March 2026 marks the 5th anniversary of GWM (Great Wall Motor) in Thailand. From the initial announcement positioning itself as an "xEV Leader" with Haval and ORA Good Cat vehicles, GWM has significantly changed Thailand's automotive landscape. This is partly due to its efforts to provide after-sales service that surpasses other competing Chinese brands aggressively selling new cars. Thailand's open car market has become a key base for Great Wall. This GWM Brand Day not only celebrates the sales success of the Tank 300 but also emphasizes an intriguing direction for the future.
Summary of key highlights from the 5-year journey
Over the past 5 years, GWM has established several new standards as follows:
The success of the ORA family: The electric ORA Good Cat has become an iconic EV in Thailand and sparked serious interest in electric vehicles.
Hybrid & PHEV technology: Introducing hybrid engines in the HAVAL H6 and Jolion models, focusing on fuel efficiency and comprehensive safety technologies.
Establishing production base in Thailand: The Rayong factory has become a crucial production hub (Smart Factory), not only serving the domestic market but also exporting to the ASEAN region.
Charging ecosystem: Expanding the G-Charge Station network to reduce concerns about long-distance travel.
Plans for 2026 include launching seven new vehicle models in the Thai market, starting with the Ora 5 SUV featuring hybrid and electric powertrains, alongside plans to introduce one WEY product this year and two more in 2027.
Additionally, GWM will expand its partner store network to 100 locations nationwide, build WEY Exclusive Showrooms in key areas separate from GWM, and push into the fleet vehicle market to meet commercial needs of government and private sectors.
What to watch for in the next chapter
The event indicated a more aggressive market approach in three main areas.
New Models: Introducing a broader range of new vehicles across all segments, possibly including electric pickups or new luxury TANK models.
Globally, GWM continues investing in combustion engine development, including a soon-to-launch V8 4.0 twin-turbo in a top SUV model, and confirmed plans for a 3.0-liter 4-cylinder turbo diesel engine.
User-Centric Experience: Emphasizing after-sales service and increased user feedback through mobile applications.
Sustainability: Pursuing carbon neutrality through clean energy innovations beyond just the vehicles themselves.
GWM has proven it is not merely testing the waters or entering briefly, but is firmly establishing solid roots in Thailand. Despite fierce competition in the current EV market, Great Wall's technological expertise remains a formidable strength.
Although GWM stands out for its technology and fully equipped features at competitive prices, user reviews and issues gathered over 5 years highlight considerations as follows.
Software & Ergonomics
Complex menus: Many functions are controlled almost entirely via touchscreen—such as side mirror adjustment on some models or air conditioning systems—which some users find difficult and less convenient than physical buttons or traditional controls.
Software glitches: Despite frequent updates, users still encounter infotainment system freezes and overly sensitive safety sensors that trigger emergency braking unnecessarily.
After-Sales Service and Spare Parts
Service centers: Although expanding, coverage in remote provinces remains less comprehensive compared to established market leaders.
Parts availability: Some users report longer wait times for specialized parts after serious accidents, affecting repair duration.
Driving Dynamics
Suspension: Some drivers of popular models like HAVAL H6 or ORA Good Cat feel the suspension is too soft at high speeds, reducing confidence and often requiring aftermarket shock absorber adjustments.
Fuel consumption (Hybrid models): For HAVAL H6, fuel efficiency in heavy urban traffic may not be as good as some Japanese hybrid competitors.
Resale Value and Long-Term Confidence
Resale prices decline relatively quickly due to being a new brand and intense price competition, resulting in more volatile and steeper depreciation than Japanese brands.