Great Wall becomes first Chinese car brand to enter UK market
Great Wall Motor of Baoding launched UK sales in 2012 with the Steed pick-up, establishing a 40-dealer network and planning further SUV models.
Great Wall Motor, based in Baoding near Beijing, became the first major Chinese automotive brand to enter the UK market in April 2012, launching its Steed pick-up through a new network of 40 dealers. The move marked a significant step for Chinese carmakers seeking a foothold in Western Europe.
The Steed, priced from £13,998, entered the market as a double-cab pick-up aimed at both commercial and private buyers. Standard equipment included heated leather seats and air conditioning, positioning the Steed as a value-focused alternative to established Japanese and European rivals. The UK launch was supported by Great Wall Motor Company Limited, registered in Solihull, which had been incorporated in 2007 under the name Great Wall Automobiles (UK) Limited before adopting its current name in 2010.
Great Wall’s managing director for the UK, Paul Hegarty, confirmed that the company intended to expand beyond pick-ups, with the H6 SUV identified as the likely next model. The H6, an all-wheel-drive SUV powered by a 2.0-litre diesel engine, was expected to appeal to a broader customer base and compete directly with mainstream crossovers. Equipment levels were set to match or exceed those of the Steed, with features aimed at value-conscious buyers.
Dealer network and future plans
The 40-strong dealer network was established to provide sales and aftersales support nationwide, a critical factor in building consumer confidence for a new brand. Great Wall also signalled plans to follow the H6 with a smaller SUV, targeting the growing compact crossover segment. At the time, Chinese rival Geely was preparing to launch a five-door hatch and a four-door saloon in the UK by the end of 2012, indicating broader ambitions for Chinese automotive brands in Britain.
Withdrawal and return to UK market
Great Wall’s initial UK operation ended in 2016 after the Steed failed to meet Euro 6 emissions standards, making continued sales impossible under EU legislation. The company withdrew its vehicles and dealer presence, leaving a gap for several years. In 2025, Great Wall returned to the UK with the POER300 double cab pick-up, this time offering a 2.4-litre diesel engine, nine-speed automatic transmission, and full-time four-wheel drive. The POER300 was positioned as a workhorse with a 3,500kg towing capacity, 1,000kg payload, and a starting price of £31,495.
- Steed (2012–2016): Double cab pick-up, £13,998 entry price, heated leather seats, air conditioning.
- POER300 (2025–): Double cab pick-up, 2.4-litre diesel, nine-speed auto, 3,500kg towing, £31,495 entry price.
All POER300 variants are covered by a five-year, 125,000-mile warranty, and the new truck is available in three trim levels. The return reflects renewed interest in the UK pick-up sector and improved compliance with emissions standards. Great Wall’s UK presence is again supported by local company registration and a dealer network, building on the groundwork laid by the earlier Steed launch.
Chinese brands in the UK context
Great Wall’s 2012 entry paved the way for other Chinese manufacturers to target the UK, with Geely and others following suit. The company’s initial focus on value and equipment set a template for later arrivals, although regulatory compliance and brand recognition remain challenges for Chinese marques seeking lasting success in the British market.
