GWM Targets Major European Expansion With 300,000-Vehicle Annual Production by 2029

China’s Great Wall Motor (GWM) is accelerating its push into Europe as the automaker eyes annual production of 300,000 vehicles in the region by 2029. The company is currently evaluating potential sites for its first European manufacturing plant, with Spain and Hungary among the leading candidates, according to Parker Shi, president of GWM International. This marks the first detailed update on GWM’s European ambitions since 2023, reinforcing its long-term strategy to strengthen its global footprint.

Shi noted that labour availability, logistics efficiency, and overall operating costs are major factors shaping the site selection process. Since the company will initially ship components from China for assembly, GWM is carefully assessing how European Union industrial policies, tariffs, and investment incentives could influence the project’s viability. He emphasized that every business case must be “workable,” given the substantial, long-term capital commitment required for establishing a new plant.

GWM’s growing focus on overseas production comes as Chinese automakers look to escape an intense domestic price war triggered by EV overcapacity. Yet competing in Europe remains challenging due to rising tariffs on electric vehicles and stiff competition from both entrenched European brands and fast-expanding Chinese competitors like BYD, which is also considering Spain for another European plant.

Despite achieving record overseas sales of 453,141 vehicles last year, GWM’s European performance under its Ora electric brand declined, with registrations dropping 41% to just 3,706 units. To support its broader target of 1 million overseas sales annually by 2030, the company plans to accelerate its European strategy, including the launch of a new multi-powertrain version of the Ora 5 compact SUV in mid-2026. The all-electric Ora 5 has begun taking pre-orders in China from 109,800 yuan ($15,480), though European pricing has not yet been revealed.

By building a plant capable of producing both conventional and electric models, GWM aims to strengthen its competitiveness and appeal to mainstream European consumers as it expands across the continent.