Wey the latest Chinese brand to announce Aussie launch: GWM goes upmarket
Yet another Chinese brand has been confirmed for Australia – and it’s targeting the top end of town.
Fast growing Chinese brand GWM has confirmed its Wey sub-brand will head down under in the middle of 2026 as a value-focused alternative to traditional luxury brands.
Wey will sit alongside Haval (value-focused SUVs), Tank (off-road wagons), Cannon (utes) and Ora (EVs) within the broadening GWM showroom.
Speaking at the GWM Tech Day that included media, executives from China and the 116-strong dealer network, GWM Australia and New Zealand’s head of marketing and communications, Steve Maciver, said Wey was less than a year away from a local launch.
READ MORE: Head for the Blue Mountains! GWM’s Wey three-row SUV solution emerges
READ MORE: Ute Wars! “Now is our time” declares GWM as it launches Cannon Alpha PHEV targeting BYD Shark 6
READ MORE: Who builds a new V8 engine in 2025 and why would they do it? GWM shocks the auto world
“Wey launches middle of next year,” says Maciver. “That’s going to be another GWM SUV brand sitting at a more upmarket level than Haval, which is our mainstream SUV brand.
As with Haval, Tank, Cannon and Ora, Wey will feature GWM badging with the over-arching family receiving more marketing love next year to help Aussies better understand its role.
Maciver also said Wey could launch the Hi4-Z plug-in hybrid all-wheel drive tech that is available on various GWM models internationally.
Hi4-Z is more about performance while still providing potential off-road capability, sitting alongide Hi4 (everyday predominantly on-road driving) and Hi4-T (a more traditional four-wheel drive system with a drive shaft between the front and rear wheels).
“[Wey] could be where we bring in Hi4-Z, we increase the performance, we increase the range,” said Maciver.
Describing Wey as “a more luxurious GWM offering”, Maciver said there would be at least two, possibly three models in the local Wey line-up when the brand makes its 2026 debut.
One option is the Blue Mountain, which is a large plug-in hybrid SUV with three rows of seats. The G9 people mover is also on the local hit list, while another possible Aussie arrival is the Mocha SUV (pictured top).
Maciver emphasised Wey would still encompass GWM value even if prices were higher.
“GWM will always be value. That doesn’t mean you can’t get value at 80 or 100 grand – value is relative.”
Wey will no doubt come up against strong headwinds in the luxury market, which is not only brimming with traditional offerings – think BMW, Audi, Mercedes-Benz and Lexus – but is also coming under attack from fresher alternatives, including Hyundai-owned Genesis, BYD’s soon-to-arrive Denza and Geely brand Zeekr which recently kick-started its Australian presence with the 7X EV SUV.
