GWM
GWM is one of China's leading automotive manufacturers, globally recognized for its SUVs, pickup trucks and new energy vehicles under brands including Haval, Ora and Tank, entering Morocco through distribution partner Tractafric Motors.
GWM was competitive on product and price but unknown to journalists, dealers and buyers. The launch also had to carry both GWM's global positioning and Tractafric's strategic bet on the brand.
We anchored the launch in a national Casablanca press conference, targeted five media categories and secured 11 executive interviews through careful spokesperson preparation.
The Challenge
BOXCOM Africa identified three strategic challenges that shaped the PR approach:
Morocco’s automotive sector is dominated by established European and Asian brands with decades of market presence. Introducing GWM required immediate credibility, not just awareness, among journalists, dealers and consumers unfamiliar with the brand.
Automotive journalists in Morocco have specific expectations around product access, technical information and executive access. Reaching them required dedicated event logistics, press briefings and tailored media kits beyond standard press releases.
The launch was also the story of Tractafric Motors, a major African distributor staking its credibility on bringing a Chinese SUV brand to Morocco. The campaign needed to carry both stories while keeping risk alerts and crisis support ready if the early narrative shifted.
The Strategy
BOXCOM Africa designed a PR-driven market entry strategy combining a high-impact press event, precision media outreach and strategic executive visibility, with each pillar addressing a distinct credibility and awareness challenge.
BOXCOM Africa organized a national press conference as the cornerstone of the launch, handling press release writing, curating 44 journalists across automotive, business, economic and national news media, and providing direct access to vehicles, brand materials and executives.
Outreach spanned five categories: automotive, economic, national news, print and lifestyle and digital media. The campaign reached French, Arabic and English audiences and generated strong post-event coverage across social platforms and online conversations.
BOXCOM Africa coordinated 11 executive interviews, reframing the launch from a product announcement into a business narrative around long-term ambition and the Tractafric partnership.
The Results
The campaign delivered strong press and broadcast coverage across every launch dimension:
Tell us the story, the market and the timing. A senior member of the team will help identify the questions worth answering first.
3 Rue El Jihani, Quartier Racine, Casablanca, Morocco 20250
