Bei Jing Shang Bao·2025-12-17 10:22Core Insights - Great Wall Motors' Ora brand has launched the new A-class pure electric SUV, Ora 5, with a retail price range of 99,800 to 133,800 yuan, and a limited-time trade-in price starting at 91,800 yuan [2] - The Ora brand, established in August 2018, targets female consumers and has previously achieved stable monthly sales of over 10,000 units in 2021, but faced challenges due to rising battery costs and market competition [2][3] - The new Ora 5 marks a strategic shift for the brand, moving away from the "cat series" naming convention and focusing on a broader market appeal [2] Market Positioning - The Ora 5 is the first SUV model for the Ora brand, entering the competitive A-class SUV market, which is favored by consumers [3] - In the first 11 months of this year, the market share for Chinese brand sedans, SUVs, and MPVs was 64%, 73.4%, and 68.6% respectively, indicating a strong preference for SUVs [3] - The Ora 5 will compete directly with popular models such as BYD Yuan UP, Galaxy E5, and BYD Song Pro DM, which dominated the sales rankings in the 80,000 to 120,000 yuan segment [3] Product Features - The Ora 5 is equipped with a 10.25-inch instrument panel and a 15.6-inch central control screen, featuring the Coffee OS vehicle system and advanced functionalities like dual-zone voice recognition and remote control via mobile apps [4] - It includes the third-generation Coffee Pilot Ultra driving assistance system, enabling urban navigation without relying on high-precision maps, which is a key selling point [4] - Currently, only the pure electric version of the Ora 5 is available, but plans for additional powertrain options are in place, indicating a shift from the brand's previous focus solely on electric vehicles [4][5] Strategic Developments - The Ora 5 is the first mass-produced vehicle from Great Wall Motors' new platform, which aims for a multi-powertrain and multi-category approach [5] - The brand has initiated independent channel recruitment, suggesting a strategic move to enhance its market presence [5]