Multiple sub-brands challenge GWM

OFFERING multiple sub-brands and powertrain types is as much of a curse as it is a blessing, says GWM.

With Cannon, Haval, Ora, and Tank brands offered locally, GWM’s local strategy is a complicated one that many consumers struggle to comprehend – creating a scenario where some brands lag the status quo.

In particular, GWM’s quirky Ora electric brand has been slow to launch, despite continued discounting and generous after-sales support.

When viewed against rival battery electric vehicles the Ora range is one that has largely missed the mark, a situation GWM Australia and New Zealand chief operating officer John Kett says the brand is aware of, insisting the strategy is one that will make more sense as tighter emissions regulations take hold.

“We see the real challenge that we have first is the GWM master brand – under that is GWM utility vehicles (Cannon), Tank, Haval, and then Ora – and within that are different powertrain or fuel-type line-ups,” he detailed.

“We are leading with PHEVs. For us, we are trying to make sure that we can launch leading-edge technology, that’s the focus for us.

“As we get towards the end of this year, you’ll hear us start to talk more about our pure BEV electrification, and the role Ora will play, and the role electrification will play in some of our other products.

“So, while Ora is part of our brand portfolio, we just need to get all the pieces in place first.”

While Mr Kett would not be drawn on details of incoming all-electric models, he said Australian and New Zealand consumers could look forward to 2025 arrivals that include the Cannon Alpha PHEV and all-new Haval H6 in Q2, the Haval H7 in Q3, and new Tank 500 PHEV in Q4.

“From our perspective, we offer an incredibly accessible range of vehicles across our portfolio – especially given the variance in fuel types we have got,” he added.

“Our willingness to invest in diesel, which we are showing both in our Cannon range and now the Tank 300, is part of looking at our portfolio and seeing how best we can optimise and amend it, even in the eyes of NVES where diesel is a dirty word.

“We still feel like we can get the portfolio right. If we get the PHEV and hybrid portion right, it will open the door for more Ora (battery electric) product to come … but yes, we’ve got some work to do with Ora,” he admitted.

When asked if the federal governments New Vehicle Efficiency Standards would make any investment in diesel short-lived, Mr Kett reiterated statements in which he said GWM’s ability to offer a range of new energy vehicles would help it to continue offering fuel types critical to regional and commercial buyers.

“If NVES stays as it is in terms of its current trajectory then naturally some of these fuel types will have an end-of-life time,” he continued.

“The benefit for brands like GWM is that we have a very good mix of products that allow us to eke out every single diesel opportunity going forward – and at amazing price point – as long as we get PHEV right, and the next generation of BEV correct.

“For those brands who can’t get it right, their end of lifetime will happen earlier. So, in offering PHEV, hybrid and EV (in addition to ICE), we’re buying some time for diesel.”