AUSTRALIA will have 67 vehicle brands in 2026 and 75 brands in 2031 making it one of the most competitive markets in the world.
The Australian Automotive Dealer Association (AADA) commissioned respected automotive data and modelling agency Blue Flag to detail the number of brands projected to come to Australia so that franchised new car dealers fully understand the market wave that is coming their way.
“We are currently seeing an overflooding of the Australian market with new brands coming thick and fast,” said AADA CEO James Voortman.
James Voortman
The new data details that in 2026 there will be a record number of brands with eight new entrants stating their intentions to set up in Australia from last year and an increase of 28 new brands by the year 2031 – a 92 per cent rise in the number of brands in Australia in 10 years from 2021.
“These new brands see Australia as having very attractive policy settings that are geared for the supply of electric vehicles where they can test their product in a western market with low upfront investment when compared to other western countries.”
Mr Voortman said that it was obvious that not all these new – and even established brands – will be able to compete long term.
“Australian drivers will always be attracted to value-based products that offer a quality experience but more so, a quality after sales experience with reliable and timely servicing and repair work,” he said.
“Brands that cannot compete on that level will struggle.”However, in the race to supply vehicles to Australia, the AADA is asking the federal government to move at pace to protect Australian franchised new car dealers with their election commitment before the market consolidates.
“After the recent federal court decision involving Australian new car dealers, we have seen that franchising laws will not protect against some franchisors,” he said.
“The Albanese government must move to legislate on their election commitment to introduce an ‘unfair trading practices’ regime to protect franchised new car dealers which will give them confidence to invest in the transition to electric vehicles.”
By Neil Dowling on 13th January 2026 Comment, Management Workshop, Market Reports, News AADA, Blue Flag
AUSTRALIA will have 67 vehicle brands in 2026 and 75 brands in 2031 making it one of the most competitive markets in the world.
The Australian Automotive Dealer Association (AADA) commissioned respected automotive data and modelling agency Blue Flag to detail the number of brands projected to come to Australia so that franchised new car dealers fully understand the market wave that is coming their way.
“We are currently seeing an overflooding of the Australian market with new brands coming thick and fast,” said AADA CEO James Voortman.
James Voortman
The new data details that in 2026 there will be a record number of brands with eight new entrants stating their intentions to set up in Australia from last year and an increase of 28 new brands by the year 2031 – a 92 per cent rise in the number of brands in Australia in 10 years from 2021.
“These new brands see Australia as having very attractive policy settings that are geared for the supply of electric vehicles where they can test their product in a western market with low upfront investment when compared to other western countries.”
Mr Voortman said that it was obvious that not all these new – and even established brands – will be able to compete long term.
“Australian drivers will always be attracted to value-based products that offer a quality experience but more so, a quality after sales experience with reliable and timely servicing and repair work,” he said.
“Brands that cannot compete on that level will struggle.”
However, in the race to supply vehicles to Australia, the AADA is asking the federal government to move at pace to protect Australian franchised new car dealers with their election commitment before the market consolidates.
“After the recent federal court decision involving Australian new car dealers, we have seen that franchising laws will not protect against some franchisors,” he said.
“The Albanese government must move to legislate on their election commitment to introduce an ‘unfair trading practices’ regime to protect franchised new car dealers which will give them confidence to invest in the transition to electric vehicles.”
By Neil Dowling
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