長城汽車 5 月嘅銷量數據入面，有一處令人意想唔到嘅亮點——歐拉品牌。

歐拉 5 月銷量 6018 輛，同比上升 206.88%，增速喺長城各品牌中遙遙領先。喺哈弗、坦克、長城皮卡都出現下滑嘅呢個月，只有魏牌同歐拉守得住增長，而歐拉嘅反彈尤其突出。1 至 5 月，歐拉累計銷量 15583 輛，同比上升 46.66%。

如果將時間拉返年初，彼時歐拉嘅處境並唔輕鬆。

2025 年全年，長城累計銷量 132.37 萬輛，各大品牌基本都喺增長，只有歐拉跌咗 23.68%，全年銷量縮至 4.83 萬輛。當時好多人覺得，歐拉可能就係咁慢慢被邊緣化咗。

進入 2026 年，情況一度更差。1 月歐拉只賣咗 2057 輛，同比下降 6.2%，依舊係集團入面唯一下滑嘅品牌。2 月更加跌到 1263 輛，差唔到冰點。

轉機出現喺 3 月。

2026 年 3 月 12 日，歐拉 5 喺泰國曼谷完成全球首發。佢基於長城全新嘅「歸元」平台打造，呢個平台最大嘅特點，係可以同時支持純電、混合動同燃油等多種動力形式。對於一個原本堅持「純電到底」嘅細細個汽車品牌嚟講，呢一步行起嚟唔算容易，但事後睇，都係好實際嘅一步。

4 月 25 日，歐拉 5 混合動力版同燃油版喺北京國際車展正式上市。5 月，三個動力版本一齊发力，歐拉品牌銷量由年初嘅 2000 輛級別，一路上升到 6018 輛。

與其話係市場鍾意，不如話係歐拉終於搵到更貼近用戶嘅方式。

2026 年嘅新能源市場，已經唔似前兩年咁熱烈。前 4 個月新能源乘用車整體銷量同比下跌超過 10%，尤其係 10 萬元以下嘅小型電車，跌幅接近一半。

歐拉 5 做咗三件比較實在嘅事。

第一，把選擇權交返畀用戶。純電版留俾城市通勤同政策需求，燃油版去覆蓋嗰啲充電仲唔方便嘅地方，混合動力版則用實測每百公里 3.74 公升嘅油耗，同時顧及成本同便利。三種動力，對應三種唔同嘅生活場景。而歸元平台將整車結構拆解為 49 個核心模組同 329 個共用組件，零部件通用率超過 70%，令長城能夠以相對低成本同時開發三個版本。

第二，定價比較實際。歐拉 5 燃油版建議零售價 7.98 萬元起，上市首發期間限時換新價低至 6.98 萬元起；混合動力版建議零售價 8.98 萬元起，限時換新價 7.98 萬元起；純電版指導價落喺 9.98 萬至 13.38 萬元區間。喺購置稅減半、電池漲價嘅背景下，呢個價格卡咗好多家庭買車時最敏感嗰個區間。

安全冇妥協。歐拉 5 全係採用籠式車身結構同五重電池安全防護系統。長城汽車董事長魏建軍喺介紹歸元平台時強調，「生命第一，安全至上」係平台嘅核心理念。對於一臺細細車嚟講，呢一點好難得。

按照歐拉品牌總經理呂文斌嘅規劃，2026 年將係歐拉嘅產品大年，歐拉將保持每月一款新車嘅投放節奏，依托歸元平台，持續推出純電、混合動力、燃油多種動力版本嘅產品，同時拓展兩廂、三廂、SUV 等多種車身形態，完善產品陣列。

由目前透露嘅規劃嚟睇，歐拉 5 只係一個起點。呂文斌明確表示，歐拉 5 家族將涵蓋 A 級 SUV、A 級三廂/兩廂轎車、A+ 級 SUV、A0 級轎跑等多個細分品類，提供燃油、純電、混合動力等多種動力形式。

這意味住，歐拉正從一個「細細車品牌」向「覆蓋多個細分品類嘅品牌」轉型。歸元平台為呢種擴張提供咗技術底座——平台兼容五大動力形式，覆蓋轎車、SUV、越野 SUV、皮卡、MPV、跑車等 7 大品類，預計將推出 50 餘款全球車型。呢套平台嘅 70% 零部件通用率，令多動力、多品類嘅產品布局喺成本同效率上成為可能。

與此同時，歐拉亦喺對現有車型進行升級。呂文斌明確否定咗經典車型退出市場嘅猜測。「好貓、芭蕾貓等經典車型，依然非常受歡迎，例如芭蕾貓喺上海嘅銷量好高，大街上隨處可見。」佢表示，呢啲車型唔會停產，歐拉會持續對佢哋進行迭代升級，部分車型仲會進行動力升級，維繫經典用戶群體，同時吸引新嘅用戶。此外，2026 年歐拉品牌仲會對旗下在售車型芭蕾貓、閃電貓進行智能化升級。

喺品牌架構層面，歐拉同沙龍已完成整合，沙龍旗下車型機甲龍已入駐歐拉社區。通過雙品牌嘅深度協同，長城希望喺純電領域覆蓋更完整嘅價格區間，從歐拉主打嘅主流市場延伸到沙龍計劃嘅高端豪華市場。

歐拉嘅另一個重要戰場喺海外。

目前，歐拉 5 已經開始嚟巴西、歐洲發運，近期將陸續喺呢啲市場上市。長城汽車計劃 2026 年喺泰國市場實現 40% 嘅銷量增長，並為此追加 100 億泰銖投資，歐拉 5 正係實現呢一目標嘅關鍵車型。

按照規劃，以泰國為起點，歐拉將進一步拓展歐洲、大洋洲、中東、拉丁美洲、非洲等市場。喺長城汽車整體嘅海外佈局中，出海進度正喺加快，歐拉已經成為繼哈弗之後嘅重要增量來源。

更值得留意嘅係，歐拉對海外市場嘅理解不再停留喺「出口產品」嘅層面。品牌定位已經從「更愛女人嘅新能源汽車」轉向「全球時尚精品汽車品牌」，溝通主張升級為「活出光芒」。面向全球年輕用戶，用更開放嘅產品邏輯，去適配唔同市場嘅真實需求。

當然，冷靜嚟睇，呢個 206.88% 嘅同比上升，一部分都係因為去年同期嘅基數確實好低（1961 輛）。6018 輛嘅月銷量，相比 2021 年歐拉品牌曾經月銷過萬嘅高點，仲有距離。

另外，目前嘅增長主要靠歐拉 5 一款新車撐住。以今年前 4 個月嘅零售數據為例，歐拉 5 純電版賣出 4464 輛，好貓賣咗 2629 輛，而芭蕾貓僅賣出 4 輛。單靠一款車型帶動嘅復蘇，抗風險能力仲需要時間檢驗。但歐拉顯然已經意識到呢一點，其密集嘅產品規劃同陣列擴張，正係對呢種風險嘅主動應對。

但唔管點講，歐拉已經行走出最冷嘅冬天。喺長城整體銷量仲唔太明朗嘅呢個 5 月，歐拉用一次溫和嘅反彈，證明咗自己依然有被用戶需要嘅價值。這大概就是呢份月度成績單入面，最令人欣慰嘅一笔了。

來源：車觀察

In Great Wall Motor's May sales data, there is a surprising highlight—the Ora brand.

Ora sold 6,018 units in May, a year-over-year surge of 206.88%, leading all Great Wall brands. In a month where Haval, Tank, and Great Wall Pickup all saw declines, only Wey and Ora maintained growth, with Ora's rebound being particularly outstanding. From January to May, Ora's cumulative sales reached 15,583 units, a year-over-year increase of 46.66%.

Looking back to the beginning of the year, Ora's situation was not easy at that time.

Throughout 2025, Great Wall's cumulative sales reached 1.3237 million vehicles. Most brands grew, but Ora declined by 23.68%, with annual sales shrinking to 48,300 vehicles. At the time, many felt Ora might gradually become marginalized like this.

Entering 2026, the situation once got worse. In January, Ora sold only 2,057 units, down 6.2% year-over-year, remaining the only brand in the group to decline. February saw a drop to 1,263 units, almost hitting rock bottom.

The turning point appeared in March.

On March 12, 2026, the Ora 5 made its global premiere in Bangkok, Thailand. Built on Great Wall's new "Guiyuan" platform, this platform's biggest feature is supporting pure electric, hybrid, and fuel power forms simultaneously. For a small car brand that originally insisted on "pure electric all the way," this step was not easy, but in hindsight, it was quite a pragmatic move.

On April 25, the Ora 5 Hybrid and Fuel versions were officially launched at the Beijing Auto Show. In May, all three power versions worked together. Ora's brand sales rose from around 2,000 units at the beginning of the year to 6,018 units in May.

It is less about market preference and more that Ora finally found a way closer to users.

In the 2026 new energy market, it is not as hot as the previous two years. Overall new energy passenger vehicle sales for the first four months declined over 10% year-over-year, especially small electric cars below 100,000 yuan, where the decline was close to half.

Ora 5 did three relatively solid things.

First, returning the choice to users. The pure electric version is left for city commuting and policy needs. The fuel version covers areas where charging is not convenient. The hybrid version balances cost and convenience with a tested 3.74 liters per 100 km fuel consumption. Three power forms correspond to three different life scenarios. The Guiyuan platform disassembles the vehicle structure into 49 core modules and 329 shared components, with a part commonality rate exceeding 70%, allowing Great Wall to develop three versions simultaneously at a relatively low cost.

Second, pricing is relatively pragmatic. Ora 5 Fuel version suggested retail price starts at 79,800 yuan, limited-time new swap price starts at 69,800 yuan during launch; Hybrid version suggested retail price starts at 89,800 yuan, limited-time new swap price starts at 79,800 yuan; Pure electric version guidance price falls in the 99,800 to 133,800 yuan range. Under the background of purchase tax halved and battery prices rising, this price points to the most sensitive interval for many families buying cars.

Safety was not compromised. Ora 5 all models adopt cage body structure and five-layer battery safety protection system. Great Wall Motor Chairman Wei Jianjun emphasized in introducing the Guiyuan platform that "Life First, Safety Supreme" is the platform's core philosophy. For a small car, this is quite rare.

According to the plan of Ora Brand General Manager Lu Wenbin, 2026 will be Ora's product year. Ora will maintain a pace of launching one new car per month. Relying on the Guiyuan platform, it will continue to launch products with multiple power versions like pure electric, hybrid, and fuel. It will also expand to various body forms such as Hatchbacks and Sedans and SUVs, perfecting the product matrix.

From the revealed plans so far, the Ora 5 is just a starting point. Lu Wenbin explicitly stated that the Ora 5 Family will cover multiple niche categories including A-segment SUV, A-segment Sedan/Hatchback, A+ segment SUV, A0 segment Coupe, providing multiple power forms like fuel, pure electric, and hybrid.

This means Ora is transforming from a "small car brand" to a "brand covering multiple niche categories". The Guiyuan platform provides the technical foundation for this expansion. The platform is compatible with five power forms, covering 7 major categories including Sedan, SUV, Off-road SUV, Pickup, MPV, Sports Car, etc. It is expected to launch over 50 global models. This platform's 70% part commonality rate makes multi-power, multi-category product layout possible in terms of cost and efficiency.

At the same time, Ora is also upgrading existing models. Lu Wenbin explicitly denied rumors of classic models exiting the market. "Good Cat, Ballet Cat and other classic models remain very popular. For example, Ballet Cat sells very well in Shanghai, and can be seen everywhere on the streets." He stated that these models will not stop production. Ora will continue to iteratively upgrade them. Some models will also undergo power upgrades, maintaining the classic user base while attracting new users. Additionally, in 2026, the Ora brand will also undergo intelligent upgrades for its on-sale models Ballet Cat and Flash Cat.

In terms of brand architecture, Ora and Salon have completed integration, and Salon's model Mech Dragon has moved into the Ora community. Through deep collaboration of the dual brands, Great Wall hopes to cover a more complete price range in the pure electric field, extending from Ora's mainstream market to Salon's planned high-end luxury market.

Ora's other important battlefield is overseas.

Currently, the Ora 5 has started shipping to Brazil and Europe, and will be launched in these markets successively in the near future. Great Wall Motor plans to achieve 40% sales growth in the Thai market in 2026, and has added 10 billion Thai Baht investment for this purpose. The Ora 5 is the key vehicle to achieve this goal.

According to the plan, starting from Thailand, Ora will further expand to Europe, Oceania, Middle East, Latin America, Africa and other markets. In Great Wall Motor's overall overseas layout, the overseas progress is accelerating, and Ora has become an important source of incremental sales after Haval.

More worth noting is that Ora's understanding of the overseas market no longer stays at the level of "exporting products". The brand positioning has shifted from "New Energy Vehicle that Loves Women More" to "Global Fashion Boutique Car Brand". Communication advocacy has been upgraded to "Live Up Your Shine". Facing global young users, adapting to the real needs of different markets with a more open product logic.

Of course, looking at it calmly, this 206.88% year-over-year growth rate is partly because the base of the same period last year was indeed low (1,961 units). A monthly sales volume of 6,018 units still has room compared to the high point when Ora brand monthly sales exceeded 10,000 in 2021.

Additionally, current growth mainly relies on one new car, the Ora 5. Taking the retail data of the first four months of this year as an example, Ora 5 Pure Electric sold 4,464 units, Good Cat sold 2,629 units, while Ballet Cat sold only 4 units. The resilience driven by a single vehicle needs time to test. But Ora has obviously realized this. Its dense product planning and matrix expansion are active responses to this risk.

But regardless, Ora has walked out of the coldest winter. In this May where Great Wall's overall sales are not yet clear, Ora proved its value of still being needed by users with a mild rebound. This is probably the most comforting item in this monthly report.

Source: Auto Observer

长城汽车5月的销量数据重，有一处让人意外的亮色——欧拉品牌。

欧拉5月销量6018辆，同比大涨206.88%，增速在长城各品牌中遥遥领先。在哈弗、坦克、长城皮卡都出现下滑的这个月，只有魏牌和欧拉守住了增长，而欧拉的反弹尤其突出。1至5月，欧拉累计销量15583辆，同比增长46.66%。

如果将时间拉回到年初，彼时欧拉的处境并不轻松。

2025年全年，长城累计销量132.37万辆，各大品牌基本都在增长，只有欧拉跌了23.68%，全年销量缩到4.83万辆。当时不少人觉得，欧拉可能就这样慢慢被边缘化了。

进入2026年，情况一度更糟。1月欧拉只卖了2057辆，同比下降6.2%，依旧是集团里唯一下滑的品牌。2月更是跌到1263辆，几乎到了冰点。

转机出现在3月。

2026年3月12日，欧拉5在泰国曼谷完成全球首发。它基于长城全新的“归元”平台打造，这个平台最大的特点，是可以同时支持纯电、混动和燃油等多种动力形式。对于一个原本坚持“纯电到底”的小车品牌来说，这一步迈得不算容易，但事后看，也是相当务实的一步。

4月25日，欧拉5混动版和燃油版在北京国际车展正式上市。5月，三个动力版本一起发力，欧拉品牌销量从年初的2000辆级别，一路上升到6018辆。

与其说是市场偏爱，不如说是欧拉终于找到了更贴近用户的方式。

2026年的新能源市场，已经没有前两年那么火热了。前4个月新能源乘用车整体销量同比下滑超过10%，尤其是10万元以下的小型电车，跌幅接近一半。

欧拉5做了三件比较实在的事。

第一，把选择权交还给用户。纯电版留给城市通勤和政策需求，燃油版去覆盖那些充电还不方便的地方，混动版则用实测百公里3.74升的油耗，同时兼顾了成本和便利。三种动力，对应三种不同的生活场景。而归元平台将整车结构拆解为49个核心模块与329个共用组件，零部件通用率超过70%，让长城能够以相对低的成本同时开发三个版本。

第二，定价比较务实。欧拉5燃油版建议零售价7.98万元起，上市首发期间限时换新价低至6.98万元起；混动版建议零售价8.98万元起，限时换新价7.98万元起；纯电版指导价落在9.98万至13.38万元区间。在购置税减半、电池涨价的背景下，这个价格卡住了很多家庭买车时最敏感的那个区间。

安全没有妥协。欧拉5全系采用笼式车身结构和五重电池安全防护系统。长城汽车董事长魏建军在介绍归元平台时强调，“生命第一，安全至上”是平台的核心理念。对于一台小车来说，这一点挺难得的。

按照欧拉品牌总经理吕文斌的规划，2026年将是欧拉的产品大年，欧拉将保持每月一款新车的投放节奏，依托归元平台，持续推出纯电、混动、燃油多种动力版本的产品，同时拓展两厢、三厢、SUV等多种车身形态，完善产品矩阵。

从目前透露的规划来看，欧拉5只是一个起点。吕文斌明确表示，欧拉5家族将涵盖A级SUV、A级三厢/两厢轿车、A+级SUV、A0级轿跑等多个细分品类，提供燃油、纯电、混动等多种动力形式。

这意味着，欧拉正在从一个“小车品牌”向“覆盖多个细分品类的品牌”转型。归元平台为这种扩张提供了技术底座——平台兼容五大动力形式，覆盖轿车、SUV、越野SUV、皮卡、MPV、跑车等7大品类，预计将推出50余款全球车型。这套平台的70%零部件通用率，让多动力、多品类的产品布局在成本和效率上成为可能。

与此同时，欧拉也在对现有车型进行升级。吕文斌明确否定了经典车型退出市场的猜测。“好猫、芭蕾猫等经典车型，依然非常受欢迎，比如芭蕾猫在上海的销量很高，大街上随处可见。”他表示，这些车型不会停产，欧拉会持续对其进行迭代升级，部分车型还会进行动力升级，维系经典用户群体，同时吸引新的用户。此外，2026年欧拉品牌还将对旗下在售车型芭蕾猫、闪电猫进行智能化升级。

在品牌架构层面，欧拉与沙龙已完成整合，沙龙旗下车型机甲龙已入驻欧拉社区。通过双品牌的深度协同，长城希望在纯电领域覆盖更完整的价格区间，从欧拉主打的主流市场延伸到沙龙计划的高端豪华市场。

欧拉的另一个重要战场在海外。

目前，欧拉5已开始向巴西、欧洲发运，近期将陆续在这些市场上市。长城汽车计划2026年在泰国市场实现40%的销量增长，并为此追加100亿泰铢投资，欧拉5正是实现这一目标的关键车型。

按照规划，以泰国为起点，欧拉将进一步拓展欧洲、大洋洲、中东、拉丁美洲、非洲等市场。在长城汽车整体的海外布局中，出海进度正在加快，欧拉已经成为继哈弗之后的重要增量来源。

更值得留意的是，欧拉对海外市场的理解不再停留在“出口产品”的层面。品牌定位已从“更爱女人的新能源汽车”转向“全球时尚精品汽车品牌”，沟通主张升级为“活出光芒”。面向全球年轻用户，用更开放的产品逻辑，去适配不同市场的真实需求。

当然，冷静下来看，这个206.88%的同比增速，一部分也是因为去年同期的基数确实很低（1961辆）。6018辆的月销量，相比2021年欧拉品牌曾经月销过万的高点，还有距离。

另外，目前的增长主要靠欧拉5一款新车撑着。以今年前4个月的零售数据为例，欧拉5纯电版卖出4464辆，好猫卖了2629辆，而芭蕾猫仅卖出4辆。单靠一款车型拉动的复苏，抗风险能力还需要时间检验。但欧拉显然已经意识到了这一点，其密集的产品规划和矩阵扩张，正是对这种风险的主动应对。

但不管怎么说，欧拉已经走出了最冷的冬天。在长城整体销量还不太明朗的这个5月，欧拉用一次温和的反弹，证明了自己依然有被用户需要的价值。这大概就是这份月度成绩单里，最让人欣慰的一笔了。

来源：车观察