GWM Faces Tough Battles! Mounting Issues Cause Stress Among Chinese Executives

ภาพจาก: www.prachachat.net

Currently, GWM's situation isn't looking too bright. Originally, they had set a sales target of 25,000 units, but as of the first eight months of 2024 (January–August), they’ve only achieved 4,799 units—falling significantly short of their goal.

ภาพจาก: www.prachachat.net

Adding to their woes, many dealerships have stopped selling GWM vehicles, opting to switch to other brands. Some have even closed their showrooms entirely. Despite GWM's initial aim to have 100 branches in the country, as of October, they only have 71 branches. Another key issue is that their products haven’t resonated strongly enough with consumers, which has hindered their sales growth. However, there is some good news amidst the setbacks, as new partners are still showing interest in becoming GWM dealers.

ภาพจาก: www.prachachat.net

On the management front, Chinese executives are reportedly dissatisfied with the Thai team’s performance over the past four years. In the early years, the ORA GOOD CAT model contributed significantly to sales, but since then, sales have steadily declined. Adding to the pressure, price wars have emerged. GWM is now gearing up for a comeback by bringing in Chinese executives to lead the market push, aiming to revamp their brand image and increase production investment.

As we move forward, let’s keep an eye on how GWM plans to tackle these challenges. Will they be able to boost their sales and make a comeback in this competitive market? Let’s wait and see!

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