How Great Wall Motor’s Global Strategy Boosts China’s Used Car Export Market

China’s automotive industry is undergoing a transformation, with used car exports emerging as a key growth area. Inspired by industry leaders like Great Wall Motor (GWM), Chinese companies are breaking free from domestic “involution”—intense internal competition—by expanding into global markets.

“Involution” refers to fierce domestic competition that stifles growth, like cabbage leaves curling inward. In 2024, China’s auto industry profit margin fell to 4.3%, lower than the 6% of the parts sector. Meanwhile, GWM’s profit soared by 80.7% to 12.692 billion yuan, outpacing many competitors. This success stems from GWM’s focus on technological innovation and global expansion—key lessons for used car exporters aiming to stand out.
Why Focus on Used Car Exports?

Global Demand: Markets in Asia, Africa, and Latin America seek affordable, reliable used vehicles.
Profit Margins: Exporting high-value used cars, like GWM’s Tank and WEY models, offers better margins than domestic sales.
Sustainability: Extending vehicle lifecycles aligns with global sustainability trends.

Great Wall Motor’s Blueprint for Global Success
GWM’s strategies, as highlighted by People’s Daily in July 2025, provide a roadmap for used car export businesses:
1：Technological Innovation
GWM invested over 10 billion yuan annually in R&D, employing one in four staff as engineers and securing 30,000 patents across gasoline, hybrid, and hydrogen technologies. Their advanced testing facilities, simulating extreme conditions (-40°C to +60°C, 250 km/h wind tunnels), ensure quality.

2：Global Market Expansion
Since 2019, GWM has built assembly plants in Thailand, Brazil, and Ecuador, with a sales network spanning 170+ countries and 1,400+ channels. By June 2025, GWM’s overseas sales hit 2 million units, with 60% being premium models. Their presence in markets like Australia showcases their global reach.

3：Brand Positioning
GWM’s focus on high-value models like Haval, Tank, and WEY has built a reputation for quality, helping them compete with Japanese and American brands abroad.