Recently, 2,260 Great Wall vehicles destined for the Middle East and Africa were loaded onto ships at Tianjin Xingang port. This export represents not only a wide range of products but also a significant expansion into multiple markets. The main models include the Deere double-row pickup series, as well as various other options such as the single-row pickup, the popular Sauvage SUV, and the Say RUV. These vehicles are primarily being exported to Gulf countries and African nations, 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. Internationally, the company's pickup trucks, Saif models, and buses have consistently ranked first in exports for many years, with total exports surpassing 10,000 units. Key markets include Saudi Arabia, the 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, successfully handling nearly 20 batches of orders. The company customizes its export vehicles 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, improved rear cargo compartments and bumpers, and special color designs. Air conditioning and refrigeration systems are enhanced, with water pipes arranged three times for better cooling efficiency. Lubrication systems are adapted to local weather, and high-quality plastic and rubber components meet international standards.
Wang noted that while pickups are popular globally, they remain less common in China. However, Chinese brands like Great Wall have demonstrated strong performance overseas, particularly in mid-range models, which have become a key strength for Chinese automakers. In developed countries, pickups are expensive and offer high performance, but there’s no affordable option available. Meanwhile, pickups from developing countries lack the quality and scale of those produced in China.
The demand for pickups in the Middle East, North Africa, and West Asia is huge, creating opportunities for China’s low-cost pickup exports. With import tariffs as low as 4% in some Middle Eastern countries, a large number of pickups from various regions flood the market. Foreign brands typically sell for $12,500 to $14,500, while locally sold pickups in these regions cost around $7,000 to $8,000—half the price of European, American, or Japanese models. Great Wall’s competitive pricing and high cost-effectiveness make it a preferred choice for international buyers.
Looking ahead, Great Wall plans to expand its global presence by targeting untapped markets, introducing new models, and creating diverse "niche products" that multinational companies may overlook. It will leverage lower labor costs to offer more cost-effective options, such as half-pickups and single-row pickups priced around 40,000 yuan (about $4,000), making them highly competitive. As the only Chinese automaker mass-producing such models, Great Wall is well-positioned to capture market share.
Additionally, the company aims to strengthen its overseas marketing and after-sales service network to build long-term brand recognition. It will also explore various export methods, including CKD and SKD projects. Over the next 3–5 years, Great Wall will diversify its product lineup, expanding its pickup series and enhancing its SUV offerings to capture more market segments, both domestically and internationally. (Gong Guangjun)
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