Some brands in the cheap end might chase share at any cost, but GWM’s local boss hopes all-out war won’t result.

AS influx of budget-priced electric cars increases, so might potential of a pricing war - but the sticker slashing bloodbath activity witnessed in China wouldn’t benefit anyone here.

That’s the view of Cameron Thomas, who heads GWM New Zealand, which is about to re-enter the fray with the Ora 5.

An electric single motor front-drive five-seater crossover with a range of 430 kilometres and 150kW/260Nm, it’s set to present for $39,990 in Lux and $3000 more for a higher grade Ultra.

That’s the same money it used to ask for the physically smaller Ora hatch, a now defunct budget baby with less performance and range, that established the brand on arrival three years ago.

Ora 5 is landing a month earlier than anticipated and its arrival marks the beginning of a new product push. When stickers were notified in April, GWM NZ made clear it will set the pricing tone for all Ora models here.

“I think it's going to resonate quite well, certainly at the value proposition that we put in it,” Thomas said from the brand’s stand at Fieldays, the country’s largest agricultural show, where the brand has a big presence.

A growing count of brands from China are starting to show interest in presenting sub-$40,000 electrics here.

Does that present potential for a pricing war and, if so, what chance of it becoming fierce, as has occurred in China, where cars have famously been sold at significant loss simply to establish sector dominance and market share?

GWM’s country manager agrees there is some risk of that, but hopes commonsense will prevail.

“I don't think we're quite there yet, right? So it's going to probably depend on how it sort of plays out over the next six to 12 months.

“We're not in any hurry to go into a price war. Nobody wins. I guess the customers win, which is good, but it's hard to reinvest if you're stripping out all your margin, right?

“So ultimately there's no desire to go into a price war. We don't have to.”

Additional GWM models are scheduled to arrive throughout this year and into 2027.

In addition to electric product, it also has plug-in hybrid (PHEV) offerings - including a version of the Ora 5.

Ora 5 has a 58.3kWh lithium iron phosphate (LFP) battery with cited power consumption is 15.5kWh/100km. The cited range is calibrated to the WLTC scale.

The car supports DC fast charging at up to 120kW, enabling a 30-80 percent recharge in approximately 20 minutes under optimal conditions. AC charging supports overnight replenishment. The model has vehicle-to-Load (V2L) functionality, delivering up to 6kW of external power.

Underpinning the system is GWM’s 15-in-1 intelligent electric drive architecture, integrating key hardware and software into a single unit to deliver faster response times, improved system efficiency and enhanced energy management. With energy conversion efficiency of up to 95 percent, the Ora 5 SUV reflects a highly optimised, next-generation electric drivetrain, the distributor claims.

Like the previous offer, the model continues with Porsche-esque styling cues, including water drop-inspired LED headlights.

At 4471mm in length, 1833mm width and 1641mm high, it is respectively 236mm longer, 8mm wider and 38mm taller than the Ora hatch. Wheelbase has also grown to 2720mm, an increase of 70mm.

GWM says those increases translate to stronger proportions, improved interior space - though cited boot space of 362 litres remains modest by category standard - and greater road presence.

The cabin uses GWM’s latest Coffee OS intelligent cockpit technology with a 14.6- inch central display serving as the primary interface for vehicle functions, media and navigation. The system supports advanced voice control, over-the-air updates and wireless smartphone connectivity.

Both trims are in artificial leather, Ultra has a six-way adjust powered driver’s seat, single zone climate air conditioning, power windows, wireless Apple Car Play and Android Auto adaptive cruise control with stop/go and intelligent function, 360-degree camera and keyless entry and start..

The Lux adds in a power tailgate, panoramic sunroof, auto up/down on the windows, heated power fold mirrors, dual zone air con, has heated and ventilated front seats, a wireless phone charger and adds electric adjust to the front passenger seat, albeit in four-way.

The safety element runs to seven airbags, full collision mitigation and front collision warning. It has yet to be tested by the national independent crash integrity auditor, Australasian New Car Assessment Programme.

Ora’s enthusiasm for attention-grabbing colours continues. White, green and blue exterior colour options are offered with a black interior, while black and pink exterior paint choices are linked with a cream interior.