Forthing car brand locked in for Oz with long-range hybrid SUV
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Dongfeng-backed Forthing will enter the Australian market in June 2026 under Ateco Group distribution, spearheaded by the Taikon 5 mid-size SUV offered in both electric and range-extending hybrid forms. Dongfeng is a huge state-owned Chinese car-maker.
The steady stream of new Chinese brands entering Australia will continue in 2026, with Dongfeng’s Forthing marque officially locked in for a local debut.
The Ateco Group (currently importing RAM pick-up trucks, Renault, Maserati and LDV) will be the middle man between Dongfeng in China and Aussie buyers Down Under.
Forthing – a sub-brand of one of China’s ‘big four’ state-owned car-makers Dongfeng – will arrive with a focus on electrified models, including battery electric vehicles (BEVs) and what it calls range-extended electric vehicles (REEVs).
First cab off the rank will be the Taikon 5 mid-size SUV, known as the ‘Friday’ in its home market.
The new family SUV offers buyers a choice between fully electric power and a range-extending hybrid set-up.
According to WLTP testing, the REEV version can travel up to 170 kilometres on electric power alone, with a combined driving range of up to 1050km when its petrol engine is used as a generator – placing it among the longest-range plug-in hybrids slated for Australia.
Ateco Group – one of the region’s most experienced independent distributors – will handle local operations, with former China-based automotive executive Shaun Garrard appointed as national manager.
“We see huge potential in the Forthing brand in this highly competitive market, with its comprehensive line-up of new-energy vehicles,” Garrard said.
“A lot of new automotive brands are making bold promises,” taunted the Forthing exec.
“With Forthing’s strong product portfolio – and the Ateco Group’s experience in introducing new brands to this market – we are well positioned for long term success.”
That experience may prove crucial.
While Australia has seen an influx of Chinese brands over the past five years, not all have landed smoothly.
Several marques have struggled with under-resourced independent importers, leading to patchy dealer networks, parts supply issues and, in some cases, factory intervention.
Brands like Xpeng and BYD have both faced well-documented early hurdles locally – from software and delivery delays to aftersales growing pains – before their parent companies or factory-backed entities stepped in to stabilise operations.
Against that backdrop, Ateco’s involvement could be seen as a stabilising factor for Forthing, given its track record with brands such as LDV and RAM.
Dongfeng’s broader ambitions in Australia are also beginning to take shape beyond Forthing.
The Chinese giant is also expected to introduce its extreme off-road sub-brand Mengshi, headlined by the hardcore M-Hero (or M917) electric 4×4 – a $250K-plus ‘super off-roader’ aimed at the likes of the Mercedes-Benz G-Class and Land Rover Defender.
However, unlike Forthing, the importer for Mengshi in Australia has yet to be confirmed, raising further questions about how Dongfeng will structure its growing local presence.
Forthing’s Australian launch will begin with a single-model strategy before expanding its line-up, with further details on additional vehicles expected closer to launch.
Its success may hinge not just on product, but on execution.
Australia’s increasingly crowded field of new-energy brands continues to separate the well-backed operations from those that struggle to make true inroads in the cut-throad Aussie new car marketplace.
More than 70 new car brands are now fighting for around 1.1 million vehicle sales per year in Australia and spree industry experts warn that not all brands (including newcomers and established marques) will survive in such contested conditions.
A modified version of this article originally appeared on carsales.com.au
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