GWM Pickup Truck goes it alone

By Colin Windell 

Aiming to increase the market share for its pickup trucks, GWM has decided to make GWM Pickup Truck a standalone brand within the group

GWM Pickup Truck to power new company and sales push for Steed

With the intention of making GWM Pickup Truck one of the yop three LCV brands in the world, Great Wall Motors (GWM) in China has become an independent sub-brand within the group to support other specialised brands such as Haval, Wey and Ora.

At a recent launch event, Great Wall Motors announced its vision of being "China's No. 1 pickup brand, building No. 1 choice for Chinese consumers, and finally making GWM one of the world's top three pickup brands".

To do this, GWM released the ‘Six-Star Strategy’ to ramp up their efforts in upgrading the brand and open a new era for GWM Pickup Truck. Steed 7, a brand-new premium high-end pickup model, also made an appearance at the launch.

Globally, pickup has always been one of the most popular and largest sales segments and the most active base for a car loving culture. However, sales volumes of pickup vehicles in China only account for about 1,3% of the total market due to policy restrictions.

With the deregulation of the policy and more encouraging circumstances, the Chinese domestic pickup market is bound to release its huge potential. The market potential, consumer demands and deregulation are accelerating a turning point in the industry.

The Vice President of GWM and General Manager of the sales company, Li Ruifeng says: "From now, GWM Pickup Truck will officially become an independent sub-brand to support GWM's specialized brand matrix together with Haval, Wey and Ora.

“In the next three years, GWM Pickup Truck will launch ‘5+N’ key products to firstly step into the Pickup 3.0 and 4.0 eras, which is characterised by utilisation, connectivity, electrification, customisation and intelligence, constructing a '5-pillar New Ecology' for pickups. Meanwhile, GWM Pickup Truck will focus on exploring the international market through more localised measures, so as to realise globally engineered, globally manufactured and globally shared products."

GWM Pickup Truck has adapted and upgraded its strategy and launched the ‘Six-star Strategy’ aiming at leading the industry in aspects such as production, product planning, dealer network, customer service, marketing and overseas exploration.

As the first model after the launch of the distribution of ‘5+N’ products and the new strategy of GWM Pickup Truck, Steed 7 shows the future development direction of GWM Pickup Truck. By focusing on the 5-pillar new ecology of pickup truck, Steed 7 has many ‘black technologies’ and brand-new upgraded configurations with super-powerful product strength.