OREANDA-NEWS. January 16, 2013.  Despite of the fact that the overall performance of the 2012 auto market has been featured as “minimal growth”, the totally independent auto brand – GWM – has managed to obtain outstanding sales achievements. According to the sales statistics data GWM sold 620,000 vehicles in 2012 with a year-on-year growth of 28 percent, and 20,000 units above the company’s annual sales target. Furthermore, GWM exported 96,000 vehicles with a year-on-year growth of 16.1 percent. In December, GWM sold 67,600 vehicles, up 29 percent over last year.

 Among GWM’s three major product categories, the Haval SUV stood out with sales of 280,000 units with a year-on-year increase of 71 percent. It is no surprise that the Haval SUV is set to grab the sales champion in China for 10th consecutive years. With monthly sales of over 10,000 units, the supply of Haval vehicles fell short of demand. After being launched in May, the Haval M4 registered sales of 48,000 units, and created a sales legend among Chinese mini SUVs. 210,000 Great Wall passenger cars were also sold, up 2.8 percent over last year. The Great Wall C30 registered good annual sales of 137,000 units. Thanks to the stable and perfect performance obtained through constant upgrading over the years, C30 2013 model has been hit since its launch. As private plot of GWM, the pickup contributed sales of 137,000 units in 2012 with a year-on-year growth of 12.7 percent, and managed to the sales champion for 15 consecutive years, thus securing its leading position in pickup segment.

 Reportedly it was very rare for independent auto brands to exceed their sales targets in 2012. Several journalists noted that GWM’s sales data was very commendable, such as the annual year-on-year growth of nearly 30 percent and the Haval’s annual sales growth of 71.0 percent. GWM attributed its sales success to the Great Wall modes: focuses on three major product categories, vertical integration, and excessive research investment.

 According to the market performance, GWM’s full series of models are now in short supply. When referring to this year’s plan, GWM’s Press Director Shang Yugui said, “Amid the fierce competition in the current auto market, we should know ourselves, size up the situation, and work out practical plans. We are aiming to sell 700,000 vehicles in 2013, and we will continue to be dedicated to perfecting our product varieties,” As for GWM’s future sales targets, he provided some insights on his micro blog--“Keep prices stable, promote sales, avoid any improper means of sale, value quality, and enhance our perceived value.”

 An industry insider said the sales target of 700,000 vehicles has now extended GWM’s development path which is oriented towards operating steadily, practically, and valuing product quality. GWM’s strategy - which avoids blind pursuit of sales, works out practical plans, and develops products moderately - should be commended.

 In addition, due to the fact that market conditions seem mature for the Haval SUV, GWM will probably separate the “Haval” model from it’s the other brands in 2013.