Chinese truck GWM Cannon conquer the global market

Chinese automakers are gaining global recognition, with pickup trucks emerging as a key driver of export growth. China now leads as the world’s top auto exporter, where pickups play an increasingly vital role.

By adapting to diverse consumer needs, Chinese brands are challenging traditional European, American, and Japanese dominance through innovation, localized products, and competitive pricing. Notable successes include GWM’s Cannon and SAIC’s Maxus T90, which have captured leading market shares in Australia and South America, showcasing China’s expanding global pickup presence.

1.Why these two models?

Versatile Performance: The GWM Cannon serves as a true multi-role pickup, seamlessly transitioning between commercial, passenger, and off-road applications. Its adaptable design caters to diverse needs – from cargo transport to high-performance off-roading.

Advanced Engineering: A 2.0T diesel engine and ZF 8AT transmission deliver superior driving dynamics. Triple differential locks and a 5-star ANCAP safety rating reinforce its off-road prowess and crash protection.

Global Market Success: Great Wall Motors established a Thailand production base specifically for right-hand-drive models, strategically targeting Australia and New Zealand. This localized approach has propelled the Cannon to become one of Australia’s top-selling pickups.

B. High-End Breakthroughs of the Maxus T90

Power Leadership: The Maxus T90’s 2.0T twin-turbo diesel engine generates 500N·m torque, rivaling the Ford Ranger and redefining power standards for Chinese pickups.

Smart Innovation: Featuring a 12-inch touchscreen and ADAS system, the T90 delivers intelligent driving experiences that meet modern tech expectations while differentiating itself in the market.

Global Recognition: Meeting both EU and Middle Eastern standards, the T90 has successfully penetrated the demanding UK market, proving its world-class quality and paving the way for premium market expansion.

2. Market Performance: Data and Cases

GWM Cannon:

• Australia Market: In 2023, the GWM Cannon sold over 12,000 units in Australia, successfully ranking among the top 10 pickup trucks in sales, with remarkable performance.
• Saudi Arabia Market: In Saudi Arabia, the GWM Cannon has achieved a market share of 15%, making it the best-selling Chinese pickup and earning strong favor among local consumers.

Maxus T90:

• Chile Market: In its first month on sale in Chile, the Maxus T90 received over 1,000 orders. With a price roughly 30% lower than that of the Toyota Hilux, it stood out with a significant advantage in terms of value for money.
• Middle East Market: To meet the demands of the Middle East’s high-temperature desert environment, the Maxus T90 underwent targeted enhancements. Coupled with a comprehensive after-sales service network, these improvements ensure high reliability and customer satisfaction even under extreme conditions.

3. User and Media Feedback

Overseas Owner Feedback:

• “The GWM Cannon offers more features than the Toyota Hilux, yet costs 20,000 AUD less.” — Australian mining worker
• “The tech features of the T90 convinced me to choose it over the Ford Ranger.” — Procurement Manager at an agricultural company in Chile

Media Commentary:

• Drive (Australia):“The GWM Cannon has redefined what a value-for-money pickup can be. With premium features and a more accessible price, it stands out as an ideal choice for consumers.”
• Motor1 (South America):“The Maxus T90 is a successful case of Chinese brands going upmarket. It demonstrates that Chinese automakers are capable of securing a place in the global high-end pickup segment.”

4. Challenges and Future Outlook

Despite the significant achievements of the GWM Cannon and Maxus T90 in global markets, Chinese pickup brands still face considerable challenges overseas. Firstly, their brand recognition remains behind that of established players such as Toyota and Ford. Secondly, in some markets, there is still a bias against “Made in China” products—particularly in certain developed countries—where consumer trust in Chinese brands remains relatively low.However, these challenges also present substantial opportunities for Chinese brands to improve and grow. Both Great Wall Motors and SAIC Maxus have responded proactively rather than retreating. Great Wall Motors plans to expand into the North American market and is setting up a manufacturing plant in Mexico to strengthen its competitiveness on the global stage. Meanwhile, Maxus has launched the all-electric T90 EV, aiming to seize the momentum in the new energy sector and accelerate its breakthroughs in international markets.

5. Conclusion: Lessons from the Global Rise of Chinese Pickups

So, would you consider buying a Chinese pickup? Share your thoughts in the comments below—we look forward to hearing your valuable insights!