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Oulian is a Chinese automobile brand founded in 2003 and belonging to Zhejiang Guangma Automobile Co., Ltd. It is the first pure electric vehicle brand launched by Guangma Automobile. The brand focuses on the R&D and production of light electric micro cars, positioning itself as a "high cost-performance urban short-distance commuting tool." The name Oulian signifies "European quality standards, alliance with global technology," and the main element of its logo is an abstract English initial letter shaped like an "O."
Zhejiang Guangma Automobile Co., Ltd. is the manufacturing entity behind the Oulian brand. Established in the new urban area of Pan'an County, Zhejiang Province, in 2012, it is a new energy vehicle enterprise integrating R&D, production, and sales. The company passed the EU L7E whole-vehicle certification in 2014, the same year the Oulian brand was officially registered. The first Oulian model, the M1, went into production in July 2015. To date, the Oulian automobile brand has had only a limited production cycle. As of 2024, Zhejiang Guangma Automobile Co., Ltd. remains in active operating status, but there are no Oulian brand models currently on sale.
The history of the Oulian brand began with the establishment of its manufacturer, Zhejiang Guangma Automobile Co., Ltd. In 2012, Zhejiang Guangma Automobile Co., Ltd. was established in the new urban area of Pan'an, Zhejiang. On October 29, 2014, the company officially completed its industrial and commercial registration. That same year, Guangma Automobile passed the EU L7E whole-vehicle certification, laying the foundation for international product certification. In 2015, the Oulian M1 electric sedan was included in the Ministry of Industry and Information Technology of China (MIIT) "Demonstration Application Promotion Engineering Recommended Vehicle Catalog for Energy Saving and New Energy Vehicles" (Batch 71). In July 2015, the Oulian M1 officially went into mass production.
The period from 2015 to 2016 marked the market activity peak for the Oulian brand. The Oulian M1 held regional launch events in locations such as Xi'an, Shaanxi, and established sales channels in areas including Xi'an and Zhejiang. According to brand planning, the company intended to launch several derivative models, including the M2, M3, and small city SUVs, but none achieved mass production. Subsequently, the brand's market presence quickly faded, and public information about Oulian ceased around 2016. As of the 2020s, the Oulian brand has had no official new car launch events. Dealer websites uniformly display the status as "1 model in total, 0 on sale" or "discontinued," and some information sources explicitly mark the brand as discontinued.
The Oulian brand product line is extremely single, only launched one mass-produced model -- Oulian M1.
Oulian M1: Went into production in July 2015, it is the only mass-produced car of the Oulian brand. The model is positioned as a 3-door 2-seater micro pure electric vehicle, body dimensions length/width/height are 2727mm×1565mm×1558mm, wheelbase 1860mm. Exterior styling is similar to Mercedes-Benz Smart design, using a frameless door design. Interior-wise, it is equipped with a four-gauge dashboard and central control LCD screen. Oulian M1 is divided into three versions: Basic Model, Luxury Model, and Technology Leading Model:
- Basic Model: Top speed 105 km/h, maximum range 120 km, price 122,800 RMB;
- Luxury Model: Range 180 km, price 155,800 RMB, equipped with ABS/EBD safety system;
- Technology Leading Model: Range 300 km, top speed 110 km/h.
After deducting national and local two-level subsidies, the basic model terminal price is approximately 39,800 RMB, and the luxury model is approximately 45,800 RMB. Subsequently in 2016 in the Xi'an area, the Oulian M1 market guide price was further reduced to 51,600 RMB. Oulian official had planned to launch a 5-door 5-seat extended wheelbase version, but ultimately did not achieve mass production. The Oulian M1 model was discontinued in the late 2010s.
The Oulian brand belongs to the extremely niche micro electric vehicle manufacturers in the Chinese automobile market, public sales data is extremely limited. As of 2016, Zhejiang Guangma Automobile Co., Ltd. had cumulatively invested 200 million RMB, and the number of Oulian M1 produced was "hundreds of units". The Oulian M1 model once enjoyed national and local financial subsidies totaling 66,000 RMB, operating cost was as low as approximately 8 RMB per 100 km. The model is positioned to compete head-to-head with mini electric vehicles like Geely Zhidou, Zotye Cloud 100, etc., but the sales scale did not reach the level of top competitors. In the 2020s, the number of models on sale by the brand was zero, dealer websites showed "discontinued" status. Parent company Zhejiang Guangma Automobile Co., Ltd. was involved in multiple legal cases, including sales contract disputes and small loan contract disputes.
The core technical parameters of the Oulian M1 concentrate on three aspects: power system, safety structure, and chassis architecture.
Power System: The Oulian M1 is equipped with a ternary lithium battery pack, different configurations can provide three range versions of 120 km, 180 km, and 300 km respectively. Adopting home 220V slow charging mode, charging time is 6 to 8 hours. Power architecture adopts rear-engine rear-wheel-drive layout, different from the front-engine front-wheel-drive design of most micro electric vehicles, providing better rear axle adhesion.
Safety: The Oulian M1 body strength reaches three-star collision standard. All models are equipped with front and rear anti-collision steel beams. The Luxury Model is also equipped with ABS anti-lock braking system and EBD brake force distribution system.
Chassis and Suspension: Adopt front MacPherson independent suspension, rear torsion beam non-independent suspension structure. Front and rear wheels both adopt disc brake system. Tire specification is 165/70 R13, all models equipped with alloy wheels. Part of the production line resources are provided by Malaysia Lotus Automobile, the three-door base is responsible for body welding, the Pan'an base is responsible for body assembly.
The parent company of the Oulian brand, Zhejiang Guangma Automobile Co., Ltd., obtained EU L7E whole-vehicle certification in 2014, thereby securing the basic access qualifications for exporting to the European market. However, there is no verifiable data in public records regarding specific instances of the Oulian brand achieving mass overseas exports. Although the brand claimed to be "committed to developing into a leading domestic and internationally competitive new energy vehicle enterprise," its actual performance indicates that this overseas expansion strategy was not substantially implemented.
Oulian is currently in a state of factual suspension. The brand's only mass-produced model, the Oulian M1, has been discontinued for many years, with dealers and e-commerce platforms uniformly showing "0 units on sale." The brand has not announced any new model R&D plans or intentions to resume production. According to public judicial information, the operating period of Zhejiang Guangma Automobile Co., Ltd. was from October 29, 2014, to October 28, 2024. As of 2024, its operating status remains "active," but the future development prospects of the brand are unclear. Although Oulian had previously outlined plans to launch models such as the M2, M3, and small city SUVs, none of these entered the mass production stage. Overall, the "future outlook" of the Oulian automobile brand currently lacks a substantial commercial foundation.
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