Australia is already the home of more car brands than any other country, making it one of the world’s most competitive car markets and one of the smallest, but the Chinese gigantic BYD says that value -oriented local consumers will benefit from more of them as brand loyalty disappears in the costs of a living crisis.
“Australia has the most brands available in every market, but I think we also see a change in understanding,” said BYD Chief Marketing Officer (CMO) Kate Hornstein Carexper.
“The walls come down to new brands. I think brand loyalty disappears somewhat, and I think Australians are very driven, especially in today’s climate, through value and what their own personal family needs.
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“By being able to give them choice and more options, it only gets better for the customer.”
BYD was launched in Australia in 2022 and has since announced that it will bring its Denza Luxury brand – that will play a similar role for BYD as Lexus for Toyota – to showrooms before the end of 2025.
Although it has not announced another, BYD also has its Yangwang and Fangchengbao brands in China, and models of each are on the tickets for Australia – although they are likely to be sold as BYD or Denza models.
Other Chinese car manufacturers have also brought various brands to Australia, including Chery, who recently launched his Omoda Jaecoo brand and may be even more.
The first GEYY-BADGED MODEL-DE EX5 medium-sized electric SUV gate here in March 2025 on sale, which contributed to other GEGY-ONERTHE or controlled brand that is already present locally, including Volvo, Polestar, Smart and Zeekr.
Although there are many more here, Australia currently has around 70 car bearings, despite the exit of various in relatively recent years, including Holden, Daewoo, Daihatsu, Dodge, Chrysler, Citroen, Opel and Alpine, who will make a comeback in 2026 with the Alpine A390 Hatch.
In the space of less than five years, Australia will have added about a dozen new Chinese brands and have more choice for consumers than ever, but also forcing every car maker to fight for a relatively small sales cake – 1.2 million total sales in all brands in 2024.
Compared to around 30 million new vehicle sales a year in China, 16 million in the US, 2.8 million in Germany and 1.95 million in the UK.
The Chinese automaker MG became a top 10 sales brand for the first time in July 2021. It is now firmly anchored here and will launch its IM Motors Premium Electric Brand here later this year.
IM Motors is to mg what Denza is to BYD, who has previously stated plans to darken the local market leader Toyota in 2027. Mrs. Hornstein says that Denza will be another alternative to luxury brands, mainly from Germany.
‘If we look at Denza, the [luxury car] Segment is largely populated by European brands and I think that when we look at the costs of ownership, initial expenses, costs of extensive ownership, it is incredibly expensive for Australians who are just given where we are geographical, “she said.
“So I think what this offers is another option for customers to explore when they are looking for a car.”
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