Is Australia ready for plug-in hybrid utes and off-roaders? The answer could make or break this brand's 2025 plans | Analysis

Sales of plug-in hybrid electric vehicles (PHEVs) are up more than 100 per cent as Australians look for ways to cut their fuel bills and embrace new technology.

The catch is, the growth is from a very low base. It is likely just over 20,000 PHEVs will be sold this year, against a new-car market in excess of 1.1 million sales. The final results will be revealed soon.

As technology improves, electric-only ranges increase, prices come down making PHEVs more popular, with the technology approaching a tipping point in 2025.

And there will be one brand hoping it tips in favour of PHEVs more than any other — GWM.

The Chinese brand is preparing an onslaught of rechargeable models in 2025, led by the Cannon Alpha PHEV and Tank 500 PHEV, both of which we’ve already sampled as part of the brand’s evaluation of the new options.

GWM is on the verge of a top-10 finish on last year's sales charts thanks to a diverse model line-up of that covers the key segments of the market.

2024 GWM Cannon Alpha hybrid

The Haval Jolion is among the best-selling small SUVs, the Haval H6 performs well in the mid-size SUV space and the Tank 300 and Tank 500 are gradually growing share in the more rugged SUV sector.

The biggest question mark at the moment is the Cannon Alpha, the larger of the companies two utes, which straddles the Ford Ranger and F-150 in size terms. It has yet to hit its straps in the local market, struggling behind the more conventionally-sized GWM Ute Cannon in the sales race.

GWM will be hoping the addition of a plug-in hybrid powertrain will be the right move for the Cannon Alpha to help drive interest and attract more buyers. With BYD beating its chest about 4000 Shark 6 plug-in hybrid ute orders, GWM might be onto something.

2024 GWM Tank 500 PHEV

As of right now the Cannon Alpha appears to be stuck in a no-man’s land between the traditional dual cabs and US-sized pickups. If Australian buyers continue to be attracted to the benefits of a plug-in hybrid — especially in a larger vehicle like the Cannon Alpha and Tank 500 — the timing would be a major boost for GWM.

As we mentioned, GWM’s Australian sales are tracking well, up more than 20 per cent at time of writing, so there isn’t any desperation in the company’s tactics. Having said that, tapping into the growing demand for more fuel-efficient larger vehicles, especially popular utes and off-roaders, could help propel GWM further up the sales charts and past some familiar names.