GWM (Thailand) said it is aiming to strengthen its position in the Thai market as a full-range automotive brand covering all major powertrain technologies, as the Chinese automaker marks its fifth year of operations in the country.
The company said its strategy is guided by the concept of “All Scenarios – All Powertrains – All Users,” underscoring its ambition to serve a broad range of consumer needs while becoming the most trusted Chinese automotive brand in Thailand and the leading Chinese brand for after-sales service.
As part of its 2026 business direction, GWM Thailand unveiled four core growth strategies covering product development, marketing, sales, and after-sales service, while also showcasing five categories of global powertrain technologies. The company said the move reflects its long-term investment in research and development to support future mobility in Thailand and beyond.
In 2026, GWM Thailand plans to launch seven new vehicle models and expand its partner store network to 100 locations nationwide, in a push to strengthen customer access and service coverage across the country.
Investment, sales growth and 2026 target
GWM Thailand said it has invested more than 20 billion baht in the country to date and plans to invest an additional 10 billion baht to strengthen its business foundation and automotive ecosystem.
By the end of 2025, the company said cumulative sales in Thailand had reached 53,619 units, while annual sales hit a record 18,096 units, up 146% from the previous year.
For 2026, GWM Thailand is targeting sales of 25,000 units, representing growth of about 40% from 2025.
Product strategy: seven new models across multiple powertrains
Under its product strategy, GWM Thailand plans to launch seven new models this year spanning HEV, PHEV, BEV and diesel segments, aiming to address a broad range of customer lifestyles through a user-centric approach.
A key highlight is the planned launch of the GWM ORA 5, a B-segment SUV that will be offered in both EV and HEVvariants. The EV model is aimed at urban users, while the HEV version will feature a new-generation hybrid system designed to improve both performance and energy efficiency.
The company also plans to expand its premium lineup under the WEY brand, with one additional model scheduled for launch later this year and two more planned for 2027. To support its luxury positioning, GWM said it will establish WEY Exclusive Showrooms in major locations across Thailand, separate from its main GWM showrooms.
Marketing strategy focused on trust and brand visibility
In marketing, GWM Thailand said it will focus on strengthening brand awareness and consumer confidence as it seeks to become “The Most Trusted Chinese Brand in Thailand.”
The company said it will accelerate brand communication through an omni-channel strategy, work more closely with the media, and build stronger user communities. It also plans to collaborate with partners nationwide to improve regional market access and marketing effectiveness.
Sales strategy: expand network, enter fleet market
On the sales front, GWM Thailand aims to expand its partner store network to 100 locations nationwide to improve customer access and deliver a more consistent ownership experience.
The company also plans to push deeper into the fleet vehicle market, targeting demand from both public- and private-sector organizations.
In addition, GWM said it has introduced a new business model, effective March 1, 2026, combining the strengths of its current retail structure with elements of a wholesale system. The company said the model is intended to improve inventory distribution, respond faster to market demand, and maintain appropriate stock levels while preserving its One Price policy to ensure pricing transparency for customers and profitability for partners.
After-sales strategy: parts availability and service expansion
After-sales service remains a key pillar of GWM Thailand’s 2026 strategy, with the company reiterating its ambition to become the top Chinese automotive brand in Thailand for customer service.
Among the initiatives announced is a “parts availability within seven days” campaign, with a targeted part fill rate of at least 95%. GWM said it will offer express parts delivery within three hours in Bangkok and surrounding areas, and nationwide delivery within two business days.
The company also plans to expand its Certified Body & Paint network from 14 to 40 locations nationwide, while deploying AI and intelligent chatbot technologies to help diagnose vehicle issues and respond to customer inquiries more quickly and accurately.
Technology showcase highlights five powertrain categories
At its GWM Day – 5 Years Anniversary 2026 event, the company presented a technology showcase featuring five categories of powertrain innovation designed for future mobility.
These included:
- Internal combustion engines (ICE), such as a V6 powertrain, a 3.0-liter turbo diesel engine, and a 2.4-liter diesel engine with a warranty of up to 1 million kilometers
- Hybrid technologies, including the H8 Boxer Engine, the Hi4 intelligent four-wheel-drive chassis system, and next-generation 2.0T / 1.5T hybrid engines
- Battery electric vehicle (BEV) systems, including motors used in the Good Cat and ORA 07
- Hydrogen fuel cell technology
- High-end motorcycles, led by the SOUO Motorcycle
The company said the technology portfolio reflects its broader strategy of investing across all major energy pathways, from conventional combustion and hybrid systems to battery-electric and hydrogen solutions.
Executive comment
Wayne Zhou, Managing Director of GWM (Thailand), said the company’s goal in 2026 goes beyond sales growth.
“Our goal this year is not only to grow sales, but to build a brand that Thai consumers can trust over the long term,” Zhou said. “We want to reinforce our commitment to Thailand through quality products, advanced automotive technology, transparent business operations, and attentive customer care at every stage.”
He added that one of the clearest signs of customer trust was the rapid delivery of 10,000 units of the GWM TANK 300 Diesel, which he said reflected strong market acceptance.
Zhou said GWM’s 2026 strategy is designed to support long-term growth through a multi-powertrain product strategy, nationwide network expansion, a new business model, and higher after-sales service standards.
