Gildemeister Takes Over GAC Motor Representation in Chile and Aims for 2% Market Share in Three Years

The Chilean auto market is gearing up for a new chapter in the history of Asian brands. Starting July 1 of this year, the Gildemeister Group—the country’s second-largest vehicle importer—will take the reins of the representation and distribution of Chinese brand GAC Motor.

This strategic move aims to consolidate the brand’s footprint and accelerate its growth in an increasingly competitive environment, where electrification and new technologies are setting the industry’s tempo.

The announcement lands at a pivotal moment for Gildemeister , which is celebrating 40 years of nonstop operations in Chile this year. Over those four decades, the company has evolved from pure vehicle sales into an integrated operation that now includes national distribution, financial services, and a rock-solid after-sales network—cementing its role as a heavyweight in the country’s automotive ecosystem.

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A New Strategic Partner for a Brand With History

GAC Motor is no stranger to the Chilean market. The Guangzhou-based manufacturer—full name Guangzhou Automobile Group —first showed up in Chile back in 2014 under Indumotora ‘s wing. That first attempt, however, failed to gain traction, and the brand bowed out in 2017 after moving just 206 units in three years.

Its second shot came in November 2020, this time through SKBergé , a company later rebranded as Astara. During that run, the brand’s numbers improved dramatically: from a marginal 0.05% market share in 2020, it climbed to an all-time high of 0.89% in 2024 , with 2,678 registered units , according to the National Automotive Association of Chile (ANAC) .

But Astara dropped the representation at the start of 2026 after failing to find a formula that made the business viable in both Chile and Peru.

Now comes the third act—and this time, the stage is different. Gildemeister is no ordinary operator. It sells, directly and through its dealership network, one out of every ten new cars sold in Chile. Its structure covers national distribution, financial services, and a consolidated after-sales network—exactly the muscle GAC Motor lacked in its earlier attempts.

An Ambitious Goal and a Renewed Portfolio

The numbers Gildemeister is targeting for this new cycle are clearly ambitious. The immediate goal is to hit 1% market share in the first year and reach 2% by the end of year three —which would translate into moving between 7,000 and 8,000 units annually by then.

Currently, under Astara ‘s watch, GAC holds roughly 0.5% of the Chilean market (483 units as of April 2026). So reaching 2% means more than doubling that record—a challenge Gildemeister is taking on with the confidence that its scale and experience provide.

GAC Motor ‘s new chapter in Chile comes with a refreshed catalog, heavily focused on the SUV segment and featuring a new-energy lineup that includes 100% electric, hybrid, and plug-in hybrid (PHEV) models. The roster includes the GS3 Power , GS4 Power , GS8 , Emzoom , Emkoo (in gasoline and conventional hybrid versions), Empow , Aion Y , and Aion ES —with the last two being fully electric.

The brand has built its reputation on high standards of quality, safety, and reliability, backed by its experience in the Chinese market and its joint work with global heavyweights like Toyota and Honda. Gildemeister executives stress that GAC has been the leader for eight straight years in the Chinese industry in JD Power’s initial quality rankings—a selling point that will help build a fresh image and set the brand apart from other Chinese-made offerings.

Three SUVs Mark the Beginning

As part of the relaunch—and in line with commercial activities rolled out in June—the company announced a special pre-sale for three of its most recognized SUVs: the Emzoom , the Emkoo , and the GS8 .

Starting June 8, buyers could reserve these models with prices starting at $11,490,000 CLP with financing, plus extra perks on prepaid maintenance plans.

The Emzoom is the brand’s most youthful and dynamic offering in the subcompact SUV space, featuring a sporty design and a tech-forward cabin focused on connectivity. The Emkoo , in turn, positions itself as a larger, more sophisticated alternative, with a futuristic look and advanced driver-assistance tech. Rounding out the trio is the GS8 —the brand’s flagship: a large SUV with a commanding presence and premium-level equipment.

Deliveries of the first reserved units are scheduled for the first week of July, right when operations officially kick off under Gildemeister ‘s watch.

Paula Sepúlveda , Corporate Business Manager at Gildemeister, explained: “We have reconfigured our brand portfolio, focusing on those with a defined identity and significant growth potential.”

The Chilean Auto Market Board Gets Redefined

Bringing GAC Motor into Gildemeister ‘s portfolio isn’t an isolated move. The Chilean automotive market is going through a deep restructuring: Astara will take over Nissan representation while leaving behind brands like Fiat, Alfa Romeo, Jeep, Ram, Dodge, and Chrysler—which moved into Stellantis ‘ orbit. Meanwhile, Baic left Gildemeister and its representation was picked up by Grupo Magna.

In this climate of constant realignment, Gildemeister is once again moving its pieces and adding a new member to its stable.

Gildemeister , controlled by asset manager Elliott , operates as a full-service player with national distribution, financial services, and after-sales. The group doesn’t just have a presence in Chile—it’s also the second-largest player in Peru , with a 14.4% market share. With GAC now landing on its showroom floors, and considering Hyundai currently holds a 6.6% share and JAC has already hit 2.2%, Gildemeister could surpass 10% of the Chilean automotive market share in short order.

The message is clear: this new GAC Motor chapter in Chile isn’t starting on a trial basis. It’s launching with a sense of market urgency. The company promised to share more details of its development plan soon—but what’s already clear is the direction. This is not an experiment.

A Year 2026 of Consolidation for Mobility

The Latam Mobility 2026 Tour will arrive in Santiago, Chile, on August 25, bringing together experts and strategic players to further strengthen the sustainable mobility ecosystem in the region.

The tour will end in Mexico City on October 12 and 13, alongside the Climate Economy Forum, in a meeting that will bring together sector leaders to continue driving the transition toward more efficient, sustainable, low‑emission transportation systems in Latin America.

The transition is already underway. The Latam Mobility 2026 Tour will be the meeting point to accelerate decisions, connect key players, and collaboratively build sustainable mobility in Latin America.