What's the difference?
Yep, here comes another new brand.
The Australian new car market has been flooded with new car brands in recent years, not exclusively but predominantly from China. GAC is the latest, joining the likes of BYD, Deepal, Geely, GWM, Leapmotor, MG and Xpeng in an increasingly crowded market.
Quite simply, the market is now so crowded it means any new company with long-term aspirations will need to find a way to cut through. Being cheap alone won’t do it, nor will being stylish or nice to drive. No single trait will be enough, instead you will need to tick as many boxes as possible to secure any long-term security.
Which puts a lot of pressure on the Aion V, the brand’s mid-size, all-electric SUV that has just arrived in Australia. It will go head-to-head with the likes of the Geely EX5 and Leapmotor C10 at the more-affordable end of the electric SUV market. But does it tick enough boxes to make an impact? Read on to find out…
Some of my favourite television shows or movies are flawed. When I talk to people about those films and about those flaws, there's a pattern - they don't know what they are and are therefore a bit confused. I don't know why that appeals to me, it just does.
Cars can be like that. There are some cars that aren't sure what they are. One of the exemplars of this is the Toyota C-HR - a small SUV aimed at young get-up-and-go types but bought almost exclusively by baby boomers, attracted to the badge. Young folks want more performance, lower cost and Apple CarPlay.
Hindsight suggests that the less-than-stellar sales performance of the much-heralded Mercedes ute, the X-Class, might be down to confusion. Mercedes thought it would be one thing and it turns out the market thinks it's another.
Candidly, I questioned the logic behind GAC entering the Australian market, especially now given the seemingly non-stop influx of other brands. How could it really hope to stand a chance against so many similarly priced and similarly equipped rivals?
Well, the answer is by providing a better product. The Aion V is simply a better package than many of its rivals, Chinese and otherwise, at least based on our initial impressions.
It combines value and practicality but also adds a level of driving comfort and manners its Chinese rivals can’t match.
Is that enough to guarantee success? Not at all, but it’s a strong foundation to start with and at least gives GAC a fighting chance to not get lost in the crowd.
Note: CarsGuide attended this event as a guest of the manufacturer, with accommodation and meals provided.
The X was an opportunistic shot at a market segment new to Benz. With even apprentices able to afford to buy a well-specced Hilux, it's become harder to separate the foreman from the kids. I, like Mercedes, thought this would be the boss's car. Mercedes saw the gap and went for it, thinking it could grab sales from top end utes from VW, Toyota and Ford, while maybe saving a few folks from buying a RAM or an F150.
The problem is, the target market knows its utes. And in a rough-and-tumble workplace, the perception is that if you've spent up big on this Merc, you've actually just paid too much for a Nissan Navara. Still, like those flawed movies I enjoy, the X-Class is a fine thing - and I don't blame Mercedes for trying. It just costs too much, and yet isn't Mercedes enough to justify that price.