Chinese automaker GAC has announced aggressive plans to become one of Australia’s ten best-selling car brands within the next seven years. The company, which entered the Australian market in late 2023 with a lineup of petrol, hybrid, and electric vehicles, intends to expand its range to ten models and establish a network of 100 dealerships nationwide by 2030.
Rapid Expansion Strategy
GAC’s current lineup includes the Emzoom SUV, Aion V and UT electric models, and the M8 people mover. The company’s CEO, Kevin Shu, states that achieving a top ten position is not only feasible but potentially achievable within the next two years.
Currently operating from 30 locations, GAC acknowledges it needs to scale rapidly to compete with established brands. To break into the top ten, the company estimates it must achieve sales of at least 40,000 vehicles annually, a figure based on 2025 market data.
Focusing on Key Segments
GAC’s strategy rests on two main pillars: a product range tailored to Australian preferences and extensive dealer coverage. The company plans to focus heavily on SUVs and pickup trucks, which together account for 80% of the Australian car market.
“The segments are very clear: SUVs make up more than 60 percent, pickups 20 percent, and the rest for passenger cars and people movers. These segments are 100 percent linked with the GAC product strategy,” Shu explained. The company will offer a variety of powertrain options—including petrol, hybrid, and electric—to cater to diverse consumer demand.
Competition and Context
GAC is entering a competitive market where other Chinese brands are also making significant inroads. Great Wall Motor (GWM), BYD, MG, and Chery have already set ambitious goals for themselves. GWM was the seventh best-selling brand in Australia last year, with BYD, MG, and Chery close behind.
The success of these brands demonstrates that Chinese automakers can capture market share in Australia. GAC benefits from the backing of its parent company, Guangzhou Automobile Group, which produces over two million vehicles annually.
The trend of Chinese automakers aggressively pursuing market share is reshaping the Australian automotive landscape. This competition is driving innovation and potentially lower prices for consumers, but also raises questions about long-term sustainability and brand loyalty in a market traditionally dominated by Japanese, Korean, and European manufacturers.
GAC’s ability to execute its expansion plan will depend on securing reliable dealership partners and maintaining high levels of customer service. The company’s success will be a key test of its ambition in the Australian market.
