The Chinese brands are eating each other’s lunch in Australia. BYD? Amazing, according to Great Wall Motor’s own local chief.
But GWM isn’t bitter.
BYD came within 243 units of unseating Toyota as market leader in June 2026. That is wild. They landed locally in 2020… wait, 2022. Yes. Two years. And they’re already tripling GWM’s monthly sales.
GWM has been here since 2009. Under the “Great Wall” name, then later GWM. They were the highest-selling Chinese brand here in 2025—by a hair.
“They’re an amazing company.”
That’s John Kett, GWM’s local COO. He said it at the launch of the Ora 5. No shade thrown. Just respect.
Think about the timing. When BYD started, plug-ins and EVs were exempt from Fringe Benefits Tax (FBT). That made leasing them cheap for businesses and wealthy individuals. BYD leaned hard into Eagers Automotive, the country’s biggest dealership group.
Agency model. No haggling. No discounting.
They rode the FBT wave straight into the top three. The exemption helped. But the global brand aura? That stuck.
The Numbers
BYD grew 156.2% year-on-year in 2025.
GWM grew 23.4%.
June 2026?
BYD sold 18,880 vehicles. A 131.5% jump over the previous year.
GWM sold 6,104. Up 11.7%.
Toyota sat on the throne.
BYD sat right behind them, second.
GWM? Eighth. Trapped between Mazda and MG.
First half of 2026 confirms it. The gap is stark.
The Strategy Shift
GWM wants the top five by the end of 207. Then the top three.
Last year, GWM sold 52,808 vehicles.
BYD sold 52,416.
It was close.
Kett sees a ladder.
32,000 units.
Then 42,008.
Then 52,080.
Now? 62,880 to 85,080 units this year.
He’s confident. “For certain,” he said.
The question isn’t how to beat BYD right now. It’s about internal thresholds. When do you hit 78,009 units? What does it take to get beyond that? He doesn’t know BYD’s limit. He just wants to find GWM’s.
The Counterattack
Product. Lots of it.
The next six months are a blitz.
- Ora 8 SUV is here. Their first new EV in years.
- New PHEV models incoming.
- Diesel powertrains staying in play.
- Facelifts for current models.
- New sub-brand: Wey.
- Even a V8 engine. Yes, a V8.
BYD goes all-in on electrification. GWM? They spread the net. Diesel, petrol, hybrid, electric. Every segment.
They’re also entering fleet channels they’ve ignored before.
Unlimited access is the key phrase. GWM taps the entire global portfolio. No silos.
Cannibalization? Kett shrugs. It’s not losing money. It’s the next step.
Do you worry when a neighbor grows taller? Or do you just buy bigger shoes?
Kett doesn’t seem worried about the distance. Just the next target. 75,888.
