ORA Brand General Manager Lu Wenbin: Adhering to Long-termism, Vehicle Production Driven by User Needs

Image Source | ORA Official

Author | Su Peng

April 25, 2025, Beijing, 19th International Automobile Exhibition.

On the Great Wall ORA booth, a brand launch event themed "Pragmatism" is underway.

No dazzling light shows, no exaggerated parameter gimmicks, not even a flood of traffic stars to endorse — instead, a set of solid data: Great Wall ORA 5 Hybrid and Fuel versions officially launched, limited-time replacement prices starting as low as 79,800 yuan and 69,800 yuan respectively;

The ORA 5 Hybrid underwent a long-distance real-road test covering four direct-controlled municipalities with a total mileage of 3,004 kilometers, achieving a comprehensive fuel consumption of 3.74 liters per 100 kilometers, successfully completing the Guinness World Record challenge for "Lowest fuel consumption driving a mass-produced hybrid SUV across Chinese direct-controlled municipalities";

The ORA 5 Sport debuted, with a lower body stance, exclusive sport kit, and chassis tuning from the original team of the Great Wall BMW Mini project, captivating young audiences.

This is not just a new car launch. In the current situation where the new energy vehicle industry is deeply involved in "specification involution", "range arms race", and "laboratory fuel consumption number games", ORA chose a completely different path.

The so-called "Return to Roots" means returning to the original needs of users for real travel; the so-called "Tracing Origins" relies on the Great Wall Auto Return to Origin technology platform to achieve the global R&D concept of one car with multiple powertrains, multiple stances, and multiple categories from the underlying architecture;

The so-called "Upholding Integrity" means not blindly chasing trends or hyping concepts, but persisting in satisfying real existing needs with truly crafted experiences; the so-called "Innovation" means finding the optimal solution among the three major power routes of fuel, electric, and hybrid through fourteen years of hybrid technology accumulation and the investment of over 5,000 engineers.

As ORA Brand General Manager Lu Wenbin said after the launch: "There are no standard answers for the global market, only scenario answers."

The ORA brand increasing HEV and Fuel versions is core to considering global layout and diverse domestic user needs simultaneously -- most overseas markets have imperfect charging infrastructure and high electricity prices, while domestically a large number of users still have long-distance travel anxiety, inconvenient charging, and even concerns about pure electric safety.

The multi-power layout is not to keep up with fashion, but to precisely cover the real vehicle usage scenarios of users in different circles.

These words reveal the underlying logic of ORA's strategic turnaround this time: it is not wavering on the route, but allowing users not to compromise on powertrains.

Since the brand was born in 2018, ORA has walked seven years. In these seven years, it broke through in the pure electric small car market relying on Black Cat and White Cat, and also became the "favorite" of urban women due to the Good Cat's design;

It has experienced the darkest moments of high supply chain costs and stoppage of production lines due to losses, and also welcomed the trust of nearly 600,000 global users today, with a global layout spanning over 50 countries and regions.

And today, with the heavy launch of ORA 5 multi-power versions, ORA is completing a strategic leap from a "Pure Electric Brand" to a "Global Fashion Premium Car Brand". The core of this leap is not simply adding a few new car models, but a comprehensive reconstruction from technical philosophy, product logic to user value.

The following is the Q&A record of Great Wall ORA Brand General Manager Lu Wenbin and Great Wall Auto Powertrain Chief Engineer Huang Zhenyang accepting interviews from media such as Future Auto Daily (edited):

Q: Why did ORA shift from pure electric to launching HEV hybrid versions?

Lu Wenbin: The brand increasing HEV and Fuel versions is core to considering global layout + diverse domestic user needs dual dimensions.

On one hand, ORA 5 is built based on the Great Wall Return to Origin platform, following the global R&D concept of one car with multiple powertrains, multiple stances, and multiple categories, where most overseas markets have imperfect charging infrastructure and high electricity prices, HEV and fuel models remain mainstream necessity;

On the other hand, domestically a large number of users still have long-distance travel anxiety, inconvenient charging issues, some users have concerns about pure electric safety and prefer mechanical driving quality, multi-power layout precisely covers real vehicle usage scenarios of users in different circles.

Q: Great Wall ORA 5 Hybrid 3.74L/100km fuel consumption is lower than peer competitors, but compared to industry 1L, 2L ultra-low fuel consumption data, how to prove the advancement and authenticity of this hybrid power system?

Lu Wenbin: ORA persists in pragmatic car manufacturing, does not hype data, Great Wall core values focus on contract and integrity. Some industry ultra-low fuel consumption are calculated based on specific ideal conditions, achieved through limiting conditions such as no air conditioning, constant speed driving, special tuning, not user daily real vehicle usage scenarios.

ORA 5's 3.74L/100km fuel consumption is tested according to user daily real driving habits, including normal acceleration, braking, frequent air conditioning use, and other life-like vehicle usage states, data is real and reproducible, not false marking, no playing with concepts, stands up to user long-term vehicle usage verification.

The brand increasing HEV and Fuel versions is core to considering global layout + diverse domestic user needs dual dimensions.

Huang Zhenyang: Industry professional media can calculate and verify through professional parameters such as road driving resistance, engine high-efficiency operating condition intervals. 1L, 2L ultra-low fuel consumption does not possess universality and rationality under actual civil road conditions. ORA insists on facing consumers with real operating condition data, technology is pragmatic and not exaggerated.

Q: ORA one-car-multiple-powertrains overlaps with Haval products in price and power, how do the two brands differentiate user groups?

Lu Wenbin: ORA brand core positioning is always global fashion premium cars, style is unique, design has character, users lean towards younger, highly educated; Haval focuses on mass practical economy national car models, two brand user positioning, product styles are naturally differentiated, no internal competition conflict.

Previously many ORA users, due to loving the brand styling design, urgently expected the launch of fuel and hybrid versions, multi-power layout is to respond to fan core needs.

Q: How is ORA's subsequent product planning and sports car model layout rhythm?

Lu Wenbin: The platform supports one-car-multiple-stance expansion. Currently, the booth has debuted multiple low-stance sports car models, focusing on the sporty small steel cannon style loved by young users, filling the market gap in similar trend models. Product planning rhythm is clear, 2026 to maintain monthly new product iteration speed, continuously enriching product category matrix.

ORA subsequently will not limit existing sizes, will expand product sequence upwards according to market demand, price range sets no hard upper limit, continuously attacking higher-end premium markets.

Q: Previously ORA Black Cat and White Cat halted production due to losses from high supply chain costs, now ORA 5 pricing is user-friendly, does this benefit from the Return to Origin platform significantly compressing production costs?

Lu Wenbin: ORA 5 low-price user-friendly core relies on Return to Origin platform high integration, high commonality, global scale advantages, by platform-sharing parts and sharing R&D and supply chain costs across global markets, achieving a qualitative reduction in production costs, possessing long-term healthy operational profitability, thoroughly getting rid of the previous small car loss dilemma.

Q: For multi-version models in similar price ranges, will internal customer competition occur?

Lu Wenbin: Multi-version models do not have internal friction problems, different powertrains correspond to different user demands: pure electric adapts to city short commuting, HEV adapts to long-distance anxiety-free travel, fuel satisfies people who prefer mechanical driving feel, all users' core commonality is recognizing ORA's fashion design, demand layers are clear, mutually non-conflicting.

Q: Industry competitors rely on a single blockbuster model with extreme cost-effectiveness to boost sales. ORA persists in a single platform, multi-powertrain, global long-term layout. How do you view these two development approaches?

Lu Wenbin: The core goals of the two approaches are consistent, both rely on scaling to reduce costs. The core difference lies in different coverage dimensions. Competitors are mostly single model, single powertrain, single market volume push; ORA is single platform, multi-powertrain, multi-category, global simultaneous operation, covering extreme cold, high temperature, different regulations global full condition verification, vehicle reliability, parts supply guarantee, long-term maintenance value retention advantages are more prominent.

Q: Is the long-term operating logic sustainable for profitability?

Lu Wenbin: Long-term, global scale plus high parts universality, ORA operational efficiency is stable and sustainable, able to balance user vehicle cost, after-sales maintenance convenience, and brand long-term profitability.

Q: ORA global expansion rhythm, domestic and foreign market ratio planning? Will the brand subsequently introduce larger models? Will existing Ballet Cat, Good Cat and other older models be halted and exit the market?

Lu Wenbin: ORA global expansion rhythm steadily promoted, ORA 5 Pure Electric version already launched domestically last December, Hybrid and Fuel version launched at this Beijing Auto Show, Thailand market launched in March this year, this year sequentially landing European, Brazil etc. overseas markets, vehicles already shipped preparing for launch.

Brand boundaries continuously broadened, Return to Origin platform can support hatchback, sedan, SUV, high-end models multi-category expansion, subsequently will launch large size models as needed, always forming differentiation with fashion premium positioning and Haval practical route.

Ballet Cat, Good Cat etc. hot models on sale will not be halted, market stock and user reputation are excellent, subsequently will continuously iterate and optimize according to technical planning, maintain product vitality.

Q: For domestic and global markets, which power version's sales performance will be better?

Lu Wenbin: Domestically, new energy is a long-term mainstream trend. With policy adjustments, the HEV hybrid market increment will rapidly climb, and fuel models will maintain a stable basic platform. Overseas markets, HEV and Fuel versions remain the sales main force in the short term. ORA full series models, regardless of power version, will all leverage product strength to meet different needs and focus efforts comprehensively.

Q: How does ORA strengthen model personality characteristics, balancing personalized customization with scale costs?

Lu Wenbin: Regarding personalized creation, ORA plans to launch sports, retro, outdoor and other multi-style versions. We do not offer individual ultimate customization (to avoid after-sales maintenance, parts supply, and vehicle reliability risks), adopting a model of small-batch detailed co-creation + official modification cooperation + original car expansion interface reservation. This balances user personalization needs with the stability, reliability, and cost controllability of mass production.

At the same time, ORA 5 full series is equipped with LiDAR and urban NOA intelligent driving. The ORA 5 Hybrid and Fuel versions will soon launch the "Coffee Pilot 3 Advanced Driver Assistance Technology Package" as an option (specific time subject to official announcement). It is unique in its class. It supports young users' core needs with intelligent technology, strengthening the fashion-tech brand tag. Personalization and fashion taste are already necessities for young users' car purchases. ORA will long-term persist in its premium fashion positioning and continuously iterate and upgrade.