GWM Thailand Strategy: Accelerating the Japanese Playbook

Great Wall Motor’s (GWM) vehicle sales in Thailand expanded 2.5-fold year-on-year to 18,058 units in 2025, with its market share rising 1.6 percentage points to 2.9%. On the other hand, sales for January–February 2026 stood at 5,574 units, a 51.7% increase compared to the same period last year; however, its market share fell by 1.0 percentage point to 1.9%. GWM’s current market share remains limited at around 2.0%, meaning it does not pose a major threat to Japanese OEMs at this moment. That said, looking at the direction of its strategy, there is a strong possibility that it will become a serious rival in the future.