On November 21, GWM Europe announced that will be adopting its “ONE GWM” strategy, transforming the former WEY and ORA brands into product lines within the single master brand GWM from 2024.
With its new strategy, GWM aims to maximize its brand strength and optimize its European market entry approach, which will help in increasing its visibility and allowing its partners to apply an efficient commercial approach from distribution down to dealer lever. As part of its new brand strategy, GWM has implemented a reworked numerical naming system, which will represent the vehicle’s size, making it easier for customers to distinguish between products.
According to the new strategy, the name of ORA Funky Cat will be changed to GWM ORA 03 while WEY Coffee 01 will become GWM WEY 05. In 2024, GWM intends to introduce the new GWM WEY 03 (Old name: WEY Coffee 02) and GWM ORA 07 (ORA Lightning Cat) to the European market, followed by at least one more model in 2025.
GWM Europe is addressing the “Aspiring Middle Class,” a tech-savvy and quality-focused target group seeking optimal value while not compromising on safety. Its members are curious about e-mobility yet wary of its drawbacks, and open to new brands.
In addition to its current established networks, structures, and partnerships in Germany, the UK, Ireland, Sweden, and Israel, GWM further aims to increase its presence by entering additional countries like Spain, Portugal, Belgium, Luxemburg, the Netherlands, Austria, Switzerland, Denmark, Iceland, and Bulgaria in 2024.
Based on GWM Europe press release