GWM New Zealand is proud to announce the launch of its new local marketing campaign, “Wahs Selling Cars”, marking the brand’s first locally produced retail TVC.
Created in partnership with the One New Zealand Warriors, the campaign captures the energy, passion, and cultural impact of the Warriors, bringing together automotive, sport and community, in a uniquely Kiwi way. Building on GWM’s ongoing partnership with the club, which began in 2024, the campaign represents the next evolution of a relationship that has continued to grow in scale and impact across multiple seasons.
“Wahs Selling Cars” places Warriors players front and centre, stepping off the field and into the showroom to showcase GWM’s diverse and growing vehicle lineup. Led by “Sales Manager”, former Warriors player and club ambassador Monty Betham, alongside current players Jackson Ford, Tanner Stowers-Smith and Wayde Egan, the team takes over a dealership as GWM’s newest salespeople.
With a strong focus on entertainment-led storytelling, the campaign leverages the personalities of the players to connect with audiences beyond traditional automotive advertising.
Running across broadcast, digital, social, out of home and in-dealership channels, the campaign showcases key models across GWM’s portfolio - from the impressive GWM Haval range to the versatile GWM Cannon ute lineup, and the high-tech off-road GWM Tank series. With hybrid, plug-in hybrid, EV, petrol and diesel options available, the campaign highlights the breadth of choice for Kiwi drivers.
“This campaign brings GWM’s vehicles into the heart of the Wahs phenomenon, connecting our brand with one of New Zealand’s most powerful cultural movements,” said Cameron Thomas, Country Manager - GWM New Zealand.
“The One New Zealand Warriors have an incredibly strong and loyal fanbase, and ‘Wahs Selling Cars’ gives us a fresh, authentic way to engage that audience while showcasing the breadth and capability of our lineup.”
The campaign also plays a key role in supporting GWM’s wider brand platform, “Go With More,” reinforcing the brand’s commitment to delivering more choice, more technology, and more value for Kiwi drivers.
“You can see ‘Wahs Selling Cars’ was a fun experience for everyone involved, an authentic campaign capturing and reinforcing the partnership we enjoy with each other,” said One New Zealand Warriors chief operating officer commercial and
marketing Glenn Harris.
In addition to media activity, the partnership will extend into game-day activations, dealership integrations, and key events throughout the year, creating multiple touchpoints for Kiwis to engage with GWM and the One New Zealand Warriors.
