'A proliferation of product': BYD bets big on Australia as Chinese brand details new-model tsunami that will take the fight to Toyota, Mazda and Kia

BYD says it's just getting warmed up in Australia, promising a "proliferation of product" with a focus on "utes and SUVs" as it seeks to make good on its promise to dethrone Toyota at the top of the new-car sales charts.

The brand currently has six models in Australia – the Dolphin, Atto 3, Seal, Sealion 6, Sealion 7 and Shark 6 ute – but says it will launch two new models this year, with the rollout to continue apace in 2026.

The end goal is to mimic Toyota's lineup by offering a vehicle in every segment, including HiAce-sized vans and LandCruiser-sized large SUVs.

"I'm happy to go on record to say, as a brand, we need to have product in every segment. And when we say every segment, literally it does mean every segment. We need to have vans, we need to have large SUVs," says (BYD importer) EV Direct's David Smitherman.

"So the message is very clear. We are pushing hard to get more depth in our product portfolio. (And we're) very focused on SUV and ute."

"I'm pushing for more SUVs, large SUVs, seven-seat SUVs."

We already know the model wave will include the brand's Denza product lineup, with the luxury/off-road off-shoot of BYD being set-up in Australia as its own entity right now.

It offers models like the ultra-luxury YangWang U8, the just-revealed Range Rover-rivalling N9 SUV, and the tough-as-nails (and Prado-rivalling) Fang Cheng Bao 5 – the latter of which has already been spied testing in Australia.

But we also know the the next two products to arrive will be stamped BYD, not Denza.

"I'm very focused on BYD. But I think what's exciting is there is a lot of product depth in BYD that isn't in Australia."

That could include the 1000-volt-architecture-equipped Han L sedan and Tang L SUV – both capable of accruing 400kms of range in just five minutes when plugged into a hyper-fast charger (of which, sadly, none currently exist in Australia).

But given the focus on utes and SUVs, the model attack could also include the Seagull electric small SUV, with reports this week the model is to be renamed the Dolphin Surf and engineered in right-hand drive.

The brand is also working on potential Shark 6 variants, a full-size, American-style pickup truck, and has just revealed the Sealion 5 electric SUV overseas.

One thing we do know is that BYD has identified plug-in hybrid technology as its growth area in Australia, rather than pursuing an EV-only pathway, suggesting a broader rollout of the brand's DM-i, or Dual Motor Intelligence, plug-in technology.

"I feel that the size of Australia, geographically, is so large that I think that the PHEV is definitely a more logical choice for a lot of people," Mr Smitherman says.

"As a business, we're better focused on SUV and ute. That's where most sales in Australia are, and that's how we establish the brand.

"But there will be definitely a proliferation of product from BYD."