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Great Wall Motor and the Emil Frey Group enter into a strategic partnership (FOTO)


Stuttgart / Munich (ots) – * Great Wall Motor and the Emil Frey Group have agreed on a
strategic partnership for import and distribution of the GWM ORA and WEY brands for Europe

* The aim of this cooperation is the joint marketing of Great Wall Motor’s innovative vehicles. Emil Frey will contribute its expertise in import, distribution, logistics and aftersales of the GWM ORA brand while supporting new formats for marketing the WEY brand

* Great Wall Motor will introduce a comprehensive and technologically leading vehicle offering for the European market
before the end of Q3 2022 and will provide further insights and previews of its innovative product range at the Paris Motorshow 2022 next October

* The joint marketing of the GWM ORA and WEY brands by the two partners will initially start with the market launch in Germany planned for Q4 2022.

* GWM Head of Europe Market, Xiangjun MENG: “Great Wall Motor and Emil Frey are a strong team for the most important market in Europe”

* Expansion of the cooperation to other markets in Western and Central Europe under concrete negotiation

Crowning conclusion after intensive rounds of negotiations: Great Wall Motor (GWM) and Emil Frey Group today officially announce their partnership for the German market. The Chinese automotive group thus paves the way for market entry this fall for its two brands GWM ORA and WEY. “For GWM this is a milestone on the way to Europe, this cooperation project with Emil Frey sets the course for our market entry and for the way to our customers who expect our vehicles,” said Xiangjun MENG, Head of Europe Market of GWM. Both companies are currently in intensive talks to extend the strategic cooperation for both brands to other important European markets.

GWM announced its move into Europe at the IAA Mobility last year and has since been preparing intensively for market entry in the first countries. Vehicle deliveries are scheduled to begin in the fourth quarter of 2022. The Chinese multi-brand group will start in Europe with the fully electric Funky Cat model from the GWM ORA electric brand and the plug-in hybrid Coffee 01 from the premium WEY brand.

“Over the past few months, we have held very intensive and trusting discussions with GWM and very quickly realized that there are many areas of overlap between the two companies. Emil Frey brings a broad expertise to make the innovative vehicles of GWM ORA and WEY a complete success in Germany. We are very much looking forward to working closely together and to convincing many customers of GWM’s products,” says Gerhard Schürmann, CEO of the Emil Frey Group.

Wolfgang Kopplin, Member of the Management Board of the Emil Frey Group, adds: “When we met for a first discussion with the GWM top management at the beginning of 2020, I was immediately convinced of the technical maturity and quality of the vehicles. The reactions of the trade visitors and interested parties at the IAA Mobility 2021 in Munich showed that the vehicles from GWM are perceived as very innovative and attractive. Today, I am very happy for the GWM team and for us as the Emil Frey Group that we are bundling our competencies in partnership and thus jointly taking the step into nationwide marketing with a strong dealer network. I am convinced that customers will be delighted with these vehicles.”

About Great Wall Motor (GWM)

Great Wall Motor Co., Ltd. is a China-based international multi-brand automotive manufacturer founded in 1984. In 2020, the Group was among the 15 most innovative OEMs in the Center of Automotive Management’s (CAM) Connected Car Innovation Index. GWM has more than 100 subsidiaries and employs over 60,000 people. The company has over 500 networks in over 60 countries and has sold over 700,000 vehicles abroad. Currently GWM is present in Russia, South Africa, Australia, Central and South America, South Asia, the Middle East and Africa.

About WEY

Founded in 2016, WEY is the premium SUV brand of Great Wall Motor (GWM). It represents luxury combined with leading technology and is named after Jack Wey, founder and president of GWM. WEY was developed by a global team of over 1,600 GWM designers and researchers to the highest standards of global premium brands. With Baoding as its center, the WEY brand has formed a research and design network in seven countries and ten regions, covering Europe, North America and Asia, and also including Japan, the U.S., Germany, Austria and India. GWM combines the Haval, WEY, GWM ORA, GWM Pickup and TANK vehicle brands under its umbrella. The Group serves three major product segments with both traditional and alternative powertrain technologies:
SUV, passenger cars and pickups. To ensure its high quality standards, GWM maintains strategic partnerships with renowned international suppliers such as Continental, Bosch, Webasto, BorgWarner, ZF and Hella.


GWM ORA is the innovative and fashionable “Pure Electric Brand” of Chinese automaker Great Wall Motor (GWM). It brings a fresh new approach to electric mobility to the European market. GWM ORA offers much more than just cars: GWM ORA stands for fashion, lifestyle, design, pop culture as well as urban culture, sharing and the joie de vivre of young, creative and progressive people. “User centricity” is GWM ORA’s maxim – GWM ORA was developed from the beginning together with those who will drive the cars. The young brand is an expression of its own individuality and its very own view of the world. It sends the message of creative urban lifestyle, with which the car is closely interwoven. GWM ORA’s parent company GWM is an industry leader in the design of intelligent networks and a pioneer in the research and development of key technologies such as 5G, Autopilot and V2X.

About Emil Frey Group

Headquartered in Zurich, the Emil Frey Group was initially founded in 1924 as a workshop for bicycles and motorcycles. Its founder, Emil Frey, quickly earned a top reputation with diligence and professionalism – as a technician with prompt and conscientious service, but also as a racer with his sporting spirit and the quality of his products. Today, Emil Frey is a widely diversified group of companies in automotive distribution and retailing, occupying a leading position in Europe and representing luxury, premium and volume brands. These include light commercial vehicles, trucks and buses from the major car manufacturers. At the same time, the Group is active in vehicle financing and leasing, corporate fleets, spare parts and logistics, parking management, car rental, car washing, classic cars, driving schools, motor sports and motorcycle retail. In total, the Group operates at 680 locations and employs over 23,000 people. Despite its international character, the Emil Frey Group remains a classic family business in which the founder’s principles continue to be anchored in the corporate culture.

Philipp Kemmler (Great Wall Motor Europe), [email protected]
Larissa Langer (fischerAppelt), [email protected]
Peter Hug (Corporate Services Emil Frey Group), [email protected]

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The post Great Wall Motor and Emil Frey Group enter into strategic partnership (PHOTO) appeared first on TOP News Austria – News from Austria and around the world.


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