In a rapidly evolving automotive landscape that’s witnessing what industry experts call an “extinction-level event,” Chinese manufacturers are aggressively disrupting Australia’s treasured ute market. Great Wall Motors (GWM) has launched a bold offensive against BYD’s pioneering Shark 6 plug-in hybrid electric vehicle (PHEV), highlighting significant shortcomings in the latter’s approach to electrifying the traditional workhorse.
The Electric Ute Revolution Begins
The automotive world is witnessing a seismic shift as electrification reaches one of the last bastions of fossil fuel dominance – the utility vehicle market. BYD made history by introducing Australia’s first plug-in hybrid ute, the Shark 6, priced competitively at $57,900 before on-road costs. This revolutionary offering combines a 1.5-liter turbo-petrol engine primarily serving as a generator with two electric motors (one on each axle) powered by a substantial 29.6kWh battery pack.
With combined outputs of 321kW of power and 650Nm of torque, the Shark 6 outmuscles even the performance-focused Ford Ranger Raptor on paper while promising up to 100km of pure electric driving range and a claimed combined range of 800km. The initial market response has been phenomenal, with BYD claiming the Shark 6 became the third-best-selling ute in Australia in February 2025, just months after its introduction.
GWM’s Counterattack: Exposing the Shark’s Weaknesses
GWM has abandoned traditional marketing restraint by directly challenging BYD’s approach to electrification. During the media launch of its Cannon Alpha PHEV, GWM Australia executives systematically identified what they describe as critical flaws in the Shark 6’s design philosophy.
“We are quite rightly going to be compared to Shark in that segment and Shark was first to market,” said GWM Australia marketing chief Steve Maciver. “Every review or piece of news that comes up about Cannon Alpha there’s a reference to Shark and we feel hand on heart, looking you in the eye, we do have a better vehicle.”
The core of GWM’s critique centers on what they consider fundamental compromises in the Shark 6’s capabilities that undermine its utility as a true workhorse. These include:
1. Limited Towing Capacity
The BYD Shark 6’s 2500kg braked towing capacity falls a full tonne short of the industry standard 3500kg offered by conventional diesel-powered rivals. This represents a significant disadvantage for customers who regularly tow heavy loads. By contrast, GWM’s Cannon Alpha PHEV maintains the full 3500kg towing capacity expected in the segment.
2. Off-Road Performance Deficiencies
While BYD took an innovative approach with its dual-motor electric drivetrain, GWM argues this comes at the expense of genuine off-road capability. The Shark 6 lacks critical 4×4 hardware including:
- No low-range gearing
- No mechanical locking differentials
- Limited ground clearance (230mm vs GWM’s 224mm)
- Limited suspension travel due to independent front and rear suspension
GWM’s product specialist Tim Leong emphasized these shortcomings: “The biggest difference is really the off-road capability of these cars. Having a real low-range gearbox and having this physical connection, front and rear diff lock as well.”
Independent testing has confirmed some of these limitations, with reviewers noting the Shark 6 struggles with challenging off-road terrain. One reviewer noted, “In the bush, the main issue with this platform is a lack of ground clearance and suspension travel… we were picking up opposing corners regularly and with utter ease.”
3. Reduced Payload Capacity
The Shark 6’s 790kg payload capacity falls below the coveted one-tonne mark achieved by many conventional rivals, potentially limiting its utility for commercial applications.
4. Long-Term Reliability Concerns
As a newcomer to the Australian market with limited dealer network infrastructure, questions remain about BYD’s long-term presence, parts availability, service support, and warranty obligations. The Shark 6’s innovative powertrain remains unproven in Australian conditions over extended periods.
5. Service Cost Surprises
Despite its electric-first design, the Shark 6’s maintenance costs actually exceed some conventional rivals. While most scheduled services cost a reasonable $360, significant intervals come with eye-watering bills – $788 at 40,000km and a massive $1,727 at 80,000km. This results in an average annual service cost of $778 over the vehicle’s six-year warranty period.
GWM’s Alternative Vision: Traditional Capability with Electrification
The upcoming GWM Cannon Alpha PHEV, priced from $63,990 drive-away, takes a fundamentally different approach to electrifying the ute. Rather than reimagining the utility vehicle formula, GWM has augmented traditional 4×4 hardware with hybrid technology.
“We made a choice to replicate the functional needs of a ute that we know it to be with a PHEV, as opposed to try and innovate some solutions,” explained GWM Australia Chief Operating Officer John Kett.
The Cannon Alpha PHEV offers:
- A larger 2.0-liter turbocharged four-cylinder petrol engine (180kW/380Nm)
- A single electric motor (120kW/380Nm)
- A 37.1kWh battery pack
- Nine-speed automatic transmission
- Traditional 4×4 system with high and low range
- Three lockable differentials
- 3500kg braked towing capacity
- 115km electric-only range (10km more than BYD)
- 880km combined range
The approach does come with trade-offs – the Cannon Alpha PHEV’s 683kg payload is actually less than the Shark 6’s, and at 2810kg, it’s substantially heavier.
Ford Enters the Fray: No Compromises
Adding further pressure to BYD, Ford has confirmed details of its Ranger PHEV, which will launch in Australia around mid-2025. Starting at $71,990 plus on-road costs, the Ranger PHEV maintains the 3500kg towing capacity and offers up to 937kg payload (depending on variant).
Ford Australia marketing chief Ambrose Henderson dismissed both Chinese competitors, stating: “Ranger PHEV it really is the only transitional technology in that segment that has no compromise to capabilities. Full stop. There’s no-one else that is bringing that to market this year.”
The Ranger PHEV does offer less electric-only range at just 49km compared to the Chinese rivals’ 100km+ figures, but Ford believes traditional ute buyers will prioritize capability over pure electric driving.
Market Challenges Ahead
The BYD Shark 6’s early success may face significant headwinds in the coming months:
- The end of the Fringe Benefits Tax exemption for PHEVs on April 1, 2025, which provided savings of up to $5,500 for buyers using novated leases
- Arrival of more conventionally capable PHEV alternatives from GWM and Ford
- Questions about whether novated lease-driven initial sales can be sustained
- Long-term brand establishment challenges in a fiercely loyal segment
The Future of Electric Utes
The divergent approaches to electrifying utes highlight a fundamental market question: will buyers embrace radical reinvention or prefer a gradual evolution of the familiar workhorse formula? BYD’s revolutionary approach delivers superior on-road performance and refinement but compromises traditional utility values. GWM and Ford maintain those core capabilities while adding electrification benefits.
As battery technology advances, fully electric utes like the upcoming Isuzu D-Max EV, LDV e-Terron 9, and eventually an electric Ford Ranger will join the competition. BYD itself is reportedly considering a fully electric version of the Shark 6 in the future.
What’s clear is that the utility vehicle market – long dominated by diesel-powered workhorses from established brands – has entered a period of unprecedented disruption and innovation. Whether traditionalists or revolutionaries win this battle will shape the future of Australia’s beloved ute segment.
The Buyer’s Dilemma
For consumers, the choice between these competing visions comes down to priorities:
- Those prioritizing on-road performance, refinement, and urban efficiency may prefer the BYD Shark 6
- Buyers requiring maximum towing capacity and serious off-road capability will likely favor the GWM Cannon Alpha PHEV or Ford Ranger PHEV
- Price-conscious shoppers may still opt for conventional diesel options until the electric premium decreases
What’s certain is that the once-simple ute market has become significantly more complex, offering unprecedented choice but also requiring more careful consideration from buyers to match their specific needs.
As one industry expert concluded: “Whether the BYD Shark 6 proves to be a sales success or flop, the validity of its powertrain concept is undeniable.” The electric ute revolution has begun – it’s now just a question of which approach will dominate the market.