It’s brash, but there’s a lot of truth behind it. China has a huge car market that sells millions of cars per year and yet, GWM captured almost 50 percent of the pickup market there. Can they repeat that success in the Philippines? The pickup on display at their show floor was the higher end GWM Poer (pronounced as Power), while we only have the GWM Cannon in the Philippines. It's a less luxurious, more straightforward pickup truck. I drove it for a couple of weeks to know if it can stand wheel to wheel with the big boys of the Philippines.

Looking at the GWM Cannon is like going back in time. An era where the Ford Ranger Raptor didn’t exist yet. Simplicity is key in the design language of the Cannon on all angles. It has an imposing stance, no doubt about it, but it didn’t find the need to bulk up every fender and character line. It reminds me of the 2016 Toyota Hilux to be honest which is one of the most beautiful pickups ever made.

The throwback is all looks as it has contemporary functionality. The Cannon is equipped with Automatic LED headlights, Auto Folding Mirrors, and even a hydraulically-assisted tailgate.

The cabin also has a dated design. But unlike the exterior, it’s not as appealing here inside the Cannon. It looks like the old Ssangyongs I encountered when I first got into motoring in 2016. The dashboard has a clean layout, to be fair, but the buttons are really giving it the tito look. Flat buttons finished in silver, chrome linings, gloss accents, and plastic LCD screens are the main highlights here.

And just like the exterior again, GWM has mixed modern amenities here in the cabin. For starters it has Electronic Parking Brake with Auto Brake Hold—a feature that is still relatively new in the local pickup market. Its old-looking screens are a 7-inch digital gauge cluster while at the center of the dash is a 9-inch touchscreen with Apple CarPlay and Android Auto. Both front seats are power adjustable, and we have automatic climate control with rear air vents. GWM seemed to have really liked the old look with modern functionality formula here in the Cannon.

GWM’s liking for throwbacks was perhaps taken a little too far, as it trickled beyond design. The engine, for example, acts like an older turbo diesel engine. There is torque for sure in the 2.0-liter mill, but delivery is delayed. Step on the throttle and it takes a while to spool up to give you that oomph. It’s not a big thing on flat roads, but when you’re on up hills and there’s traffic, things can get a little tricky.

Efficiency isn’t on the table too. During my time with the Cannon, it only registered 6.7km/L, though that includes holiday rush hour traffic on EDSA. What’s not forgivable is the paltry 11.5 km/L on the highway, cruising at 80 km/h; a far cry from the 15km/L average of its Japanese pickup truck counterparts. Perhaps the engine should have been beefed up for a pickup of this size.

Ride comfort is also non-existent. The rear suspension is so stiff that even your front passenger will get dizzy if you’re not on asphalted roads. Yes, you read that right. The Cannon transfers all the vibrations on the road to the whole body that your passengers would want to get out fast. Going through the big ruts of Bulacan was a jumpy experience, especially for the second-row occupants, even if you slow the thing down. You know how a person’s voice shakes if they’re in a car going through major potholes? That’s the norm if you try to chat while inside the GWM Cannon even if it’s on less damaged roads.

For all its drawbacks in the engine and comfort department, the GWM Cannon made up for it in safety. One would be surprised if they find out this has a full ADAS (Advanced Driver Assist System) suite in its price point. It has 360-camera system, Automatic Emergency Braking, Adaptive Cruise Control, Cross Traffic Alert, Lane Keeping Assist, the whole shebang. That is on top of the standard bits like 4 Airbags, Hill Descent Control, Hill Start Assist, Front and Rear Sensors, Traction Control System, and Tire Pressure Monitoring System.

Doing the balancing act for this pickup is the price. The GWM Cannon SLUX 4x4 AT is priced at P 1,498,000. That’s like the entry-level automatics of other pickup trucks in the market but here, you’re getting way more than that. You have modern amenities inside the cabin and outside, despite their dated looks (which is highly subjective). Add to that the presence of ADAS and you really have a compelling package wrapped nicely with touches of slim chrome.

But is it for the family? Clearly no, have mercy on them. I’ll admit though that I get why this pickup is the way it is. The root of the GWM Cannon is utility. Someone who hauls a ton of payload on a normal day will not give a fuss about the non-existent ride comfort I talked about. Instead, they’ll appreciate that such a brute has the finesse to aid them with its safety features and interior cabin amenities. Imagine dragging cement, aggregates, or sacks of rice at the back, but in the cabin you have Spotify blaring out from your Android Auto while enjoying automatic climate control at 20 degrees Celsius. For them, at this price point, this pickup is an anomaly and a good one at that.