The Alxa Hero Festival, often described as the "Mecca of Off-Road
Enthusiasts," is a celebration of the raw power, spirit, and
unrelenting passion for off-roading. This year, tens
of thousands of off-road fans and tourists gather in
the sprawling deserts of Inner Mongolia to test the mettle of their
vehicles and themselves against some of the harshest terrains known
to man. For Great Wall Motor (GWM), the 2024 Alxa
Hero Festival is not just another event on the calendar—it marks a
significant moment in the company’s off-road and customization
journey. Through this festival, GWM is showcasing the culmination
of its decade-long commitment to creating a comprehensive
off-road customization ecosystem that resonates with its millions
of fans, both in China and abroad.
GWM’s Vision: An Ecosystem Built on Customization
During the 5 day carnival, laughters, joy and passion fill the
whole “Off-road Town”. What’s behind of all of these are some facts
that cannot be missed.
Great Wall Motor has long been at the forefront of China’s
off-road automotive industry. As a company with over 34 years
of automotive manufacturing experience and 21 years of off-road
tradition, GWM is no stranger to creating vehicles capable of
conquering challenging environments. From the inception of
the HAVAL H9 to the more recent success of
the TANK series and GWM POER, the brand has
continuously pushed the boundaries of what’s possible in the
off-road space.
This year, GWM brought its full arsenal of off-road vehicles to
the 2024 Alxa Hero Festival, the recently
launched 2nd generation HAVAL H9, TANK 500
Hi4-T, TANK 400 Hi4-T, TANK 300 and
2.4 litre turbo diesel POER. The brand’s massive fleet of
vehicles from form an impressive convoy of over a
thousand cars, driven by off-road enthusiasts from all corners of
the globe, demonstrating their prowess in the undulating sands of
the Alxa Desert.
At this year Dream Desert Park, it is noted that 60% of GWM
owners modified their vehicles somewhat. Beyond the roar of
engines and the thrill of off-road action at the Alxa Hero
Festival, GWM is unveiling something much deeper this
year: a comprehensive vision for the future of off-road
customization. Recognizing that modern off-road enthusiasts demand
more than just powerful vehicles, GWM has crafted an ecosystem that
goes far beyond traditional automotive manufacturing. The company
is tapping into the global rise in customization culture—where
vehicles are not just modes of transportation, but personal
expressions of identity and lifestyle.
At the heart of this vision is GWM's commitment to user-centric
innovation. With over one million off-road users, including
300,000 TANK owners, GWM understands that every off-road
driver is unique. Some seek unparalleled performance, while others
want their vehicles to reflect their personal tastes. With this in
mind, GWM has built an off-road ecosystem where both "off-road
rookies" and seasoned veterans can modify and personalize their
vehicles to meet their exact needs.
The company's strategy revolves
around official customization : GWM’s in-house
customization teams develop factory-modified versions of popular
models, ensuring that customers can enjoy enhanced performance and
aesthetic upgrades without needing to seek third-party services.
For example, the TANK 400 Hi4-T, which officially
launched last September, comes with a range of custom
options aimed at making it the ultimate urban off-road SUV.
At the race tracks and desert it is easy to notice GWM vehicles
with most modification, a lot of which are backed by the factory.
This is thanks to good partnerships with tier one
modification specialists, expanind its ecosystem by
collaborating with third-party off-road modification
brands like Yunliang Off-road and TopFire. These partnerships
allow users access to a variety of performance and aesthetic
upgrades, such as specialized suspension systems, exterior
enhancements, and off-road tires. The company’s flagship brand for
off-road customization, “TANK LIFE”, is an example of such an
initiative, where GWM collaborates with users, workshops, and parts
suppliers to build an adaptable and sustainable off-road
modification network.
Last year, the introduction of the "Mighty
Mod+" pushed the modification of HAVAL vehicles to
the next level, which serves as the official
customization badge for the HAVAL models. The
launch event, called the “Boxy Mod Party” showcased 11
custom-built HAVAL models. This initiative also
encouraged community-driven customization through
the HAVAL Color Co-creation Program, where users could
propose and vote on new color schemes for future models.
GWM also actively set
up user co-creation platforms: GWM believes that the
future of off-road modification lies in engaging its massive fan
base directly. With platforms such as the GWM POER APP,
which boasts over 1.1 million fans, the company has built a
community-driven approach to vehicle modification. This platform
allows users to share ideas, vote on new modifications, and
participate in design competitions that directly influence the
company’s official product offerings. The POER Fan
Alliance, with 31 regional fan clubs, provides an additional layer
of support, offering users a chance to collaborate on group
modifications and attend off-road events together. GWM’s ambition
isn’t limited to automotive enthusiasts. The company is forging
partnerships with industries outside of the traditional automotive
space to create a cross-industry off-road lifestyle brand.
Collaborations with the fashion, gaming, and extreme sports
industries are paving the way for GWM vehicles to become cultural
symbols. For instance, GWM’s partnership with e-sports
organizations has brought custom vehicles to the gaming community,
and joint ventures with fashion brands have led to limited-edition
off-road models, appealing to a younger and trendier
demographic.
Expanding the Off-Road Ecosystem Globally
While the Alxa Hero Festival offers a grand stage for GWM’s
domestic success, the company’s long-term goal is to take its
off-road customization ecosystem global. With off-road markets
booming in regions like Southeast Asia, Australia, and the Middle
East, GWM is making strategic moves to introduce its vehicles and
customization options to international markets.The launch of
dedicated overseas customization service center is one such
initiative. These centers, located in key markets, will offer users
the same level of customization and modification options that
Chinese customers enjoy, ensuring aseamless global experience.
Furthermore, GWM’s commitment to making high-quality modification
parts accessible globally ensures that international customers can
easily access the latest performance enhancements and styling
options.
The Alxa Hero Festival serves as a microcosm of GWM’s broader
ambitions. By bringing together off-road enthusiasts, professional
drivers, aftermarket suppliers, and GWM’s extensive product lineup,
the event showcases the brand’s collaborative spirit. The
festival’s combination of competitive off-road races, vehicle
exhibitions, and community-building activities creates an
unparalleled platform for fans and partners to exchange ideas,
experiment with new modifications, and celebrate the off-road
culture.
The Alxa Hero Festival also provides a key moment for
GWM POER, GWM’s flagship pickup brand. The
high-performance POER SAHAR, making its debut with a
desert test drive, is poised to redefine the luxury off-road pickup
segment. Alongside the POER SAHAR,
the POER family, which includes the
Off-Road POER, and more “Bullet Series”, will offer
festival attendees a taste of what true off-road pickups are
capable of. Through its “Cannon Plan” initiative,
GWM POER is focusing on creating a full-performance
pickup family that caters to both professional and recreational
users. The plan includes mass production of base models and
customized series vehicles, which further strengthen
GWM POER’s market-leading position in the high-end pickup
market.
The 2024 Alxa Hero Festival marks a defining moment for
GWM. The company’s vision for a global off-road customization
ecosystem is more than just a business strategy—it is a reflection
of GWM’s belief that off-roading is not just a hobby, but a way of
life. By combining technological innovation, user engagement, and
global collaboration, GWM is setting the stage for a new era of
off-road driving, where every vehicle can be a unique expression of
its driver’s personality.
As the festival draws to a close, one thing is clear: Great Wall
Motor has not only solidified its place as a leader in the Chinese
off-road market but is now well on its way to becoming a dominant
player on the global stage. From the desert sands of Alxa to the
highways of the world, GWM is proving that the future of off-road
customization is here—and it’s unstoppable.
Carol Wang
GWM
globalmarketing (at) gwm.cn