New GWM Ute upgraded already

The new 2021 GWM Ute has already been upgraded and new model variants are coming soon as the Chinese car-maker responds to early customer and media feedback since the dual-cab 4x4 ute was launched earlier this year.

GWM Australia, which covers both GWM (previously Great Wall Motors) and Haval brands, has also confirmed a variety of other new ute and SUV models – including EVs – are heading Down Under as the company aims to continue its strong sales growth and sets ambitious new targets, including becoming a top 10 brand within three years.

The new GWM Ute will lead the charge, and GWM Australia has revealed that it has already implemented powertrain tweaks for its diesel-powered 4x4 ute to better tailor the vehicle to local conditions and preferences.

“The feedback was there was too much turbo lag, and the throttle response wasn’t quick enough,” said GWM Australia head of marketing and communications, Steve Maciver.

“So that feedback was taken [from Australia] directly to R&D … and we’ve already put those changes now into production.”

GWM Ute Cannon 4x4 dual-cab ute models arriving from July will feature recalibrated throttle mapping via a software upgrade that improves acceleration response time.

Those who’ve already purchased a GWM Ute can have the software upgrade installed for free at GWM dealerships during a regular service.

The July update also sees improved Apple CarPlay and Android Auto smartphone mirroring added.

The GWM Ute will also be bolstered by two new variants from around August this year: 4x2 models and a 4x4 manual model, which are expected to grow its sales incrementally.

“There is a single-cab available to us and we are looking at it, but we can’t confirm it at this stage,” Maciver added. “We want to establish the dual-cab utes first, because that’s where the volume’s at.”

The Chinese importer is now aiming for 1000 dual-cab ute sales per month, and is targeting 18,000 total sales for the full year across both the GWM and Haval brands.

With ambitious growth targets over the mid-term, GWM’s objective is to become to a top 10 brand in Australia within three years, following MG which has this year reached the mark and is on track to stay there for the full year.

Improving consumer confidence in its brands will be key to GWM Australia’s growth ambitions, and ANCAP safety ratings will play a role.

GWM Ute and sister brand Haval vehicles will soon be rated by the independent Australasian New Car Assessment Program (ANCAP), and the company is hopeful for five-star safety ratings.

“The cars have been engineered for the highest ANCAP rating. That’s what we’re working towards,” said Maciver. “We’re working with ANCAP at the moment on getting a score for the GWM Ute, and we’ve been working with them for the past few months.”

Maciver said that the results should be made public in the next three months, and that the new Haval Jolion and Haval H6 SUVs will be tested next – two key models that are also expected to help underpin the brand’s growth, carrying monthly sales targets of 800 and 600 units respectively.

Haval is also planning a product expansion, with a hybrid version of the Haval H6 mid-size SUV to be introduced to Australia later this year, lining up as a competitor to the Toyota RAV4 hybrid.

There are also plans afoot to introduce at least another two all-new SUVs as early as next year, including the Haval Big Dog and Tank 300, the latter spawning yet another brand under the GWM banner.

“Australia is one of the leading subsidiaries for GWM globally and ultimately there is an ambition for the company to go global,” said Maciver.

“They’ve said all along, if they can get the business right in a market like Australia, which is a fairly competitive and mature market, that hopefully sets the company up well to try and get some traction elsewhere as well.

“So where the volume may be small compared to China, the ability to show that a particular model could work here is something you can’t necessarily quantify in terms of sheer volume.”

Not stopping there, GWM is also planning to offer affordable electric vehicles in Australia – starting from around $35,000 – to rival the likes of MG and the incoming BYD.

It will do this using yet another brand, Ora, as new models suitable for the Australian market become available over the next few years.

“Things are moving very quickly at this company. There’s a lot on the go,” said Maciver.

There are currently 80 GWM dealerships in Australia, which is twice the number the company had in place at the start of 2020. This is expected to rise to around 90 by the end of 2021.