Does Australia need more car brands? Rivian, Acura, Dodge and others that could make a splash in Down Under
Rivian looks to be on its way to Australia with R1T ute headlining.
Australia has long been one of the most competitive automotive markets in the world, with over 60 brands often vying for sales. And it seems that there is no chance of slowing it down, even with the loss of Holden.
In recent years, we have seen an influx of new brands from China, including MG, Haval and LDV, as well as new/revitalized American manufacturers, Chevrolet and Dodge, thanks to local RHD conversion operations.
Most recently, the Volkswagen Group announced that it will introduce Spanish performance brand Cupra in 2022, while Chinese electric vehicle maker BYD has also confirmed it will start selling vehicles here next year.
With that in mind, we decided to take a look at new or dormant car brands that could play a role in the local market. We chose brands that we think have a real chance of succeeding here and can sell in decent volumes (so none of the niche players like Rimac, Lordstown Motors, Fisker, etc. made it to this list) .
Who: Rivian
What kind: The American brand has attracted a lot of attention with its pair of electric vehicle prototypes, the R1T ute and R1S SUV. Both Ford and Amazon have invested hundreds of millions of dollars in the company to help bring both models into production this year.
Why: What makes us think that Rivian will work in Australia? Well, while electric vehicles are still in their infancy in the local market, two types of vehicles that Australians love are SUVs and off-road vehicles. The R1T and R1S have been designed to deliver true off-road performance (355mm ground clearance, 4.5t towing) while still delivering the on-road performance we expect from an electric vehicle (0-160km/h in 7.0 seconds). ).
Although they will be positioned at the top of the market and prices will likely start at or above $100K, Rivian can compete with the Audi e-tron, Mercedes EQC and Tesla Model X for the money.
While there has been no official announcement, there are all indications that Rivian will be coming here as well, according to chief engineer Brian Geis. Cars Guide in 2019, the brand plans to enter the market in right-hand drive approximately 18 months after the start of sales in the United States.
Who: Link and Co.
What kind: Lynk & Co, part of the Geely car brands, was formally founded in Gothenburg under close scrutiny from Volvo, but was first launched in China; and with a very different way of doing business. Lynk & Co offers a direct-to-consumer model (no dealerships) as well as a monthly subscription program - so you don't have to buy a car, instead you can rent one for a flat fee.
Why: Lynk & Co has already entered the European market and plans to enter the UK market by 2022, meaning right-hand drive models will be available in Australia. Local Volvo officials have already expressed interest in having youth-friendly Lynk & Co available in Volvo showrooms.
Based on Volvo's "CMA" architecture, Lynk & Co's line of compact SUVs and small sedans will be a worthy addition to the local market.
In addition, working alongside Volvo would give Lynk & Co a more prestigious position that would differentiate it from existing Chinese brands.
Who: Dodge
What kind: The American brand disappeared from the Australian market a few years ago with little or no attention. That's because there was very little reason to notice Dodge's previous line of boring models, including the Caliber, Journey and Avenger. However, in the US, Dodge has rediscovered its charms, and these days its lineup consists of the V8-powered Charger sedan and Challenger coupe, as well as the muscular Durango SUV.
Why: All three mentioned models will appeal to local buyers. In fact, the Dodge trio would be the perfect affordable brand for the expanded Stellantis conglomerate.
The Charger would be a suitable replacement for those still missing the locally built Holden Commodore and Ford Falcon - especially the red-hot SRT Hellcat model - and that includes various police forces around the country (which is a potentially strong market).
The Challenger could be a good alternative to the Ford Mustang, offering a similar vibe to the American muscle car, but in a different package and, again, with a powerful Hellcat engine.
The Durango is also available with a Hellcat V8 engine and would make more sense than the Jeep Grand Cherokee Trackhawk in many ways, given Jeep's emphasis on off-road performance.
The biggest hurdle now (and in the past) is the lack of right-hand drive. . If they do, Dodge will be a no-brainer for Australia.
Who: Acura
What kind: Honda's luxury brand has enjoyed mixed success overseas, especially in the US where it competes with brands like Lexus and Genesis, but the Japanese brand has always kept it away from Australia. For a long time, this was due to the fact that Honda had reached the level of premium appeal, so the Acura was effectively unnecessary.
This is no longer the case as Honda sales are declining, the company is about to move to a new "agency" sales model with fewer dealers and fixed prices. So, does this leave the door open for an Acura return?
Why: While Honda says the goal of its new sales strategy is to make the brand a "semi-premium" player with a focus on quality over quantity, it still has a long way to go to be recognized as the "BMW of Japan". was before.
This means that with this new streamlined sales model, it can introduce key Acura models such as the RDX and MDX SUVs in Australia and position them directly as affordable premium vehicles, similar to the Genesis. The company even has a ready-made hero model, the NSX supercar, which couldn't find buyers with a Honda badge and a $400 price tag.
Who: WinFast
What kind: It's a new company, but with deep pockets and big plans. In less than two years, the company has become a bestseller in its native Vietnam and has set its sights on global markets, including Australia.
VinFast's initial models, LUX A2.0 and LUX SA2.0, are based on BMW's platforms (F10 5 Series and F15 X5 respectively), but the company has plans to expand and develop its own vehicles with the new lineup. custom electric vehicles.
To that end, in 2020 Holden bought the Holden Lang Lang proving ground and will establish an engineering base in Australia to ensure that its future models can be competitive in markets around the world.
But that's not all, even before the company bought Lang Lang, VinFast opened an engineering office in Australia, employing several former experts from Holden, Ford and Toyota.
Why: While VinFast hasn't announced any plans to produce right-hand drive vehicles, given that it has already established strong engineering ties with Australia, it's likely that the brand will eventually enter the market.
The company is owned by Vietnam's richest man, Phạm Nhật Vượng, so financing the expansion shouldn't be a problem and he seems to have big ambitions as the company's website calls it a "global smart mobile company" and states that it will "launch our smart electric vehicles around the world in 2021,” so keep an eye on this space.
