Expert Insights: Q&A with GWM Australia chief operating officer John Kett

ADME commentary

The ADME angle

GWM's push for a top-five sales position will likely lead to increased competition in the Australian market, particularly for other non-European brands

Market Share Shifts

GWM's plans to release a wave of new models will put pressure on other brands to respond with their own new releases or updated models, potentially leading to a surge in new inventory and increased competition for showroom traffic

Pricing and Margin Pressure

The influx of new models from GWM will also put pressure on pricing and margins, as dealers will need to be competitive to attract customers, potentially leading to thinner margins for some brands

GWM's focus on growth in the Australian market will require it to invest in marketing and lead handling, potentially setting a new standard for customer engagement and experience in the industry

Competitor Response

Other brands will need to respond to GWM's aggressive growth plans, potentially by increasing their own marketing efforts or investing in new technology to improve the customer experience, and dealers should be prepared to adapt to these changes

Dealers can prepare for the increased competition by reviewing their own inventory and pricing strategies, and considering how they can improve their customer engagement and experience to remain competitive, and one decisive action they can take this week is to review their current marketing budget and plan to ensure they are prepared to respond to GWM's growth plans