Core Viewpoint - Great Wall Motors' Ora brand has launched the 2025 Ora Good Cat and 2025 Ora Good Cat GT Mulan Edition, aiming to enhance market share through competitive pricing and product upgrades [2][3]. Pricing Strategy - The starting price of the new Good Cat has been reduced by nearly 30,000 yuan, with overall pricing now below 100,000 yuan [3]. - The suggested retail price for the 2025 Ora Good Cat ranges from 83,800 to 103,800 yuan, while the GT Mulan Edition is priced between 96,800 and 106,800 yuan [2]. Sales Performance - Ora has experienced a significant decline in sales, with 2024 sales dropping to 63,300 units, a year-on-year decrease of 41.69% [3]. - In May 2025, sales fell to 1,961 units, down 67.34% year-on-year, with cumulative sales from January to May at 11,000 units, a decline of 58.69% [3]. Management Changes - Great Wall Motors appointed Lv Wenbin as the new general manager of the Ora brand to oversee strategic planning, product layout, marketing, and user operations [3][4]. Product Development - Ora has not launched new products for over two years but plans to introduce two significant new models for the global market in the second half of 2023, with a development cost of 1 billion yuan [4]. Product Upgrades - The new Good Cat models feature upgrades in intelligence and power systems, including the latest Coffee OS 3 and enhanced parking assistance systems [5]. - The new models have a CLTC range of 430 km, except for the 401 km classic version [5]. Strategic Positioning - Ora will continue to focus on pure electric vehicles, aligning with national carbon reduction strategies and avoiding hybrid models [5]. Marketing Strategy - The marketing approach has shifted from a sole focus on female consumers to include urban white-collar workers, artistic youth, and families, aiming for broader market appeal [6]. - There are indications that Ora may re-establish independent sales channels after integrating with other Great Wall brands [6]. Historical Context - In early 2022, Ora discontinued the popular Black Cat and White Cat models due to profitability issues, despite their combined sales exceeding 173,000 units [6].
欧拉谷底求生：吕文斌临危受命 新款好猫价格下探至10万元以下