Great Wall Motor (GWM) reported a 15.87% year-on-year decline in October sales, with 120,374 vehicles sold, down from 143,078 in the same month last year, according to the company's data released on November 1 and reported by NetEase Auto. For the first ten months of 2026, cumulative sales reached 1,040,676 units, a 2.42% drop from 1,066,436 in the prior-year period.
The results show a clear split among GWM's brands. The core Haval brand, which accounts for the bulk of volume, sold 71,027 units in October, down 19.5% from 88,235 a year earlier. Haval's January-October cumulative sales fell 4.96% to 586,107 units. The WEY premium brand saw a sharper decline, with October sales of 8,648 units, down 31.9% from 12,699, while its ten-month total slipped 1.39% to 75,230 units.
GWM's pickup truck division, a traditional strength, sold 13,050 units in October, down 7.37% from 14,088, and its cumulative sales edged down 0.95% to 148,876 units. The Tank off-road brand, which has been a growth driver in recent years, posted a 31.01% drop to 15,389 units in October, with ten-month sales down 15.61% to 158,185 units.
Ora buckles the trend
The only brand to grow was Ora, GWM's battery-electric (BEV) sub-brand. Ora sold 12,187 units in October, up 115.78% from 5,648 a year earlier, and its cumulative sales more than doubled to 71,616 units in the first ten months, a 102.68% increase. The surge suggests GWM's push into affordable electric vehicles is gaining traction even as its combustion- and hybrid-heavy lineup struggles.
The October figures indicate GWM is undergoing a difficult structural adjustment, according to NetEase Auto. The company faces the challenge of stabilizing its domestic volume base in Haval and Tank while expanding the Ora brand's electric vehicle output. GWM is also shifting its overseas strategy from scale expansion toward profitability improvement, the report noted.
GWM's overall decline comes amid a competitive Chinese market where many automakers reported strong October sales, buoyed by policy incentives and a wave of new model launches during the traditional "golden September, silver October" season. The contrast highlights the pressure on legacy brands like GWM to transition to electrification while defending their market share.
