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.

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“Think of it as another GWM SUV brand sitting on a mo

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