Once the underdogs of New Zealand's automotive industry, imported Chinese cars have shifted gears in recent years, lapping many legacy brands and fighting big-name manufacturers for pole position. In this article, we'll take a closer look at the rise of Chinese automotive brands in NZ and how they stack up against some of the biggest names in the market using data from MIA.
The Early Days of Imported Chinese Cars in NZ
When Chinese cars first rolled into New Zealand in the early 2000s, they didn't exactly steal the show. Brands like Great Wall Motors were known for their utes, which came with a tempting price tag. But for many Kiwis, that affordability came with a side of scepticism. Early models were plagued by questions about build quality and reliability, and many buyers couldn't look past the "you get what you pay for" stigma.
Servicing was another headache. With limited dealer networks and parts availability, owning one of these vehicles often felt like a gamble. Add in a lack of brand recognition, and it's no wonder these cars struggled to gain traction.
But times have changed, and so have the cars. MG made a splash when it relaunched under SAIC Motor in 2016, bringing stylish SUVs and EVs that were surprisingly good value. By 2020, BYD was on the scene with a range of EVs that didn't break the bank. Slowly but surely, Chinese brands started earning their stripes. Despite these rocky beginnings, Chinese automakers kept pushing, learning from their missteps and refining their offerings. Fast forward to today, and those early struggles have paved the way for a remarkable turnaround.
Sales of Chinese Car Brands in NZ (2020-2024)
The Rapid Growth of Chinese Car Brands
It’s hard to believe how far imported Chinese cars have come in just a few years. Back in 2020, BYD wasn’t even a blip on the radar. Fast forward to 2024, and they’ve sold over 900 vehicles in a single year, thanks to their affordable and practical EVs.
Then there’s MG, which has been quietly racking up sales year after year. Over the past five years, nearly 20,000 MGs have hit New Zealand roads, with models like the MG ZS EV becoming a go-to option for Kiwis looking to make the switch to electric without blowing the budget.
HAVAL has also had a solid run, starting with 843 sales in 2020 and steadily climbing to just under 2,000 by 2023. And let’s not forget GWM, which is making a name for itself in the ute and SUV space.
Altogether, Chinese brands sold over 36,000 vehicles in the past five years, a testament to their growing appeal. These brands aren’t just keeping up; they’re thriving, and their momentum shows no signs of slowing down.
Top 10 Vehicle Brands in NZ (2020-2024)
Chinese Imports vs Legacy Car Brands
Chinese car brands are shaking up the market and making their presence felt too. In 2024, both MG and GWM cracked a spot in the top ten for most-sold car brands in New Zealand, a huge achievement that's turning heads.
MG sold an impressive 3,060 cars in 2024, overtaking some big names like Subaru, which sold 1,994, and even luxury brand Mercedes-Benz, which managed 1,366. GWM wasn't far behind, with 2,622 sales that year, putting it ahead of household names like Volkswagen (2,175) and way ahead of Volvo (380).
Then there's BYD, which is still new on the scene but making waves in the EV market. It sold 908 cars in 2024, closing the gap on Tesla's 1,287.
It's clear that MG, GWM, and their Chinese counterparts are no longer just "the affordable option." They're real competition, and Kiwis are taking notice. These brands are proving they've got what it takes to go toe-to-toe with the industry heavyweights, offering cars that fit the budget without skimping on features.
Why are Chinese Cars Becoming Popular?
The rise of Chinese cars in New Zealand has been fuelled largely by their dominance in the EV market. As Kiwis shift toward greener transportation, brands like BYD and MG have capitalised on this trend, offering affordable, feature-packed EVs that undercut legacy competitors.
Take the BYD Atto 3, for example. It’s an EV with a starting price of $51,990, making it a game-changer for people keen to go electric without spending Tesla-level money. Then there’s the MG ZS EV, which not only has a competitive price tag of $40,990 but also packs advanced tech and a sleek design.
Chinese brands are also expanding their model lineups faster than you can say “value for money.” HAVAL, for instance, expanded its lineup with SUVs that cater to families. Meanwhile, BYD’s focus on EVs has aligned perfectly with New Zealand’s rising interest in sustainable transport options.
However, when the government ended its Clean Car Discount, EVs under $80,000 stalled out. Brands like BYD weren’t immune from this change either, going from just over 3700 sold in 2023 to 908 in 2024.
Despite the recent setback, gradual shifts have made Chinese automakers more appealing to everyday Kiwis, positioning them as leaders in affordability and innovation.
What does the Future Hold for Chinese Automotive Brands in NZ?
The future looks bright for Chinese cars in New Zealand. Brands like BYD, MG, and GWM have become firmly established within the NZ market, winning over the hearts, minds, and, more importantly, wallets of Kiwis.
With Leapmotor recently setting up in NZ and the likes of DongFeng, Xpeng and Skyworth on the way, the range of imported Chinese cars available on the market will continue to grow. While the risk of cannibalisation is very real, with so many brands flooding the market at once, the ones that survive will be set to carry on the growing influence of Chinese cars in the NZ automotive market.
Looking globally, we see a very similar and far more mature story. JATO Dynamics reported that in 2023, Chinese manufacturers exceeded American manufacturers for the first time, with 17.9% of the market share of new vehicles sold globally compared to 15.2%. While still trailing Japan and Europe, these numbers paint a promising picture for Chinese automotive brands.
For Kiwis, this is all good news. More competition means better prices, increased innovation, and more options, especially for those looking to go electric. In the next five years, Chinese brands could become a permanent fixture in driveways across the country.
Driving the Future of Chinese Cars in NZ
Chinese car brands have hit the accelerator in New Zealand, and by the looks of it, they’re not taking their foot off the pedal anytime soon. While they still have plenty of ground to cover before leading the automotive industry in NZ, the gap is closing, and more competition can only lead to good things for Kiwi consumers.
For more in-depth analysis of the automotive industry in New Zealand, check more blogs from AutoFlip:
- How Power Trip is Driving Change with Fleet Data
- The State of the NZ Used Car Market in 2024 - A Decade in Decline
- Most Commonly Stolen Cars in New Zealand – Is Your Car on the List?
These should all link to the blogs of the same name once they are live.
