GWM’s car has just become the cheapest new electric offered in NZ - and it’ll fight to hold that status if either arch-rival counter-attacks.

HUMBLING competitor one-upmanship last month wasn’t why GWM repositioned its sole electric offer to become the country’s most affordable - but any rival seeking to price match will find the fight isn’t over.

This from a regional brand high-up who despite steering clear of fuelling notion the ‘China-pure’ makes are entering a win-at-any-cost phase of their EV price war, has nonetheless also not discounted the Ora becoming even cheaper, should any other rival price match.

While asserting “… GWM’s strategy isn’t to have the lowest priced EV in New Zealand; overall value is key and we believe that this is what GWM Ora offers”, the regional head of marketing and communication, Steve McIver, also hasn’t discounted potential for future sticker recalibration.

When asked directly if Ora price could drop again if a direct rival - that can only be MG or BYD - was to meet where it is now, McIver offered: “We of course continue to monitor market conditions continually as all brands in any industry would be expected to do.”

Also enforcing the latest pricing is not a limited-time offer, he also advised: “We review pricing on a regular basis. 

“Market conditions and wider business factors will dictate whether prices change. As this stage, the pricing … remains in place until the end of the year or until further notice.”

Historical enmity between top China’s car brands is legendary and three of the biggest with global aspiration are setting the pace in the budget end battle.

The reprice for Ora is hoped to be an ace play for the make that used to trade as Great Wall Motors. It has consistently run in third spot on sales count year-to-date. 

The vaguely VW Beetle-esque Ora it put into the fray in February has always been outpaced by the BYD Atto 3. In turn, though, both have been instantly outshot by the MG4 that went on sale from mid-August.

In September, its first full month of sales, the MG accrued 250 registrations; year-to-date to the end of last month, Ora has just 139.

A logical reason for a swift reaction? Ora’s repricing to just under $35,975 before on-roads, should it achieve the maximum Clean Car discount, announced immediately after the September data revealed. Is is thought Ora stock count in NZ at the moment is also very high.

McIver has resisted making any link.

In communication that side-skirted naming any rival, McIver offered obtuse thought, citing the sticker recalibration as being result of his brand’s intent to  deliver value through “favourable battery supply conditions” and “working the exchange rate.” 

Speculation this is a shot in a rising price war between Chinese domestic makes whose rivalry reputedly runs to outright enmity on home turf is also scotched - according to McIver, GWM feels all electrics - not just those from China - are fair game.

The re-positioning puts the base Ora Standard Range at $42,990 and a Ora Long Range at $47,990 before on-roads, a $5000 decrease over their launch prices announced in February. 

The $60,990 Ora GT is not effected, though McIver says that doesn’t mean it might not be. "We continue to monitor pricing status on that model as manufacturing and shipping becomes clearer.”

When the $7015 rebate includes, the entry Ora comfortably undercuts not only a base MG4 that had been the least expensive choice but also the lowest-priced hybrid version of the eponymous Toyota Corolla, once the country’s favourite car.

China’s car industry enjoys generous state aid and argument is that this allows them to sell products at lower prices than marques from other parts of the world. That’s become a matter subject to investigation in Europe.

Is Ora’s price strategy an example of that? Says McIver: “China is, by some considerable margin, the largest manufacturer of EV battery technology and electric vehicles in general. 

“While this is the case, economies of scale can be expected which in some circumstances will find their way to the end consumer.”

In specific respect to Ora, he said:  “Our decision to adjust pricing … is based on a number of factors including exchange rates and favourable battery supply conditions and isn’t directly related to being New Zealand’s best value EV. 

“Price is a key decision in any new car buyer’s mind and as such, we have confidence that the increased value proposition on Ora will bring more buyers to the GWM brand. 

“Offering strong value across the GWM range, along with quality product, technology and top-class safety remains an important part of GWM’s strategy.”