On August 8, Chinese automobile manufacturer Great Wall Motor (GWM) held a signing ceremony with European car dealer Emil Frey Group. The two sides reached a strategic cooperation on the import and distribution of GWM’s WEY and ORA vehicles in the European market while jointly marketing two innovative products, the WEY PHEV (Coffee 01) and ORA Good Cat, which have taken the lead in entering the German market.
Driven by this new agreement, GWM’s process of expanding the European market has accelerated and its strategy for the continent will be further implemented. Its newest vehicle will be officially delivered in the fourth quarter of this year.
Emil Frey, founded in 1924, is a company with extensive diversification in automobile distribution and retailing, and occupies a leading position in Europe. With this partnership, Emil Frey will provide expertise on the importation, distribution, logistics and after-sales of ORA, and support WEY’s innovative new marketing model. In the future, the cooperation between the two sides will be extended to other important regional markets in Europe.
GWM and Emil Frey have conducted long-term discussions on this cooperation. Gerhard Schürmann, CEO of Emil Frey, believes: “The cooperation between the two parties is a strong alliance. Emil Frey has a strong dealer network and I believe that GWM’s new energy vehicles will win the favor of more European users.”
Wolfgang Kopplin, a member of Emil Frey Group’s management team, said: “When we first discussed with the senior management of GWM in early 2020, we were impressed by the technical maturity and quality of GWM’s products. At the 2021 Munich Auto Show, GWM’s vehicles are considered to be very innovative and attractive.”
Established in 1984, GWM is a Chinese automobile brand headquartered in Hebei Province. The company owns five major vehicle brands, namely HAVAL, WEY, ORA, TANK and GWM Pickup, as well as a new independent operation brand, Saloon.
In September 2021, GWM’s WEY PHEV (Coffee 01) and ORA’s Good Cat appeared at the Munich Auto Show in Germany, officially announcing their entry into the European luxury car market and new energy vehicle market. In November 2021, GWM opened a German subsidiary in Munich to set up its European headquarters, which marked the start of GWM’s global development journey.