Drive.com
Australia’s automotive landscape is on the brink of another major shake-up, with a fresh wave of new brands, many from China, preparing to launch locally in 2026 and beyond.
Following the arrival of marques like Geely, Jaecoo and Deepal over the past year, the next influx is already building momentum.
Competitive pricing, generous standard features and a strong focus on electric and hybrid technology are driving the expansion, as global manufacturers increasingly view Australia as a key battleground rather than an afterthought.
Leading the charge is Wey, the premium arm of Great Wall Motors, which is targeting a mid-2026 debut.
Positioned at the upper end of the market, Wey is expected to arrive with a suite of large plug-in hybrid SUVs and a luxury people mover, designed to undercut traditional prestige rivals while delivering high-end features and long driving ranges.
Electric specialist Firefly, backed by Nio, is also edging closer to an Australian launch. Already spotted testing on local roads, the compact hatch is tipped to start from about $35,000 and is expected to compete with the Mini Cooper and BYD Dolphin in the growing affordable EV segment.
Meanwhile, Lepas – another offshoot of Chery – is targeting younger buyers with bold design and tech-focused cabins.
Its L8 medium SUV is expected to lead the charge when the brand arrives, likely around 2027, with a mix of petrol, hybrid and electric drivetrains.
There’s also unfinished business for JMC, which is plotting a return to Australia after exiting in 2018. Its new-generation Vigus ute is expected to headline the comeback, this time with a more competitive offering aimed at cracking Australia’s lucrative dual-cab market.
From the Dongfeng Motor Corporation stable, Forthing is preparing to enter the market with the Friday – a budget-focused electric SUV expected to be priced below the BYD Atto 3.
A plug-in hybrid people mover and additional models are also under consideration.
Rounding out the newcomers is 212, a rugged off-road marque with roots in military-style vehicles.
The brand is targeting Australia’s thriving 4×4 segment with a dual-cab ute and SUV pairing, promising serious capability at a more accessible price point.
Further arrivals are also on the radar, with brands such as Avatr, Jetour and iCaur all earmarked for Australia, although exact timing remains unclear.
