It’s rare to get a truly candid look inside the boardroom of a global automotive giant, but that’s exactly what GWM President of International, Parker Shi delivered in his recent address at the GWM Tech Day. He didn’t just talk about cars; he painted a vivid picture of a 17-year journey, from humble, struggling beginnings in Australia to the country becoming the absolute “key pillar” of GWM’s global right-hand drive (RHD) strategy.
For GWM (Great Wall Motor), the road to conquering the world’s RHD markets, from Southeast Asia to South Africa, (where 15 years ago the term ‘shit’ was targeted at the brand) runs directly through Australia and New Zealand. It’s a philosophy of investment, innovation, and a deep-seated respect for the world’s most demanding customers.
The Proving Ground- Forged in the “Most Demanding Market”
Long before the slick Haval H6s and rugged Tank 300s became common sights, GWM’s entry into Australia was a story of pure grit. Shi reminisced about the early days, operating through a third-party distributor and the subsequent decision in 2015-2016 to establish a local subsidiary. “I was proud to be part of the change, leading the teams to help open this chapter,” he recalled, acknowledging the immense difficulty. In fact, the initial team was small, working out of hotels and a modest first office.
So why endure the hardship? Because GWM recognised something crucial about the Australian market, a reality that equally applies to Kiwi drivers. Shi describes it as “one of the most demanding right-hand drive markets in the world.” This isn’t a criticism; it’s a badge of honour. He notes that Aussie and Kiwi customers are “very rational,” having grown up with cars and a deep understanding of the industry. “They know the industry very well,” he states. “They’re looking for the reliable life partner, they’re looking for the value.”
This tough but fair environment became GWM’s ultimate testbed. The brand’s first foray into RHD was actually South Africa in 2008, but it was Australia that truly shaped its global transformation. The logic is simple: if a vehicle can not only survive but thrive here, meeting our high expectations for performance, durability, and value, it’s ready for any other RHD market on the planet. This commitment is why Shi can proudly state that GWM is the “longest operation operating and the most committed” Chinese auto brand in Australia, having never left in 17 years.
The “All Scenario” Strategy – A Car for Every Kiwi Lifestyle
To win over these discerning customers, GWM adopted a powerful and ambitious strategy: “All scenario, all powertrains, all users.” This isn’t about being a jack-of-all-trades; it’s about being a master of many. Parker Shi explained that this philosophy is the company’s core strength and confidence.
“If we don’t have technology, we don’t have too many products, we cannot talk about ‘all scenario’,” he admitted. This strategy is on full display across GWM’s multi-brand lineup. Whether you need the “rock [rugged] Tank 500” for an off-road adventure, a “family favourite” like the Haval H6 for the school run, or the chic “urban EV ORA” for zipping around town, GWM aims to have a purpose-built solution.
Crucially, this extends to what’s under the bonnet. The brand is all-in on powertrain diversity, offering petrol, diesel, battery electric (BEV), and a full spectrum of hybrid options, including traditional hybrids (HEV) and plug-in hybrids (PHEV) with significant electric range. This positions GWM perfectly to adapt to New Zealand’s evolving Clean Car Standard (CCS) and meet the needs of a wide range of drivers, from those doing the daily commute to those towing the boat for a weekend getaway. It’s a direct response to a market that demands choice and value, not a one-size-fits-all approach.
The Unshakeable Promise: Safety and Tech at the Core
In a market that prizes value, one non-negotiable is safety. Parker Shi was emphatic on this point, making it clear that safety is GWM’s “unweaving promise to our Australia customers.” He spoke with immense pride about the fact that “every GWM vehicle tested in Australia has received the five ANCAP star” rating.
But for Shi, safety isn’t a marketing slogan; it’s a tangible investment. “Safety doesn’t mean that you talk from the mouth,” he asserted. “You have to see, you have to touch, the feel.” To back this up, he pointed to the company’s “unbelievable” multi-million-dollar crash test laboratory, a testament to an engineering-first approach. This commitment to engineering excellence is now driving GWM into the future.
Shi acknowledges the industry is in the midst of a “revolution,” a fundamental transformation driven by new technology and changing consumer demands. At the heart of GWM’s revolution is the newly unveiled Hi4 (Hybrid Intelligent 4WD) platform. He describes it as an “intelligence hybrid forward platform” designed to deliver superior 4WD control, optimised efficiency, and a seamless driving experience in all conditions. In the ultimate vote of confidence for our market, Shi confirmed that Australia is “one of the first global markets to experience this technology.” This brings the entire strategy full circle: the world’s most demanding market gets the world’s newest technology first. It’s a move that brings “the benefit of innovation directly at their local drivers.”
Tarmac Takeaway – A Dream Coming to Life
From a handful of people in a hotel room to becoming a “key pillar” of a global powerhouse, GWM’s journey Down Under has been remarkable. The company has seen two consecutive years of over 20% growth in the region and now serves over two million customers outside of China. This success is built on a philosophy of long-term commitment.
As Parker Shi puts it, “We cannot only export products to the overseas market. We have to invest.” That investment is visible in their local subsidiaries, their growing teams of local employees, and their relentless drive to understand and serve our unique market.
For Parker Shi, this is more than just business; it’s personal. “I’m reminded that our old dream to bring the GWM to the world is coming to the life,” he shared. For drivers in New Zealand and Australia, this also means we’re not just at the receiving end of this dream, we are at its very heart, the demanding, discerning, and ultimately decisive market that is shaping the future of GWM for the rest of the world.
