JAC Motors Australia is considering the introduction of premium electric vehicles (EVs) to local showrooms.

These vehicles could compete with a growing number of Chinese premium brands, including Zeekr and Denza, as well as MG's IM Motors sub-brand and GWM's upcoming Wey sub-brand.

Since entering the Australian market in 2024, the company has offered only dual-cab pickup models locally. Its diesel-powered T9 was recently joined by the Hunter PHEV (plug-in hybrid electric vehicle), for which order books opened this week.

However, the company's global product portfolio also includes passenger cars, electric vehicles, SUVs, people movers, and heavy-duty trucks.

The company has also expanded into the luxury vehicle segment with Maextro, a luxury marque launched in China in 2025 in partnership with technology company Huawei.

Speaking at the launch event for the Hunter PHEV, JAC Motors Australia Managing Director Ahmed Mahmoud stated that the company is also evaluating an additional premium brand for the Australian market.

"JAC Define is among several vehicle opportunities from JAC Motors that are being evaluated for the Australian market, there are several factors that must be considered before opportunities of this nature are realised. The Define S and X concepts, for example, received Red Dot Design Awards for 2025," Mr. Mahmoud said.

No additional details were provided regarding when or how the Define models could be introduced in Australia, including whether a separate dealer network would be required.

Although Define has not yet been established globally as a standalone brand, it could potentially be positioned either as a premium EV sub-brand or as a standalone marque in Australia to compete with the increasing number of premium Chinese brands entering the market.

The Define sedan concept was first revealed at the 2024 Beijing Motor Show in China. It later evolved into the Define-S, which appeared alongside the Define-X SUV concept at Auto Shanghai 2025.

Both concepts are based on company's new Define 1,000-volt EV architecture, developed to support future electric vehicles across its various brands. Company stated that the Define-S is powered by a tri-motor electric drivetrain producing up to 590 kW, with a claimed 0-100km/h acceleration time of 2.3 seconds, making it quicker than the Tesla Model 3 Performance.

While companycurrently offers only diesel and plug-in hybrid dual-cab utes in Australia, its overseas EV line-up includes the E30X hatchback, an electric version of the T9 ute that could potentially be introduced locally, as well as electric vans and trucks.

The Maextro brand appears less likely to enter Australia in the near term due to its luxury positioning, while Huawei's involvement could also create additional complications. Although Huawei consumer products are not banned in Australia, the federal government blocked the company from supplying equipment for Australia's 5G network rollout in 2018, citing national security concerns.

Chinese automotive brands have increasingly expanded beyond the lower-priced segments in which they traditionally competed. Geely's premium brand Zeekr launched in Australia in late 2024, MG introduced the IM Motors brand locally in 2025, and BYD launched its premium Denza marque later in 2026.

In 2026, GWM is expected to introduce its Wey luxury brand in Australia. Its vehicles are reportedly set to be sold alongside other GWM models in existing showrooms, similar to the way IM vehicles are sold through MG dealerships, rather than through separate retail networks such as those established for Zeekr and Denza.