Diesel to remain part of model mix says GWM

WHILE GWM has been quick to announce its support of the Australian government’s proposed New Vehicle Efficiency Standard, it is a move the Chinese importer says will be tempered by a gradual phasing out of existing driveline technologies in a bid to ensure its customers are not left behind.

Speaking with GoAuto at the launch of the Tank 500 in Melbourne this week, GWM Australia and New Zealand managing director Charles Zhao said that while the company is ready to act on any changes announced, it was also keen to continue offering diesel power across its utility and larger SUV segments for the foreseeable future.

“We definitely need to adapt to the new regulations,” said Mr Zhao, referencing the incoming New Vehicle Efficiency Standard.

“We have similar regulations in China, and we have the technical resources to offer other EVs, hybrids, or plug-in hybrid models as part of our line-up.

“In the short term, we can see that hybrid is something definitely worth focusing on, but that likely won’t be enough in the longer-term given how emissions regulations are becoming.”

Mr Zhao said plug-in hybrid offerings made sense in many of the markets in which GWM operates but noted that uptake of the technology was slowed in Australia.

He said that as time moves on, and the technology is improved, customer acceptance of PHEVs will ameliorate, a point reiterated by GWM Australia and New Zealand head of marketing Steve MacIver.

“Plug-in hybrid is part of that plan, and we are fortunate at GWM to have a number of different powertrain options available to us,” he added.

When asked if diesel power would be phased out of the GWM line-up, both Mr MacIver and Mr Zhao were adamant the answer was ‘no’, saying the technology would play a key part in providing trade, agricultural and lifestyle buyers a suitable choice for years to come.

“I would say the short answer to that is ‘no’,” said Mr MacIver.

“Obviously, we will need to see the detail as to what happens with the emissions regulations (NVES), but we believe there is still a place for diesel over the coming years.”

It was a point Mr Zhao was keen to emphasise.

“Obviously, it will depend on a combination of factors, but customer need remains our priority,” he said.

“For ute and large off-road SUV customers, I don’t see that they will move to (battery) electric directly. That is why we are fortunate to have the powertrain resources available to be able to offer alternatives – and plug-in hybrid is definitely part of that plan.”

When asked if the continued discounting of its model range was also part of the plan, Mr Zhao said that it would only offer sizeable discounts where the opportunity was right.

In raising the awareness of its growing Ora electric vehicle brand with the Australian public, he said it was critical that the new brand was put into the hands of as many buyers as possible before the price was raised.

GWM recently announced a discount of its entry-level Ora electric range, a considerable $4000 deduction applied to the model’s list price, bring it in lockstep with offerings from other Chinese brands.

“It definitely depends on the competition, but there is also the issue of brand awareness,” he explained.

“We are still quite new (in the electric vehicle space locally) and we believe the price at which we are offering the Ora is quite good.

“Currently there is a special offer, and we will keep this offer in place for the foreseeable future, because it is such a competitive environment.”