GAC says it won’t copy the aggressive pricing strategy of other Chinese automakers

New-to-Australia car brand GAC, a major Chinese manufacturer operating since the 1990s, has officially launched locally with a surprising strategy: it will not compete on rock-bottom pricing.
This stands in sharp contrast to many Chinese brands entering the market with ultra-aggressive sticker prices.

Speaking with CarsGuide, GAC Australia Deputy General Manager Cheney Liang said the company is focused on value and quality, not price slashing.

“We are not chasing the same outright, aggressive pricing strategy… as we feel this undermines the quality and level of innovation,” Liang said.

Why GAC Says It Won’t Go Cheap

1. Two decades of manufacturing partnerships with Toyota and Honda

Liang emphasized that GAC learned from the best.
The company has spent 20 years building cars in China for Toyota and Honda, gaining engineering discipline, quality control processes, and reliability standards.

“We have learned a lot from them, and we believe the customer will have a different experience by driving GAC,” Liang noted.

2. Australia-specific testing and tuning already completed

Unlike many newcomers that ship cars first and adapt later, GAC claims it has spent significant time validating its vehicles locally.

“All the models have already been sent to Australia one year ago to do the road test, and we got some feedback after finishing the test,” Liang confirmed.

GAC’s Launch Lineup in Australia

GAC enters Australia with three core models, each tuned for local roads:

🚗 GAC Aion V (Electric mid-size SUV)

• Starting price: $42,590 + ORC

• Competitors: Geely EX5 ($40,990), BYD Atto 3 ($44,990)

• Positioned as one of Australia’s most affordable mid-size EVs

🚙 GAC Emzoom (Compact SUV)

• Starting price: $25,590

• Not the cheapest in class, but positioned as a higher-value alternative

🚌 GAC M8 (Plug-in hybrid people mover)

• Starting price: $76,590

• Most premium model; features-rich, aimed at large families or shuttle operators

Liang insists that although Aion V pricing is competitive, GAC’s goal is not to undercut rivals.

“We don’t want to be directly compared with other brands. What we want is for customers to feel that the value and the price are equal.”

All three models are available to order now.

Conclusion: A Different Kind of Chinese Brand?

While many Chinese automakers enter Australia with ultra-low prices, GAC is positioning itself as a value-driven, higher-quality alternative.
Its long-standing partnerships with Toyota and Honda, combined with completed local testing, are central to the company’s narrative.

Whether Australian buyers see GAC as a premium-leaning newcomer — or another budget-friendly Chinese brand — will become clear as deliveries ramp up in 2025.