Brand progress on track Down Under: GWM

GWM Australia and New Zealand managing director Charles Zhao has told GoAuto that the Chinese brand’s progress in the region is on track, with sales across existing and future segments meeting targets set by the local importer.

Speaking at the local launch of the Tank 500 in Melbourne this week, Mr Zhao said that the numbers achieved by GWM’s existing range are encouraging, and that the introduction of new models into untapped segments – and at a higher price position – will continue to raise the profile of the marque.

“In the past three years we have seen steady year-on-year increases in volume – every year we have seen more than 30 per cent increase in the number of sales achieved – and last year, including New Zealand, we sold around 39,000 units,” he explained.

“We have two types of targets. One is the ‘must achieve’ target, and the other is the ‘challenge target’ – or a number that is expected from our head office in China. We have achieved our ‘must achieve’ numbers, but the ‘challenge target’ is a number where we have fallen a little short.”

Mr Zhao would not comment on the numbers related to the ‘challenge target’ set by the home office but did say he was encouraged by the shift in the brand’s perception locally.

“We are making very good progress – and receiving a lot of positive feedback from journalists, our customers, and our internal staff. But we do have higher targets in our sights,” he enthused.

“Currently we want to focus on those models that have the biggest potential in the market, that is our first priority. That includes our SUV lines, compact and mid-sized SUVs, and our utes which have been the pillars of our sales model over the past three years.

“And as you will see this year as we expand to offer the Cannon Alpha and the Tank 500, I believe we will have the right model mix to feed Australian appetites, and that suit Australian lifestyles.”

The growing model mix now available to GWM customers in Australia and New Zealand – which will soon grow to include the hybridised Tank 500 seven-seat SUV and upper-medium Cannon Alpha dual-cab utility – allows the brand to compete in segments traditionally occupied by stalwart Japanese and American brands.

“We are considering a model we call the Big Dog in China (likely to be renamed Dargo for Australia and New Zealand), that is one brand-new model that will likely come later on, and we will also see facelifted versions of some of our core models this year,” he stated.

Mr Zhao said the range will continue to grow, focusing strongly on those vehicles he believes offer the right mix of capability and value to Australian and New Zealand buyers.

As well as continuing to update and improve GWM’s current offerings, Mr Zhao said the brand would continue to investigate segments that it has not entered before, offering low- and zero-emissions options where available.

“Australian customers are a little unique when compared with other parts of the world (in which we operate). As a developed country, the customers here are very focused on the value that a product can offer, and I think Australian buyers are becoming more cognisant of the value of the GWM brand,” he continued.

“But I also feel Australian customers are very practical and will buy vehicles that are suited to their needs. This is why we package our vehicles to attract even more customers and will continue to offer more value wherever possible.”

Underscoring the remarks made by Mr Zhao, Australian and New Zealand head of marketing Steve MacIver said the value equation of GWM products was a priority for all models irrespective of their price point, a fact he believes all buyer types share irrespective of the vehicle type chosen.

“Value is a relative term,” he clarified.

“But it doesn’t matter if a customer is looking at a $25,000 to $30,000 car or a $70,000 to $80,000 car, the value equation is a very strong consideration – and that’s why we are committed to offering that value in every new vehicle we bring to market.”

In strengthening its commitment to its customers, GWM Australia has recently moved to offer a seven-year/unlimited-kilometre warranty in combination with capped-price servicing and roadside assistance, likewise for seven years’ duration.

Known as Care 777, the package will debut with the arrival of the Tank 500 next fortnight and will be offered retroactively on the smaller Tank 300 off-roader.

“The addition of GWM Care 777 will provide further assurance for potential new GWM buyers and strengthen the brand's competitive market position in relation to maintenance cost,” said GWM Australia in a statement.

“It is expected that this initiative will also help drive GWM residual values and repurchase opportunities for the brand while continuing to drive further interest in the GWM range of hybrid vehicles.”

GWM Australia says there is no change to the current GWM Care aftersales package offered on other models which will continue to be supported by a seven-year/unlimited-kilometre warranty with five years’ roadside assistance and five-year capped-price servicing scheme.