Words: Kyle Cassidy
Published 11 June 2026
GWM had a big presence at Fieldays this year, with a site four times as large as it was in 2025. We guess it shows their ambitions for a greater slice of the market in 2026. While GWM didn’t have anything new to present to the public, its limited edition XSR Cannon ute was out front. Which makes sense, given the rural leanings of those in attendance.
Read more – GWM unveils limited-run Cannon XSR ahead of Fieldays
Also attending for GWM were a few familiar Warrior faces from times past, the brand big on leveraging its association with the NRL franchise. There were almost as many Warriors logos as there were GWM badges.
Building on the Warriors partnership, the brand erected the “GWM Sales Stadium”, inspired by the popular “Wahs Selling Cars” campaign that has helped raise the brand’s profile across the country.
GWM also had exclusive Warriors-themed number plates up for grabs for the first six vehicles purchased during the event. You could also get limited-edition GWM gumboots and the chance to win a premium sideline experience at a Warriors home game.
Along with a large indoor showroom, there is also an outdoor demonstration area complete with a rugby league field, stadium-style seating and a giant screen. An interesting concept was people towing trucks, contestants seeing who could pull a big Cannon Alpha the furthest. There were also plenty of Arnott’s Snacks up for grabs too.
NZ Country Manager Cameron Thomas said the event represents an important opportunity for the brand to engage directly with New Zealand consumers.
“Fieldays is one of the most important events on the New Zealand calendar for us. It provides an incredible platform to connect directly with Kiwis, showcase our growing range, and continue building strong relationships through partnerships that genuinely resonate with New Zealand audiences.”
Thomas said GWM’s recent market performance demonstrates the brand’s growing acceptance among local buyers.
“To now be ranked in the top five automotive brands in New Zealand and become the leading Chinese automotive brand is a significant achievement for our team, dealer network, and customers. Fieldays is the perfect opportunity to celebrate that momentum while showing people exactly where the GWM brand is heading,” said Thomas.
