The Chinese brand is headed by former Geely executive Freeman Shen, an enterprising businessman who told Reuters recently that he thinks his brand, WM Motor, can offer buyers a different kind of electric car. In other words, not a Tesla rival, but a more mainstream plug-in offering.
"I don't think traditional car companies are doing well selling cars, especially with their customer experience. With smart, connected cars, I believe I can change that," Shen said in a Reuters interview recently, before going on to suggest that buyers need a car that is part of their connected life, rather than separate to it.
"We're not a traditional car company. We see ourselves as a service company," he said.
Back to the cars - WM Motor boldly claims it will offer four different vehicles, all based off the same platform. The vehicles include a people mover, a sedan, a wagon and an SUV.
It seems relatively logical, given that all that needs to change is the body on top of the platform. You can see from these (albeit computer-generated) images that there is a clear familiarity in the appearance and apparent proportions of these vehicles.
Shen says that manufacturing is a serious business, but WM Motor has already commenced work on a $1 billion facility in Suzhou, while the company headquarters is based in Shanghai.
The company claims it will launch the first WM Motor vehicle in 2018, and that it will add a new vehicle to its range every 12 months through to 2025.
"Building a fancy car to impress people is actually fairly easy as long as you're willing to spend the money," Shen said. "The most challenging part is mass production - coming up with a car everybody can buy, with high quality but at a significantly lower cost."
The company is said to be working on a target of 100,000 cars per year by about 2022, with China the main focus before WM Motor looks at a planned expansion to the US. Shen said the cars he oversees will not be luxury cars, but will bring "luxury-like quality to a mainstream car".
Why wouldn't we write WM Motor off just yet? Well, Shen was influential in the deal between Geely and Volvo being signed off a few years back. He's clearly a bit of a doer...
For those wondering what WM means, apparently it's derived from two words: the German term Weltmeister (world champion), and the Chinese term Weima 威马 (powerful horse).
