GAC people mover to swap one BMW name for another in Australia

Chinese newcomer GAC will change the name of its M8 plug-in hybrid (PHEV) people mover, one of three models used to launch the brand in Australia in November last year.

Revealed for local showrooms alongside the petrol-powered Emzoom small SUV and electric Aion V mid-size SUV, the plug-in hybrid people mover was badged M8 for Australia.

While also shorthand in Australian slang, M8 was a name already in use by BMW for a hotted-up version of its flagship 8 Series.

“The BMW Group protects the well-established reputation of its premium products, which are highly regarded and valued by consumers,” a spokesperson for BMW Australia told CarExpert in December 2025.

“We are aware of this brand’s use of nomenclature that is similar to the naming system used by BMW. However, we do not wish to comment further at this stage.”

Nevertheless, GAC Australia boss Kevin Shu told CarExpert in the same month that a trademark challenge from the German brand over the M8 name didn't pose an issue.

“That doesn’t matter. I think, for example, my name is Kevin. A lot of people [are] named Kevin. But we just focus on our personality,” Mr Shu said.

In March 2026, Mr Shu told CarExpert BMW and GAC had communicated about the name, suggesting a change could happen.

“Some news from headquarters... made some influence. So maybe we have another idea to change the name,” Mr Shu told CarExpert at the local launch of the Aion UT electric hatch, the brand's fourth model to arrive here.

“The communication was reasonable and friendly.”

Government documents now confirm the M8 will be known in Australia as the E9, a name already used for the people mover in overseas markets including China, Hong Kong and Singapore, with Vietnam also set to receive it.

It remains unclear how much of a role BMW Australia played in the decision to change the name.

Ironically, the move comes after BMW ended production of the M8 late in 2025.

GAC has also chosen a new name that still has a BMW connection, with 'E9' referring to a family of BMW coupes produced from 1968 to 1975, though these vehicles were marketed under names such as 3.0 CS.

The GAC M8 was launched locally in two model grades, priced at $76,590 before on-road costs for the Premium and $83,590 before on-road costs for the flagship Luxury.

GAC Australia hasn't made an official announcement on the pending name change, which was filed this week with the Department of Infrastructure, Transport, Regional Development, Communications, Sport and the Arts.

Timing for the switch from M8 to E9 in Australia is yet to be confirmed.

However, a recent upgrade for the Hong Kong-market E9 could potentially accompany the name change in Australia.

While the 2.0-litre turbocharged four-cylinder petrol engine and 25.57kWh lithium-ion battery used in the Australian model remain unchanged, updates in Hong Kong include adaptive dampers, upgraded second-row seating and double-layer acoustic glass.

Going forward as the E9, the GAC people mover will sit alongside several new models as the brand targets more than 8000 sales in 2026, its first full calendar year on sale in Australia.

The Emzoom, Aion V and E9 have already been joined by the Aion UT small hatchback, with a lower-priced short-range version confirmed for Australia last week to rival the recently launched Geely EX2.

GAC has also shown the S7 SUV, a potential Toyota Kluger rival, as a candidate for Australian showrooms, and has confirmed plans to introduce a dual-cab ute locally sometime in 2027.

Longer term, the brand is aiming to become a showroom rival to Toyota and BYD, the top-two best-selling brands in Australia for the last three months.

MORE: Explore the GAC M8 showroom