Established car brands keep pace with Chinese rivals in online searches

Online searches for Australia’s established vehicle brands are growing at a similar rate to their Chinese rivals, despite the newcomers gaining ground in the sales rankings.

Data from vehicle visualisation company IMAGIN.studio shows searches for Toyota, Kia, Mazda, Hyundai and Ford increased 167% between January and August 2026 compared with the same period last year.

Searches for BYD, Chery, LDV, MG and GWM rose 164%, leaving only a small difference between the two groups.

However, Chinese brands accounted for five of the 10 highest-selling marques in August, according to Federal Chamber of Automotive Industries VFACTS data.

Toyota remained the market leader, while BYD ranked second. GWM, MG, Geely and Chery also featured in the top 10.

IMAGIN.studio says the figures indicate established manufacturers continue to attract buyer attention but face increasing competition when shoppers compare vehicles online.

Chief executive Martijn Versteegen says familiarity with a brand may no longer be enough to secure a sale.

“Our data shows Australia’s best-known brands are still being researched heavily. Interest in them has grown just as fast as interest in the newcomers,” Versteegen says.

“What has changed is what happens after that research.”

He says buyers can now compare established and newer brands through the same digital channels, with pricing, specifications, availability and vehicle imagery presented alongside one another.

“For a long time, being a household name did a lot of the work. That is much less true now,” Versteegen says.

“Buyers are comparing a traditionally popular model in Australia against a Chinese car in the same session, on the same screen, and making a judgement based on what is in front of them.”

IMAGIN.studio says the trend places greater importance on how manufacturers, dealers and online marketplaces present vehicles during the research process.