The Chinese concern decided to rely on the GWM brand, and the subsidiary sub-brands Wey and Ora will become “product lines”. Rebranding will begin very soon: in January 2024. Proper names will give way to numerals; instead of promoting two brands unknown to Europeans, Great Wall will focus on one – the mother. The new strategy is called One GWM.
Chinese automakers are producing sub-brands at a tremendous speed, for example, in Russia there are as many as seven brands that are in one way or another connected with Chery – in fact, Chery, Omoda, Exeed, Jetour, Jaecoo, Kaiyi, and Exlantix is on the way. However, in Europe they are wary of new brands, and Great Wall has shown flexibility: the independent brands Wey and Ora will be “hidden” under the wing of GWM for better recognition.
The Wey Coffee 01 crossover will be called the GWM Wey 05 from January, the Ora Funky Cat electric car will be renamed the GWM Ora 03, and the expected new products – Wey Latte and Ora Lightning Cat – will go on sale under the names GWM Wey 03 and GWM Ora 07, respectively. Dealers in the UK, Germany and Sweden will have to change their signs, but showrooms in Austria, Belgium, Bulgaria, Denmark, Iceland, Spain, Italy, Luxembourg, the Netherlands, Portugal and Switzerland will initially be “branded” as GWM.
The Ora brand has already appeared in Russia, and Wey will reach our country in 2024. Our new Chinese models will also be sold with numerical indexes. Belonging to Great Wall Motors is emphasized both by the official website and the GWM logo on the back.
New Chinese electric cars
