Great Wall Motor (GWM) has unveiled its growth plan for Europe with a renewed long-term commitment to the region around it POER 300 pick-up truck.
The GWM POER 300 pick-up will play a central role in its next product wave and signals the start of a large-scale expansion for GWM’s operations in Europe.
The company plans to evolve into a mainstream, high-volume brand by introducing at least seven new models between 2026 and 2028, with SUVs, passenger cars and light commercial vehicles.
Among the first confirmed products is the new-generation GWM POER 300, a global pick-up truck designed to rival the Ford Ranger, Isuzu D-Max and Toyota Hilux.
Following its international debut, the POER 300 marks GWM’s re-entry into the UK and continental European pick-up markets, having previously sold the Great Wall Steed pick-up truck here, more than 10 years ago.
Building on GWM’s reputation as one of China’s most successful pick-up manufacturers, the POER 300 has the payload and towing capacity you’d expect of a proper working pick-up, and comes with a suite of hybrid and pure-electric powertrain options.
Recent tax and classification changes in the UK for pick-ups has prompted a shift toward commercial and lifestyle-oriented pick-ups, which had led GWM to target both business and leisure customers with the POER300.
The POER 300’s introduction comes at a time when GWM is looking to diversify its European line-up beyond passenger cars, adding a commercial vehicle portfolio to complement the Haval SUV and ORA electric city car ranges.
From mid-2026, GWM will begin a phased rollout of its expanded model range across Europe in key markets such as Spain, Italy, and the UK.
GWM will establish fully owned national sales companies, while in smaller territories it will continue to operate through trusted independent distributors.
Existing partnerships in Germany, Sweden, Bulgaria, and the UK will remain in place, ensuring continuity for customers while supporting the transition to a broader product line.
At the recent GWM Europe Partner Day 2025 in Baoding, more than 100 potential dealer and distributor partners from 12 European markets attended to preview the company’s upcoming vehicles. Attendees also toured GWM’s R&D and intelligent manufacturing facilities.
“True cooperation must be built on transparency, understanding and trust,” said Parker Shi, president of GWM International.
“That’s what we at GWM call ‘long-termism’ — building the foundation for a strong automotive brand and a sustainable business case for all partners in Europe.”
