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 .

“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.

🚘 Don’t just read about your next car. Find a great deal with CarExpert.

“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.

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.