Great Wall Motor (GWM) Philippines officially inaugurated its first dealership in the country, with plans to expand nationwide.

The fledgling Chinese carmaker held a ceremony at its U.N. Avenue dealer in Manila on Aug. 3, 2023. This was nearly four months after the showroom had held its soft opening on April 2023.

GWM Philippines marketing manager Tonette Lee told AutoFun Philippines in an interview at the sidelines of the event that it was imperative for the brand to have a presence in the country right away.

“When we bid for the business, the GWM lineup, one of the requirements was to be able to support the putting up of a dealership, whether it’s a dealer partner or our own,” she said. 

“That was one of the requirements – that there be a dealership up standing within six months of the time of signing,” Lee added. “So we signed on Oct. 26, 2022, and our dealer, Motoverse, which is the owner of the U.N. showroom, started to operate soft in April.”

The veteran automotive executive also said GWM is close to opening its dealership in Alabang, with more showrooms coming up in Visayas and Mindanao for 2023.

“We have one in Cagayan de Oro that's also going up already fairly quickly, but they're already delivering units,” Lee said. “We're also opening in Cebu, Davao, and General Santos. And we have one in San Fernando, Pampanga.”

Strong aftersales a ‘clear mandate’

The Great Wall Motor Co. Ltd. is a privately owned Chinese carmaker that began operations in 1984.

It is currently the largest sport-utility-vehicle and pick-up truck manufacturer in China. GWM had long had a presence in the Philippines, distributing models like the Florid, Hover, Wingle, and Cowry in the 2000s.

But the brand re-entered the local market after the Luxuriant Automotive Group Inc. signed on as its new importer and distributor on October 2022. The firm also distributes Sailun and Zeneos tires, along with Advanti, PDW and Enkei wheels.

Lee said under the new management, GWM Philippines is committed to providing customers with strong aftersales care, which is an issue that many Chinese carmakers have been unable to properly address.

“I think our focus on really having the support for the customer, aftersales, in our minds, is a clear mandate that we want to succeed at,” she said. 

Among the initiatives that it has done is the huge parts inventory for its current lineup, which allows them to fix crash damage in as quickly as two weeks. It also provides mobile preventive maintenance servicing for its clients.

In addition, Lee said the carmaker’s push for full-hybrid electric vehicles like the Haval H6 and the Haval Jolion crossovers gives it an edge over other car companies.

“What sets us apart is, I think, our devotion to sustainability and the benefits that come with that,” Lee added. “Aside from saving the planet, we're providing fuel efficiency and a really great driving dynamic.”

Do you think GWM Philippines is on a better path this time around?

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