Its marketing strategy in Mexico focuses on three fundamental pillars: achieving more efficient mobility with lower gasoline consumption, increasing vehicle autonomy and prioritizing safety.
Models and points of sale
GWM will start commercial operations with the compact hybrid SUV, H6, from the Haval brand. This model is equipped with a 1.5-liter turbo engine, which together with the electrical system offers 240 hp. The brand claims that H6 offers a fuel efficiency of 19.2 km per liter.
This model has a dozen ADAS assists, among which are the automatic parking system, as well as pedestrian and bicycle detection.
Haval H6 hybrid comes in two versions: Premium for 639,900 pesos and Luxury for 689,900 pesos.
Albarrán said they will launch 10 more models in the next 15 months. “We will be launching on average one product every month and a half,” explained Albarán. In November the Ora brand arrives with a 100% electric model.
The Chinese manufacturer plans to establish 40 points of sale in 27 states by the end of this year, where it will gradually consolidate the sale of its five sub-brands under one roof. “We committed to the distributors to always be under the same roof. The agencies are going to be Great Wall Motor, identified as GWM, and little by little, all the subbrands will be available in a single agency,” said Albarrán.
By 2024, the goal is to have 65 agencies in the country’s 32 states.
GWM’s launch strategy also includes an attractive financial bet for clients, with terms of 12 to 72 months, down payment from 10%, 0% opening commission and with interest rates close to 10.99%, focused on new energy vehicles. Albarrán stated that they expect 80% of their sales in the first years to be new energy vehicles.
Jesús Seade, Mexico’s trade representative in China, said in a video that GWM could have local vehicle production in the medium term.
“We have a manufacturing project in Mexico very advanced. Although we cannot make it official yet, we will have news soon,” added Albarán.
GWM is the latest of a dozen Chinese vehicle manufacturers that have arrived in the country in less than a decade. Just in the last three years, Saic Motor -owner of MG-, Chirey, Omoda, Jetour and BYD started operations in the country. Previously, other brands such as Jac, Baic and Changan came to the market.
“Although there are many Chinese manufacturers that are coming to Mexico, I believe that this is going to be a winning launch,” he concluded.