According to statistics released by ANAC (National Automotive Association of Chile), the August sales of Great Wall Motors hit a new record of 902 units in the Chilean market with a year-on-year increase of 40%, and ranked the 7th place surpassing the internationally renowned brands such as Volkswagen, Renault and Mazda. From January to August 2012, Great Wall Motors has accumulatively sold 5,500 units with a year-on-year increase of 34%, ranking the 9th in the market.

Great Wall Motors Stood Out from the Fierce Competition

Chile is a nation attaching great importance to the development of main natural resources, rather than the heavy industries such as automobile industry. That is why Chile does not have automobile industry. However, Chile is an open nation which has signed free trade agreements with many economic entities. Tariffs levied on the products imported to Chile are almost nil, which has created a great advantage for the foreign automobile manufacturers to explore overseas markets. Because of this, most of the global automobile manufacturers aim for Chile's automobile market. You can witness more than 60 auto brands coming from the world in the streets of Chile, from which we can see the considerably fierce competition in the Chilean market.

Chile is the narrowest and longest country in the world. It covers all kinds of terrains, such as valleys, high mountains, deserts and glaciers with an uneven topography and diversified climates. These conditions in Chile set a high standard for power, safety performance and vehicle comfort. Nothing but reliable quality will win the favor of the local customers. On the other hand, Chile requires a demanding approval system for vehicles access into the Chilean market. Prior to market access all new vehicles must pass the Certification (3CV) by Vehicle Control and Certification Center of Chile. In addition, the consumer protection law in Chile is rather complete, and has strict requirements on after-sales service. Generally speaking, in case that the new vehicle fails for three times within three months upon purchase, the customer will be entitled to return the vehicles. This rule has set barriers for all the auto makers to conduct after-sales services.

Rigorous market access standard regulated by Chile is another tough challenge for various automobile manufacturers. Apart from this, direct and obvious competition among various automobile manufacturers creates bigger survival pressure for brand holders in their development. Despite of this, Great Wall Motors has stood out from the multitude of automobile brands and surpassed many internationally renowned brands such as Volkswagen, Renault and Mazda. It’s obvious that Great Wall Motors has made the place in the Chilean market.

Strengthen Products Supply and Establish Brand Image of Great Wall Motors

As the first Chinese automobile brand to open up in this market Great Wall Motors entered the Chilean market in 2006. At present, Chile has become one of five major export markets for Great Wall Motors. Till now, Great Wall Motors has established more than 40 sales outlets across Chile, with the market holding quantity up to 30,000 units and the market share up to 2.5%. Great Wall Motors has ranked No. 1 among Chinese auto brands in Chile. The products sold in Chile have covered three major categories SUV, Passenger Car and Pickup. The main selling models include Haval H6, Great Wall C30, Great Wall C10 and Wingle 5,etc.

Great Wall Motors has managed to promote its products and enhance the brand image through competing in the Dakar Rally, launch and promotion activities and auto shows. Great Wall Motors has participated in the Dakar Rally for three consecutive years. Particularly in this year's contest, two Haval racing cars obtained great results, ranking the 6th and 19th place respectively, and breaking the previous record that Chinese car teams had ever made. The outstanding performance has played an active role for Great Wall Motors in enhancing the brand influence in Chilean market. Furthermore, dealers of Great Wall Motors in Chile made a perfect combination of the race and the market. During Dakar Rally in 2011, they meticulously organized the launch & promotion activities of the Haval H5 and Wingle 5. In order to test its performance, Thibaudet from Chile - based exclusive distributor of Great Wall Motors — DERCO Company drove one Wingle 5 ahead of the racing car team. This attracted the attention of many spectators who praised this car greatly. Subsequently, the Great Wall Haval H5 promotion campaign won the "the 2011 Chile Effie Award - Gold Medal", thus further improving the brand image of Great Wall Motors.

Great Wall Motors has continuously enriched its products line, ranging from Haval, SUV to Wingle pickup, the newly launched Great Wall C10 and Great Wall C20R, then Great Wall C50 and Haval H6 to be launched in the market in the second half of this year, thus adding new vitalities to the Chilean market. Only after the products line becomes enriched, is it possible to meet various demands from the local consumers. And this also offer guarantees for Great Wall Motors to enhance the market share and the brand image in the local market.

Not only exploration but also extension of "Focus" strategy

As Great Wall Motors is concerned, outsiders think that the reason why Great Wall Motors can grow so rapidly against the backdrop is owing to the "Focus" strategy. The fact that it can become number one in the segment market can be attributed to the proper strategy setting. Based on the strategic development direction determined by its entrepreneurs, Great Wall Motors has been dedicated to making a strong and sound market foundation, and has grown gradually standing out from the fierce competition.

Wei Jianjun, Chairman of Great Wall Motors said in a media interview: "Great Wall Motors does not pursue for development speed but stability. Great Wall Motors always value the continuous and sustainable development." The operation tenet "Low Profile Working Attitude and Stable Development" at Great Wall Motors is one of the key factors that lead to its success.

A leader responsible for the overseas market of Great Wall Motors said in an interview, "Don’t be superstitious in the so-called international brands. It does not mean that their presence leaves no chance for us. Of course, it’ll be a tough situation for us. However, as long as you find a proper segment and make full use of our advantages, this segment will be suitable for us. Then we will approach the success if we will manage our business attentively and work with excel methods.”