Recently, it is reported that Great Wall Motors is interested in acquiring Nissan’s largest factory in Barcelona, Spain, and according to Nissan insiders, the project has entered the formal negotiation stage. If great wall does acquire Nissan’s Spanish factory, it will become the fifth large overseas factory project of Great Wall Motor in recent years. At present, Great Wall Motors has successfully acquired the Tula factory in Russia, the taligang factory in India, the Rayong factory in Thailand and the Mercedes Benz factory in Brazil, realizing the coverage of the Asian, South American and European markets.
The factories previously acquired by Great Wall Motors are located in developing countries. The imported models are mainly medium and low-end models such as Harvard, Fengjun and Great Wall Poer, focusing on the cost-effective economic route. Spain, the country where the planned Nissan plant is located, is the fifth largest economy in the EU and a standard developed country. This may mean that in the future, Great Wall Motors will not only put into production medium and low-end models in the factory, but also introduce high-end products such as tank 500, Euler lightning cat and Great Wall full-size pickup x Poer, so as to improve the sales quota and brand awareness, and finally achieve the goal of accelerating the globalization strategy.
Among the five major overseas factory acquisition projects of Great Wall Motor, Nissan Barcelona factory is the most significant to realize the overseas production and sales of Great Wall pickup truck. The factory is one of Nissan’s three factories in Spain. In order to cooperate with Renault’s integration plan in Europe, it has to be closed. Nissan’s famous pickup product Navara is produced here. Therefore, Nissan Barcelona factory has mature pickup production hardware foundation and workers’ technical conditions. It can realize the cash model of the Great Wall Poer and the full-size pickup to be launched in the future without spending too much transformation cost, which is comparable to the production of large-size pickup of Toyota Tacoma.
If the Great Wall pickup truck can be put into production in Spain on the Iberian Peninsula, it will enjoy the geographical advantages of Spain, which is adjacent to the Mediterranean in the East, the Atlantic in the west, North Africa and West Africa in the south. It will make better use of the strong sea and land transportation advantages to realize the globalization strategy, and Spain itself is a country suitable for promoting pickup trucks. As a highly developed capitalist country and a member of the European Union, Spain is one of the countries with the lowest population density in Europe. Its coastline is about 7800 kilometers long and has very superior tourism resources. Most of its land has mild climate, beautiful mountains and rivers, beautiful sunshine and beautiful scenery.
In addition, Spanish agriculture is quite developed. As the largest fruit and vegetable exporter in the EU and the third largest exporter in the world, it is known as the “European vegetable basket”. Local enterprises also have strong strength in infrastructure construction and operation, finance, telecommunications, automobile, high-speed railway, aerospace, machinery manufacturing, biopharmaceutical, logistics, new energy and other fields. A country with complex and diverse industrial structure, rich tourism resources, sparsely populated land, highly developed economic income and social welfare is very suitable for promoting pickup truck models with the characteristics of business and home, which can be applied to freight transportation, passenger transportation, tourism industry, household life and so on.
Therefore, the acquisition of Nissan Barcelona plant will become an important boost to the globalization strategy of Great Wall pickup in the new stage. Entering the forefront of the European market can also reflect the goal and attitude of the globalization development strategy of the Great Wall pickup truck at the current stage, that is, to fight with recognized international well-known products, find and solve problems in the strong dialogue, conquer picky users in the developed market with superb product power and high-value cost performance, and correct the name of domestic pickup truck.
At present, the Great Wall Poer has officially landed in Australia, Chile, South Africa, Iraq, Egypt, Jordan, Russia and other countries, with a comprehensive layout of the markets on five continents. As great wall pickups continue to expand the global market, improve the degree of localization overseas and further optimize the product power, Great Wall pickups will be like a hidden dragon into the sea in the overseas market with superior policy environment in the future, and the global sales growth has unlimited potential.
If the Great Wall cannon can continue to cultivate products, channels and user needs in the overseas market in the future, it will be easier and faster to achieve the goal of global cumulative sales exceeding 3 million in 2025 and becoming the world’s top three pickup truck manufacturers together with Ford and Toyota by relying on excellent comprehensive competitive advantages and dual layout at home and abroad.