GWM has confirmed it will launch its Wey premium brand in Australia in mid-2026, starting with at least two models to tackle BYD’s own luxury sister brand, Denza, and MG’s IM Motor.

Speaking at the Chinese brand’s 2025 Tech Day in Melbourne today, GWM Australia marketing chief Steve Maciver told media including CarExpert that the Wey brand will be added to the GWM portfolio and sold through the same 116-strong dealer network.

He described Wey simply as “a more luxurious GWM offering” that will be sold alongside other GWM marques including the Haval, Ora, Tank and Cannon sub-brands, but was unwilling to name a target competitor such as Denza or IM Motor.

CarExpert can save you thousands on a new car. Click here to get a great deal.

“Think of it as another GWM SUV brand sitting on a more upmarket level compared with Haval, which is obviously our mainstream SUV brand, so a number of models are under consideration for that,” said Mr Maciver.

Like GWM’s other sub-brands, Wey vehicles will wear a GWM badge at the rear and the logo of their respective sub-brand at the front. 

While Mr Maciver wouldn’t identify specific models, the Wey brand could be launched here with several hybrid vehicles as GWM has previously pointed to hybrids – and notably plug-in hybrid (PHEV) powertrain technology – as being key to further growth in Australia. 

This may include the PHEV-powered Wey Blue Mountain six-seat SUV as the flagship for the brand, which GWM has previously told CarExpert would be positioned above the Haval H6 mid-size in Australia.