China’s GAC does not plan to follow its competitors by launching sub-brands in Australia.
Chery pioneered the trend down under, introducing artists like Omoda Jaecoo and soon Leave to complement the brand of the same name. A fourth brand – Jetour – is expected to launch later this year, followed by iCaur.
Fellow heavyweights MG and BYD have followed suit and launched IM and Denza respectively.
However, GAC intends to expand its product portfolio – which currently includes Emzoom, Aion UT, Aion V and M8 – with a single, recognizable name.
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“We have centralized sub-brands as a GAC strategy to maintain easy and direct communication with the public, customers, dealers, media, etc. We are focused on a GAC,” said local boss Kevin Shu Daily Sparkz.
The reason? GAC doesn’t want to further confuse Australian new car buyers at a time of unprecedented change – at least ten new manufacturers have entered or re-entered the Australian market in 2025, with more expected to join in the coming months.
“More choice makes it harder to choose. That’s why we keep one brand, one GAC,” Mr Shu said.
“For GAC in the Australian market, we want to work with our customer. We want the customer to stay on our platform forever.”
And unlike Chery, BYD and MG, GAC has yet to build credibility locally, having only started operations late last year.
“Awareness is very important to us,” said Masato Katsumata, CTO of GAC International.
“To increase awareness of the typical customer, we have to invest a lot. (If) we had two brands, we would have to invest twice.”
GAC’s brand strategy differs in its home country, where the models we know in Australia are branded Trumpchi.
Next to Trumpchi is Hyptec, the premium branch of GAC, which sells high-quality electric models such as the SSR electric super sports car. Aion is considered a mainstream electric vehicle brand.
But at least for now, all exported GAC models will be identified primarily with these three letters – both in Australia and in other export markets.
This is a significant commitment as the product range is set to expand to a whopping 10 models by 2030. By then, GAC also aims to have a network of 100 dealer locations across the country.
With the impending landing of Jetour and the expected launch of iCaur within the next 18 months, Chery is expected to double down on its brand expansion plan. Exeed and Karry are also under the Chery umbrella.
Chery Australia has told it before Daily Sparkz The company’s growing family of brands aims to reach different types of shoppers, rather than creating a traditional brand ladder based on price or prestige.
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