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GWM has acknowledged the robust begin by fellow Chinese language auto model BYD within the Australian automobile market, but additionally accused it being “too aggressive” by slashing costs and “shopping for” market share.
Australia’s top-selling Chinese language auto model to this point this yr, GWM has bought 39,343 autos to September in 2025. BYD is subsequent greatest, with 37,923 gross sales – however it outsold GWM within the final two months and is closing in quickly with three months of the yr to go.
Driving 23.7 per cent gross sales development this yr, GWM has launched seven new or up to date fashions in Australia to this point in 2025, with the Haval H6 plug-in hybrid (PHEV) and Tank 500 PHEV being the newest two to be launched, this month.
Meantime, BYD has posted a 149.8 per cent gross sales improve to this point in 2025, and can add a number of extra fashions to its lineup earlier than the tip of the yr.
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BYD not too long ago introduced 4 new fashions for native launch subsequent month – together with two massive off-road SUVs from its new Denza sister model, in addition to the pint-size BYD Atto 1 electrical hatch, which it claims might be Australia’s least expensive EV “by some margin”.
And whereas BYD’s earlier impartial importer made no secret of its intention to topple Toyota as Australia’s largest promoting auto model, GWM is barely extra circumspect with a purpose to realize a top-five rating by 2027 with the assistance of at the very least seven extra new fashions in 2026.
“Full respect to my opponents,” stated GWM Worldwide President Parker Shi to media final week in response to CarExpert’s question in regards to the menace from BYD to GWM’s place as the most well-liked Chinese language auto model in Australia.
“We see the progress, we see the efficiency from BYD in Australia,” Mr Shi stated.
“It is a very fast decide up, you understand – the numbers of the dealership and the variety of gross sales, the rating, positions. We see the promotion, we see the advertising.
“My understanding is that it’s chance not proper as a result of I’m watching, I’m observing in every single place the BYD efficiency… they’re being very aggressive – they’re an excessive amount of aggressive, if I can use this phrase.
“By some means, if I come exterior the technique, is it improper, [or] proper? For GWM enterprise we aren’t doing such issues – shopping for market share… We gained the market share by wholesome means.
“I don’t wish to say different individuals are not wholesome, as a result of everyone has their very own precedence, their very own calculations for the enterprise case, proper?
“However we’re not ready to have interaction in – I wish to say worth battle however is there actually a worth battle – [buying] market shares a quicker approach with worth [cuts].”
Mr Shi additionally criticised slashing costs – like some rivals have – as having no profit to clients, given their influence on resale values for present homeowners.
“In a mature market like Australia, such issues… we kiss the step progressively,” he stated.
“We don’t wish to should do an excessive amount of promotion, an excessive amount of discontinuing, as a result of they actually have to fulfill them on resale.
“What’s the shopper’s profit? Then you definately discuss to the shoppers… you damage one time, no one is allowed to hurt them twice, in order that’s why we care in regards to the resale, we care in regards to the service, the shopper satisfaction.”
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