BERLIN -- Great Wall has opened its European headquarters in Munich as the Chinese automaker steps up its plans to expand in the region.
The company plans to start selling cars in Europe next year after it presented a plug-in hybrid SUV from its Wey brand and a full-electric model from its Ora brand at the IAA auto show in Munich in September.
The automaker hopes establishing the office will strengthen and expand cooperation between the group's headquarters in China and regional decision-makers as well as suppliers. This also includes investments by Baoding Great Wall Holding along the supply chain.
Great Wall also plans to open brand experience centers in Munich and Berlin in 2022 as part of its plan to build a "lifestyle ecosystem" for European customers. This focus includes not only vehicles, but also charging services, maintenance and repair services, and intelligent cockpit services.
"The launch in Europe is an important milestone for Great Wall Motor," Great Wall Motor Europe CEO Qiao Xianghua said in a statement. "We have ambitious goals for this market as well."
The step is necessary for the automaker to become a globally competitive automotive company, he added.
Great Wall plans to employ 300 people at the Munich offices.