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GWM takes Wahs Selling Cars to the big leagues with its Fieldays Sales Stadium
GWM New Zealand took its Wahs Selling Cars platform off the screen and onto the Fieldays turf in June, turning its largest-ever site at Mystery Creek into a fully operational GWM Sales Stadium.
Half stadium, half dealership, the experience brought together 10 GWM dealerships and 17 vehicles within a space built to promote GWM and sell cars, while delivering the atmosphere of a One NZ Warriors home game.
The stadium-themed dealership featured an immersive indoor showroom opening onto a branded playing field fit with grandstands, goalposts, a jumbo screen, and live commentary. Inside saw full offices, a cafe, lounge and even team lockers on display.
The Sales Stadium also delivered a standout commercial result for GWM, becoming the brand’s strongest-performing event for vehicle sales in its 18 years in New Zealand. More than 950 Fieldays visitors also took part in the More Can Tow Challenge across the four days.
At the centre of the experience was the Cannon More Can Tow Challenge, which invited visitors to test their own pulling power against the capability of the GWM Cannon Alpha PHEV and the Warriors themselves. Daily competitions, crowd commentary and prizes turned a product demonstration into one of the event’s main spectator moments.
One NZ Warriors brand ambassador and former player Monty Betham, appearing in his role as “GWM Sales Manager”, was joined by Warriors Wellbeing Manager and fellow former player Jerry Seuseu. The Alternative Commentary Collective (ACC) also joined the pack to record their podcast live from the GWM Grandstand followed by live sporting commentary to the More Can Tow challengers.
GWM New Zealand Country Manager Cameron Thomas said the Sales Stadium shows how a strong local partnership can be carried through the entire customer experience.
“Wahs Selling Cars has given GWM a voice and personality that feels at home in New Zealand. Fieldays gave us the chance to take that idea out of campaign content and build it into the way people met the brand, the vehicles and our dealers,” said Thomas.
“The site needed to be entertaining, but it also had to work as a serious retail environment. The response across the four days showed the partnership is doing real work for GWM - bringing people in, helping them connect with the range and giving our dealers a stronger starting point for conversation. That is exactly what we mean by Go Local, Grow More.”
The Sales Stadium played an important role in GWM reaching its best-ever monthly sales performance, delivering 610 vehicles to Kiwi customers and capturing 4.7% total market share during June 2026.
