Chinese automotive manufacturer Great Wall Motor (GWM) has announced its decision to market its Ora and Wey brands, introduced just months ago, under the unified name GWM in Europe starting next year. The rebranding effort aims to enhance visibility and simplify product differentiation for customers. The electric model Ora Funky Cat will be renamed GWM Ora 03, while the plug-in hybrid Wey Coffee 01 will adopt the name GWM Wey 05.
By consolidating its subsidiaries Wey and Ora into product lines under the main GWM brand, the company seeks a synergetic and efficient commercial approach, facilitating a streamlined strategy from sales through to retailers. The move also intends to offer customers better orientation based on vehicle size.
Great Wall Motor plans to expand its European model range in 2024 with the introduction of the GWM Ora 07 (formerly Ora Lightning Cat) and the GWM Wey 03 (formerly Wey Coffee 02), followed by at least one additional model in 2025.
Simultaneously, the automaker plans to expand its presence in European markets. Following the launch in Germany, the UK, Ireland, and Sweden, GWM aims to introduce its electric and plug-in hybrid vehicles in Spain, Italy, Portugal, Belgium, Luxembourg, the Netherlands, Austria, Switzerland, Denmark, Iceland, and Bulgaria through partnerships.
Thiemo Jahnke, European Brand and Marketing Director at GWM Europe, highlighted the company’s commitment to simplifying the customer experience. The “ONE GWM” approach is set to unify marketing, sales, IT, aftersales, and streamline structures, processes, and systems. The goal is to provide a straightforward, stress-free, and enjoyable ownership experience for customers.
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GWM’s move toward a more unified brand strategy aligns with its vision for a stronger brand presence, generating higher natural demand and increased resale values. The company aims to enhance its market position and customer satisfaction in the expanding European electric vehicle landscape.
In Germany, GWM initiated its market launch earlier this year with the introduction of the GWM Ora 03 (formerly Ora Funky Cat). The GWM Wey 05 (formerly Wey Coffee 01) has been available for orders in Germany since November 2022.
