GWM Australia aims to secure a position among the top five automotive brands in the country by 2027. The Chinese manufacturer plans to launch at least seven new models in 2026, building on the seven released during 2025. This strategy was unveiled by Parker Shi, GWM International chief, at the company’s 2025 Tech Day held in Melbourne.
The ambitious growth plan includes increasing GWM’s market share from the current 4.3 percent to 7.0 percent within the next two years. Achieving a 7.0 percent market share translates to approximately 86,000 vehicle sales in Australia based on projected figures for the new-vehicle market in 2024. Currently, GWM ranks tenth, with 42,782 sales in the previous year, equating to a 3.5 percent share. In the first nine months of 2025, GWM has already sold 39,343 vehicles, indicating a potential annual total of at least 52,500 deliveries.
New Models and Strategic Focus
During the Tech Day event, John Kett, GWM Australia chief operating officer, detailed some of the upcoming models. He emphasized that plug-in hybrid vehicles (PHEVs) will be pivotal in achieving the brand’s sales targets. Additionally, GWM’s luxury sister brand, Wey, is set to launch in the Australian market in mid-2026.
Kett confirmed that the Ora brand will feature prominently, with plans for a new small SUV model next year. This likely refers to the compact Ora 5 electric SUV recently unveiled in China, which is equipped with a 150 kW electric motor. There are also considerations for a mid-size SUV from the Ora lineup, aimed at competing with favorites like the Tesla Model Y, which is currently Australia’s leading electric vehicle.
GWM is also expanding its current offerings. The Jolion, the smallest SUV in the Haval range, is set to evolve into both an electric vehicle (EV) and a PHEV. Kett announced the introduction of the Jolion Max, which will feature two fuel options, alongside an EV and PHEV variant. The Jolion Max measures 4,780 mm in length, positioning it slightly larger than the popular Toyota RAV4.
Future Models and Compliance Strategies
In the mid-size SUV category, GWM offers the H6 and H7, with the H6 PHEV already launched. The next-generation H7 will also be available as a PHEV, while plans for larger SUVs focus on diesel and plug-in hybrid options.
The introduction of the Wey brand will include at least two models at launch, likely the Wey Blue Mountain SUV and the Wey 80 people-mover. GWM has also showcased the new Tank 700 in China, a model that may appeal to off-road enthusiasts, although its introduction to Australia has not been confirmed.
Kett discussed the implications of the New Vehicle Efficiency Standard (NVES), an emissions reduction program initiated by the Australian government to lower CO2 emissions from new light vehicles. This scheme requires automakers to manage their average allowable CO2 emissions across their model range, with tighter restrictions set to come into effect until 2029.
He expressed optimism about GWM’s extensive portfolio, stating, “If we can lift the adoption rates across those segments, we’ll win.” This comprehensive strategy positions GWM to capitalize on the growing demand for eco-friendly vehicles in Australia while striving to enhance its market presence.
