Recently, 2,260 Great Wall vehicles destined for the Middle East and Africa were loaded onto ships at Tianjin Xingang port. This export shipment not only showcases a wide range of products but also reaches multiple countries across the region. The main models include the Deere double-row pickup series, as well as other variants such as the single-row pickup, the popular Sauvage SUV, and the Saic RUV. These vehicles are primarily exported to Gulf nations and African countries, marking a record in both volume and variety.
Wang Fengying, General Manager of Great Wall Motor Company, highlighted that within China, Great Wall Motors is known for its stable operations and has maintained consistent sales for six consecutive years in the industry. On the international stage, the company's pickup trucks, Saif models, and buses have consistently ranked among the top in exports for many years, with total exports surpassing 10,000 units. Key markets include Saudi Arabia, UAE, Kuwait, Nigeria, Libya, Algeria, Syria, and over 30 other countries.
In the bus segment, Great Wall has been exporting to Kuwait since August 2002, receiving nearly 20 batches of orders. The company customizes its products based on local conditions, adjusting equipment configurations to suit different climates and cultural preferences. For instance, vehicles exported to Saudi Arabia feature red interiors tailored to local tastes, while rear cargo compartments and bumpers are modified according to regional customs. Special color schemes and logos are designed for foreign markets, and cooling systems are enhanced with triple piping to improve efficiency. High-quality plastic and rubber components are used to meet international standards.
Wang noted that while pickups are not widely popular in China, they have found success abroad, especially mid-range models, which have become a signature of Chinese automotive exports. In developed countries, pickups are high-performance, high-priced vehicles, often selling for more than cars. However, there’s no mass production of low-cost pickups in those regions. In contrast, pickups from developing countries lack the quality and performance seen in Chinese models.
The demand for pickups in the Middle East, North Africa, and West Asia is strong, creating significant opportunities for Chinese low-end pickups. With relatively low import tariffs (around 4%) in the Middle East, a large number of pickups from various countries flood the market. Foreign brands typically sell for $12,500 to $14,500, while locally sold pickups in these regions cost about $7,000 to $8,000—half the price of European, American, or Japanese models. Great Wall's competitive pricing and value-for-money offerings make it a favorite for overseas exports.
Looking ahead, Great Wall Motors plans to implement several strategies to expand its global presence. First, it will target underserved markets by introducing new models and creating affordable "niche products" that multinational companies overlook. Second, it will leverage lower labor costs to offer even more cost-effective options. For example, half-pickup and single-pickup models are priced around 40,000 yuan (about $4,000), making them highly competitive. Great Wall is the only Chinese automaker capable of mass-producing such vehicles.
Third, the company aims to strengthen its overseas marketing and service networks to build long-term brand recognition. Fourth, it will explore various export methods, including CKD and SKD cooperation projects. In the next three to five years, Great Wall will diversify its product lineup, expanding its pickup series and enhancing its SUV offerings. While maintaining a strong position in the domestic market, the company will also continue to explore international opportunities. (Gong Guangjun)
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