Great Wall Motor will launch new models in Europe to compete there.

Image: Great Wall Motor

The Chinese company Great Wall Motor (GWM) plans to expand its vehicle lineup in Europe to boost sales. In addition to the compact SUV Ora 5, which was recently introduced in Italy and Spain, new models are set to hit the market, according to Automotive News. These include the Haval Jolion Max as a compact SUV, which will go on sale at the end of November, as well as the pickups P300 and P500 and the minivan Wey G9.

The product strategy also includes two mid-size SUVs, the Haval H7 and the Tank 300. Three more variants of the Ora 5 are expected by the end of 2028, including a station wagon. Thomas Schemera, head of the European product department, told Automotive News that a “sexy” station wagon would open up new possibilities, “perhaps with a plug-in hybrid powertrain.”

The production of the battery-electric version of the Ora 5 is set to begin in Bulgaria in early 2027. The Guiyuan platform provides the technical foundation for new models, supporting gasoline, hybrid, and electric powertrains. The Haval H7 already relies on this platform and is available in versions with a pure gasoline engine, as a hybrid, or as a plug-in hybrid.

According to market researcher Dataforce, sales figures for the Chinese group in Europe dropped from 3,124 units in the period up to September 2025 to 2,335 units in the same period of 2026. The most popular model was the Haval H6 with 761 sales, followed by the Haval Jolion (556) and the Ora 5 (518). Phil Li, head of the European Northwest region, has set a sales target of 60,000 units for the coming year.

Great Wall sells vehicles under brands such as Haval, GWM Pickups, Wey, Tank, and Ora. While own subsidiaries handle sales in Italy and Spain, sales in Poland are carried out through an importer. In Germany, sales are managed by the Emil Frey Group. According to Thiemo Jahnke, the manager responsible for Germany, preparations are underway for another ten markets.

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Thomas Langenbucher is an expert in electromobility with professional experience in the automotive industry and finance sector. Since 2011, he has been covering electric vehicles, sustainable technologies, and mobility solutions on ecomento.de. Learn more.

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