The History of Great Wall Motor (GWM, Haval, Ora, Tank, Wey)

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China’s SUV and Pickup Specialist on the Global Stage

Great Wall Motor (often abbreviated as GWM) has grown from a small regional manufacturer into one of China’s largest privately owned automakers. Known primarily for its sport utility vehicles (SUVs), pickup trucks, and increasingly electric vehicles, the company has developed a portfolio of sub-brands including Haval, Ora, Tank, and Wey.

From its roots in the 1980s to its current global ambitions, Great Wall Motor represents a distinct path in automotive development—focused on specialization, brand segmentation, and steady international expansion.

Founding and Early Years (1984–2000)

Great Wall Motor traces its origins to 1984 in Baoding, Hebei Province, China. The company was formally established as a private enterprise in the early 1990s under the leadership of Wei Jianjun.

Founder Background

Wei Jianjun took control of the company in 1990 at the age of 26. Unlike many founders of modern EV startups, Wei did not come from a software or academic background. Instead, he was an entrepreneur with a practical, business-oriented mindset. Under his leadership, the company shifted from small-scale manufacturing to a focused automotive strategy.

Years in operation:

  • Great Wall Motor: 1984–present
  • Haval: 2013–present
  • Wey: 2016–present
  • Ora: 2018–present
  • Tank: 2021–present

Entry into the Automotive Market

In its early years, Great Wall Motor produced commercial vehicles, including small trucks. Its first passenger vehicle efforts were limited, but the company found its niche in pickups.

First Major Success

  • Great Wall Deer (mid-1990s)
    • Pickup truck
    • Based on older Toyota designs
    • Became popular in China’s rural and commercial markets

By the late 1990s, GWM had become China’s leading pickup truck manufacturer.

Expansion into SUVs (2000–2010)

Recognizing the growing demand for SUVs, Great Wall Motor began producing sport utility vehicles in the early 2000s.

Key Developments

  • Launch of the Safe SUV (early 2000s)
  • Expansion of domestic sales network
  • Initial exports to international markets

During this period, GWM built a reputation for affordable, rugged vehicles, though often criticized for copying foreign designs.

Creation of Sub-Brands

Haval (2013–Present)

Haval was spun off as a dedicated SUV brand in 2013.

  • Focus: Mass-market SUVs
  • Key model: Haval H6
  • Quickly became one of China’s best-selling SUV brands

Wey (2016–Present)

Wey was introduced as a premium SUV brand.

  • Named after founder Wei Jianjun
  • Competes with mid-range luxury brands
  • Emphasis on design and technology
  • Key model: Wey V9X

Ora (2018–Present)

Ora focuses on electric vehicles.

  • Target: Urban and younger buyers
  • Known for retro-inspired designs (e.g., Ora Good Cat)

Tank (2021–Present)

Tank specializes in rugged, off-road SUVs.

  • Competes with Jeep and Land Rover
  • Emphasis on durability and performance

Challenges and Struggles

1. Intellectual Property Criticism (2000s–2010s)

Great Wall Motor faced accusations of copying designs from automakers like Toyota and Honda.

Resolution:
The company invested heavily in in-house design and R&D, hiring international designers and engineers.

2. Quality Perception Issues

Early models were often viewed as low-cost but lacking refinement.

Resolution:

  • Improved manufacturing standards
  • Investment in quality control systems
  • Launch of premium sub-brands like Wey

3. Failed Acquisition Attempt (2017)

GWM attempted to acquire Jeep from Fiat Chrysler Automobiles (founded 2014, merged into Stellantis in 2021).

  • The proposal was rejected
  • Highlighted GWM’s ambition to expand globally

4. Transition to Electrification

Like many traditional automakers, GWM faced challenges adapting to EV trends.

Resolution:

  • Launch of Ora brand
  • Development of hybrid and electric platforms

Manufacturing and Factory Operations

Great Wall Motor operates multiple production facilities in China, including in Baoding, Tianjin, and Chongqing.

Key Features

  • High-volume SUV and pickup production
  • Increasing automation and robotics
  • Dedicated EV manufacturing lines

GWM also operates international plants in countries such as Thailand and Russia, supporting its global expansion.

Racing and Performance Programs

Great Wall Motor has participated in motorsports, particularly off-road racing.

Dakar Rally

GWM has entered vehicles in the Dakar Rally, one of the toughest motorsport events in the world.

  • Demonstrated durability of its SUVs
  • Helped build brand credibility

Marketing Strategies and Campaigns

GWM’s marketing approach includes:

  • Strong branding for each sub-brand
  • Focus on SUVs and off-road capability
  • International auto show presence

Notable Strategies

  • Aggressive SUV marketing in China
  • Branding Tank as a rugged lifestyle vehicle
  • Promoting Ora as a fashionable EV brand

Consumer Reception

China

Great Wall Motor enjoys strong domestic success:

  • Haval consistently ranks among top-selling SUV brands
  • Positive perception for value and reliability

United States

GWM does not currently sell passenger vehicles in the U.S.

  • Limited brand awareness
  • Industry recognition growing

Vehicles: First and Latest Models

First Vehicle

  • Great Wall Deer (mid-1990s pickup truck)

Latest Models (2025–2026)

Sales Figures

  • Global sales (2023): 1.2 million vehicles
  • Global sales (2024 est.): over 1.3 million vehicles
  • U.S. sales: None (no passenger vehicle presence)

Most Popular Models

1. Haval H6

  • Best-selling SUV in China for multiple years
  • Affordable and reliable

Why popular: Strong value and wide availability

2. Great Wall Wingle (pickup series)

Why popular: Reliability and utility

3. Ora Good Cat / Ora Funky Cat

  • Stylish compact EV
  • Appeals to younger buyers

Why popular: Unique design and affordability

(Global sales for these models reach hundreds of thousands annually; U.S. sales remain zero.)

Milestones and Achievements

  • China’s leading pickup truck manufacturer (1990s–present)
  • Launch of Haval as a standalone SUV brand (2013)
  • Entry into EV market with Ora (2018)
  • Participation in Dakar Rally
  • Expansion into global markets

Mergers, Acquisitions, and Ownership

Great Wall Motor has remained independent and privately controlled.

  • No mergers or buyouts
  • Attempted acquisition of Jeep (unsuccessful)

What Makes Great Wall Motor Unique

  1. SUV and Pickup Specialization
    Unlike diversified automakers, GWM focuses heavily on SUVs and trucks
  2. Multi-Brand Strategy
    Clear segmentation across Haval, Wey, Ora, and Tank
  3. Value-Oriented Approach
    Competitive pricing with improving quality
  4. Gradual Electrification
    Transitioning without abandoning core strengths

Current Status and Outlook (2026)

As of 2026, Great Wall Motor remains a major global automaker.

Current Status

  • Strong domestic sales
  • Expanding international presence
  • Growing EV and hybrid lineup

Future Outlook

GWM is expected to:

  • Expand EV offerings
  • Enter more global markets
  • Strengthen premium and off-road segments

Great Wall Motor’s journey from a small truck manufacturer in 1984 to a global automotive player highlights the power of specialization and strategic evolution. Under Wei Jianjun’s leadership, the company has navigated challenges ranging from quality concerns to global competition.

With successful sub-brands like Haval, Wey, Ora, and Tank, GWM has built a diversified yet focused portfolio. While it has yet to enter the U.S. passenger vehicle market, its growing global footprint and commitment to innovation suggest a promising future.

As the automotive industry continues shifting toward electrification and connectivity, Great Wall Motor stands as a resilient and adaptive competitor, blending traditional strengths with modern technology.

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