Great Wall Ora's Unique Move: "One Car, Multiple Powertrains" Breaks Single-Point Competition

Great Wall Motor's Ora brand has undergone an important brand positioning change. At the launch conference for the Ora 5 on December 16, Ora brand general manager Lv Wenbin announced that the new positioning for the Ora brand is "a multi-power global fashion boutique car brand." This means that Ora will no longer be limited to a single pure electric vehicle brand but will start seeking growth in a broader market.

The newly launched Ora 5 offers five pure electric versions, with an official suggested price range of 99,800 to 133,800 yuan, and a limited-time trade-in price starting at 91,800 yuan. The vehicle is equipped with the Coffee Pilot Ultra assisted driving system featuring lidar, the Coffee OS 3 smart space system integrating AI technology, and a second-generation short blade battery with anti-compression strength twice that of national standards. Considering its official pricing, it has a certain competitive edge in the A-class pure electric SUV market.

"Euler provides true freedom of choice for everyone," said Lu Wenbin. It is understood that in addition to the pure electric version, Euler 5 also has a BEV (Battery Electric Vehicle) low profile version, ICE (Internal Combustion Engine) version, PHEV (Plug-in Hybrid Electric Vehicle) version, HEV (Hybrid Electric Vehicle) version, and right-hand drive version, targeting different regional markets globally.

The brand positioning transformation of Ora also reflects Great Wall Motor's latest product strategy. Great Wall Motor has launched a new platform for the global market, which is characterized by "one vehicle with multiple powertrains, multiple categories, and multiple postures," fully adapting to the global market. Ora 5 is the first mass-produced model from Great Wall Motor's new platform.

Great Wall Motors does this to "give users the choice." At the press conference, Chairman Wei Jianjun stated that Great Wall Motors will adhere to "technology for good" and focus on providing real value to users. He cited the example of Great Wall abandoning pop-up door handles to illustrate the company's emphasis on safety and quality. He further stated that Great Wall Motors will launch a "Car Buying Anti-Deception Guide," using plain language to break down common technical tricks and help consumers "avoid pitfalls."

In the current automotive market, there are many new energy brands defined by their power types, and Ora was once one of them. Ora originally positioned itself as a pure electric brand, and later focused on "women's cars," but has struggled to effectively break into the market over the years. This is also an important reason for Ora's renewed brand repositioning.

In the past two years, as competition in the new energy vehicle industry has intensified, many brands that originally focused solely on single pure electric power have begun to introduce more diverse types of power products, such as plug-in hybrid and extended-range hybrid vehicles. Multi-power has become a significant trend in the new energy vehicle market, which can bring broader user coverage and better meet the demands of the global market.

Ora's multi-power transition aligns with the current changes in the new energy vehicle market, but Ora's shift is more significant. It aims to achieve multi-power in the new energy sector while directly incorporating fuel vehicles, no longer distinguishing and defining the brand by power type. In the early stages of new energy vehicle development, many fuel vehicle companies rushed to transition to new energy by launching a large number of "oil-to-electric" products, while what Ora has done resembles a thorough "electric-to-oil" revolution.

Euler's transformation is not unfounded; it is based on Great Wall Motors' underlying thinking about future changes in the automotive industry, focusing on long-term essence rather than short-term trends. It is widely recognized in the industry that although the development of new energy vehicles is booming, there are few enterprises that can maintain healthy operations relying solely on new energy. On the contrary, many enterprises suffer losses, market competition intensifies, product quality issues frequently occur, and consumer interests are damaged. Great Wall Motors has always emphasized the health of the enterprise, advocating for healthy competition in the industry to achieve "value return" through multi-power, which aligns with its consistent development philosophy. More importantly, as a global automotive company, Great Wall Motors' "multi-power, multi-category, multi-attitude" approach in product offerings has almost become inevitable.

Euler Motors believes that multi-power will bring numerous benefits. The new platform features high commonality and high integration, and the layout of "cross-power, cross-category, cross-market" leads to extreme universalization of components. This can greatly enhance the research and production efficiency of the entire industry chain, and also allow consumers to experience more affordable prices and more substantial value in the process of purchasing, maintaining, and using vehicles.

Currently, Ora has entered over 50 countries and regions globally, attracting 600,000 users worldwide. By no longer focusing solely on being a pure electric brand, Ora is expected to gain more users in a broader market. In the future, Ora will also launch SUVs, sedans, and personalized multi-category, multi-style products to achieve "adaptation to global living."