China may not be the first country that springs to mind when one thinks of pick-up trucks and SUVs, but with the emergence of the country’s dominance in the financial market it seems many of Europe’s cultural and industrial preconceptions of Beijing are going to be challenged over the coming years.

Today sees the launch of Great Wall in Northern Ireland. It is a name not too readily associated with motoring excellence in Europe, but the company has been making pickups since 1976.

And with the introduction of their new Steed pickup, it is perhaps not long before Great Wall becomes a household name. The British launch took place earlier in May of this year, with the Republic of Ireland next on the list.

It is the first Chinese branded vehicle to go on sale in these parts and the company is clearly keen to make a good impression. Prices begin at £13,998 for the Steed S model, making it a very modestly priced 4x4 as it is, while the 2 litre, 16-valve turbocharged diesel engine operating at 34 mpg means running costs won’t tug too hard on the purse strings either.

The Steed model has already shifted 700,000 units worldwide, with an export target of 40,000 for 2012. Last year saw the opening of a new manufacturing plant in the coastal port of Tianjin, 60 miles from Beijing, which will see the company’s annual production capacity expanded to 800,000 vehicles a year. It is already exporting to 120 countries internationally, including South Africa, Australia and Italy.

46 dealers have been signed up across Great Britain, while the Northern Ireland dealership has been handed to Eakin Bros in Claudy, L’Derry. Eakin expects the Steed to be popular amongst trade and recreational users, but clearly the market is agricultural use, given the vehicles capabilities.

A chunky body, muscular wheel-arches and high ground clearance promise durability, while under the galvanised steel skin the ladder-frame chassis with middle cross-members and impact-resistant rear beam offers strength and protection.

The cargo bay measures 1,380 mm x 1,460 mm x 480 mm (length, width, depth), while the vehicle offers a maximum payload capability of 1,000 kg and a 2,000 kg towing capability.

Inside, the Steed is spacious and comfortable, furnished with leather and heated seats, while techies will be pleased with the Sat Nav and USB/MP3 Bluetooth connectivity. The hard plastics may not be to everyone’s taste; some might even think it a little tacky. But the robustness of the materials will ensure a lasting durability against the punishment usually inflicted upon pickups. The spaciousness makes for great visibility; this is a vehicle which can be driven with fluidity and security.

The Steed handles well and is comfortable and pleasant to drive. Acceleration is quite slow, but no more so than should be expected for a vehicle of this style. A six-speed manual gearbox is perhaps the reason for the slightly sluggish feel when increasing speed.

Back seat passengers may experience a bit of a bumpy ride, even at 60mph, but as the key demographic seems to be off-road users and agricultural workers, this won’t cause the brand too much of a headache.

Three electronic selector buttons also provide the option of two-wheel-drive, four-wheel-drive and four-wheel-drive in low ratio when stationary.

Great Wall is a company clearly aware of the need to impress from the off-set. The Steed comes with a three-year / 60,000 mile mechanical warranty and a six year warranty on the body.

The company is also offering test drives to suit the client; delivering the car to the customer anywhere within a 20 mile radius. The Great Wall philosophy seems to argue it should be easier to buy the car than to sell it.

Considering the already-low price of the new Steed, the second-hand selling potential is also worth pointing out. It would appear value-for-money will be a key marketing tactic in the months to come, as Great Wall establishes and pushes its brand across the UK and Ireland.

(IT)