Chinese automobile manufacturer Great Wall Motor (GWM) is celebrating 18 years in South Africa. In human years, 18 is the age of confidence — when you know who you are and where you’re going. And after nearly two decades on local roads, GWM is driving into young adulthood with the same certainty.
Floyd Ramabulana speaks to Bizcommunity about why the next 18 years will be even bigger for GWM. Source: Supplied.
A coming of age
It’s for this reason that I sat down with Floyd Ramabulana, GWM’s head of marketing, brand and PR, to talk about the brand’s ‘coming of age’, and why vehicles like Haval are surging on South Africa’s roads.
“If you look at our marketing in the last 12 months we have transformed the team to an all local team. We started communicating in a language people can relate to and we are a lot more visible, with TVC’s and billboards," says Ramabulana.
He says in the same period they have shot three local TVC’s using local filmmakers and actors.
“People mostly buy out of perception and if they believe the brand is attainable and locally relevant they will.”
According to him, customers are looking for alternatives in a tough economy, but the need for mobility hasn’t changed — people still want cars they can rely on. Ramabulana explains that while buying a Chinese brand may once have been seen as risky, GWM’s nearly two decades in the South African market has changed that perception. Its long-term presence has made buyers view GWM as a far safer, more established choice than before.
He says: “Having been there for 18 years there is now a reliability factor that has come into play and that is why you are seeing a lot more of these cars.”
Perceptions
Entering the South African market hasn’t been easy, and the past years have been a period of trial and error as GWM adapted to local needs. People here drive longer distances and aren’t yet fully ready for fully electric cars, which is why the brand has introduced hybrid models that can run on both petrol and electricity.
There has also been a perception in the market that vehicles made in China aren’t always of the highest quality, partly because of the large quantities produced. “This perception exists in many parts of the world,” he says. “To address it, all our vehicles come with warranties, and for some of our advanced technologies, like the battery, we offer an eight-year warranty. That shows how much we believe in our products.”
Over the past six years, more Chinese brands have entered the South African market, making the landscape increasingly interesting.
“Our market has shifted over the last couple of years. Traditional manufacturers have always held the biggest stake and shaped what happens in the market. But in the last six years, we’ve seen a rise in Chinese manufacturers — largely because consumers want to spend less without giving up the comfort features they’re used to,” he said.
Ramabulana says as a brand part of their 18 year celebration is the fact that they have seen the gap in the market long before others have and they are seeing the fruits of their labour and patience.
“We’re also celebrating the fact that, a few years ago, driving a Chinese car wasn’t considered fashionable,” he says. “There were people who took a chance on us — who bought our vehicles and believed in our brand. They were the pioneers, and now they get to celebrate the fact that what they backed early on has become the fashionable choice.”
SA a strong case
According to Standard Bank, Chinese auto manufacturers have moved well beyond being niche players — brands such as Haval (under GWM) now hold a growing share of the South African market, driven by affordability, competitive quality, and rising consumer acceptance.
Lydia Zhang, executive vice president – Client Coverage, Corporate Investment Banking, Standard Bank, says: “South Africa presents a strong case for deeper Chinese investment in automotive manufacturing. The country offers a mature industrial ecosystem, a skilled workforce, and a proven supply chain. Chinese brands are gaining traction with local consumers, and South Africa’s position as a gateway to a young, upwardly mobile African market further strengthens the investment rationale.”
The bank notes early signs that Chinese firms are exploring longer-term investments, including local assembly operations. If this materializes, it could mark a turning point — shifting Chinese brands from import-centric models to locally produced vehicles, potentially reshaping South Africa’s auto industry and reinforcing their staying power.
Going with more
Looking ahead, GWM aims to live by its slogan of “Go with More” over the next 18 years, ensuring that any products introduced to the South African market are designed to suit local lifestyles and environments.
“We will tailor what we get from the global brand to what suits us here and that we are not just dumping things here," concludes Ramabulana.
With that kind of approach, it seems GWM Haval isn’t just joining the party—it’s making sure it’s a jol.
