The Alxa Hero Festival is often hailed as the “Mecca of Off-Road Enthusiasts,” and serves as a grand celebration of off-roading’s power, spirit, and passion. This year, a multitude of off-road fans and travelers has come together in the vast deserts of Inner Mongolia to put both their vehicles and skills to the test against some of the planet’s toughest terrains. For Great Wall Motor (GWM), the 2024 Alxa Hero Festival is more than just a date on the calendar; it’s a pivotal milestone in the company’s journey in off-road and vehicle customization. The festival highlights GWM’s decade-long dedication to developing a robust off-road customization ecosystem that resonates with millions of fans in China and beyond.
GWM’s Vision: An Ecosystem Focused on Customization
During this five-day event, the “Off-road Town” brims with laughter, excitement, and passion, all backed by significant facts that stand out.
Great Wall Motor has established itself as a leader in China’s off-road automotive sphere. With a legacy spanning over 34 years in automotive manufacturing and 21 years in off-roading, GWM excels at producing vehicles designed to tackle challenging terrains. From the original HAVAL H9 to the more recent TANK series and GWM POER, the brand has consistently expanded the limits of off-road capabilities.
This year, GWM brought its extensive lineup of off-road vehicles to the festival, including the newly launched second-generation HAVAL H9, TANK 500 Hi4-T, TANK 400 Hi4-T, TANK 300, and the 2.4-liter turbo diesel POER. The impressive display featured a convoy of over a thousand vehicles, driven by off-road aficionados from around the globe, showcasing their prowess in the shifting sands of the Alxa Desert.
At Dream Desert Park this year, it was observed that 60% of GWM vehicle owners made modifications. Beyond the exhilarating engine roars and the thrill of off-road competition at the Alxa Hero Festival, GWM is revealing a deeper initiative: a cohesive vision for the future of off-road customization. Acknowledging that modern off-road enthusiasts seek more than just powerful vehicles, GWM is creating an ecosystem that transcends traditional automotive manufacturing. The company is tapping into the growing trend of customization culture, where vehicles become personal reflections of identity and lifestyle.
Central to this vision is GWM’s focus on user-centered innovation. With over one million off-road enthusiasts, including 300,000 TANK owners, GWM recognizes that every off-road driver has unique desires. Some prioritize unmatched performance, while others wish for vehicles that mirror their personal style. To address this, GWM has formed an off-road ecosystem that allows both newcomers and seasoned drivers to customize and personalize their vehicles to suit their specific needs.
GWM’s strategy emphasizes official vehicle customization: the company employs in-house teams to create factory-modified versions of its popular models, enabling customers to enjoy performance and aesthetic enhancements without reliance on third-party services. For instance, the TANK 400 Hi4-T—launched last September—offers various custom options designed to establish it as the ultimate urban off-road SUV.
On the race tracks and in the desert, it’s easy to spot GWM vehicles with significant modifications, many of which are factory-supported. This achievement stems from robust partnerships with top-tier modification specialists, such as Yunliang Off-road and TopFire, extending its ecosystem through collaboration with third-party off-road modification brands. These partnerships provide users access to a range of performance and aesthetic upgrades, such as specialized suspension, exterior enhancements, and off-road tires. GWM’s flagship initiative for off-road customization, “TANK LIFE,” exemplifies this approach, bringing together users, workshops, and parts suppliers to cultivate an adaptable off-road modification network.
Last year, GWM raised the bar for HAVAL vehicle customization with the launch of “Mighty Mod+”, which serves as the official customization badge for HAVAL models. The event dubbed the “Boxy Mod Party” celebrated 11 custom-built HAVAL vehicles. This initiative also promoted community-driven customization through the HAVAL Color Co-creation Program, where users could suggest and vote on color options for future models.
GWM has also actively established user co-creation platforms, believing that the future of off-road modification lies in direct engagement with its large fan base. By utilizing platforms such as the GWM POER APP—home to over 1.1 million fans—the company has fostered a community-driven ethos around vehicle modification. This platform enables users to share ideas, vote on potential customizations, and engage in design competitions that can influence official product offerings. The POER Fan Alliance, featuring 31 regional clubs, provides additional support for users to collaborate on group modifications and attend off-road events collectively. GWM’s aspirations extend beyond automotive enthusiasts; the company is pursuing partnerships outside traditional automotive realms to create a cross-industry off-road lifestyle brand. Collaborations with the fashion, gaming, and extreme sports industries are setting the stage for GWM vehicles to evolve into cultural icons. For instance, partnerships with e-sports organizations have introduced custom vehicles to the gaming sector, while joint ventures with fashion brands have yielded limited-edition off-road models, targeting younger and trendier audiences.
Global Expansion of the Off-Road Ecosystem
While the Alxa Hero Festival provides a significant platform for GWM’s achievements in China, the company’s long-term ambition is to globalize its off-road customization ecosystem. With off-road markets flourishing in areas such as Southeast Asia, Australia, and the Middle East, GWM is strategically preparing to introduce its vehicles and customization options to these international markets. The launch of dedicated overseas customization service centers exemplifies this strategy. Located in key regions, these centers will extend the same customization and modification options available to Chinese customers, fostering a seamless global experience. Additionally, GWM’s commitment to making high-quality modification parts accessible worldwide ensures that international customers will have easy access to the latest performance upgrades.
The Alxa Hero Festival exemplifies GWM’s wider aspirations. Uniting off-road enthusiasts, professional drivers, aftermarket suppliers, and GWM’s vast array of products, the event highlights the brand’s spirit of collaboration. This festival, with its mix of competitive off-road races, vehicle displays, and community-oriented activities, provides a unique venue for fans and partners to connect, explore new modifications, and celebrate off-road culture.
Additionally, the Alxa Hero Festival offers a pivotal opportunity for GWM POER, the company’s leading pickup division. The high-performing POER SAHAR, which made its debut with a desert test drive, is set to transform the luxury off-road pickup market. In conjunction with the POER SAHAR, attendees will experience the capabilities of the POER lineup, which includes the Off-Road POER and more models from the “Bullet Series.” Through its “Cannon Plan,” GWM POER aims to develop a comprehensive performance pickup range that addresses the needs of both professional users and leisure enthusiasts. This initiative encompasses the mass production of base models alongside customized vehicles, which solidifies GWM POER’s leading status in the premium pickup sector.
The 2024 Alxa Hero Festival signifies a crucial chapter for GWM. The company’s aim for a global off-road customization ecosystem extends beyond a mere business plan; it embodies GWM’s conviction that off-roading transcends hobby status and represents a lifestyle. By integrating technological advancements, user involvement, and international partnerships, GWM is paving the way for a new age of off-road driving—one where every vehicle becomes a distinct representation of its driver’s identity.
As the festival concludes, it is evident that Great Wall Motor has not only established its position as a frontrunner within the Chinese off-road sector but is also making significant strides towards achieving global prominence. From the arid terrains of Alxa to the world’s highways, GWM is demonstrating that the future of off-road customization is already upon us—and it is unstoppable.
