In keeping with Great Wall Motors’ global transformation from a solid Chinese brand that delivers the goods, to a brand that’s becoming a true specialist in the automotive world, GWM is introducing an updated corporate identity. A new pay-off line: ‘Focus. Dedication. Specialisation,’ has also been introduced to drive home GWM’s core values.
Implemented across all global markets, the refreshed corporate identity and pay-off line reflect that fact that GWM has been continuously raising its standards and surrounding itself with specialists to develop vehicles at the forefront of technology.
The new corporate identity will be applied across corporate stationery, online tools like websites and social media, advertising material, point of sale and promotional material and other marketing collateral.
Currently, Great Wall Motors is the biggest SUV and pick-up manufacturer in China, showing a year-on-year increase in sales volumes. Hence, going forward, the positioning ‘Haval. No.1 SUV Brand in China’; ‘Steed. No.1 Pick-up Brand in China’, and ‘Great Wall. China’s Best-selling Brand of Passenger Cars,’ will be included on all model-specific advertising material.
A cut above the competition
GWM has been exporting its vehicles successfully to over 128 countries for the past
15 years. Going forward, it will focus on building more assembly plants abroad to increase sales volumes. An estimated 24 international assembly plants will be set up by 2015 with an annual production capacity of 500 000 units.
According to Madame Fengying Wang, Great Wall Motors President, the main differences between GWM and fellow Chinese competitors are:
- GWM’s established vehicles are known for good quality, rather than sales volume;
- GWM focuses on becoming a winner in individual segments, not an all-round champion;
- GWM is an extremely well managed automotive company; and
- GWM develops honest and transparent partnerships.
With GWM’s intention to further explore the international market with higher quality products and innovative strategies in the coming years, this unified global brand look and feel will go a long way towards creating more valuable brand recognition and equity.