Boasting substantial sales growth and widespread recognition in Australia, GWM is poised to elevate its product offerings by introducing higher-priced models. This strategic move aligns with the growing acceptance of Chinese-made vehicles within the Australian market. In 2023 alone, GWM showcased its remarkable progress by selling 36,397 cars, a significant 45.3% increase compared to the previous year. This surge in sales is a testament to GWM’s commitment to quality and innovation, propelling the brand to become a household name.
Over the past decade, the automotive landscape in Australia has witnessed a dramatic shift in consumer preferences towards Chinese-made cars. In 2014, a mere 4154 Chinese cars were sold, while in 2023, that number skyrocketed to 193,433, reflecting a remarkable surge in popularity. This growing demand has fueled GWM’s expansion in Australia, propelling the brand to introduce new models and cater to a broader market segment.
GWM’s consistent focus on enhancing product quality and introducing advanced features has played a pivotal role in its success. As the brand strives to capture market share across a wider spectrum, it has strategically implemented these improvements with each new generation of vehicles introduced in Australia. According to Steve Maciver, GWM Australia’s Head of Marketing and Communications, the brand has relentlessly pushed the boundaries of quality, features, and powertrain technology.
This unwavering commitment to excellence has been reflected in the substantial increase in GWM’s average selling price. Just four years ago, the average price stood at approximately $25,000, while today it has climbed to over $40,000. This upward trend is largely attributed to the popularity of higher-spec variants and the introduction of premium models such as the and .
As GWM continues to expand its product portfolio, the trend towards higher-priced models is expected to persist. The upcoming introduction of the and models will further elevate the brand’s offerings and cater to the growing demand for premium Chinese cars in Australia. Maciver expressed optimism regarding the brand’s readiness to venture into even more expensive territory, potentially introducing models priced above $100,000, such as the Tank 700. He also hinted at the possibility of introducing GWM’s luxury brand, Wey, to the Australian market.
In March 2024, GWM’s sales momentum continued, with the brand selling 3619 vehicles, representing an impressive 8.4% growth compared to the previous year. This consistent sales performance underscores GWM’s strong position in the Australian market and its ability to attract a growing customer base.
