GWM has used the Melbourne Motor Show stand to put a price on the Ora 5, its new small electric SUV. Lux opens at $33,990 drive-away, Ultra steps up to $36,990 drive-away. Showroom arrival is June. At 4.47 metres long, it is roughly Toyota Corolla Cross sized, with a retro silhouette that GWM hopes will read as friendly rather than derivative.

What you actually get

A single front-mounted electric motor produces 150 kW and 260 Nm. Power comes from a 58.3 kWh lithium iron phosphate battery, which is a deliberate choice for cost and longevity over outright energy density. WLTC range is 430 km, with energy use claimed at 15.5 kWh/100 km. DC charging peaks at 120 kW for a 10 to 80 per cent top-up in 30 minutes, which is fine rather than fast.

The Ultra adds higher trim, more driver-assist content, and the typical Chinese-brand fitment of synthetic leather and a larger central screen.

Where it sits in the segment

At $33,990 drive-away, the Ora 5 Lux now claims the title of cheapest electric SUV on sale in Australia. It is $4,000 below the Chery E5 Ultimate's new drive-away price, $6,000 below a BYD Atto 3 Essential once you stamp it on the road, and $11,000 below the Geely EX5 Complete. The BYD Atto 2 is the obvious cross-shop at $31,990 plus ORCs, but on a drive-away basis the Ora 5 lands cleaner.

GWM also already has the Ora hatch on sale at $35,990 drive-away for the Lux and $38,990 for the GT, so the new SUV slots in below GWM's own existing EV. It is a sign of how quickly the small electric segment is becoming crowded with Chinese badges all targeting the same buyer.

Cartell Assessment

GWM is not pretending the Ora 5 is exciting. The pitch is unambiguously about price, range, and not having to think too hard. A 58.3 kWh LFP pack, 430 km of WLTC range, and DC charging that gets you back to 80 per cent during a long coffee covers most Australian driving without drama. The retro styling will land or it will not. Either way, the spec sheet says volume seller.

The interesting subplot is what this does to BYD. The Atto 2 has been the value play in Chinese small EVs, and now GWM has undercut it with a similarly-sized SUV body, more range, and a familiar dealer network. BYD's response will be either a price match on the Atto 2 or a faster rollout of the Atto 1 four-seater hatch, which is already AU's cheapest EV at $23,990 plus ORCs. The middle of the EV ladder is where the fighting now happens.

AU Outlook

June showroom arrival is locked. Watch for two things: first, whether GWM extends the Ora 5 to a longer-range Ultra variant later in 2026, which would create a clear ladder against the BYD Sealion 7 and Atto 3 LR. Second, whether private demand actually shows up. Drive-away pricing on its own does not move cars without showroom traffic, and Ora as a sub-brand has not yet built the awareness Haval and the broader GWM badge enjoy. If June numbers come in soft, expect a deeper marketing push by August.