Great Wall’s ORA Brand Undergoes Major Strategy Revamp: Independent Channel Relaunch + Four New Models Planned

From channel rebuilding to product lineup expansion, from leadership reshuffles to brand repositioning—ORA’s transformation is unfolding across all fronts.

Great Wall Motors is planning a major strategic overhaul for its new energy brand ORA. According to insiders, the company will reestablish independent sales channels for ORA and has outlined four new vehicle models, including the brand’s first attempts at an SUV and a pickup truck.

Launched in 2018, ORA was once a pioneer in Great Wall Motors’ new energy transition, achieving an annual sales record of 135,000 units in 2021 with small electric vehicles like the Black Cat and White Cat.

However, after discontinuing its main models and facing setbacks in its premiumization efforts, ORA has seen sales decline for 14 consecutive months, with recent monthly sales hovering around just 1,000 units. In February this year, Great Wall Motors even merged ORA’s sales and after-sales channels into the Haval system, leading to speculation that the company might gradually phase out this marginalized brand.

Yet, a series of recent moves by Great Wall Motors indicate that ORA is not being abandoned.

On June 20, ORA announced a new personnel appointment—Lv Wenbin, former Haval brand technology general manager, officially took over as ORA brand general manager. He will oversee core operations such as strategic planning, product lineup, marketing, and user engagement for the ORA brand. Lv Wenbin is a seasoned technology executive at Great Wall Motors, and his appointment signals major upcoming changes in ORA’s products and technology.

Previously, ORA targeted the “female market,” with product designs leaning toward a cute aesthetic, as seen in models like the Ballet Cat and Lightning Cat. However, sources close to Haval dealers revealed that ORA will shift its positioning, moving away from being limited to budget vehicles and the female demographic to instead emphasize technological attributes and a more rugged style.

Despite the clear strategic direction, ORA faces formidable challenges. We will continue to monitor its performance.