So many new automotive manufacturers are coming to Australia, and a few need to survive

A good friend of mine not too long ago requested me once I was choosing up a Deepal I had booked in. I needed to clarify it was truly an Xpeng I used to be getting.

Now, that is somebody who follows the trade carefully, and even he combined these two new-to-Australia manufacturers up. Think about how laborious it’s for the typical Aussie who isn’t glued to CarExpert.com.au!

Chinese language manufacturers GWM, MG and LDV have been in Australia for years, with BYD launching in earnest in 2022 and Chery relaunching in 2023.

Since then, the floodgates have properly and really opened. And it made me suppose: simply which manufacturers are going to outlive?

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There’s a really actual probability we’ll see extra casualties amongst established, non-Chinese language manufacturers. Citroen withdrew final yr, and another European manufacturers specifically are struggling.

However the growing variety of Chinese language manufacturers at the moment are combating for an ever shrinking slice of a market that’s anticipated to be smaller this yr.

The thought occurred to me as I spent per week with the unfamiliar-to-Aussies Xpeng G6… and got here away totally impressed.

Oh certain, the inside styling is a bit Tesla by-product, right down to a severe lack of bodily switches. It’s not the quickest electrical automobile (EV) both, and the experience is a bit agency for my tastes.

However inside its quiet cabin, I discovered loads to love. Materials high quality is great for the value level. The entrance seats are squishy, comfy, and each heated and ventilated. There’s an precise digital instrument cluster, in contrast to in a Tesla, and it shows pedestrians, cyclists and automobiles round you – even displaying if they’ve their brake lights on.

There’s an enormous infotainment display with a logical, enticing interface; vents that may oscillate gently; fan velocity and vent controls on the steering wheel; and an unlimited mounted glass roof – if one with no shade to hide.

In brief, the G6 is a completely nice SUV to stay with – proper right down to driver help programs which are surprisingly well-calibrated and unobtrusive. That’s not altogether widespread amongst Chinese language manufacturers.

However Xpeng is a smaller firm amongst Chinese language carmakers, and right here it’s backed by a third-party distributor that doesn’t deal with another manufacturers. The worth for cash is terrific, nevertheless it has entered a market extra crowded than ever.

It’s working headfirst into different manufacturers like Deepal, to not point out extra established manufacturers like Tesla.

One benefit it has, together with another new manufacturers providing EVs, is how well-informed a number of EV consumers on this nation appear to be. There appears to be a good quantity of buzz on-line about Xpeng, even when I’ve by no means seen an advert for the model and I couldn’t let you know the place the closest showroom was.

I’m reminded of how clued in consumers had been about BYD seemingly from day one, and the way it grew so surprisingly quickly in Australia.

Whereas not an EV model (although it does have one right here now), Chery additionally caught me abruptly – I believed Australians would have lengthy reminiscences of the corporate it was once. It seems they don’t.

I’m not going to make any predictions about how these different manufacturers will fare. However let’s have a look at these objectively and see what they’re up towards.

That is in no way an exhaustive listing, by the way in which. By the point I publish this text I’m certain one other 20 manufacturers can have introduced they’re coming right here (half of them most likely from Chery).

Foton

Foton has been right here earlier than, and was a part of the early wave of Chinese language ute manufacturers in Australia that included JMC and ZX Auto.

Now, it’s coming again beneath the custodianship of Subaru and Peugeot distributor Inchcape, launching a pair of utes with designs extraordinarily by-product of American pickup vehicles.

That might truly work in its favour. If you would like a Ram however can’t afford a Ram, a Foton could possibly be tempting.

We don’t know any data but on pricing, which we count on to be taught nearer to the model’s launch later this yr.

To date, the Chinese language utes – the LDV T60 and GWM Cannon (nee Ute) – haven’t come near phase leaders just like the Ford Ranger and Toyota HiLux within the gross sales race. Ute consumers are typically notably model loyal, and the phase is stuffed with long-running, trusted nameplates.

However, gross sales of Chinese language utes have been trending upwards. With rising dwelling prices, extra ute consumers may look to inexpensive Chinese language choices.

The chance for Foton is it gained’t simply be competing with GWM and LDV, but in addition newcomer JAC and, quickly, MG and doubtlessly even Chery.

Within the early years of Chinese language automotive manufacturers competing in Australia, there was a flurry of exercise within the ute phase with the likes of Nice Wall, JMC, ZX Auto and sure, even Foton. Few of those survived. Will we see the identical factor occur once more?

JAC

Talking of JAC, it launched right here this yr with its GWM Cannon-rivalling T9, and it hasn’t made any grand proclamations about market share as some Chinese language manufacturers have been recognized to do.

It’s actually too early to inform how properly it is going to do right here, however the T9 appears the half and is competitively priced.

It’s let down, nevertheless, by a braked towing capability that also falls barely in need of most of its rivals. Maybe most ute consumers gained’t tow a full 3500kg load, nevertheless it certain looks as if you may’t be the one ute proprietor on the barbecue or the job web site with the ute that may’t…

Extra intriguing is the upcoming T9 Hunter PHEV, due right here in 2026 to tackle the BYD Shark 6, which has some spectacular figures like 1000Nm of torque and 100km of electrical vary.

Geely

Geely was already represented in Australia by its Lotus, Polestar, Sensible and Volvo manufacturers, nevertheless it has now introduced its namesake model right here this yr.

And it’s aimed proper for the jugular of the mid-size SUV market with the EX5, which is sharply priced – not only for an EV, however for a mid-size SUV normally.

The styling is generic and the driving dynamics unexciting, however the metallic on your cash is tough to beat and Geely already has some runs on the board in Australia with its different manufacturers.

It now plans to launch greater than six automobiles over the following three years, with an electrical ute being a chance and EVs to be complemented by plug-in hybrids.

In the event that they’re all priced as sharply because the EX5, Geely may do properly.

Deepal

Deepal is one other Chinese language model that launched right here with a mid-size electrical SUV, although its S07 is arguably among the many extra good-looking automobiles in its phase.

It’s one other unfamiliar identify, however its guardian is Changan – unfamiliar to Australians, however an enormous participant within the Chinese language market. Frankly, it’s a bit shocking it has taken so lengthy for a Changan product to come back right here.

Deepal’s guardian has deep pockets, however as a substitute of a factory-owned operation it has partnered with Subaru and Peugeot distributor Inchcape, which is the brand new Foton importer. This brings with it entry to a longtime vendor community, although the S07 isn’t low cost to service.

The model has locked in two different merchandise for our market: the enticing S05 small electrical SUV, and the E07.

The latter is the extra thrilling, regardless of the completely forgettable identify. It’s a wierd chimera of a ute and an SUV that, regardless of some observers drawing parallels to the ugly Pontiac Aztek and Tesla Cybertruck, appears completely cool to my eyes.

It’s about to enter a market during which conventional dual-cab, ladder-frame, diesel-powered utes are extraordinarily well-liked, and the place there’s nothing like this available on the market.

Jaecoo and Omoda

There’s one thing surreal a few automotive firm asserting one other model at a launch occasion for its latest model. Notably contemplating the automotive firm solely launched right here two years in the past…

We may argue the (il)logic of getting so many manufacturers, at the very least two of which overlap when it comes to pricing and segmentation.

Nonetheless, Chery is bringing within the kinds of merchandise Australians are clamouring for and it’s providing petrol, electrical and plug-in hybrid fashions, so there’s one thing for everybody… offered you, like most Australians, need an SUV.

Chery was Australia’s twenty second best-selling model final yr, outselling the likes of Renault, Skoda and Jeep. It greater than doubled its 2023 gross sales figures, and this yr could possibly be one other massive one for Chery.

It stays to be seen how Jaecoo and Omoda will carry out, however regardless of speak of a extra premium positioning for the previous its pricing has nonetheless ended up being aggressive.

Chery’s sturdy begin in Australia this time has proven that standard knowledge round unfamiliar model names doesn’t essentially apply whenever you’ve received vehicles with sharp pricing, lengthy tools lists, and five-star security rankings.

Leapmotor

Leapmotor launched right here late final yr with the C10 which, just like the Geely EX5, is a automobile related in measurement to the Tesla Mannequin Y for a worth extra like that of a BYD Atto 3.

Once more, just like the EX5, it’s neither thrilling to drive nor lovely to behold. The dearth of Android Auto and Apple CarPlay, at the very least for now, can also be a shocking omission for 2025.

Nonetheless, the C10 affords loads of metallic on your cash. Leapmotor can also be bringing its extended-range electrical automobile (EREV) know-how right here, which may resonate in a market the place plug-in hybrid gross sales are persevering with to develop whereas EV gross sales progress isn’t as sturdy because it was.

With the smaller B10 that may observe, Leapmotor can also be anticipated to supply considered one of Australia’s most cost-effective electrical SUVs.

Zeekr

Zeekr is taking fairly a unique path to most of those Chinese language manufacturers, pitching itself as a premium model.

Like many established manufacturers right here which have entered the EV area, together with Ford and Renault, Zeekr has been compelled to slash its costs to stay aggressive. It not too long ago lower the bottom worth of its small X electrical SUV by $7000.

Zeekr has formidable objectives of its personal, planning to promote 10,000 automobiles right here in 2026 – greater than its sister model Volvo managed final yr. To get there, it must considerably broaden its retail community and add extra automobiles past the X and the area of interest (however perversely cool) 009 luxurious folks mover.

The 7X would be the model’s closest factor to a Tesla Mannequin Y rival right here, and it stays to be seen how Zeekr will worth it.

There have been loads of premium manufacturers within the historical past of the Australian automotive market which have struggled to get traction as a result of their vehicles both weren’t cheaper than these from extra established (and normally German) premium manufacturers, or had been perceived by consumers as not being sufficiently cheaper for them to defect from marques with extra cachet.

We’ll want to attend and see if Zeekr is considered one of them. Not serving to this fledgling Chinese language model is the presence of competitors from not solely rival carmakers, but in addition from manufacturers inside Zeekr’s personal company steady.

Would you’re taking a Zeekr X over the associated Volvo EX30, for instance? The previous has a nicer inside, however the latter has a extra acquainted badge on the bonnet.

Not solely that, however there are different equally sized electrical SUVs from Geely’s Polestar and Sensible manufacturers too. Zeekr’s vehicles have loads of showroom enchantment, however the unfamiliar identify, premium positioning, and inner competitors are going to be main obstacles.