Gonow

Gonow, officially Zhejiang Gonow Auto Co., Ltd., was a Chinese vehicle manufacturer based in Taizhou, Zhejiang. Established in 2003, it developed a broad range of relatively affordable vehicles spanning sport utility vehicles, vans, minivans, pickups and other light commercial vehicles. The company’s products were sold domestically under the Gonow name and, after its relationship with Guangzhou Automobile Group, were also marketed in China as GAC Gonow. In overseas markets, the simpler Gonow branding was generally retained. The company began production with the Gonow AGE and initially reported production capacity of about 60,000 vehicles. It subsequently expanded its industrial site by approximately 100 acres, investing RMB 351.5 million in the expansion and increasing stated annual capacity to 200,000 vehicles. Gonow also worked with Wuhan University of Technology and took over the construction of an automobile research and development center, reflecting the ambitions of a younger Chinese automaker seeking to move beyond basic vehicle assembly. Gonow’s portfolio was particularly oriented toward practical transportation. Its catalog included the Starry compact multipurpose vehicle, GX6 sport utility vehicle, Troy and FAN pickup or light-truck lines, Way-branded vans, and a number of other utility vehicles and passenger-oriented models. Several products were based on or visually related to established vehicle formats, including the GA6530 van, which used a Toyota HiAce H100-based architecture with a restyled front end. The range changed frequently, with many models appearing for only a few years. The company began an international expansion in the middle of the 2000s. In 2006, it entered the European Union market through a joint venture with Italian company DR Motor Company. Two sport utility vehicles were produced under license and sold under the Katay Gonow name. From 2009, Gonow vehicles were exported to Italy and registered as commercial vehicles with a gross vehicle weight of up to 3.5 tonnes. Its participation in the 2010 Ecorally San Marino–Vatican City was a notable international visibility event: an Italian Gonow team finished eighth in the FIA Alternative Energies Cup event, making Gonow the first Chinese car brand reported to score points in an FIA world championship. GAC acquired a 51 percent stake in Gonow in 2010. This investment eventually led to the company being integrated into GAC’s broader manufacturing structure. In March 2015, Gonow announced that it would focus on building Trumpchi vehicles, a decision that angered dealers. Reports described unsold Gonow vehicles and spare parts as being mortgaged to different banks, while dealers also faced concerns about after-sales support and the continued production and delivery of vehicles. In 2015, GAC announced plans to acquire the remaining 49 percent and integrate Gonow as a subsidiary. Further Gonow production and sales were expected to stop in 2016, amid unresolved aftermarket and dealer obligations. The Gonow brand was subsequently discontinued, although some model listings indicate that selected vehicles continued to appear in production or registration records beyond the main 2016 wind-down.

Zhejiang Gonow Auto Co., Ltd. was founded on 27 September 2003 in Taizhou, Zhejiang. It entered production with the Gonow AGE and initially established reported annual production capacity of 60,000 vehicles. The company occupied a large industrial campus and later expanded its grounds by approximately 100 acres. The expansion reportedly required an investment of RMB 351.5 million and raised stated annual capacity to 200,000 vehicles. Gonow also cooperated with Wuhan University of Technology and assumed construction of an automobile research and development center. From the beginning, Gonow pursued a utility-oriented product strategy. Its vehicles covered compact multipurpose cars, sport utility vehicles, vans, minivans, pickups and light trucks. The catalog included lines such as Alter, Dual Luck, Jetstar, Troy, FAN, GS-series SUVs, Saboo, Finite, Way vans and the later Starry and GX6. The company’s product range changed frequently, with numerous models introduced for limited production periods. Some models used familiar commercial-vehicle formats; the GA6530, for example, was based on a Toyota HiAce H100 platform with a redesigned front fascia. Gonow began overseas expansion in 2006 by entering the European Union through a joint venture with DR Motor Company in Italy. Two SUV models were manufactured under license and sold as Katay Gonow Troy, Katay Gonow Victor and related derivatives. From 2009 onward, Gonow vehicles were exported to Italy and registered as commercial vehicles up to 3.5 tonnes, providing the brand with a route into a regulated European market despite its limited international scale. Motorsport and alternative-energy competition provided additional exposure. On 24 October 2010, the Italian Sonia Ielo–Francesca Olivoni team using a Gonow vehicle placed eighth in the Ecorally San Marino–Vatican City of the FIA Alternative Energies Cup. This result was reported as the first occasion on which a Chinese car scored points in an FIA world championship. GAC Group acquired 51 percent of Gonow in 2010. The transaction connected Gonow with a much larger Chinese automotive group and eventually changed the company’s role from an independent vehicle manufacturer to a subsidiary within GAC’s production system. In March 2015, Gonow announced that it would focus on manufacturing Trumpchi vehicles. The move generated dealer anger because Gonow-branded stock and spare parts were reportedly subject to bank mortgages, while dealers were concerned about unsold vehicles and the reliability of future deliveries and after-sales service. In 2015, GAC stated that Gonow would be integrated into the group and that the remaining 49 percent stake would be purchased. Reports indicated that Gonow production and sales would cease in 2016 because of difficulties involving aftermarket commitments and the production or delivery of vehicles to dealers. The Gonow brand was therefore discontinued as a significant standalone marque. Some individual models have production ranges extending into 2017 in published listings, but the principal brand wind-down is associated with 2016.

• 2016

  Gonow brand discontinued

  [1]Gonowen.wikipedia.org

  Gonow production and sales were reported to halt as the business was integrated into GAC and aftermarket and dealer issues remained unresolved.

• 2015

  Strategic shift toward Trumpchi production

  [1]Gonowen.wikipedia.org

  Gonow announced that it would focus on manufacturing Trumpchi vehicles, prompting dealer objections and concerns about the treatment of Gonow inventory and support.

• 2010

  GAC takes a majority stake

  [1]Gonowen.wikipedia.org

  Guangzhou Automobile Group acquired 51 percent of Gonow.

• 2010

  FIA Alternative Energies Cup result

  [1]Gonowen.wikipedia.org

  A Gonow entry finished eighth in the Ecorally San Marino–Vatican City, earning points in the FIA Alternative Energies Cup.

• 2006

  European Union entry

  [1]Gonowen.wikipedia.org

  Gonow entered the EU through cooperation with Italy’s DR Motor Company, using the Katay Gonow brand for licensed SUV production.

• 2003

  Gonow is founded in Taizhou

  [1]Gonowen.wikipedia.org

  Zhejiang Gonow Auto Co., Ltd. was established on 27 September 2003 in Taizhou, Zhejiang.

• 2003

  Production begins with the AGE

  [1]Gonowen.wikipedia.org

  Gonow began vehicle production with the AGE and reported initial capacity of approximately 60,000 units.

An affordable Chinese vehicle brand focused on practical passenger vehicles, sport utility vehicles and light commercial transportation for domestic and selected export markets.

• Passenger vehicle · 2003

  Gonow AGE

  The AGE was Gonow’s launch product and the vehicle associated with the company’s initial production program in 2003. It represented the brand’s early move into Chinese passenger-vehicle manufacturing before the portfolio expanded into utility vehicles, vans and pickups.

• Compact multipurpose vehicle · 2013

  Gonow Starry

  The Starry, also identified by the Chinese-market name Xinglang, was a compact multipurpose vehicle sold during Gonow’s later period. It formed part of the brand’s attempt to offer practical family and commercial transportation alongside its SUV and light-truck products.

• Sport utility vehicle · 2014

  Gonow GX6

  The GX6 was one of Gonow’s later SUV offerings. It broadened the brand’s passenger-oriented range at a time when Chinese manufacturers were placing greater emphasis on SUV body styles. Published model ranges place it in production from 2014 to 2016.

• Pickup and light commercial vehicle · 2005

  Gonow Troy

  The Troy family was a utility-oriented line that included the Troy 200, Troy 300 and Troy 500. These vehicles formed part of Gonow’s commercial-vehicle and pickup strategy, serving buyers seeking basic cargo and work transportation rather than premium passenger features.

• Pickup and light commercial vehicle · 2005

  Gonow FAN

  The FAN was a Gonow commercial vehicle line, also associated with the Troy 500 designation in published product lists. It illustrates the brand’s emphasis on practical work vehicles and its overlap between pickup, light-truck and commercial-transport categories.

• Van · 2010

  Gonow Way

  The Way family included the standard Way, Way L and Way CL, also associated with the GA6380 and Xingwang names. These vans were aimed at affordable passenger and small-business transport. The core Way model is listed from 2010, with derivatives appearing from 2012.

• Sport utility vehicle · 2005

  Gonow GS-series

  Gonow’s GS-series included the GS-1, GS-2, GS50 II and related Jetstar or Shuaijian designations. The series occupied the brand’s SUV and utility-vehicle space, with some variants dating back to the company’s early years and others produced during the 2010–2015 period.

• Sport utility vehicle · 2006

  Katay Gonow

  Katay Gonow was the European-market branding created through Gonow’s cooperation with DR Motor Company. The range included the Katay Gonow Troy, Victor and Victory. These vehicles were produced under license for European distribution beginning in 2006.

• Van · 2010

  Gonow GA6530

  The GA6530 was a Gonow van based on the Toyota HiAce H100 format, with a restyled front end resembling the later H200 design. It reflected Gonow’s use of familiar commercial-vehicle architectures to offer practical transport at a lower-cost market position.

• 2015

  Dealer dispute during the Gonow wind-down

  Gonow dealers reportedly reacted angrily to the company’s decision to concentrate on Trumpchi production. Reports cited unsold Gonow vehicles and spare parts being mortgaged by different banks, together with concerns about future production, deliveries and aftermarket support.

  Source

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• 2010Ecorally San Marino–Vatican City participation

  Italy · San Marino · Vatican City

  Gonow participated in the Ecorally San Marino–Vatican City through an Italian team in the FIA Alternative Energies Cup. The entry connected the brand with efficiency-focused motorsport and helped provide international visibility beyond conventional vehicle sales.

  Outcome. The Sonia Ielo–Francesca Olivoni team finished eighth, a result described as the first FIA world-championship points scored by a Chinese car brand.

  Source

• 2015

  Gonow shifts production emphasis to TrumpchiStrategy

  Background

  GAC was consolidating its manufacturing operations, while Gonow faced difficulties involving dealer inventory, parts and continuing aftermarket commitments.

  Action taken

  Gonow announced that it would focus on constructing Trumpchi vehicles rather than maintaining its previous standalone Gonow product program.

  Aftermath

  Dealers objected to the change, and reports indicated that Gonow production and sales would cease in 2016 as the company was absorbed into GAC’s structure.

  Source

• 2010

  GAC acquires 51 percent of GonowM&A

  Background

  Gonow was a growing Chinese manufacturer with a broad but relatively low-cost vehicle portfolio and developing export activity.

  Action taken

  Guangzhou Automobile Group purchased a majority stake in Gonow, beginning the company’s transition into the GAC group.

  Aftermath

  The transaction ultimately led to Gonow being integrated as a GAC subsidiary and its standalone brand being discontinued.

  Source

1. 1Gonowen.wikipedia.org