Great Wall Motor to convert Ora and Wey to product names in Europe
With the renaming, Great Wall wants to “increase its visibility” and “make it easier for customers to differentiate between the products”. Against this background, the previous subsidiaries Wey and Ora will become product lines under the future sole main brand GWM. This should also enable partners to “pursue a synergetic and efficient commercial approach from sales through to the retailer”.
The figures are intended to provide better orientation in terms of vehicle size. In 2024, Great Wall Motor plans to further expand its model range in Europe with the GWM Ora 07 (previously known as the Ora Lightning Cat) and the GWM Wey 03 (previously known as the Wey Coffee 02), followed by at least one more model in 2025.
The number of European sales markets is also set to grow significantly from next year. After Germany, the UK, Ireland and Sweden, GWM also plans to sell its electric cars and plug-in hybrids in Spain, Italy, Portugal, Belgium, Luxembourg, the Netherlands, Austria, Switzerland, Denmark, Iceland and Bulgaria via partners.
Thiemo Jahnke, European Brand and Marketing Director at GWM Europe, comments: “Buying, owning, and driving a GWM car will be as straightforward, stress-free, and uncomplicated as never before. Together with our partners, we are working on a range of services, products, and offers across the entire customer journey. Starting in 2024, we aim to make our customers’ experience with GWM simple and even more enjoyable.”
According to Jahnke, GWM is aiming for a unified approach in the areas of marketing, sales, IT and aftersales as well as streamlined structures, processes and systems. “‘ONE GWM’ will help us bring this promise to life, as it allows us to bundle our efforts for all our customers under one brand roof.” A stronger brand will also be able to generate higher natural demand and higher resale values.
In Germany, the launch of the GWM Ora 03 (Ora Funky Cat) at the beginning of the year marked the company’s market launch. We have already gained experience with the model and extensively described it in our driving report. Orders for the GWM Wey 05 (Wey Coffee 01) have been possible in Germany since November 2022.