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Australia is already house to extra automotive manufacturers than some other nation, making it one of many world’s best auto markets in addition to one of many smallest, however Chinese language large BYD says value-focused native customers will profit from much more of them as model loyalty disappears amid the price of dwelling disaster.
“Australia has probably the most manufacturers out there in any market, however I believe what we’re seeing is a shift in understanding as nicely,” BYD Chief Advertising and marketing Officer (CMO) Kate Hornstein informed CarExpert.
“The partitions are coming right down to new manufacturers. I believe model loyalty is considerably disappearing, and I believe Australians are very pushed, particularly in at this time’s local weather, by worth and what their very own private household wants.
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“By having the ability to give them alternative and extra choices, it’s solely going to be higher for the client.”
BYD launched in Australia in 2022 and has since introduced it would deliver its Denza luxurious model – which can play the same position for BYD as Lexus does for Toyota – to showrooms earlier than the tip of 2025.
Whereas it hasn’t introduced any others, BYD additionally has its Yangwang and Fangchengbao manufacturers in China, and fashions from every are on the playing cards for Australia – though they are going to probably be offered as BYD or Denza fashions.
Different Chinese language automakers have additionally introduced a number of manufacturers to Australia, together with Chery which not too long ago launched its Omoda Jaecoo model and probably has more to come.
The primary Geely-badged mannequin – the EX5 mid-size electric SUV – went on sale right here in March 2025, including to different Geely owned or managed model already current domestically together with Volvo, Polestar, Smart and Zeekr.
Whereas many extra are coming right here, Australia at present has about 70 auto manufacturers, regardless of the exit of a number of in comparatively current years together with Holden, Daewoo, Daihatsu, Dodge, Chrysler, Citroen, Opel and Alpine, which can make a comeback in 2026 with the Alpine A390 hatch.
Within the house of lower than 5 years, Australia can have added a few dozen new Chinese language manufacturers, offering extra alternative for customers than ever, but additionally forcing every automaker to combat over a comparatively small gross sales pie – 1.2 million whole gross sales throughout all manufacturers in 2024.
That compares to roughly 30 million new car gross sales yearly in China, 16 million within the US, 2.8 million in Germany and 1.95 million within the UK.
Chinese language automaker MG turned a top-10 promoting model for the primary time Down Below in July 2021. It’s now firmly entrenched right here and can launch its IM Motors premium electrical model right here later this 12 months.
IM Motors is to MG what Denza is to BYD, which beforehand acknowledged plans to eclipse native market chief Toyota by 2027. Ms Hornstein says Denza can be one other different to luxurious marques primarily from Germany.
“Once we have a look at Denza, the [luxury car] section is essentially populated by European manufacturers and I believe after we have a look at price of possession, preliminary outlay, price of prolonged possession, it’s extremely costly for Australians simply given the place we’re geographically,” she mentioned.
“So I believe what this offers is an alternative choice for patrons to discover when they’re available in the market for a automobile.”
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