近三年未推出全新车型的长城汽车旗下欧拉品牌，近期罕见出现在工信部最新一批新车申报名单上。 根据工信部第399批新车申报目录上给出的"欧拉猫"相关参数，新车相较于欧拉旗下主销车型好猫有明 显的尺寸加长，轴距为2720毫米，是一款A级纯电动SUV，搭载来自蜂巢能源的磷酸铁锂电池。同时， 新车还有激光雷达等选装方案。 "欧拉猫"之外，欧拉品牌欲借更多新款车型重回主流市场。据欧拉品牌总经理吕文斌透露："在今年下 半年，欧拉将面向全球市场推出两款新品。"与此同时，欧拉品牌也在渠道层面进行改变。《每日经济 新闻》记者获悉，欧拉正单独建立渠道、扩大渠道招商，试图摆脱其原有的欧拉-哈弗双品牌并网销售 渠道模式。 一位长城汽车渠道招商的相关人员告诉记者："目前欧拉品牌的确正在北京、河北等20余个省市进行渠 道招商。"从欧拉正在招商城市分布来看，江苏、广州、广西、四川等南方省市是此次扩大渠道招商的 主要区域。 每经记者｜段思瑶 每经编辑｜余婷婷 再度入局A级纯电SUV市场 由于欧拉品牌目前在售的四款车型均为轿车，因而此次出现在工信部最新一批新车申报名单上的"欧拉 猫"被认为是其首款纯电SUV，然而事实却并非如此。 早在2021年 ...

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].