A growing influx of new automotive brands is reshaping New Zealand’s vehicle market, particularly in the electric and hybrid segments. The latest entrant, Chinese automaker Forthing, officially launched in April 2026, marking another step in the rapid expansion of EV-focused manufacturers in the region.
Forthing’s introduction is being managed by Ateco Automotive, a distributor already active in New Zealand with brands such as BYD. The move underscores Ateco’s broader strategy of bringing multiple Chinese automotive marques to both New Zealand and Australia, capitalizing on rising demand for electrified mobility.
Although newly introduced to New Zealand consumers, Forthing is not a newcomer globally. The brand was established in 2016 as part of a repositioning effort by its parent company, Dongfeng Motor Corporation—one of China’s largest state-owned automakers. Since then, Forthing has sought to carve out its own identity, focusing heavily on SUV models and modern design language.
For its local debut, Forthing is launching the Taikon, a medium-sized SUV offered in both fully electric and hybrid variants. The battery electric version delivers 150kW of power and 240Nm of torque, with an estimated driving range of around 400 kilometres. Meanwhile, the hybrid model produces a combined 155kW and emphasizes extended usability, offering up to 183 kilometres of electric-only driving and a total combined range of approximately 1,150 kilometres.
The Taikon will be available in two trims—Luxury and Exclusive—across both powertrains. Pricing for the hybrid variant starts at $39,990 for the entry-level model and rises to $44,990 for the higher specification. The fully electric version is priced slightly higher, beginning at $42,990 and reaching $47,990. This positioning places the model within the lower to mid-range SUV segment, targeting cost-conscious buyers seeking electrified options.
Forthing’s arrival forms part of a broader international expansion strategy. While the brand remains relatively unfamiliar in many Western markets, it has been steadily increasing its global footprint through partnerships with regional distributors. In New Zealand, Ateco Automotive’s experience in introducing emerging brands is expected to play a key role in establishing market presence.
The company’s roots in passenger vehicle production date back to the early 2000s, but its modern identity began to take shape in 2016 with the launch of the T5 Evo SUV. That model also introduced the brand’s lion emblem, a key element in its effort to build stronger recognition. A subsequent brand renewal initiative in 2021 further outlined Forthing’s updated design direction and long-term ambitions, with a continued emphasis on SUVs and electrification.
Forthing’s entry highlights the increasing intensity of competition in New Zealand’s automotive sector, particularly as more Chinese manufacturers expand beyond domestic markets. With a growing range of price points, powertrain choices, and technology offerings, consumers are seeing more accessible pathways into electric and hybrid vehicles.
Against this backdrop, the Taikon SUV is expected to compete in a crowded and fast-evolving segment, where affordability and flexibility are becoming key factors driving purchasing decisions.
