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Great Wall Motor integrates ORA, SAR BEV-dedicated brands

Monika From Gasgoo| March 23 , 2023 15:00 BJT

Shanghai (Gasgoo)- On Mar. 22, Great Wall Motor (“GWM”) announced the official integration of its two new energy vehicle (NEV) brands, ORA and SAR.

The Jijialong (Mecha Dragon), the first luxury battery electric vehicle (BEV) model under SAR, has now joined the ORA community and will be displayed on the ORA App with a dedicated section coming online at the same time.

In December last year, GWM announced a reorganization of its brand structure, merging the management teams of the ORA and SAR brands, as well as the WEY and TANK brands. Upon the structure adjustment, Wen Fei, who previously only served as CEO of SAR brand, has assumed the role of CEO for both SAR and ORA.

Great Wall Motor integrates ORA, SAR BEV-dedicated brands

SAR Jijialong; photo credit: GWM

GWM expects to strengthen its overall operating efficiency and comprehensive competitiveness in the BEV field through the synergy effect of the dual-brand operation.

Prior to the brand restructuring, GWM had six brands, namely, HAVAL, GWM Pickup, WEY, TANK, ORA, and SAR, of which the latter two are dedicated to BEVs.

ORA last year ceased the production of two lower-priced BEV models, the Black Cat and the White Cat, due to the cost pressure. Currently, it has such models as the Good Cat, the Ballet Cat, and the Lightning Cat, available for sale, covering a price range of 150,000 yuan to 250,000 yuan.

As GWM's second BEV-dedicated brand, SAR unveiled the Jijialong mid-to-large coupe at the Auto Guangzhou 2021, with a price of 488,000 yuan for the limited-edition.

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