Distress Rate Medial Platform
Wayyyyyy back in 2017, Great Wall Motors approached Distress Rate Media (DRM) & Graavia Media Group with a massive challenge: how to effectively launch their new SUV brand, Haval, into one of the most competitive auto markets in the world.
At the time, Chinese brands were still finding their footing. In 2017, Haval was essentially a “start-up” in the eyes of Aussies, recording just 710 sales for the entire year. To put that in perspective, the market was dominated by legacy giants, and finding an “edge” wasn’t just a goal- it was survival.
We Didn't Just Buy Media; We Lived the Brand
Looking for a competitive advantage meant everything. Our team didn’t just sit behind desks; we got behind the wheel and drove some of the very first Haval’s to arrive on Australian soil to fully understand the product we were about to take to market.
We knew that to “make noise,” we had to be smarter, not just louder.
Our team:
• Strategized a multi-channel media blitz.
• Secured premium “distress rate” placements that allowed a challenger brand to look like a market leader.
• Produced their first-ever Australian TV commercial right in the hangars of Essendon Airport.
The "Distress Rate" Result
Following the launch, Haval’s range of television, outdoor, radio, and digital commercials started popping up everywhere. To the consumer, Haval looked like a billion-dollar brand with a massive budget. In reality, they were secured in premium placements at a fraction of the standard cost.
Fast Forward to Today
The strategy worked. What started with 710 cars in 2017 has evolved into a certified Australian success story.
• Market Dominance: As of 2025, GWM (incorporating Haval) has officially cracked the Top 10 most popular car brands in Australia.
• Exponential Growth: From those humble beginnings, GWM sold over 52,000 vehicles in 2025 alone—a staggering 7,300% increase in volume since our launch phase.
• A New Standard: Models like the Haval Jolion are now consistently among the top-selling small SUVs in the country, often outperforming household names that have been here for decades.
Today, Haval is a household name in Australia. At Graavia Media Group, we are incredibly proud of the role we played in that journey. We proved that with the right "distress" strategy, a new entrant doesn't need the biggest budget to win - they just need the best timing.
Ready to be the next Chinese success story in Australia?
Connect with Graavia Media today!
