Chinese car manufacturer GAC wants to be a big player in the Australian market and plans to be one of the top ten best-selling brands down under by the end of the decade.
GAC came here late last year and launched the gasoline-powered Emzoom small SUV, the Aion V electric mid-size SUV and the plug-in hybrid People M8.
Since then, the manufacturer has launched the Aion UT electric city hatch and expanded its overall offering to four models.
However, the range is expected to be expanded to a whopping 10 models by 2030. By then, GAC also aims to have a network of 100 dealer locations across the country.
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“Within five years, we want to be in the top 10 with 10 models and more than 100 dealers,” GAC Australia CEO Kevin Shu said at the local launch of the Aion UT.
“Maybe even a year or two earlier to achieve that goal.”
To put Mr Shu’s bold goals in context, GAC currently operates in 30 locations in Australia. The sales volume cannot be quantified because GAC does not yet report to the Federal Chamber of the Automotive Industry (FCAI).
To break into the top 10, GAC will likely need to deliver at least 40,000 vehicles per year, according to VFACTS sales data for 2025.
The brand’s strategy to achieve this can be boiled down to two pillars: a relevant product range and broad dealer coverage.
“The segments are very clear, SUVs account for more than 60 percent, pickups 20 percent, and the rest is cars and people movers. These segments are 100 percent linked to GAC product strategy,” explained Mr. Shu.
“That’s why we’re concentrating on SUVs and pickups with more than 10 models.”
“GAC can also cover all engine (types) to compete in this market. This is our first basis to achieve the goal.”
“Secondly… our strategy is to select reasonable and powerful partners in this market. This can help us get enough traffic to survive, receive orders and deliver to customers. In addition, we provide a high level of customer service and intelligent technology compared to other Chinese brands.”
Chinese car manufacturers are known to set ambitious goals when entering our market, but it remains to be seen how many will ultimately achieve these goals.
Some have already cracked the top 10 and are making the top 5 the next frontier.
Last year GWM was the seventh best-selling brand in Australia, followed by BYD in eighth place, MG in tenth and Chery knocking on the door of the top 10 at number 13.
GWM wants to be a “sustainable top five” player, BYD wants to finish “close to the top three” in 2026, MG wants to be in the top five by 2027 and the top three by 2030 and Chery wants to be in the top five by 2027, while sister brand Omoda Jaecoo is also in the top 10.
GAC still has a mountain to climb to reach its numbers – GWM alone delivered 52,809 vehicles last year – but it can do so with the support of parent company Guangzhou Automobile Group, which produces more than two million vehicles a year in China and Thailand.
The company sells vehicles under the GAC brand in export markets, but markets separate brands GAC Trumpchi (mass market vehicles), Hyptec (premium electric vehicles) and Aion (EV) in China.
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