Introduction
We traveled to Guangzhou, China, to learn more about GAC Motors, their history, vehicles, technology, joint ventures, global initiatives, and their plans for the Middle East. Now back in the UAE, I can't stop talking to my colleagues, friends, and family about what I witnessed. People, it's time to change your perception of Chinese cars. Although it may seem impossible to do overnight or even with just one article, I will use my experience with GAC to shift your thinking, ultimately helping you reconsider Chinese automobiles. I hope to convey why I was so impressed and why I can't stop discussing it.
Purpose of the Article
I want to inform you that this won't be a short article, but trust me and read on; I'll do my best to make it entertaining. My goal here is to change your thoughts about Chinese cars, and you will find a question at the beginning and the same question at the end. If you arrive at a different answer or at least reconsider your thoughts, then I have succeeded in my mission!
The Central Question
So now, the question is: How likely are you to buy a Chinese car?
My Experience with GAC
During an intensive three-day trip, I learned a lot while visiting all the main facilities with the GAC team. We toured the GAC factory, walked through the entire production and testing facilities, and visited the research and development (R&D) center, GAC headquarters, and the new GAC NE factory, which exclusively produces electric and hybrid vehicles. Additionally, to give you an idea of how serious they are about expanding into the Middle East, we met with all the key executives at GAC Motors, including the president, the executive vice president, the general manager, the deputy director of public relations, the deputy sales manager, the deputy marketing manager, and the Middle East director. They addressed every question and detail or concern we had regarding their brand.
What is GAC?
GAC stands for Guangzhou Automobile Group Motor Co., which means Guangzhou Automobile Group Company. The company has only been operating in the market for 10 years. Let me tell you what they have achieved in this decade, and then you can tell me if you have heard of any car manufacturer that has expanded this rapidly.
Well-known brands such as Honda, Toyota, Mitsubishi, and FCA (Fiat Chrysler) have formed joint ventures with GAC. In other words, GAC produces specific models for these brands. Over the years, this Chinese company has manufactured highly popular models such as the Toyota Yaris, Camry, Camry Hybrid, and C-HR, along with Honda Accord, City, Jazz, and Odyssey, as well as Mitsubishi Outlander and Eclipse Cross. Interestingly, they have also produced the Jeep Compass, Renegade, and Jeep Grand Commander.
Achievements They Are Proud Of
To give you some comfort, GAC was listed in 2018 among the top 100 most valuable automotive brands in the world. It has also been ranked as the top Chinese brand in the J.D. Power Sales Satisfaction Index for two consecutive years and again as the top Chinese brand in the J.D. Power Initial Quality Study for six consecutive years.
Looking to the Future
GAC recently opened a brand-new factory dedicated to manufacturing electric vehicles, named GAC NE, where "NE" stands for New Energy.
At this plant, they build hybrid and fully electric cars like the all-electric crossover GE3 530, the "Plug-In Hybrid" GS4, and the fully electric sedan GAC Aion. There is an ultimate goal to bring the Aion to the Middle East, and we had the opportunity to drive it and learn more about it.
Although our experience with it was brief, the fully electric GAC Aion is expected to have a range of 500 kilometers and is priced at $33,000. We also shared with them our recent report on electric vehicles in the GCC in an effort to expedite matters.
GAC's Plans in the Middle East
They plan to quickly expand their range with the GA3S sedan, GS7 SUV, GS3 crossover, and GM8 van. If you want to experience one, choose from the following options:
- GA8: A full-size sedan produced by GAC, competing with the likes of Kia Cadenza, Hyundai Azera, Chevrolet Impala, and Renault Talisman in both Saudi Arabia and the UAE. The car is available in several special editions, with a fully loaded version priced at AED 102,900 or financing options starting from AED 1,604 monthly.
- GS8: A mid-size crossover and the largest model in the Middle East lineup. Designed by former Mercedes-Benz designer Van Chang, it starts at AED 104,900 in the UAE. The vehicle competes with the Chevrolet Traverse, Mitsubishi Pajero, and Kia Sorento. It can be obtained with installments starting at AED 1,635 monthly.
- GS4: After its debut at the Shanghai International Auto Show in 2015, the GAC GS4 is built on the same chassis as the GA3 sedan and starts at AED 70,900. As a crossover targeting young buyers, it competes with the Nissan Kicks, Hyundai Creta, Mitsubishi Eclipse Cross, and Kia Sportage. Financing options start from AED 1,105 monthly in the UAE.
Partnerships with Distributors
Who is behind this brand? I was in contact with both UAE and Saudi distributors. During this trip, I had the opportunity to meet individuals from Aljomaih Automotive Company, the official GAC distributor in Saudi Arabia. Aljomaih boasts a strong track record in the automotive trade as they are the largest distributors of General Motors vehicles in the Middle East, holding the agency for Chevrolet, GMC, and Cadillac. For the UAE, we have another major name, Gargash, responsible for the Mercedes-Benz and Alfa Romeo brands in the UAE.
The GAC Team
Companies without the people working in them are like cars without engines. While this may sound strange, I rarely see such a committed and connected team as this one, where the GAC group, its agencies, and distributors cooperate perfectly in driving the presence of Chinese brands worldwide.
Conclusion
Overall: GAC has a remarkable equation: Quality products + Technology + Vision for better mobility + Robust and reliable distributor network = A successful company. By learning from other brands that have recently launched, to strengthen its equation further, the company will need to invest in brand development and growth using the right channels to reach the right people. Right now, if you're in the market looking for a sedan, crossover, or SUV, I suggest you give these folks a chance.
Returning to the main question: How likely are you to buy a Chinese car? I would love to hear your feedback in the comments below, or you can reach out to me at [email protected].
