GAC is shaking up competition on our shores with nine dealerships, a local parts warehouse and plans to introduce 10 models over five years.

For Kiwis considering taking a leap of faith on a new car brand, the decision involves more than price, performance or tech. They also want to know what type of support they can expect when they drive away from the dealership.

If you haven’t heard of GAC, you are not alone – many car marques have launched here recently that aren’t yet familiar to Kiwi drivers – but it’s among the new wave of Chinese carmakers entering New Zealand that are shaking up competition and giving buyers more choice than ever.

Armed with a great deal more than a marketing plan, GAC combines many decades of automotive manufacturing experience with a growing local dealer network, parts availability and a long-term commitment to the market.

The group has been around for 50 years and sold 30 million vehicles. Last year it built more than 1.7 million vehicles and boasts 80,000 employees, including 6000 engineers.

Building on decades of excellence

Perhaps the best measure of GAC’s emphasis on the quality of their vehicles is the fact that many of those 30 million units sold are Honda and Toyota vehicles – part of a Japanese-Chinese joint venture.

If you know those two brands, it will be abundantly clear that they don’t let just anybody manufacture their cars.

“More than 20 years of working with each of these brands in our domestic market has helped us develop extensive manufacturing,” says Donny Zhang, managing director of GAC New Zealand, “and service expertise has helped shape our approach to quality, engineering and continuous improvement.

“We have been selling cars internationally for many years now, starting with the left-hand drive countries, and it was always part of the plan to sell into right-hand drive countries like New Zealand, which has a lot of car volume. So we are here for the long haul.”

Taking New Zealand’s “real-world driving needs” into consideration, GAC has introduced the longest-range versions of its electric models here.

For Kiwi drivers, that can be a practical advantage. With a claimed WLTP range of up to 510km, the AION V offers flexibility for everyday driving and longer trips between towns. Depending on driving conditions and energy use, a driver covering around 1500km a month may need to charge only about three times.

For longer journeys that do require a stop, GAC says the battery can charge from 10% to 80% in as little as 24 minutes under suitable conditions and using a compatible high-power DC charger, though actual range and charging times vary with conditions and charging equipment.

Building local support, not just selling cars

For New Zealand drivers, a brand’s commitment is measured not only by the vehicles it sells, but also by the support available when those vehicles need servicing or repairs.

GAC already has nine dealerships and service centres across New Zealand, on Auckland’s North Shore, East Tamaki, Hamilton, Tauranga, Napier, Wellington, Christchurch, Dunedin and Cromwell.

It plans to reach 15-18 dealerships next year and bring in 10 models over five years – everything from conventional internal combustion engines to hybrids, PHEVs (plug-in hybrids) and full EVs.

GAC are at pains to be known as a permanent fixture in the New Zealand market. As one of China’s biggest vehicle manufacturers, they have the clout to do so. While Chinese models have revolutionised the market by making price-friendly EVs more accessible to more New Zealanders, there are doubts all will last the course.

There are currently 29 Chinese brands operating here, with those most likely to succeed being major players like GAC with scale, established export volumes and local dealer networks. It’s why GAC are stressing the quality of their products – and their established global history.

“Our philosophy is that making electric mobility more accessible should not mean compromising on quality, technology, design or the overall ownership experience,” says Zhang.

“Yes, there is a broad shift making EV ownership a more attainable and compelling choice for Kiwi consumers – but we are here to build a sustainable, long-term presence in the market, with a focus on three key pillars: products, dealers and service.

“At the same time, we are deepening our local presence and investment – our Auckland parts warehouse is already operational, and more than 90% of our team is locally employed.”

Chinese cars challenging perceptions

That massive influx of Chinese brands, while it has made EV and PHEV ownership more affordable, has also brought a change in perception when it comes to Chinese-made vehicles.

The top six car brands in New Zealand were responsible for 55% of market sales 2.5 years ago, Motor Trade Association executive president Lee Marshall said in July – that’s now 45%, mainly due to the China influence.

“They [Chinese car manufacturers] are really confronting head-on stereotypes about what they are,” Marshall told Newstalk ZB’s Mike Hosking Breakfast in July.

“There was the perception that they’re not high-quality, so they’ve made themselves look and feel high-quality. There was a perception their technology wasn’t up to spec; now many of them have globally leading technology, particularly in terms of battery electric vehicles.”

Zhang says a big driver of this shift in perception is that the Chinese market is demanding when it comes to quality, reliability and affordability.

“For example, we have a model in China used a lot for Ubers. They regularly do 10,000km a month or 120,000km a year. They are very robust and reliable; that did not go unnoticed.”

That combined effect on quality and accessibility has played a role in several brands and distributors scaling back or exiting models from the New Zealand market.

Renault suspended its passenger car sales in 2024 and Fiat did the same earlier this year, while some distributors in New Zealand have dropped brands like LDV, Opel and KGM (formerly SSangYong). Ford has discontinued its Focus and Escape models here.

“We are here for the long term, because our vehicles have been driven for millions of miles in many countries round the world,” says Zhang.

“We only came into the market in January, and our customers are happy that they are getting value for money. Some have already driven more than 15,000km and have found that no work was needed. They have also told us that their running costs, particularly energy costs, have reduced significantly.”

GAC’s current models include:

• The AION UT Electric Hatchback - a compact all-electric city car, for $39,990 plus ORC.
• The Emzoom - a 1.5-litre turbo-petrol engine and 7-speed dual-clutch transmission. Equipment includes 18-inch wheels, power tailgate, 14.6-inch touch screen and 360-degree camera, with the single specification selling for $31,990.
• The Aion V mid-sized SUV – a battery EV good for 510km (WLTP) and a single electric motor that makes 150kW/210Nm. Standard equipment for the $49,990 Aion V Premium includes panoramic roof, 14.6-inch touch screen, power tailgate, ambient lighting and 360-degree camera. The Aion V Luxury adds genuine leather upholstery, second-row table and in-car refrigerator, for $51,990.
• The M8 people-mover, the market’s first plug-in hybrid (PHEV) MPV, powered by a 2.0-litre turbo-petrol engine matched to a 25kWh battery and electric motor for $85,990

For more information, visit GAC.