“Right now we only have one gold-brown Great Wall H10 in stock at our store,” a sales consultant at a Haval dealership in Beijing told reporters on August 7. “All new orders are subject to a waiting period, with the manufacturer quoting a delivery window of six to eight weeks. Based on this timeline, customers placing orders today will not receive their vehicles until mid-September at the earliest.”
Reporters from National Business Daily visited multiple authorized Haval showrooms posing as prospective buyers recently, and nearly all dealers confirmed a minimum eight-week wait for vehicle handovers.
Pre-sales for the Great Wall H10 kicked off on July 18, with the official side announcing 22,615 orders logged within the first 12 hours of launch. A Haval dealer disclosed that test-drive slots for the model require advance reservations over the past two weeks, with longer queues on weekends due to surging customer traffic.
Long waiting lines for test drives offline coincided with rampant online rumors claiming the vehicle had secured over 60,000 or even 100,000 total orders. On August 4, Wei Jianjun, Chairman of Great Wall Motors, personally stepped forward to refute the speculation. “These figures are inaccurate; the actual volume has not hit those levels,” he stated. “That said, pre-order uptake for the Great Wall H10 has been remarkably strong.”
On August 7, the Haval brand released updated data showing 31,826 formal paid orders for the Great Wall H10 within 24 hours of its official launch. In a video posted to his personal social media account the same day, Wei Jianjun acknowledged, “Thanks to enthusiastic feedback from netizens, the Great Wall H10 has delivered promising initial results.”
What Propelled the Great Wall H10’s Explosive Popularity?
The Beijing-based Haval sales outlet revealed to reporters: “Our dealership alone has taken 170 orders for the Great Wall H10, equivalent to our entire monthly sales volume prior to its launch. Since the final pricing was unveiled on August 5, inquiries have kept pouring in, leaving us facing mounting delivery backlogs.”
Great Wall Motors has moved to mitigate customer dissatisfaction stemming from prolonged waits by rolling out a “Waiting Reward” scheme for the H10. Under the policy, customers whose locked orders remain undelivered after a 30-day waiting period qualify for up to four complimentary basic vehicle maintenance services.
Great Wall has debuted a slate of new models this year, including the WEY V9X and the all-new Tank 300, yet none have matched the H10’s order momentum. Wei Jianjun attributes its standout performance to its market positioning as an “all-new species.”
The term refers to the brand-new niche the Great Wall H10 has carved out: boxy six-seater vehicles that merge three core strengths – the spacious, comfortable cabin of an MPV, advanced intelligent features typical of urban SUVs, and light off-road capability for versatile travel. Existing boxy off-road vehicles on the market prioritize rugged performance yet suffer from cramped third-row seating unsuitable for long family trips. Meanwhile, mainstream six-seater MPVs and city SUVs deliver superior comfort but lack off-road mobility and bold, rugged styling. The Great Wall H10 fills the critical gap separating these three vehicle segments.
“Standing beside the actual vehicle, its over-five-metre body length immediately catches the eye, paired with a boxy silhouette that exudes steady, timeless appeal. Its plug-in hybrid powertrain, compatible with both gasoline and electric driving, aligns perfectly with current market trends. It strikes an ideal balance between daily family use and casual outdoor getaways, which is why I’m leaning toward the five-seat variant,” a customer who came to test-drive the model shared with reporters.
On-site observations by journalists revealed showrooms flooded primarily with family shoppers. “Most buyers are torn between the six-seat and five-seat layouts,” the Beijing dealership’s sales staff explained. “Larger families gravitate toward the six-seat configuration, while younger couples prefer the five-seat version for its expanded cargo trunk space.”
Great Wall’s Cross-Brand Consolidation Kicks Off With the H10
“I filmed seven short videos about the Great Wall H10 alone, three of which covered the nationwide naming campaign,” Wei Jianjun noted in a social media video released August 7. Back in April, the chairman launched a public online naming contest for Haval’s flagship model, drawing participation from 700,000 internet users before settling on the name “Great Wall H10.”
Unlike all existing vehicles under the Haval badge, this flagship model drops the “Haval” prefix entirely. A senior Haval brand executive clarified to reporters: “Moving forward, all new vehicles launched under the Haval lineup will adopt the unified ‘Great Wall’ naming convention, a core step toward realizing our ‘One GWM’ brand vision.”
Since elevating the “ONE GWM” (short for One Great Wall Motors) initiative to the group’s top global brand strategy, Great Wall Motors has laid out a clear roadmap for brand integration. At the end-June shareholders’ meeting, Mu Feng, President of Great Wall Motors, unveiled detailed restructuring plans: worldwide, the GWM master brand will unify three mass-market product lines – Haval, ORA and Great Wall Poer. Tank and WEY will operate independently as premium high-end marques to pursue upward market expansion.
The launch of the Great Wall H10 thus serves as a pivotal litmus test for the group’s cross-brand consolidation strategy. Industry insiders confirmed integration work between Haval and ORA is already underway, with the two divisions officially grouped under the joint Haval & ORA Brand Department. Great Wall Motors previously announced key personnel reshuffles, appointing Lv Wenbin as General Manager of the Haval & ORA Brand Department to oversee operations for both marques.
This strategic overhaul stems from Great Wall Motors’ explosive overseas sales growth. Official sales data shows the automaker delivered 692,000 new vehicles across markets from January to July this year, a year-on-year rise of 2.64%. Overseas shipments accounted for 353,400 units, making up 51% of total group sales.
Despite robust international volume, the fragmented brand architecture created major operational hurdles: Haval, Tank and ORA each operated separate sales networks and marketing campaigns overseas. Local consumers struggled to recognize all sub-brands as subsidiaries of the same parent company, diluting overall brand equity and driving up redundant marketing expenditure.
Industry analysts argue that consolidating scattered sub-brands under the unified GWM master brand allows Great Wall to recoup and centralize previously fragmented corporate brand assets, laying a solid foundation for accelerated global expansion. An internal source at Great Wall Motors confirmed: “Globalization will remain the core strategic priority for the second half of this year and for the long term ahead.”
