China’s latest automotive export, GAC, is officially entering the Australian new-car market this month, planning to become a top-ten brand within three years. The brand that positions itself as “China’s Toyota” will kick off local sales with three vehicles and plans to expand its product range and dealer network over the next few years.
Modest start,bold vision
GAC’s Deputy Managing Director, Cheney Liang, told Australian media that the brand is taking a measured start in its first year but expects significant growth soon after.
Liang said: “Initially, we seek to sell 1000 units this year, but by 2028, our ambition is to be within the top 10 and sell 33,000 units per year.”
GAC will begin with 12 dealerships across Australia, offering three models — the Emzoom small SUV, Aion V electric SUV, and M8 PHEV people mover. By 2026, two additional models will join the range, followed by another three in 2027, as the dealer network grows to 90 outlets.
Australia’s newest Chinese challenger
Offering petrol, hybrid, plug-in hybrid, and electric vehicles, GAC will compete against established value-focused brands like MG, BYD, and GWM. However, industry data suggests its top-ten goal may require higher annual sales than projected.
In 2024, GWM rounded out Australia’s top-ten car brands with 42,782 sales, while Isuzu and Nissan exceeded 45,000 units each. Based on current growth trends, GAC may need closer to 45,000 annual sales to reach its target by 2028.
“China’s Toyota” comes to Australia
Liang compared GAC to Toyota, noting that the company has joint ventures with both Toyota and Honda in China, producing vehicles for both brands.
“We have learned lots from Toyota and Honda. In Australia, Toyota is always number one. We are the Chinese Toyota, so we believe Australian consumers will love the products,” Liang told CarExpert.
To back up its claim, GAC is setting up an Oceania parts distribution hub in Melbourne to provide quicker access to servicing and support for Australian customers.
Hybrid and EV expertise
GAC has invested heavily in technology development. While it initially relied on Toyota and Honda hybrid know-how, the company has since developed its own hybrid, plug-in hybrid (PHEV), and extended-range electric (EREV) systems through its in-house R&D division.
“At the beginning, we learned the technology from Honda and Toyota. Now, we have our own hybrid powertrain,” Liang said.
Interestingly, Liang claimed that Toyota is now using some Aion V technology, indicating a growing exchange of technology between Chinese and global manufacturers.
Upcoming models and right-hand drive expansion
Following the initial three models, GAC will introduce more right-hand-drive vehicles such as the Emkoo mid-size SUV (petrol and hybrid) and the Aion UT small electric hatch, rivals to the Toyota RAV4 and BYD Dolphin respectively.
GAC already sells vehicles in other right-hand-drive markets such as Thailand, Singapore, and South Africa, and will expand into the UK by 2026.
Future outlook
GAC’s entry represents a continuation of the growing presence of Chinese automakers in Australia. With a full spectrum of electrified powertrains, global manufacturing reach, and drawing on design and production practices influenced by Toyota’s approach, the brand is confident it can win over Australian buyers.
GAC’s challenge will be to build long-term consumer confidence as it works toward its top-ten goal.
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