I think GWM may be trying to copy the "Lynk & Co business model" here, with a special brand and purpose-developed car different from its usual range. The black band at the rear with the LEDs within, sort of (i.e. poorly) mimics the design language of the L&C 03 rear.
The raised sedan/4-door "coupe" (SUS? SUC?) form factor is a tribute to its GWM's own WEY Pi4 VV7x concept, I believe.
Up until now Great Walls NEV offerings have been mediocre at best.
And, this may be a reason for FCA not giving much attention to Great Wall's recent overtures.
Little Kullas, Cool Bears, and others, were just not enough, and so this new brand may be a the company's latest attempt to catch up.... amidst the mind-numbing speed of the NEV pack.
The styling is indeed a new departure, and yet a conspicuous lack of EV badging is puzzling.