【文/观察者网 刘怀文 编辑/高莘】近日，长城汽车举办"35周年开放日"体验活动，观察者网受邀走进保 定长城汽车总部，近距离观察长城汽车在35年间的发展历程。 35年前，长城汽车是一家仅有60余人的小厂，而如今，长城汽车已发展成拥有8.5万名员工、年销超百 万辆的大型车企，产品出口到170多个国家和地区。 2025年7月，长城汽车海外销售41088辆，同比增长7.60%，展现出强劲的国际市场竞争力。这样的成果 与长城汽车坚持研发创新、体系化产业布局，还有严格质量验证密不可分。 长城汽车的发展始终锚定自主研发。1998年，长城汽车建立首个研发中心，开启动力总成自主化道路。 至今，长城汽车研发团队规模达2.3万人，已累计申请专利近5万项，获得授权专利近3万项。 通过持续自主创新，长城汽车不断突破行业技术壁垒，打破技术垄断，已实现发动机、变速器、动力电 池等核心零部件的自主研发与制造。 长城汽车的体系化布局有效推动了技术研发的进展，提高了效率。2018年，长城汽车将旗下零部件公司 全部独立运营，并在新能源、智能化等相关技术产业加大投入。 市场化的运营策略倒逼零部件企业不断提高竞争力，至今，长城汽车旗下已有3家零部件 ...

2025年，长城汽车迎来创立35周年。 从一家仅有60余人的小厂发展成为拥有8.2万名员工、年销量超百万辆的大型车企，如今的长城汽车拥有哈弗、魏牌、坦克、欧拉、长城炮、长城灵魂摩 托六大品牌矩阵，产品出口到170多个国家和地区，不仅在中国汽车产业升级中扮演着重要角色，也是中国汽车品牌崛起走向全球汽车市场中的中坚力 量。 今年8月份，长城汽车以35周年开放日的形式展示了其技术积淀、产业链整合能力以及"以可靠为底色"的发展理念。这场开放日不仅是对企业35年发展的 回顾，更直观展现了长城汽车从单一产品出口到"研产销服"全生态出海的转型成果。截至目前，长城汽车全球销售网络覆盖170多个国家和地区，海外销 售渠道超1400家，海外累计销量突破200万辆，2024年海外销量达45万辆，全球用户规模超1500万。在长城汽车的带动下，其配套的供应链企业也具备了 向国际车企供货的能力水平。 中国汽车出口正迅速发展，已成为全球第一大汽车出口国。作为最早一批发展出口业务的车企，长城汽车的产品如今在全球多个市场热销，其发展的"生 态出海"模式正成为逆全球化背景下中国制造突围的典型样本。 以全产业链韧性重塑全球化逻辑 长城汽车董事长魏 ...

巴西总统卢拉与长城汽车巴西团队合影 长城汽车选择以巴西为战略支点，深化拉美市场布局，具有深 远的战略意义。 作者： 何义繁 封图：图片资料室 北京时间 8月16日凌晨，长城汽车巴西工厂正式竣工投产，巴西总统卢拉、副总统阿尔克明等政府要员 齐聚现场 ， 共同见证这一时刻。如此 高规格 的 活动 ， 彰显了 长城汽车对巴西当地的 积极 贡献 ， 也体现出 巴西 政府 对长城 汽车 的高度重视 和认可 。 长城汽车巴西工厂 坐落于 圣保罗州伊拉塞马波利斯， 此地原属于 戴姆勒集团，后经长城汽车收购并改造升级，如今已成为一座智能化生产基地。 该 工厂占地面积 120万平方米，建筑面积9.4万平方米，年产能为5万辆，投产后初期将聚焦生产哈弗H6系列、哈弗H9、2.4T长城炮等车型 ， 精准满 足巴西市场智能化、电动化的需求，并辐射整个拉美市场。 值得关注的是，长城汽车此次进军巴西市场 并非简单的 产能落地， 而是进行了 深度的战略布局。通过在巴西实现研发、生产、销售及服务的全链条 出海，长城汽车生动诠释了中国车企从 "走出去"迈向"扎进去"、从"汽车出海"升级为"生态出海"的重大转变。这一举措，有望重塑中国汽车在海外市 ...

Core Viewpoint - The completion and operation of Great Wall Motors' factory in Brazil marks a significant step in the company's strategy to deepen its presence in the Latin American market, leveraging advanced technology and local production capabilities to enhance competitiveness and meet local demand [1][3][7]. Group 1: Factory Overview - The Great Wall Motors factory in Brazil covers an area of 1.2 million square meters, with a building area of 94,000 square meters, featuring advanced production capabilities including hybrid and diesel vehicle manufacturing [4]. - The initial production capacity of the factory is set at 50,000 vehicles per year [4]. Group 2: Market Strategy - Great Wall Motors aims to establish a strong foothold in Brazil, which is the largest automotive market in South America, by transitioning from simple product exports to a more localized production strategy [3][6]. - The company has achieved a sales volume of 29,000 vehicles over three years since entering the Brazilian market, with a 19.8% year-on-year increase in sales in the first half of 2025, surpassing the industry average growth rate by 17 percentage points [3][6]. Group 3: Product and Technology - The initial models to be produced at the Brazilian factory include the Haval H9, 2.4T Great Wall Cannon, and Haval H6 series, with plans to introduce the WEY brand's flagship SUV [6]. - Great Wall Motors has developed a comprehensive powertrain strategy, including advanced engine technologies such as 3.0T V6, 4.0T V8 gasoline engines, and 2.4T diesel engines, along with self-developed 9AT/9HAT transmissions [6]. Group 4: Global Strategy and Localization - The establishment of the factory is part of Great Wall Motors' "new four modernizations" strategy, focusing on localization of production, business operations, brand cross-cultural integration, and supply chain security [7]. - The company has a global user base of over 15 million and has established more than 1,400 overseas sales channels, with cumulative overseas sales exceeding 2 million vehicles [8]. Group 5: Local Economic Impact - The factory's operation is expected to create over 2,000 jobs in Brazil, contributing positively to the local economy and fostering collaboration with local suppliers [11][12]. - Great Wall Motors plans to increase local procurement to 35% next year, enhancing its integration into the local supply chain [11]. Group 6: Corporate Social Responsibility - The company has been recognized as a best employer brand in Brazil, emphasizing its commitment to creating a positive work environment and promoting cultural exchange [12]. - Great Wall Motors focuses on long-term value creation, balancing short-term market performance with brand building, technological innovation, and social responsibility [12].

Core Insights - The inauguration of Great Wall Motors' factory in Brazil marks a strategic leap for the Chinese automotive industry from product export to local ecosystem establishment [2][3] - The factory, located in Iracemapolis, has an initial annual production capacity of 50,000 vehicles and will produce models such as Haval H6 GT and Haval H9 [2] - Great Wall Motors aims to become a leading brand in the Brazilian new energy vehicle market, which currently has a penetration rate of less than 10% [2][3] Company Development - Since entering the Brazilian market in 2021, Great Wall Motors has achieved annual sales of 29,000 units, ranking 14th in the market [3] - In the first half of 2025, sales reached 15,700 units, reflecting a year-on-year growth of 19.8%, surpassing the industry average growth rate of 17% [3] - The company has over 1,400 overseas sales channels and has sold more than 2 million vehicles globally [3] Strategic Initiatives - Great Wall Motors is implementing a "dual-fuel" strategy, focusing on hybrid, pure electric, and hydrogen energy technologies [3] - The company has developed an "ethanol plug-in hybrid system" tailored to Brazil's flexible fuel demand, positioning itself as a rule-maker in local new energy technology standards [3] Brand Positioning - The company emphasizes a "cooperation and win-win" philosophy, avoiding cutthroat competition and enhancing the collective image of Chinese automotive brands abroad [4] - Great Wall Motors engages with local communities through sponsorships and cultural events, fostering emotional resonance with Brazilian consumers [4] - Positive consumer feedback highlights the advantages of Great Wall vehicles over competitors, particularly in terms of configuration and durability [4] Industry Outlook - The establishment of the Brazilian factory provides new prospects for Chinese automotive companies, enhancing their competitiveness in the global market [4] - The transition from product export to deep localization signifies a significant evolution in the strategy of Chinese automotive firms [4]

巴西工厂不仅引入社区合作和文化交流项目，也在努力构建跨文化的品牌认同，以提升在当地的接受度和长期稳定性。这种从产业链到社会链的深度嵌入， 正在成为中国车企海外扩张中越来越普遍的做法。 经观感知 北京时间8月16日凌晨，位于巴西圣保罗州伊拉塞马波利斯的长城汽车工厂正式竣工投产。巴西总统卢拉、副总统阿尔克明、中国驻巴西大使祝青桥及多位 巴西政府官员出席仪式，卢拉亲自在首台下线的哈弗H6 GT车身上签名。 这一仪式的政治意味十分鲜明，既是中巴产业合作深化的象征，也是中国车企在全球化进程中寻找新的战略支点的重要注脚。长城汽车进入拉美市场已有多 年，此次工厂竣工并非孤立动作，而是其在全球产业链布局中水到渠成的一环。 工厂前身为戴姆勒集团的生产基地，经长城改造升级后，具备焊接、涂装和总装等全工艺能力，年产能达5万辆。首批投产车型涵盖哈弗H6系列、哈弗H9以 及长城炮皮卡，未来将覆盖更广的产品矩阵。 相比以往依赖整车出口的模式，本地化生产显然能缩短交付周期、增强售后服务能力，同时对冲汇率和贸易壁垒风险。长城汽车总裁穆峰在竣工仪式上表 示，巴西工厂不仅服务本国市场，更将成为辐射整个拉美的战略支点，目标覆盖墨西哥、阿根廷、智利 ...

巴西工厂的竣工投产，并非简单的海外落子，而是长城汽车全球化战略"生态出海"模式的关键落点。自1997年开启出海之路以来，作为中国首批"走出去"的车企之一，长城汽车已完成从单一产 支撑这一跨越的，是长城汽车"国际新四化"战略的深度落地——以产能在地化筑牢根基，以经营本土化融入市场，以品牌跨文化打破壁垒，以供应链安全化抵御风险。在这一框架下，长城汽车实 自进入巴西市场以来，长城汽车业绩稳步攀升：三年内实现年销量2.9万辆；2025年上半年销量突破1.57万辆，同比增长19.8%，超出行业平均水平17个百分点。这份亮眼成绩为巴西工厂投产 长城汽车的"生态出海"模式，不仅有效促进了中巴汽车产业资源整合与技术协同创新，更通过创造就业、带动产业链发展，激活了当地经济活力，实现真正的互利共赢。这一模式也为更多中国汽 未来，长城汽车将以巴西工厂为战略支点，持续深化"研产供销服"一体化的"生态出海"模式，加速拓展拉美市场。同时，依托拉美市场的辐射效应，公司将进一步优化全球市场布局。这一战略 责任编辑：江钰涵 北京时间8月16日凌晨，长城汽车巴西工厂正式竣工投产。巴西总统卢拉、副总统阿尔克明、中国驻巴西大使祝青桥、巴西劳工部部长 ...

Core Insights - BYD has surpassed Tesla in sales in key European markets such as the UK and Germany, marking a significant shift in the European automotive landscape [1][2] - The overall export of Chinese automobiles, particularly electric vehicles (EVs), has seen substantial growth, with a notable increase in the export of new energy vehicles [3][4] - The strategy of Chinese automotive companies is evolving from merely exporting vehicles to establishing localized production and supply chains in foreign markets [4][5] Summary by Category Sales Performance - In April, BYD's electric vehicle sales in Europe reached 7,231 units, a 169% year-on-year increase, while Tesla's sales fell by 49% to 7,165 units [2] - In July, BYD's sales in the UK and Germany were 3,184 and 1,566 units respectively, with Germany experiencing a nearly 390% year-on-year growth [2] Export Growth - In the first half of the year, China exported 3.083 million vehicles, a 10.4% increase year-on-year, with 1.06 million of those being new energy vehicles, reflecting a 75.2% increase [1][3] - The export of new energy passenger vehicles reached 1.011 million units, up 71.3% year-on-year, with plug-in hybrids and hybrids becoming new growth points [3] Strategic Shift - Chinese automotive companies are transitioning from "going out" to "going in," focusing on local production and establishing a presence in foreign markets [4] - BYD's new factory in Brazil, with a planned capacity of 150,000 vehicles, aims to create 20,000 local jobs and foster local supply chain partnerships [4] - New entrants like XPeng and Leap Motor are also exploring localized production, with XPeng launching its first overseas production project in Indonesia [5]

Core Viewpoint - Great Wall Motors has reported its best-ever second-quarter financial results, driven by strong performance in high-end and new energy vehicles, marking a significant product cycle breakthrough [2]. Financial Performance - In Q2 2025, Great Wall Motors achieved revenue of 52.35 billion yuan, a year-on-year increase of 7.78% and a quarter-on-quarter increase of 30.81%. Net profit reached 4.58 billion yuan, up 19.46% year-on-year and 161.91% quarter-on-quarter [2]. - Vehicle deliveries reached 313,000 units, reflecting a year-on-year growth of 10.07% and a quarter-on-quarter growth of 21.87% [2]. Product Strategy - The company emphasizes "quality market share" over mere volume, focusing on high-end models to enhance brand value and technical authority [4]. - High-end models, particularly the WEY brand, have shown significant growth, with sales exceeding 10,000 units in June, a year-on-year increase of 246.95% [5]. - The average revenue per vehicle has increased from 106,400 yuan in 2021 to 167,200 yuan in Q2 2025, indicating a successful shift towards higher-priced models [5]. Technological Advancements - Great Wall Motors is enhancing its product capabilities through technological advancements, including the Hi4 technology architecture, which supports various driving scenarios [9]. - The company has established an end-to-end intelligent driving model and a new AI data system to strengthen its competitive edge in the automotive industry [9]. New Energy Transition - The company is accelerating its transition to new energy vehicles, with Q2 sales of new energy models reaching 97,900 units, a year-on-year increase of 33.7% [10]. - The WEY brand remains the main contributor to new energy sales, with a focus on user needs driving the strategy [10]. International Expansion - Great Wall Motors has seen overseas sales approach 200,000 units in the first half of the year, with Q2 sales reaching 106,800 units, reflecting a growth of over 50% in non-Russian markets [14]. - The company employs an "ecological export" strategy, establishing local production bases in countries like Thailand and Brazil to mitigate trade barriers and enhance operational efficiency [15][16].

Core Viewpoint - Great Wall Motors has reported its best-ever second-quarter financial results, driven by a new product cycle and strong performance in high-end and new energy vehicles [1][3][9] Financial Performance - In Q2 2025, Great Wall Motors achieved revenue of 52.348 billion yuan, a year-on-year increase of 7.78% and a quarter-on-quarter increase of 30.81% [1] - The net profit for the same period was 4.586 billion yuan, reflecting a year-on-year growth of 19.46% and a quarter-on-quarter growth of 161.91% [1] - Vehicle deliveries reached 313,000 units, marking a year-on-year increase of 10.07% and a quarter-on-quarter increase of 21.87% [1] Product Strategy - The company is focusing on high-end models to enhance brand value and pricing power, with the WEY brand showing significant growth [3][4] - The WEY brand's sales exceeded 10,000 units in June, a year-on-year increase of 246.95% [3] - The Tank brand has also seen substantial growth, with a quarter-on-quarter increase of 46.9% in Q2 [4] New Energy Vehicles (NEVs) - Great Wall Motors' NEV sales reached 97,900 units in Q2, a year-on-year increase of 33.7% and a quarter-on-quarter increase of 56.4% [9] - The NEV penetration rate reached 31.3%, up 5.5 percentage points year-on-year [9] - The company is committed to accelerating its transition to NEVs, with the WEY brand leading this effort [10][12] International Expansion - In H1 2025, Great Wall Motors' overseas sales approached 200,000 units, with Q2 sales reaching 106,800 units, a 50% increase in non-Russian markets [14][16] - The company has established a localized production strategy, with factories in Thailand and Brazil, enhancing its global competitiveness [15][16] - Great Wall Motors aims to build a comprehensive overseas sales network, having over 1,400 sales channels globally [16]