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Great Wall Motor boosts brand image with quality products
Last Updated(Beijing Time):2010-09-06 09:10

By Chang Yanjun

From January to July of this year, sales of Great Wall Motor amounted to 162,721 in China's domestic auto market, up 84.1 percent year on year; volume of exported autos amounted to 32,807, up 83.75 percent year on year. There is not only remarkable performance in domestic market but also noticeable improvement in auto export. Practical and surefooted Great Wall Motor goes forward step by step solidly relying on reliable quality of products.

In recent years, with the entry of foreign brands and the rise of self-owned brands, the market competition has become more and more furious. In response to fierce market competition and winning the new development of self-owned brands, Great Wall Motor declared its brand position---Made in China, Great Wall Motor, in early 2010.



Wei Jianjun, Board Chairman of Great Wall Motor Company Limited, expresses, "The connotation of the slogan is "making Chinese automobiles with best quality'". Making the slogan "Made in China" known is to build up "Chinese automobiles" featured by high-quality self-owned brand and to demonstrate with action that automobiles of Great Wall Motor can become the world's leading automobiles.

Great Wall Motor believes that the most essential thing of brand competition is the competition of quality of products. A responsible auto enterprise must not engage in "one-shot deal" and should have reliable quality guarantee. Great Wall Motor will preserve in the quality improvement in order to make users propagandize its products from mouth to mouth and establish "Great Wall Motor' Quality" in the industry.

It is due to the insistence on quality of products that four main Great Wall Motor-owned automobile models: Florid, Coolbear, Hover 5 and Wingle 5 are approved by Whole Vehicle Type Approval (WVTA) of EU after putting a lot of effort last year. Wei Jianjun said, "The certification of EU is a best way to test the quality of our automobiles with international standard."

According to the introduction of Li Junyong, the head of the overseas certification department of Great Wall Motor, WVTA of EU has rigorous testing in many aspects including the assurance capability of product consistency, quality control system, and ELV (end-of-life vehicle recovery) etc. It is not only a test for automotive products, but also a comprehensive review for the productivity of an enterprise and the product management system, which is the difficulty to pass WVTA of EU. The Great Wall Motor has weathered the test. Not only the products can be sold among the EU member countries without restriction but also comprehensive strength of the company has also been recognized by EU. Great Wall Motor' international development and international brand's establishment have been improved further after the pass of WVTA of EU.

With respect to the quality of products, Great Wall Motor has found a distinctive road of innovation and development. On the construction of soft power, Great Wall Motor' Technology Research Institute has developed into a national-level R&D Center, which was awarded National-recognized Enterprise Technology Center and ensures the high quality of the products from the source. In terms of the construction of hardware,Great Wall Motor has made great efforts to build and put into use of the test center, trial center and mold center. It is rare in Chinese auto industry. Together with such test facilities as laboratory for emissions of environment-simulation, laboratory for fatigue of vehicle and spare parts, advanced laboratory for research and development of engines, laboratory for vehicle crash and test field for road, which have reached international level and advanced level at home, Great Wall Motor has laid a solid foundation for independent innovation in a continual mode. At present, Great Wall Motor' three major categories of products are upgraded in technology and updated every year, having own intellectual property and patented technology. 

Engine is the core technical equipment of an automobile and whether it is advanced or not determines the automobile's performance and quality. In 2009, the engine GW4G13-VVT researched and developed by Great Wall Motor independently was awarded as 2009 Chinese Core Top Ten Engine, which provides a guarantee for the quality of Great Wall Motor's products in core power. It is reported that Great Wall Motor will continue to put effort in researching and developing 8 kinds of low emissions and high-performance gasoline and diesel engines. In terms of automatic transmission, they will develop and produce transmissions 5MT/AMT, 6MT, 4AT and 6AT.

Industry experts show that when self-owned brands actively seek development opportunities at home and abroad, to improve the quality of products radically is an effective way to develop healthily. We can believe that Great Wall Motor's insistence on quality will be rewarded with rich fruits. 
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