GWM plans European comeback with 10 new models

Following a phase of consolidation and the closure of its European headquarters in Munich, Great Wall Motor (GWM) is launching a comprehensive comeback. According to reports from Reuters, the Chinese automotive giant plans to introduce a total of ten new models to the European market by the end of 2026. This move is a response to stagnating demand for pure electric vehicles and represents a fundamental strategic adjustment.

A Shift Away from an EV-Only Strategy

Until now, GWM’s European focus was primarily on its all-electric brand, Ora. The new roadmap, however, adopts a technology-neutral approach. Alongside battery electric vehicles (BEV), there will be an increased focus on plug-in hybrids (PHEV) and internal combustion engines (ICE). The objective is to reach price-sensitive consumer segments that currently remain hesitant toward pure electric cars.

Increased Expansion Planned in Europe

The timeline for expansion is already set: GWM will launch in Italy and Spain in June 2026, followed by Poland in July. By the end of the year, the company’s presence is expected to extend to a total of 13 European countries. To serve the local market more efficiently and bypass import tariffs, the company plans to establish its own production plant in Europe by 2029, with an annual production capacity of 300,000 vehicles.

Model Diversity Unified Under the GWM Umbrella Brand

As part of this realignment, GWM will offer a broader range of vehicles and powertrains, eliminating the strict separation of sub-brands. The rollout begins in the first half of 2026 with the Ora 5. This small city car will be available with flexible options as an EV, gasoline, or hybrid model. Later in the year, the company also plans to launch the Jolion Max SUV and the H7 off-roader. By utilizing the "GWM ONE" platform, the manufacturer aims to respond flexibly to market shifts.