Great Wall Motor CEO says Chinese automakers, despite rapid growth, lag behind leaders in tech and brand trust. Discover the challenges – read now!
Great Wall Motor (GWM) Chairman Wei Jianjun delivered a sobering message at the company’s annual meeting in early February, acknowledging that Chinese car makers, while expanding rapidly, still fall short of the world’s leading automotive groups.
Rapid domestic growth, but a widening gap
Wei highlighted that market share and production volumes have surged for home‑grown brands, yet a “huge gap” remains when they are measured against established manufacturers from Germany, Japan, South Korea and the United States.
Learning from Toyota’s trust model
The GWM chief cited Toyota as a benchmark for building and maintaining customer confidence. Even with frequent recalls, Toyota’s proactive and transparent approach to fixing defects has preserved its reputation. “We must keep learning from regions with a long‑standing automotive industry, using internal assessments to improve,” Wei said.
The perils of price wars
Wei warned that the fierce discounting battle unfolding in China could jeopardise long‑term sustainability and product quality. Deep price cuts that erode margins may create hidden risks for manufacturers that rely on volume alone.
Export strategy still price‑driven
According to Wei, many Chinese brands’ overseas expansion still leans heavily on low‑price advantage, limiting their ability to build strong brands in international markets over the long term.
Great Wall Motor’s 2025 performance snapshot
- Global sales topped 1.32 million units, with more than 500,000 delivered abroad.
- Revenue reached VND 222.79 billion (≈ US$30.77 billion).
- Net profit stood at VND 9.912 billion.
Transition to electrics and long‑term competitiveness
Unlike BYD, which has shifted almost entirely to new‑energy vehicles, GWM still sold about 70 % of its output as gasoline and hybrid models in 2025. The mix shows a cautious transition, with the company prioritising sustainable competitive advantage over short‑term sales spikes.
Looking ahead
Wei concluded that Chinese automakers must balance rapid scale‑up with deep investments in technology, brand equity and customer trust if they hope to close the gap with global giants.