The Great Wall Motors Shuts Down its European Headquarters, Lays Off 100 Staff

GWM is set to shutter its group headquarters in Munich, Germany. Image source: GWM.

German publication Manager Magazin reports that Great Wall Motors has informed its employees and business partners of its decision to close down its group headquarters in Munich, Germany, from the end of August. This move by the Chinese automotive group will result in the loss of jobs for about 100 employees at the Munich office, including Commercial Director Steffen Cost.

However, according to Electrive, the closure of the Munich headquarters does not signify a complete withdrawal of Great Wall Motors’ business operations from Europe. Customers on the continent will still have access to the company’s products and after-sales services, but the European business will now be managed directly from the headquarters in Baoding, Hebei Province, China.

Nonetheless, Electrive suggests that the closure of the Munich office indicates that Great Wall Motors has no immediate plans to expand its business in the European market. Aside from Germany, Great Wall Motors supplies electric vehicles and plug-in hybrid models to customers in the UK, Ireland, Sweden, and Israel. Meanwhile, the group’s plans to enter the Austrian and Swiss markets are on hold.

Great Wall Motors’ vehicles will continue to be distributed in Germany and other European markets. Image source: GWM.

According to Manager Magazin, the Emil Frey group will continue to be responsible for importing and managing the dealer network for Great Wall Motors’ vehicles in Germany. However, it remains uncertain whether the Emil Frey group will maintain this collaboration with Great Wall Motors. Electrive suggests that the level of future investment by Great Wall Motors in Europe will determine the direction of the Emil Frey group and other import partners on the continent.

Meanwhile, The Nation reports that Great Wall Motors has pledged to continue its investments in Thailand, despite its recent moves in Germany and Europe. This contrasts with the group’s somewhat lackluster performance in Europe, where it sold 6,300 vehicles last year, falling short of its expectations. In comparison, Great Wall Motors sold 13,039 vehicles in Thailand during the same period, ranking fourth among Chinese brands operating in the Thai automotive market.

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