GWM Revamps Its Production Strategy

After taking a strategic break in 2026 to restructure its future in the country, Great Wall Motor (GWM) GWM reaffirmed its commitment to Mexico as a long-term investor and job creator. Meanwhile, construction of the factory remains on hold pending further instructions from its Chinese parent company to move forward with the plans; however, the company continues to expand, with plans for 60 dealerships and the launch of 10 new products.

Mexico is one of the Chinese automaker’s three main global priorities, alongside Brazil and Europe. “We have a very long-term project involving significant investments,” said Pedro Albarrán, CEO of GWM Mexico.

At the unveiling of the H7 SUV, Albarrán said that the company had undergone an internal restructuring in recent months, including changes to its executive team and the introduction of new models, with GWM focusing on the fastest-growing segments in Mexico, such as SUVs and pickup trucks, offering engine options to suit all types of consumers.

According to figures from INEGI, GWM’s sales fell 8.7% year over year to 10,022 units from January through September 2026, totaling 10,022 units.

The executive acknowledged that these figures pose a challenge but maintained that tariffs would not slow the brand’s growth, expand its dealership network from 46 to 60 locations by mid-2027 .

Unlike some competitors, which offer discounts, rebates, and attractive financing options, GWM has decided not to raise the prices of its vehicles in Mexico despite the 50% tariff on Chinese car imports.

“We had to lower production costs to adapt to the tariff. Our business model has seen its profits somewhat decimated, but when you plan for the long term, it doesn’t matter if you have to shoulder higher costs. This is just a challenge that forces us to be more efficient,” he said.

Albarrán said that GWM aims to remain competitive and achieve 20% growth by 2027, and that it plans to gradually phase out the separate marketing of sub-brands such as Haval and Poer to strengthen the GWM brand’s positioning.

“We are launching a major product offensive that began with the launch of the Ora 5, a highly successful subcompact model , followed by the H7 SUV that we are unveiling today. I expect us to launch at least 10 more models next year. I think it’s time for the Mexican public to see the full strength of the brand in terms of technology, engineering, and design,” said the executive.