GWM TH

What GWM TH does

GWM Thailand (legal entity: Great Wall Motor Manufacturing (Thailand) Company Limited) is the Thai operating subsidiary of Great Wall Motor (GWM), a publicly listed Chinese automaker headquartered in Baoding, Hebei. GWM Thailand acquired the Rayong manufacturing plant in 2020 and officially launched the GWM brand in Thailand in 2021, becoming the first wholly-owned Chinese auto brand to enter the Thai market. The company sells vehicles across five sub-brands — ORA (electric and hybrid compact cars), TANK (off-road SUVs), HAVAL (smart SUVs), POER (pickup trucks), and WEY (luxury SUVs) — spanning ICE, HEV, PHEV, and BEV powertrains with MSRPs ranging from THB 649,000 (ORA 5 EV) to THB 2,349,000 (WEY G9).

The underlying technology stack is anchored by parent-developed proprietary platforms: the Hi4 intelligent 4WD hybrid architecture (3 engines, 9 modes, iTVC torque vectoring), a 15-in-1 electric drive system, Coffee OS 3 AI-driven intelligent cockpit, Coffee Pilot Ultra full-scenario autonomous driving (NOA), and DHT dedicated hybrid transmissions. GWM Thailand operates a hybrid retail model combining direct sales, an authorized Partner Store dealer network across all Thai provinces, an online mall (mall.gwm.co.th), and a dedicated fleet sales channel targeting corporate, government, and professional segments. Revenue mechanics include new vehicle sales (primary), multi-year service-inclusive maintenance packages (GCSI/GVSI/GPSI/GUSI), financing partnerships with three Thai banks, mobile service, pickup/delivery, certified pre-owned vehicles, and genuine accessories.

Supporting infrastructure includes the locally produced ORA 5 EV (first Chinese-brand EV with full NEV production in Thailand, 2024), a Rayong-based EV battery assembly partnership with SVOLT Energy (2023), and a charging network covering 85% of Thailand's public infrastructure. The My GWM mobile app integrates remote vehicle control, real-time telemetry, service booking, and owner community features. Warranty offerings (5 years/150,000 km vehicle; 8 years on EV/hybrid batteries) and multi-tier service packages create aftermarket stickiness beyond the initial vehicle transaction.

Name

GWM TH

Legal name

Great Wall Motor Manufacturing (Thailand) Company Limited

Website

https://gwm.co.th

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

101–250 employees

Short description

GWM Thailand is a wholly-owned subsidiary of Great Wall Motor selling multi-powertrain vehicles (BEV/HEV/PHEV/ICE) across five sub-brands — ORA, TANK, HAVAL, POER, WEY — to Thai consumers, corporate fleets, and government clients through partner dealers, an online mall, and local manufacturing at its Rayong plant.

Ownership category

akta.pro rank

Product category

Passenger Vehicles

NAICS

Motor Vehicle Manufacturing (3361), Motor Vehicle Electrical and Electronic Equipment Manufacturing (336320), Other Motor Vehicle Parts Manufacturing (33639)

SIC

Motor Vehicle Parts & Accessories (3714), Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

Hybrid Powertrain Integration Manufacturing (ICE-HEV/PHEV modules) (IMACAHAJ)

akta.pro secondary industries

Battery & EV/Hybrid Preventive Maintenance (Battery Health/High-Voltage Inspection) (TLAKAGAJ), Passenger Vehicle Electrical & Electronics Manufacturing (ICE) (IMACAAAK)

Keywords

• Passenger vehicles
• Electric vehicles
• Hybrid powertrains
• Automotive manufacturing
• Vehicle fleet services

Headquarters

HQ city

Bangkok

HQ country

Thailand

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. New Vehicle Sales: Primary revenue stream from sales of new vehicles across multiple brands (ORA, TANK, HAVAL, WEY, POER) covering electric, hybrid, and diesel powertrains. Vehicles are sold through direct sales, agency partners, and online mall platform.
2. After-sales Service and Maintenance: Periodic maintenance packages (GCSI, GVSI, GPSI, GUSI), mobile service, pickup and delivery services, and genuine accessories sales. Service intervals of every 10,000 km or 6 months for hybrid/ICE vehicles.
3. Financing Services: Partnership with financial institutions (Thanachart Bank, TISCO Bank, Kasikorn Leasing) to offer auto loans, installment plans, and 0% interest promotions. Revenue from financing arrangements with partner institutions.
4. Genuine Accessories: Sales of GWM Genuine Accessories with warranty up to 5 years or 150,000 km when purchased with new vehicle.
5. Certified Pre-Owned Vehicle Services: GWM Certified Pre-owned program for used vehicle sales and related services.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

GWM Thailand designs, manufactures and sells new passenger vehicles across five sub-brands (ORA, TANK, HAVAL, WEY, POER) covering battery-electric, hybrid, plug-in hybrid and diesel powertrains, supported by proprietary Hi4 hybrid technology, Coffee OS cockpit, Coffee Pilot Ultra autonomous driving and a 15-in-1 electric drive system. The company operates a nationwide authorized partner store network, an online mall platform, a dedicated fleet sales channel, and full after-sales service packages including periodic maintenance, mobile service, and pick-up/delivery.

Product overview

GWM Thailand operates as a multi-brand automotive company offering a diverse portfolio of vehicles across five sub-brands: ORA (electric and hybrid compact vehicles), TANK (off-road SUVs), WEY (luxury SUVs), HAVAL (smart SUVs), and POER (pickup trucks). The product lineup spans multiple powertrains including pure electric vehicles (BEV), hybrid electric vehicles (HEV), plug-in hybrid electric vehicles (PHEV), and traditional diesel engines. Supporting the vehicle sales, GWM provides a comprehensive ecosystem of services including the My GWM mobile app for remote vehicle control and monitoring, multiple maintenance service packages (GCSI, GVSI, GPSI, GUSI), mobile service, and pick-up/delivery services. The company's Hi4 intelligent hybrid technology represents its advanced powertrain innovation, while Coffee OS and Coffee Pilot systems deliver AI-powered cockpit and autonomous driving capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• TANK: Off-road SUV brand offering models like TANK 300 and TANK 500 in diesel, HEV, and limited editions
• ORA
• HAVAL
• POER
• WEY
• SOUO

Products and services

• GWM ORA 5 EV All-electric compact hatchback with a 58.3 kWh battery, 15-in-1 e-drive system, up to 520 km NEDC range, 120 kW DC fast charging and 6 kW V2L, targeted at retail buyers seeking an urban EV.
• GWM ORA 5 HEV Hybrid electric variant of the ORA 5 hatchback combining combustion and electric power for improved fuel efficiency, targeted at retail buyers not ready for full BEV.
• GWM TANK 300 Diesel New generation 2.4T diesel off-road SUV with a 9-speed automatic transmission, intelligent driving assistance and premium interior, for buyers prioritizing torque and fuel efficiency.
• GWM TANK 300 HEV Hybrid electric variant of the TANK 300 off-road SUV, combining a 2.4T turbo engine with an electric motor for enhanced efficiency and performance.
• GWM TANK 300 LIMITED Forest Phantom Limited edition variant of the TANK 300 featuring exclusive Forest Phantom design elements and premium appointments for buyers seeking a distinctive off-road SUV.
• GWM TANK 500 Diesel Full-size luxury diesel SUV with a 2.4L turbo engine, 4WD system, 8 driving modes, premium interior with massage seats and full-scenario ADAS, targeting premium off-road buyers.
• GWM TANK 500 HEV Hybrid electric variant of the TANK 500 with a 2.0T turbo engine, intelligent 4WD, 11 driving modes, massage seats and full-scenario ADAS, for premium buyers seeking off-road plus efficiency.
• WEY G9 Luxury flagship SUV of the WEY brand positioned as a crafted masterpiece, representing GWM's premium positioning in the Thai market.
• HAVAL H6 HEV Smart SUV with 1.5T plug-in hybrid technology, EV mode up to 150 km, voice control, Level 2+ intelligent driving system, Coffee OS 3, 8 speakers plus subwoofer, for buyers seeking a tech-forward family SUV.
• HAVAL H6 PHEV Plug-in hybrid variant of the HAVAL H6 with extended electric-only range capability and intelligent driving features including Integration Intelligent Parking.
• HAVAL JOLION HEV Compact hybrid SUV offering efficient urban mobility with a hybrid powertrain and modern features, for value-conscious urban and family buyers.
• POER SAHAR Diesel Robust diesel pickup truck with 2.4T engine, 9AT transmission, 135 kW max net power and 480 Nm peak torque, for commercial users, fleet buyers and lifestyle pickup shoppers.
• POER SAHAR HEV Hybrid electric variant of the POER SAHAR pickup truck providing improved fuel efficiency through combined powertrain technology.
• GWM POER (Gasoline) Traditional gasoline-powered pickup truck in the POER commercial vehicle lineup, targeting commercial and lifestyle pickup buyers.
• GCSI - GWM CARE Service Inclusive Multi-year labor maintenance package covering 10 scheduled services up to 5 years or 100,000 km for hybrid/gasoline vehicles (or 5 services up to 5 years/75,000 km for EVs).
• GVSI - GWM VALUE Service Inclusive Multi-year maintenance package covering parts, fluids and chemicals for 10 scheduled services up to 5 years or 100,000 km (or 5 services up to 5 years/75,000 km for EVs).
• GPSI - GWM PRO Service Inclusive Complete multi-year maintenance package including labor, parts, fluids and chemicals for 10 scheduled services up to 5 years or 100,000 km (or 5 services up to 5 years/75,000 km for EVs).
• GUSI - GWM ULTRA Service Inclusive Premium comprehensive multi-year maintenance package including consumables (batteries, brake pads, brake discs, wiper blades) in addition to standard coverage for 10 scheduled services up to 5 years or 100,000 km (or 5 services up to 5 years/75,000 km for EVs).
• Mobile Service (On-Demand Periodic Maintenance at Customer Location) On-demand on-site periodic maintenance service for GWM owners, priced at 750 THB per visit within 10 km plus 5 THB per km beyond 10 km, requiring advance booking.
• Pick-up and Delivery on Demand Service Premium service collecting the customer's vehicle for maintenance and returning it to a preferred location, priced 750 THB per one-way trip within 10 km plus 5 THB per km beyond 10 km, with 2-day advance booking.

Quantifiable outcome

• 15 million+ vehicles sold globally, ranked first in Chinese pickup and SUV exports for 26 consecutive years
• +4 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability7 records

Feature9 records

Partnerships

Four partnerships are on record, tiered core.

• SVOLT EnergycoreStrategic or Co-development Partner · 1 January 2023SVOLT Energy established operations in Thailand in 2023, launching the first local EV battery assembly project. Strategic partner for localized EV battery production supporting Thailand's new energy vehicle ecosystem.
• 2C2P (Thailand) Co., Ltd.coreTechnology or IntegrationThird-party payment processor for GWM online transactions including vehicle orders, deposits, and payments through the GWM App and website. Processes payment through the mall.gwm.co.th platform.
• HERE (HERE Global B.V.)coreTechnology or IntegrationMap and location services provider embedded in GWM applications through HERE API/SDK. Provides store search and navigation functions within the GWM App.
• Easemob (Beijing Easemob Technology Co., Ltd.)coreTechnology or IntegrationChat functionality provider through Easemob SDK integrated into the GWM App to enable the Chat feature for customer communication.

Scale indicators10 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Changan Automobile Thailand: Changan sells Deepal (BEV/PHEV) and UNI-series sedans/SUVs in Thailand, overlapping with GWM on electrified passenger vehicles and the same digital/agency retail playbook.
• BYD Thailand: BYD is the leading Chinese BEV/PHEV brand in Thailand with a Rayong plant and broad ATTO/Crown/Seal lineup. It directly competes with GWM in the same retail channel, target buyer and BEV/PHEV powertrain categories.
• Tesla Thailand: Tesla sells Model 3/Y in Thailand targeting premium EV buyers; it overlaps with WEY G9 and high-trim TANK/Oura on premium positioning and tech-forward ADAS expectations.
• Neta Auto Thailand: Neta is a Chinese EV brand (Hozon) operating in Thailand with affordable BEV SUVs, directly competing with ORA and lower-trim HAVAL on price-sensitive retail buyers.
• Chery Thailand: Chery offers OMODA and JAECOO SUVs (ICE/HEV/PHEV) in Thailand, targeting the same mid-size SUV buyer as HAVAL H6 and TANK 300 with comparable pricing and feature positioning.
• MG Sales Thailand: MG (SAIC) sells a parallel multi-powertrain portfolio (ZS EV, HS, VS) in Thailand with comparable pricing tiers and target customers to GWM's ORA/HAVAL/TANK range.

Broad incumbents

• Toyota Motor Thailand: Toyota is the long-dominant Thai market leader across sedans, SUVs (Fortuner) and Hilux pickups; it competes with GWM TANK and POER via scale, dealer density and HEV leadership.
• Mitsubishi Motors Thailand: Mitsubishi competes directly with GWM TANK and POER via Triton pickup, Pajero Sport and Xpander, and is one of the established SUV/pickup brands in the Thai fleet channel.
• Honda Automobile Thailand: Honda is a top-three Thai incumbent with CR-V, HR-V and City/e:HEV lineup; it directly competes with HAVAL and ORA on hybrid SUVs and compact sedans at similar price points.

Emerging players

• GAC Aion Thailand: GAC Aion (and parent GAC Motor) markets AION Y and ES BEVs in Thailand; an emerging Chinese EV peer that intersects GWM's ORA and lower-end HAVAL buyer segments.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/GWMThailand
• YouTubeyoutube.com/channel/UCvXO87mUbE0BRH2wg3s83zQ
• Facebookfacebook.com/GWMThai
• Instagraminstagram.com/gwm_thai
• LinkedInlinkedin.com/company/gwm-th

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about GWM TH