Great Wall Motor (GWM) continues to elevate the user experience in Thailand, recently organizing the 3rd TANK OFF-ROAD ACADEMY event in Phuket. This initiative aims to deliver in-depth knowledge and provide an opportunity for car owners and interested individuals to test vehicle performance in real-world off-road situations. The event was held in collaboration with local partner store GWM Anuphas Phuket, ensuring close customer care. GWM is committed to driving its Experiential Marketing strategy while simultaneously strengthening the community network of TANKER users in the southern region.
Details of the off-road testing station at the simulated Chao Fah Mine track.
This practical training was held at Mine Chaofah Proving Ground, Phuket Province, an area with various simulated natural obstacles designed to allow drivers to correctly and safely learn about intelligent four-wheel drive systems and driving assistance functions. The training was divided into the following main test stations:
- Dirt Road Station: Participants practiced steering control and vehicle stability on gravel and natural stone surfaces, experimenting with intelligent driving modes suitable for low-traction conditions.
- TANK Turn function (Narrow U-turn System): This station tested mechanical technology that reduces the turning radius in confined spaces, with the system controlling brake pressure on the inner rear wheel to facilitate easy maneuvering through obstacles on narrow off-road paths.
- Alternating Pits Station: Drivers learned to control throttle timing and torque to navigate deep, alternating pits, coupled with the use of an all-around view camera system that helps drivers clearly see the surface conditions and obstacles under the vehicle.
- Incline and Decline Slope Station: This focused on techniques for correctly controlling the vehicle up and down steep hills, and experimenting with the automatic speed control system for off-road driving (Crawl Control) to enhance safety.
In addition to the simulated ground, this activity also included the Adventure Track, an on-road and off-road route in a real environment, enabling participants to apply theoretical skills and knowledge during their journey with other group members.
GWM TANK: Success and Building a User Network in Thailand
Currently, SUVs designed for adventurous lifestyles have received continuous positive feedback from Thai consumers, with over 10,000 families having already taken delivery. Mr. Wayne Zhou, Managing Director of Great Wall Motor (Thailand), stated that this project is a crucial platform for delivering comprehensive in-depth experiences beyond just the product itself, aiming to build long-term relationships and widely convey confidence derived from actual user experiences. GWM plans to continuously conduct such activities in various regions across the country, with the next station scheduled to be held in the Northeastern region.
What is Bangkok Motorhaus's perspective?
The approach of GWM's off-road training school activities is considered a precise strategy for marketing off-road vehicles and large SUVs. This is because the GWM TANK 300 2026 and GWM TANK 500 2026 vehicle families are equipped with comprehensive engineering systems and off-road driving assistance technology. In the daily lives of general users, especially for city driving, there are often no opportunities to activate these advanced functions, such as the Differential Lock system, TANK Turn, or Crawl Control. Providing a safe, simulated environment for customers to test these features helps build the perceived value of the vehicle and allows drivers to understand the true capabilities of the vehicle's mechanical systems.
A further interesting product-related point is the brand's movement towards alternative powertrains, with an increased emphasis on diesel product lines. This is a crucial strategy for adapting to the preferences of Thai consumers who primarily favor diesel-powered pickup passenger vehicles (PPVs), due to their strong low-end torque, durability in deep water crossings, and the familiarity of local maintenance garages in Thailand. Therefore, promoting off-road technology alongside building the "TANKER" community is a tactic to foster brand loyalty, helping users develop a sense of belonging and share positive experiences, which is vital for attracting new customers who remain concerned about the long-term stability of off-road drivetrains.
The next important observation is maintaining the standards of partner stores and ensuring the readiness of service centers to support these off-road vehicles after heavy use, as well as controlling the prices of specialized four-wheel drive system spare parts to be reasonable. If GWM can consistently manage after-sales service readiness alongside organizing educational activities like these, it will greatly build consumer confidence in choosing Chinese brand vehicles in this segment amidst intense competition.
