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News - General NewsNew brands to shake-out Aussie car marketWith more new brands than ever arriving Down Under, it’s inevitable legacy brands will go15 Jan 2026 AUSTRALIA will have at least 67 brands selling new vehicles here in 2026, adding to our status as one of the most competitive markets in the world.
While the market is currently dominated by SUVs and light commercial utilities, the range of new vehicle types – and brands – is changing the skew, and creating a scenario whereby stalwart OEMs simply can’t move quickly enough to match that rate of change.
A report recently published by the Australia Automotive Dealer Association (AADA) suggests the OEM headcount is likely to take a hit this year as the sheer volume of new entrants makes the market too hot for some to withstand.
Some legacy brands are already under the hammer financially, a situation the AADA says will be exacerbated locally by new challengers, particularly those from China.
The AADA report – which was derived from Blue Flag modelling – detailed the arrival of eight new Chinese brands to these shores over the coming 12 months, likely including Avatr, Changan, Forthing, JMC, Lepas, Nio, Seres, Skyworth, Wey, and Xiaomi.
“We are currently seeing an over-flooding of the Australian market with new brands coming thick and fast,” said AADA chief executive officer James Voortman.
If the data is accurate, Australia could witness another record sales year in 2026, one which may exceed 1.3 million units for the first time.
For buyers, the inundation of cheaper new models means greater competition and choice.
Sweetener deals that offer driveaway pricing, heavy discounting, low- or no-interest financing, extended warranties, factory rebates, free subscriptions, free servicing, and free EV charging are already ‘trending’ amongst Chinese marques, driving some to question how long it can last.
The expected inflationary effect from the NVES (New Vehicle Efficiency Standard) has already seen new vehicle prices increase by as much as $8000 as OEMs seek to “pass on” looming emissions fines to their customers.
It’s a cause-and-effect scenario that is certain to spell the end for struggling legacy brands, and one that could just as easily see 2026 become a year remembered as one where too many entrants proved that quantity is not always as vital and quality.
That said, there is some pretty interesting stuff coming to Australian dealerships across 2026. As always, the GoAuto New Car Calendar details every new vehicle model before it arrives, segment by segment, to help keep you informed.
Micro and light passenger cars
Despite some enticing existing choices, manufacturers appear to be continuing a move away from tiddler class vehicles exemplified in only two new (EVs) in the segment scheduled this year: Honda’s boxy but cute Super One and possibly the new generation smiley-face Nissan Micra EV though the latter is not confirmed.
What’s coming:
Small passenger cars
Still popular (though also a waning segment) we see two Chinese EVs join the fray in the MG4 Urban and the Leapmotor B05 hatchback with a fully electric high performance Renault 5 Turbo 3E hot hatch that really looks the business and a mooted 2.0-litre 300kW Toyota GR Corolla replacing the 1.6-litre three pot current version.
The latter has already created frenzy on the info-sphere.
What’s coming:
Medium passenger cars
Yet another stagnant segment but you’d be forgiven for thinking otherwise given the number of new entrants scheduled for 2026 release one including a pair of larger Lexus ES models, one fully electric and one a hybrid.
Mercedes-Benz is adopting a similar ploy with its CLA EV and CLA Hybrid choices. Mazda’s China-sourced 6e BEV arrives around midyear and Xpeng’s sub-brand Mona introduces the M03 medium-size sedan as a competitor for the Tesla Model 3.
We might even see the Avatr 06 sports sedan from Changan’s JV with CATL and Huawei…
What’s coming:
Large and upper large passenger cars
All’s quiet on the large and upper large passenger car front with perhaps two new entrants for 2026 and they are expensive with limited market appeal.
What’s coming:
Sportscars
Though a niche market, plenty of new sportscars are scheduled for 2026 as manufacturers seek to gain kudos from aspirational models many powered by electrified drivetrains of various configurations.
Top-end European brands account for the lion’s share of new entrants but Honda is due to launch its anticipated new generation Prelude in the second half of 2026 and of course, Porsche’s new generation 718 models may be available in a choice of fully electric or ICE configuration.
What’s coming:
People movers
The not-dead-yet people mover segment gains three newcomers (and perhaps more) with a focus on the Hyundai Staria facelift and Volkswagen’s new Multivan.
Chinese brands seem to be pursuing the ultra-luxury buyer offering vehicles with everything including the kitchen sink in luxury terms along with high powered fully electric often all-wheel drivetrains…
What’s coming:
Light SUVs
There is not much action here, apart from Suzuki’s popular Jimny update. Though expect the unexpected from Chinese brands as they pursue market share and chase the title of Australia’s cheapest EV.
What’s coming:
Small SUVs
As in the past few years, buyers will be spoiled for choice in this segment as at least 15 new entrants are scheduled for 2026 arrival including, unsurprisingly, a swag of Chinese offerings many of which are EVs.
Hybrids dominate with plenty of interest surrounding the Jaecoo J5 in three permutations, Audi’s Q3 PHEV, Suzuki’s Vitara hybrid and Volkswagen’s new gen T-Roc Hybrid.
A Strong Hybrid Subaru Crosstrek is also due sometime this year.
What’s coming:
Medium SUVs
No prizes for guessing the focus of many brands Down Under for 2026 as the Medium SUV Segment has no fewer than 40 newcomers (at least) scheduled for arrival.
All appear to be electrified in some way with great interest on the new BMW iX3 Neue Klasse, BYD’s Sealion 5 PHEV and the Chery Tiggo 9 PHEV.
Nissan has four new entrants in the segment and of course, we await the arrival of a new gen Toyota RAV4 that ushers in a PHEV for the first time.
What’s coming:
Large and upper large SUVs
Big SUVs seem to be back on the agenda exemplified in the 24 new entrants scheduled to lob this year.
More are likely from China but haven’t been confirmed as yet…
Of particular note is Cadillac’s intention to persist in its attempt to carve a foothold Down Under with three new offerings in a crowded luxury market.
Mercedes-Benz is taking another swing with three electrified models across GLC EQ, GLE and GLS variants the former an EV the latter two in ICE and Hybrid format.
Toyota will offer the Tundra powertrain in LC300 Hybrid and Porsche hopes punters will warm to a fully electric Cayenne.
What’s coming:
Utes
As expected, a greater emphasis will be placed on electrification in “uteland” through PHEVs and BEVs but the latter may struggle in the face of rusted on diesel ute buyers.
Ranger Super Duty is an unknown quantity but has generated plenty of interest from tradies and offroad enthusiasts but will need more cut-through than the “slow” selling Ranger PHEV.
Isuzu will launch an electric D-Max in an effort to stem the flow of NVES penalties but KGM seems likely to strike a chord with its electric Musso.
Toyota’s new, polarising HiLux is kind of already here followed by Nissan’s upwardly abbreviated Navara range, and Kia will launch a cab/chassis version of its Tasman ute, perhaps with a standard bullbar.
What’s coming:
Vans
One new van appears on the horizon for 2026 in Kia’s fully electric P5 cargo and passenger variants later on this year.
Others may yet surface from China, but we’ll have to wait and see.
As 2025 was a strong year for van introductions, the manufacturers concerned are focusing on consolidation this year trying for conquest sales from other makes.
What’s coming:
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