Alxa Hero Festival: The Alxa Hero Festival, often described as the “Mecca of Off-Road Enthusiasts,” is a celebration of the raw power, spirit, and unrelenting passion for off-roading.
This year, tens of thousands of off-road enthusiasts and visitors will converge in Inner Mongolia’s expansive deserts to put their cars and themselves to the test against some of the most difficult terrains known to man.
For Great Wall Motor (GWM), the 2024 Alxa Hero Festival is more than just another event on the calendar; it is a watershed point in the company’s off-road and customized history. This event is the pinnacle of GWM’s decade-long dedication to developing a robust off-road customizing ecosystem that resonates with its millions of followers in China and throughout the world.
GWM’ Vision: An Ecosystem Built on Customization:
During the 5 day carnival, laughters, joy and passion fill the whole “Off-road Town”. What’s behind of all of these are some facts that cannot be missed.
Great Wall Motor has long been at the forefront of China’s off-road vehicle sector. GWM, with over 34 years of automotive production expertise and 21 years of off-road history, is no stranger to designing cars capable of tackling difficult terrain.
From the introduction of the HAVAL H9 to the more recent triumph of the TANK series and GWM POER, the brand has consistently pushed the limits of what is possible in the off-road world.
This year, GWM presented its whole off-road vehicle lineup to the 2024 Alxa Hero Festival, including the newly released 2nd generation HAVAL H9, TANK 500 Hi4-T, TANK 400 Hi4-T, TANK 300, and 2.4 liter turbo diesel POER.
The brand’s enormous fleet of vehicles forms a spectacular convoy of over a thousand automobiles, driven by off-road enthusiasts from all over the world, showcasing their skill across the undulating dunes of the Alxa Desert.
At this year’s Dream Desert Park, 60% of GWM owners had made some modifications to their cars. Beyond the scream of engines and the excitement of off-road adventure at the Alxa Hero Festival, GWM is revealing something even more profound this year: a holistic vision for the future of off-road customisation.
Recognizing that contemporary off-road fans want more than simply powerful cars, GWM has created an ecosystem that extends well beyond conventional automobile manufacture. The firm is capitalizing on the worldwide trend of customizing culture, in which automobiles are more than simply ways of transportation, but also personal statements of personality and flair.
At the core of this vision is GWM’s dedication to user-centered innovation. With over a million off-road users, including 300,000 TANK owners, GWM recognizes that each off-road driver is unique. Some desire unrivaled performance, while others want their automobiles to represent their unique preferences. With this in mind, GWM has created an off-road ecosystem in which both “off-road rookies” and seasoned veterans may alter and customize their cars to suit their specific requirements.
The company’s approach is on official customization: GWM’s in-house modification teams create factory-modified versions of popular models, allowing users to experience improved performance and cosmetic enhancements without relying on third-party services. For example, the TANK 400 Hi4-T, which debuted in September, offers a variety of bespoke options aimed at making it the perfect urban off-road SUV.
GWM cars with the greatest modifications are easy to spot on racing courses and in the desert, and many of them are factory-backed. This is due to strong ties with tier one modification professionals and the expansion of its ecosystem via collaboration with third-party off-road modification companies such as Yunliang Off-road and TopFire.
These relationships provide consumers access to a wide range of performance and cosmetic improvements, including specialist suspension systems, exterior enhancements, and off-road tires. The company’s flagship brand for off-road customisation, “TANK LIFE,” is an example of such an endeavor, in which GWM works with customers, workshops, and component suppliers to create an adaptive and sustainable off-road modification network.
Last year, the introduction of the “Mighty Mod+” took HAVAL vehicle modification to the next level, and it now acts as the official customizing emblem for HAVAL models. The “Boxy Mod Party” was the debut event for 11 custom-built HAVAL models. This program also promoted community-driven customisation via the HAVAL Color Co-creation Program, which allowed users to suggest and vote on new color schemes for future models.
GWM has also aggressively established user co-creation platforms, believing that directly engaging its large fan base is the future of off-road modification. With platforms like the GWM POER APP, which has over 1.1 million admirers, the business has established a community-driven approach to vehicle customization.
This website enables users to contribute ideas, vote on new alterations, and engage in design challenges that have a direct impact on the company’s official product offerings. The POER Fan Alliance, which includes 31 regional fan groups, adds an extra layer of support, allowing users to cooperate on group modifications and attend off-road activities together.
GWM’s aim is not restricted to motor enthusiasts. The firm is forming alliances with sectors other than automotive to develop a cross-industry off-road lifestyle brand. Collaborations with the fashion, gaming, and extreme sports sectors are enabling GWM cars to become cultural icons.
For example, GWM’s collaborations with e-sports groups have resulted in unique cars for the gaming community, while joint ventures with fashion companies have resulted in limited-edition off-road models that appeal to a younger and trendier market.
Expanding the Off-Road Ecosystem Globally:
While the Alxa Hero Festival offers a grand stage for GWM’s domestic success, the company’s long-term goal is to take its off-road customization ecosystem global. With off-road markets booming in regions like Southeast Asia, Australia, and the Middle East, GWM is making strategic moves to introduce its vehicles and customization options to international markets.
The launch of dedicated overseas customization service center is one such initiative. These centers, located in key markets, will offer users the same level of customization and modification options that Chinese customers enjoy, ensuring aseamless global experience.
Furthermore, GWM’s commitment to making high-quality modification parts accessible globally ensures that international customers can easily access the latest performance enhancements and styling options.
The Alxa Hero Festival serves as a microcosm of GWM’s broader ambitions. By bringing together off-road enthusiasts, professional drivers, aftermarket suppliers, and GWM’s extensive product lineup, the event showcases the brand’s collaborative spirit.
The festival’s combination of competitive off-road races, vehicle exhibitions, and community-building activities creates an unparalleled platform for fans and partners to exchange ideas, experiment with new modifications, and celebrate the off-road culture.
The Alxa Hero Festival also provides a key moment for GWM POER, GWM’s flagship pickup brand. The high-performance POER SAHAR, making its debut with a desert test drive, is poised to redefine the luxury off-road pickup segment. Alongside the POER SAHAR, the POER family, which includes the Off-Road POER, and more “Bullet Series”, will offer festival attendees a taste of what true off-road pickups are capable of.
Through its “Cannon Plan” initiative, GWM POER is focusing on creating a full-performance pickup family that caters to both professional and recreational users. The plan includes mass production of base models and customized series vehicles, which further strengthen GWM POER’s market-leading position in the high-end pickup market.
The 2024 Alxa Hero Festival marks a defining moment for GWM. The company’s vision for a global off-road customization ecosystem is more than just a business strategy—it is a reflection of GWM’s belief that off-roading is not just a hobby, but a way of life.
By combining technological innovation, user engagement, and global collaboration, GWM is setting the stage for a new era of off-road driving, where every vehicle can be a unique expression of its driver’s personality.
As the festival draws to a close, one thing is clear: Great Wall Motor has not only solidified its place as a leader in the Chinese off-road market but is now well on its way to becoming a dominant player on the global stage. From the desert sands of Alxa to the highways of the world, GWM is proving that the future of off-road customization is here—and it’s unstoppable.
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Conclusion:
Great Wall Motor’s status as a leader in off-road and customisation has been solidified by the Alxa Hero Festival, a worldwide gathering place for off-road enthusiasts. The ecosystem of GWM, which is based on international cooperation and user-centric innovation, has made off-road driving a customized lifestyle activity.
In addition to dominating the Chinese off-road sector, GWM is positioned to take center stage on the international scene thanks to its wide range of products, committed customizing services, and active community involvement. The Alxa Hero Festival is evidence of GWM’s dedication to spearheading off-road customizing in the future, where each car is a distinctive manifestation of the enthusiasm of its owner.