For the first time since entering the South African market 18 years ago, GWM has appointed a brand ambassador. The automotive brand chose influencer and lifestyle creator Grace Mondlana as its first-ever ambassador, coinciding with the highly anticipated launch of the new Haval H6.
This move signals a shift in how legacy brands are embracing influencer partnerships in 2025. Previously, GWM partnered with different creators during individual campaigns or product launches. But the decision to tie its identity to Mondlana marks a pivot toward deeper, long-term storytelling that offers continuity, resonance, and cultural credibility.
Grace’s ambassadorship was introduced through a carefully executed narrative. She announced she was selling her first car, which she had owned for just a year, a journey her audience has been part of. The announcement stirred curiosity, prompting audiences to anticipate a bigger reveal. When it was unveiled that she had stepped into the role of GWM’s new face and into the driver’s seat of a brand new Haval H6, the story felt authentic, seamless, and impactful.
Beyond the clever rollout, the partnership reflects a broader marketing reality which shows how heritage brands are increasingly using ambassadors to refresh demographics and expand into new markets. By aligning with Grace, GWM is intentionally tapping into her young, aspirational audience, a demographic that represents the next generation of car buyers. This aligns perfectly with industry-wide shifts, where brands are investing in longer, more meaningful influencer relationships to cut through fatigue and build stronger consumer trust.
For GWM, the benefits extend beyond visibility. A long-term partnership ensures that Grace’s audience follows not just a launch, but an ongoing journey, one where the Haval H6 she now drives is embedded into her lifestyle content. In an era where consumers seek relatability and authenticity, continuity is priceless.
GWM’s decision is less about just marketing a new model and more about positioning itself at the cultural center of a younger audience’s aspirations. And with Grace Mondlana as the bridge, the pivot makes perfect sense.
