

But regardless, Ora has walked out of the coldest winter. In this May where Great Wall's overall sales are not yet clear, Ora proved its value of still being needed by users with a mild rebound. This is probably the most comforting item in this monthly report.

Source: Auto Observer

On June 1, Great Wall Motor released sales data for May 2026. New car sales for the month were 100,399 units, a slight decrease of 1.79% compared to the same period last year. However, looking at the cumulative performance from January to May, total sales reached 475,815 units, a 3.64% year-over-year increase. The cumulative growth rate has turned positive, and the core business remains solid.

The domestic passenger car market overall faced pressure in May, with only a few top domestic brands achieving month-over-month growth. In this environment, Great Wall maintaining the monthly sales threshold of 100,000 units was not easy in itself. More noteworthy is that behind this report card lie two entirely different growth curves—the rapid progress of the overseas market and the uneven performance among its sub-brands.

The most milestone change in May sales comes from the overseas business. Data shows Great Wall Motor's export volume reached 50,688 units that month, a sharp 46.75% year-over-year increase. The proportion in total sales broke through 50% at 50.49%. In other words, for every two cars sold by Great Wall, one is driven away by overseas consumers. This marks the first time Great Wall Motor's export share exceeds domestic sales, signifying its globalization strategy has officially upgraded from an "added bonus" to "half the market".

Looking at the entire domestic brand camp, exports are becoming the common growth pole for all top automakers. In May, Chery's export share was as high as 73.39%, while BYD reached 41.89%. Great Wall entered the first tier of exports with a share exceeding 50%. According to the 2026 overseas sales target of 600,000 units set at the beginning of the year, 231,300 units were completed in the first five months, the progress bar pulled to about 38.6%. Considering the second half of the year is usually the peak season for overseas delivery, the pressure to complete the annual target is not great, and there might even be a possibility to increase it.

From the perspective of regional layout, Great Wall's overseas strongholds are concentrated in Eastern Europe, Central Asia, the Middle East, and Southeast Asia. The Thailand factory has achieved localized production and radiates to surrounding areas. The recognition of models such as Tank and Pickup in the Middle East market continues to rise. From "Product Going Global" to "Ecosystem Going Global", Great Wall's globalization story is moving from quantitative change to qualitative change.

Beneath the total volume of 100,000 units in May, the performance divergence among the five major brands is significant.

WEY sold 8,119 units that month, a 31.78% year-over-year increase. As the high-end representative of Great Wall, WEY gradually opened the high-end market with configuration upgrades on models such as Gaoshan and Lanshan (such as Coffee AI Sound audio, new smart cockpit). ORA even welcomed a highlight moment. May sales were 6,018 units, skyrocketing 206.88% year-over-year. Although the base last year was low, such double-digit growth still indicates that ORA's brand recognition in the pure electric compact car market is accelerating its return.

GWM Pickup continues to play the role of a "stabilizer", selling 13,628 units in May. The Great Wall Cannon series continues to lead the sub-market.

At the other end of the growth spectrum, the two pillar brands Haval and Tank are both under pressure. Haval sold 55,478 units in May, a 3.84% decline year-over-year. Although the volume is still the largest, this downward signal is worth being alert - the compact and mid-size SUV market is experiencing a fierce impact from new energy competitors. Tank brand sold 17,067 units in May, a significant 18.34% drop year-over-year. The demand for the hard-core off-road market has obvious cyclical characteristics. After the explosive growth in the early stage, it has entered a rational correction interval, which belongs to normal fluctuations, but it also reminds Tank to accelerate product iteration and new energy steps.

In addition, Great Wall Motor has previously clearly stated that in 2026 it will focus on terminal channel upgrades, product matrix enrichment, and brand awareness enhancement. From the brand performance in May, the implementation of this strategy has become imperative.

On the new energy track, Great Wall Motor sold 30,447 new energy vehicles in May. Horizontal comparison with peers—BYD's single-month new energy has exceeded 350,000 units, Geely broke through 130,000 units, and Chery also passed the 100,000 unit threshold—Great Wall still has considerable catching-up space in the new energy segment. ORA's high growth is gratifying, but the absolute volume is relatively small, and its structural contribution to the entire group is limited.

On the product front, May was exactly the intensive landing period for multiple heavy new cars from Great Wall. WEY flagship six-seat SUV "V9X" went on sale on May 18. Relying on the positioning of the first mass-produced model of the Guiyuan S platform, dual VLA large model AI agents, and hard-core configurations such as standard rear-wheel steering + dual-chamber air suspension for the entire series, it bears the task of breaking through the brand upward. Haval Mongoose PLUS went on sale on May 15. With "5-seater + 7-seater" dual layout, Hi4 electric four-wheel drive, and up to 255km CLTC pure electric range, it focuses on the 160,000-200,000 yuan boxy SUV market. These new cars take time from listing to batch delivery. May data has not fully reflected their contribution. True volume increase may have to wait until the second half of the year.

Beyond sales, Great Wall Motor's Q1 2026 financial data also reflects the pain of the transformation period. Q1 revenue grew year-over-year, but net profit attributable to the parent company was only 945 million yuan, a significant 46.01% drop year-over-year. The company explained that the decline in net profit was mainly affected by exchange rate fluctuations brought by last year's same period exchange gains, which is a non-recurring factor.

More importantly, the long-term layout at the strategic level. In January this year, Great Wall officially released the Guiyuan Vehicle Platform. This platform is compatible with five power forms: fuel, hybrid, plug-in hybrid, pure electric, and hydrogen fuel cell. The parts universality rate is as high as 80%. The unification of this underlying capability will provide systematic advantages for subsequent model cost control and product iteration, which is the core chip for Great Wall to cope with competition in the next five years.

From an industry perspective, the Chinese auto market in May 2026 has clearly presented a structural characteristic of "weak domestic demand, strong exports". Great Wall Motor proved itself occupying a favorable position in this wave of going global with an export share exceeding 50%. In the second half of the year, with the continuous volume increase of overseas markets, the delivery ramp-up of domestic new cars, and the further effort of new energy products, whether Great Wall can achieve a double breakthrough in total volume and structure is worth continued attention.

May's 100,000 unit sales volume is a passing paper, but also a differentiated test paper. Overseas market surpassed domestic for the first time, writing new coordinates in Great Wall's globalization process; WEY and ORA's high growth provided imaginative space for brand upward; Haval and Tank's decline sent a clear signal that competition upgrades must be accelerated.

"If you don't go global, you're out" is becoming a true portrayal of the 2026 Chinese auto market. Great Wall gave its own answer with an export share exceeding half. The highlights to watch next are clear: Whether overseas volume can maintain high growth, whether new energy products can break the "low base" label, and whether the new cars launched intensively in May can rapidly ramp up volume at the terminal. The 2026 elimination round continues, and Great Wall has already prepared an extra moat for itself.

On April 24, the 2026 Beijing Auto Show opened. Great Wall Motor exhibited with the theme "Contract". Haval, Wey, Tank SUV, Ora, Great Wall Poer, and Great Wall Soul Motorcycles brought nearly 60 display vehicles with powerful debut. The powerful product matrix and hardcore technology made the Great Wall Motor booth full of visitors and became a highlight of the show.

Contract spirit is the key to accelerating high-quality development. As a starting point, Great Wall Motor adheres to the philosophical approach of seeking truth from facts, treats users and the industry sincerely, and builds solid product power, technical power, and global brand power. Great Wall Motor President Mu Feng stated at the press conference that trust, represented by contract spirit, is the most solid cornerstone of the business world. Relying on a global perspective, he pointed out that Great Wall Motor will focus on the European market, build a complete business ecosystem, and emphasized the promotion of "ecosystem going global", establishing long-term trust contracts with local users based on respect and in-depth cultivation.

Strong Matrix Interprets Superior Product Power

Product power is the direct embodiment of corporate competitiveness. At this auto show, Great Wall Motor brought a full-scenario product matrix, including Haval Mongoose PLUS, Haval Mongoose PLUS 7-seater version, Wey V9X, Wey New Gaoshan, New Tank 700, Great Wall Ora 5 Multi-power version, Great Wall Ora 5 Sports version, Great Wall Poer Hi4-T, and Great Wall Soul S2000C Cruise Classic version, among others, making a joint appearance and highlighting their strength.

Haval Mongoose PLUS embodies the Tao of squares and circles, showing the beauty of edges and corners, fully displaying full-function comfortable space and super-long range, and equipped with a rear axle electronic control mechanical dog clutch differential lock. Pre-sale started on April 18, with a pre-sale price starting from 189,800 yuan. Haval Mongoose PLUS 7-seater version directly addresses the real pain points of multi-person families in vehicle use, possessing advantages such as versatile spacious space and full-domain intelligence, truly achieving worry-free travel in all scenarios. It was officially pre-sold at this auto show, with a pre-sale price starting from 193,800 yuan.

AI luxury six-seater flagship — Wey V9X is the first large six-seater flagship SUV of the Guiyuan S platform, adopting Eastern classic aesthetic design concepts. From a full-scenario architecture of one vehicle with multiple sizes and one vehicle with multiple powers, to the million-level power confidence of Super Hi4 and million-level driving texture of Super Intelligent Chassis, to the intelligent interaction of the Super Native AI Cabin Cockpit, the Guiyuan S platform, with its full-stack self-developed hardcore technology cluster, presents a new height for luxury platforms. On April 17, the Wey V9X was officially pre-sold, with a pre-sale price starting from 371,800 yuan. The Wey New Gaoshan blends intelligent technology with Eastern aesthetics, achieving "everyone has a good seat", opening a new era for MPV families.

The new Tank 700 uses Qilin as its core design language, deeply integrating the noble image of Eastern auspiciousness with the power of rugged off-road vehicles, establishing a differentiated identity for Chinese luxury off-roading. The new Tank 700 builds a dual flagship power system of the second-generation 3.0T Hi4-T and 2.0T Hi4-Z, equipped with a million-level chassis, and first adopts the VLA large model in a non-load-bearing body, while reshaping the safety benchmark and achieving full-scenario NOA road protection. On April 20, the new Tank 700 was heavily launched, with a launch price starting from 428,000 yuan.

Great Wall Ora 5 interprets Ora's positioning as a "global fashionable premium car brand" with multiple power versions, highlighting the advantage of one vehicle with multiple powers, combining appearance, intelligence, and worry-free experience. Based on the global concept of "one vehicle with multiple postures", Great Wall Ora 5 Sports version brings a forward-charging momentum with a lower body posture and adds exclusive sports kits and color-blocking designs, satisfying users' dual needs for personal expression and handling sensation.

Great Wall Poer Hi4-T covers both passenger Poer and commercial Poer dual versions, adopting the strong off-road super hybrid architecture Hi4-T, equipped with Coffee OS 3 smart cockpit, supporting high-power external discharge, anxiety-free long-distance travel, and continuous climbing without overheating, making it a "real new energy pickup truck" with full-scenario adaptation, high intelligence, and super safety. Great Wall Poer Hi4-T was officially pre-sold at the auto show, with a pre-sale price starting from 149,800 yuan.

 Great Wall Soul S2000C Cruise Classic version is equipped with eight-cylinder eight-gear power and Qualcomm Snapdragon 8155 automotive-grade chip, emphasizing "more composed, purer, more fun",取消了边箱与风挡 (removed side boxes and windshields), adopting a new exhaust system, possessing a 690mm low seat height, and relying on a full-figured shape and light handling, becoming a new choice for easier control and more personality.

Multi-dimensional Breakthroughs Highlight Hard Technical Power

Higher product power cannot do without the support of technological strength. At the bustling Great Wall Motor booth, its technology exhibition area attracted large numbers of visitors to stop, intuitively showing the multi-dimensional progress of Great Wall Motor in technology research and development.

At this auto show, Great Wall Motor brought a brand-new high-performance power architecture, including the brand-new Super V8 engine that fills the gap in the field of self-developed large-displacement high-performance power, and the lightweight solution ranking among the world's best, heavily using carbon fiber materials, as well as the mid-engine power layout first adopted, achieving excellent handling performance. In the future, from racing to consumer-grade, the brand-new high-performance power architecture, as a key systematic technology reserve, can guarantee multi-line product landing and strengthening, broaden the development path of Great Wall Motor, and contribute to the development of Chinese automotive sports and racing culture.

In the field of intelligence, Great Wall Motor has already established a "moat" in the dimensions of data, algorithms, and computing power, and its intelligent products such as the VLA assisted driving large model are highly praised. Great Wall Motor's other two core technologies — Great Wall Guiyuan Platform and Great Wall Hi4, are also hot spots at the booth. The Great Wall Guiyuan Platform is compatible with PHEV, HEV, BEV, FCEV, and ICE five power forms, using native AI as the foundation, integrating hardcore technologies such as dual VLA large models to build a native full-stack intelligent agent, while reconstructing safety logic with AI, achieving deep integration of active and passive safety, and solidifying the safety bottom line. Great Wall Hi4 has become a "power family" that can serve different scenarios based on diverse needs. Among them, the new generation Hi4 technology continues to promote four-wheel-drive equality with "four-wheel-drive performance, two-wheel-drive energy consumption", and the Pan-off-road Super Hybrid Architecture Hi4-Z interprets the wisdom of Dujiangyan based on power split technology, forming a synergy with the Strong Off-road Super Hybrid Architecture Hi4-T, strengthening Great Wall Motor's dominant position in the off-road field. In addition, Great Wall Motor also showcased a longitudinal diesel hybrid powertrain for the future, dedicated to providing more choices.

"Ecosystem Going Global" Builds Global Brand Power

In recent years, Great Wall Motor has continued to accelerate its going-global pace, and its global influence has continued to rise. The Great Wall Motor booth also attracted large numbers of foreign friends to visit and exchange, adding another touch of "international style" to this auto show.

Adhering to the concept of win-win, relying on the "ecosystem going global" model of "research, production, supply, sales, and service" going global comprehensively, Great Wall Motor continues to improve its overseas system power, build a global brand, and now possesses over 16 million global users, over 1,500 overseas sales channels, and cumulative overseas sales of over 2 million vehicles. It has also established 3 full-process vehicle production bases in Thailand, Brazil, and other places, and owns multiple KD factories in Ecuador, Pakistan, and other places. Great Wall Motor is also accelerating the global launch of high-value vehicles. Not only going "out", but also going "up". For example, products under the Tank SUV brand have been sold to more than 30 countries and regions and have become hot off-road brands in high-potential markets such as the Middle East.

Reliable products are contracts for users, technology accessibility is a contract for original intention, and "ecosystem going global" is a contract for integration into the global community. Moving forward to the "15th Five-Year Plan", Great Wall Motor will continue to adhere to contract spirit, deepen intelligent new energy, exert deep effort in technology, off-roading, and globalization, provide users with better experiences, and create value for the industry.