The late afternoon sun glints off the sleek bodywork of two unfamiliar vehicles as I walk across the parking lot of a suburban Sydney office complex. Despite their distinctive styling, there are no badges I recognize – just a simple “Deepal E07” wordmark across their tailgates. I’m here to meet with representatives from yet another Chinese automotive brand preparing to enter the increasingly crowded Australian market, and these pre-production models offer my first glimpse of what Australian buyers can expect when Deepal officially launches later this year.
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“We’re not just another Chinese brand trying our luck in Australia,” explains Michael Zhang, newly appointed Country Manager for Deepal Australia, as we examine the vehicles. “We believe we’re bringing something genuinely different to the market – advanced technology, distinctive design, and a customer experience that will set new standards.”
Bold claims, certainly, but after spending several hours examining the vehicles and speaking with the team behind Deepal’s Australian launch plans, it’s clear this newcomer has substantial backing and ambitious goals for our market. Deepal (pronounced “Deep-AL”) plans to launch in Australia with two models initially – the E07 sedan and S05 SUV – both fully electric vehicles positioned in the increasingly competitive mid-priced EV segment.
Who is Deepal and What’s Their Australian Plan?
Before diving into the vehicles themselves, it’s worth understanding the company behind them. Deepal is a relatively new brand even in its home market, launched in 2022 as the premium electric vehicle division of Changan Automobile – one of China’s “Big Four” state-owned automakers with a history dating back to 1862, when it began as a military equipment manufacturer.
While Changan itself remains largely unknown to most Australians, the company has significant global reach, with joint ventures with Ford, Mazda, and Stellantis in various markets. This established industrial base gives Deepal advantages that many EV startups lack – proven manufacturing capabilities, established supply chains, and substantial R&D resources.
“We’re not starting from scratch like many newer EV companies,” notes Zhang. “We can draw on Changan’s six decades of automotive manufacturing experience while focusing our brand specifically on premium electric vehicles with cutting-edge technology.”
For Australia, Deepal plans to establish a factory-backed national distribution network rather than partnering with an existing importer. The company has already secured a headquarters in Sydney’s Macquarie Park and plans to open company-owned flagship stores in major metropolitan areas, supplemented by dealer partners in broader regions.
“We’re targeting an initial network of 12 retail locations across Australia by the end of 2025,” explains Sarah Mitchell, recently appointed Head of Network Development after previous roles with established European brands. “Unlike some newcomers who rush to market with minimal infrastructure, we’re building a comprehensive customer support system before our first retail delivery.”
Launch Timeline and Strategy
According to Deepal’s representatives, the Australian launch will proceed in several phases. The first vehicles – including the two I’m examining today – have already arrived for homologation, certification, and local testing. A formal brand launch is planned for late 2024, with the first customer deliveries expected in early 2025, initially focusing on the E07 sedan with the S05 SUV following approximately three months later.
“We’re taking a measured approach to our Australian entry,” says Zhang. “We’ve studied the challenges faced by other Chinese brands that entered this market, and we’re determined to get the fundamentals right from day one – product quality, aftersales support, and building genuine brand awareness rather than just competing on price.”
This approach includes pricing that positions Deepal as a premium offering relative to some Chinese competitors but still competitive against established Western and Korean EV brands. While exact pricing hasn’t been finalized, Zhang indicates the E07 sedan will likely start “in the mid-$50,000 range” and the S05 SUV “in the low-$60,000 range” before on-road costs – positioning them as direct competitors to vehicles like the Tesla Model 3, BYD Seal, and Polestar 2.
The E07 Sedan: Aerodynamic Elegance with Tech Focus
The E07 is Deepal’s sleek fastback sedan, and the pre-production model I’m examining shows clear attention to aerodynamic efficiency. With a drag coefficient of just 0.21 (according to company claims), it rivals the most slippery production vehicles currently available. This focus on aerodynamics contributes to its claimed range of “over 600 kilometers” from its 80kWh battery pack.
Dimensionally, the E07 sits in the medium-to-large sedan category at 4920mm long, 1890mm wide, and 1460mm tall, with a 2900mm wheelbase. These dimensions make it slightly larger than a Tesla Model 3 and closer to the Model S in overall size – promising generous interior space.
“The E07 represents our design philosophy of ‘less is more, but better,'” explains Dr. Li Wei, Deepal’s Chief Design Officer who has flown in from China for this preview. “We’ve focused on clean surfacing with minimal character lines, letting the overall proportions create the visual impact rather than relying on decorative elements.”
This approach is evident in the vehicle’s exterior, which features smooth surfaces, flush door handles, and minimal brightwork. The front fascia includes a distinctive light bar that spans the width of the vehicle, with dynamic lighting sequences for welcome and farewell functions. At the rear, another full-width light bar creates a recognizable nighttime signature.
Interior and Technology
Stepping inside the E07 reveals an interior dominated by screens – a configuration that’s becoming increasingly common in premium EVs. A 15.4-inch central touchscreen handles most functions, while a 10.25-inch digital instrument cluster provides driver information. A third screen for the front passenger and a large head-up display complete the digital cockpit.
What’s most striking about the interior isn’t just the technology but the material quality. While many new Chinese brands struggle with interior refinement, the E07 shows impressive attention to detail, with genuine leather, real aluminum accents, and high-quality soft-touch materials throughout the cabin.
“We benchmarked against established European premium brands rather than other EV startups,” notes Wei. “Our goal was to create an interior that feels substantial and well-crafted rather than merely focusing on digital elements.”
The technology integration is comprehensive, with the E07 featuring a suite of advanced driver assistance systems built around 12 ultrasonic sensors, 12 cameras, 5 millimeter-wave radars, and 3 LiDAR sensors. This hardware supports Level 2+ autonomous driving capabilities, including adaptive cruise control, lane centering, automatic parking, and a summon feature similar to Tesla’s Smart Summon.
Powertrain options for the Australian market will include single- and dual-motor configurations, with the top-spec dual-motor version producing 350kW and 600Nm of torque – enough for a claimed 0-100km/h time of 3.7 seconds. The standard single-motor variant will produce 190kW and 330Nm, with a 0-100km/h time of approximately 6.5 seconds.
The S05 SUV: Practical Electrification for Families
While the E07 focuses on aerodynamic efficiency and sedan sophistication, the S05 SUV adopts a more conventional SUV silhouette aimed at family buyers. Measuring 4770mm long, 1905mm wide, and 1655mm tall with a 2900mm wheelbase, it’s sized similarly to a Toyota RAV4 or Mazda CX-5, though with the packaging advantages of its dedicated EV platform.
The design language shares clear DNA with the E07 but adapts it to the SUV form factor with a more upright stance, pronounced wheel arches, and a floating roof design achieved through blacked-out pillars. The lighting signatures front and rear mirror those of the sedan, creating a consistent brand identity.
“The S05 needed to balance aesthetic considerations with practical functionality,” explains Wei. “We maintained our minimalist design philosophy while ensuring the vehicle projects the sense of security and capability that SUV buyers expect.”
Inside, the S05 shares much of its dashboard architecture with the E07, including the triple-screen setup and head-up display. The main differences come in seating position, cargo capacity, and overall spaciousness. The S05 offers 570 liters of cargo space behind the rear seats, expanding to 1440 liters with the rear seats folded – competitive figures for the segment.
Performance and Capability
Like the E07, the S05 will offer single- and dual-motor configurations in Australia. The dual-motor flagship produces 305kW and 580Nm of torque, delivering a 0-100km/h time of 4.3 seconds – impressive performance for a family-focused SUV. The single-motor variant produces 160kW and 320Nm, with a 0-100km/h time of around 7.5 seconds.
Battery capacity for the S05 stands at 79kWh, slightly smaller than the E07’s pack despite the SUV’s less aerodynamic shape. This results in a claimed range of “approximately 550 kilometers” for the single-motor variant and slightly less for the dual-motor version.
Charging capabilities for both models include support for DC fast charging at up to 180kW, allowing a 10-80% charge in approximately 30 minutes at suitable charging stations. AC charging at up to 11kW is also supported for home and destination charging.
Interestingly, the S05 includes some light off-road capabilities, with selectable driving modes for different surfaces and 190mm of ground clearance – not enough for serious off-roading but adequate for dirt roads and mild trails. The dual-motor version also features an electronic locking function for improved traction in slippery conditions.
Market Positioning and Competitive Landscape
Deepal enters an Australian market increasingly crowded with Chinese EV brands. BYD has established a significant presence, MG continues to expand its electric offerings, and newer entrants like Nio and Xpeng are preparing their own Australian launches. This doesn’t even account for the established players like Tesla, Hyundai, Kia, and various European manufacturers.
“We’ve studied the market carefully to identify where we can offer something distinctive,” says Zhang. “We believe there’s a sweet spot between the more budget-focused Chinese brands and the premium European offerings – vehicles with genuine technological innovation and quality materials but without the price premium of established luxury marques.”
This positioning puts Deepal in direct competition with Tesla’s Model 3 and Model Y, vehicles that have defined the premium electric segment in Australia. It also places them against BYD’s more upmarket offerings like the Seal, as well as vehicles like the Polestar 2 and entry-level versions of various European electric models.
To differentiate itself, Deepal plans to emphasize its technical innovations, particularly in battery technology and autonomous driving capabilities, as well as offering a more comprehensive ownership package than some competitors.
Ownership Experience and After-Sales Support
Recognizing that after-sales support has been a weak point for some new entrants to the Australian market, Deepal plans to launch with a comprehensive ownership proposition including a 7-year, unlimited-kilometer warranty on the vehicle and an 8-year, 200,000-kilometer warranty on the battery.
“The warranty is just the beginning,” explains Mitchell. “We’re establishing a complete digital ownership ecosystem, including a dedicated app that provides remote vehicle monitoring, over-the-air updates, and seamless service scheduling. Our goal is to make ownership as hassle-free as possible.”
Service intervals are set at 12 months or 20,000 kilometers, with the company planning to offer both traditional dealership servicing and mobile service options for routine maintenance. The company is also establishing parts warehousing in Australia to ensure replacement components are readily available – addressing another pain point experienced by owners of some newer brands.
A Serious New Contender or Just Another Entrant?
As I complete my examination of the pre-production vehicles and conclude discussions with the Deepal team, the question remains: does Australia need another Chinese EV brand, and what makes Deepal different from the numerous competitors already here or on their way?
The answer likely lies in execution rather than just product specifications. On paper, the E07 and S05 offer compelling packages with competitive specifications, attractive designs, and promising technology. However, the Australian automotive market has seen many brands come and go over the decades, and establishing a foothold requires more than just good products.
Deepal’s measured approach to market entry, focus on establishing proper dealer and service networks before pushing volume, and backing from a major established automaker all suggest a more sustainable strategy than some recent entrants. The quality of the pre-production vehicles I examined also indicates serious intent to compete on more than just price.
For Australian consumers, the arrival of Deepal represents yet another expansion of electric vehicle choices in a market that was significantly underserved just a few years ago. Whether the brand can carve out a sustainable position in our market will depend on how well the final production vehicles deliver on their promises, how effectively the company builds brand awareness, and whether the ownership experience truly matches the premium aspirations of the products themselves.
As Zhang succinctly puts it before we part ways: “We’re not here to sell a few cars and disappear. We’re building a brand for the long term in Australia, and that means getting everything right from day one.” Time will tell if Deepal can live up to these ambitious goals in one of the world’s most competitive automotive markets.
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