The first GWM electric vehicle to hit Australia, the Ora hatch, will be subject to a “slow launch”.
A GWM Australia spokesperson confirmed the Ora would be gradually rolled out to help it understand the market locally, although supply can be ramped up if demand proves strong. Exact numbers haven’t been confirmed.
It’s taken a similar approach with the Tank 300 SUV.
MORE: 2023 GWM Ora first drive
“We’re trying to manage risk, we’re trying to manage expectation, we’re trying to make sure our dealers are comfortable with the level of stock that’s coming in, and we’re also trying to manage customer demand,” the spokesperson said.
Although it’s rolling out the Ora sub-brand locally, GWM forecasts its off-road oriented Tank sub-brand will be a better driver of sales growth in Australia throughout 2023.
Supply, not demand, has been a significant impediment to electric vehicle sales more broadly in Australia.
Volkswagen is still waiting for the first of its ID. electric vehicles to make it Down Under, while the likes of Kia and Hyundai have extremely limited supply of their EV products.
Electric cars with strong supply have sold well locally. The Tesla Model 3 was the third-best selling vehicle of any kind in Australia during January 2023, and currently has a delivery window of between February and May.
With solid supply in 2022, the BYD Atto 3 SUV also quickly charged up the EV sales charts in Australia and finished third behind the Tesla Model 3 and Model Y.