According to media reports, Ora Auto plans to rebuild its independent channel, with Great Wall Motors planning to launch at least four new Ora brand products. The positioning and channel strategy of these new products will differ from previous ones. Currently, Haval, Tank, and WEY are focusing on hybrid models, while Ora remains the only brand under Great Wall Motors that is solely focused on pure electric vehicles. Sources familiar with the matter revealed that Ora’s future positioning will become more unique, with an emphasis on technology and a more “hardcore” approach. Ora’s future products will continue some family design elements but will no longer focus on low-priced cars or target the female market exclusively.
As of now, Great Wall Motors and Ora Auto have not responded to the related reports.
Ora is a pure electric brand under Great Wall Motors, with current models including the Ora Good Cat, Ora Lightning Cat, and Ora Ballet Cat. The main sales come from the Ora Good Cat. Retail data shows that from January to May 2025, the Ora brand sold a total of 5,242 units, with 4,945 of those being the Ora Good Cat, while the other two models sold only a few hundred units each.
Ora is currently one of the most challenging brands for Great Wall Motors. Since its establishment in 2018, Ora has been tasked with playing a key role in Great Wall Motors’ transition to the new energy vehicle sector. Initially, Ora positioned itself as a brand “that loves women more,” precisely targeting the niche female car market. Models like the Black Cat, White Cat, and Good Cat gained popularity quickly in the 100,000 RMB electric vehicle market due to their cute designs and high cost-performance ratio. However, due to profit considerations, Great Wall Motors discontinued the Black Cat and White Cat, leaving only the Ora Good Cat. This strategy caused Ora’s sales to plummet, and the brand later launched the Ballet Cat and Lightning Cat models. Despite higher pricing, these models failed to break into the market. Since 2023, Ora has not introduced any new models, seeming to hit the pause button in the fast-developing new energy vehicle sector. Currently, only the Ora Good Cat, Ballet Cat, and Lightning Cat are available for sale, and the limited product line is struggling to meet the increasingly diversified demands of consumers.
In the context of the booming domestic new energy vehicle market, with overall sales continuing to rise, Ora’s sales performance seems out of place. Wholesale data shows that from January to May 2025, the Ora brand sold 10,625 units, a year-on-year decline of 58.69%.
It is worth mentioning that on June 20, Great Wall Motors announced that Lu Wenbin would replace Zhao Yongpo as the General Manager of the Ora brand, responsible for the overall management of Ora. It remains to be seen whether the new general manager will lead Ora to a sales explosion and restore growth in sales. “Automobile Industry Focus” will continue to monitor the situation.
