The Australian automotive landscape continues to evolve dramatically, and Chinese manufacturer Chery is positioned at the forefront of this transformation. After successfully re-establishing its presence down under with the popular Omoda 5 in 2023, the company has been methodically expanding its footprint. Now, with the recent introduction of the standalone Omoda-Jaecoo brand and ambitious dealership expansion plans, industry experts are questioning whether additional Chery sub-brands might soon follow suit.
Currently, Australian consumers have access to three distinct Chery offerings: the main Chery brand, the newly launched Jaecoo premium SUV line, and the fashion-forward Omoda brand. However, this represents just a fraction of Chery’s global portfolio, which spans an impressive array of specialized brands targeting diverse market segments worldwide.
The Current Australian Market Position
Chery’s Australian journey has been nothing short of remarkable since its 2023 comeback. The company initially tested local waters with the Omoda 5, a compact SUV that quickly gained traction among price-conscious consumers seeking modern technology and reliable transportation. This success paved the way for subsequent launches, including the Tiggo series and the premium Jaecoo J7, which debuted in May 2025.
The strategic approach has paid dividends. Rather than overwhelming consumers with numerous brand options simultaneously, Chery has deliberately focused on establishing credibility and market presence through carefully selected models. This measured expansion has allowed the company to build consumer trust while developing robust dealer networks and service infrastructure.
Roy Munoz, Chery Australia’s Chief Commercial Officer, emphasizes this methodical approach: “Each brand has its own unique styling and speaks to a different part of the market. There’s not much crossover at the moment. People who are after Omoda Jaecoo are just after Omoda Jaecoo.”
Global Brand Portfolio: What’s Available Worldwide
To understand Australia’s potential future, examining Chery’s international operations provides fascinating insights. The Chinese automotive giant operates an extensive portfolio of brands, each targeting specific consumer demographics and market segments.
Jetour represents perhaps the most intriguing possibility for Australian expansion. Marketed as China’s answer to Jeep, this brand specializes in rugged, adventure-focused SUVs designed for outdoor enthusiasts. The Jetour lineup includes vehicles with impressive off-road capabilities, premium interior appointments, and robust build quality that could appeal strongly to Australian buyers who frequently venture into challenging terrain.
Exeed positions itself as Chery’s luxury offering, competing directly with established premium brands. These vehicles feature sophisticated design language, advanced technology integration, and premium materials throughout. For Australian consumers seeking luxury without the traditional European price premium, Exeed could represent compelling value.
The iCar brand, also known as Aiqar in some markets, focuses exclusively on electric vehicles with distinctive, boxy SUV designs. As Australia’s electric vehicle adoption accelerates, iCar’s youth-oriented, environmentally conscious positioning could resonate with urban professionals and environmentally minded families.
Karry handles commercial vehicles, addressing the substantial Australian trade and business vehicle market. Meanwhile, Soueast and the recently revived Rely brands offer additional passenger car options, though their relevance to Australian conditions remains unclear.
Market Segmentation Strategy
Peter Matkin, Chery’s Executive Director of Program Management and Vehicle Concepts, explains the company’s strategic approach: “For us, we try to tailor the brands towards different customers. We have Chery as more family orientated, Omoda is a little bit more sporty. And then now we have Jaecoo, which is aimed at customers we call New Elites – a little bit more middle management, looking to set themselves higher.”
This segmentation reflects sophisticated market understanding. Rather than competing against themselves, each brand targets distinct consumer groups with specific needs, preferences, and purchasing power. Such positioning could prove particularly effective in Australia’s diverse automotive market, where consumers span from budget-conscious families to luxury-seeking professionals.
Jetour: The Adventure-Ready Alternative
Among potential future additions, Jetour appears most promising for Australian conditions. The brand’s focus on capability, durability, and adventure aligns perfectly with Australian lifestyle preferences. Many Australians regularly travel vast distances, navigate challenging terrain, and require vehicles capable of handling diverse conditions from urban commuting to remote camping expeditions.
Jetour vehicles feature advanced four-wheel-drive systems, substantial ground clearance, and robust construction designed for serious off-road use. These characteristics could position Jetour as a credible alternative to established brands like Toyota, Nissan, and Ford in the competitive SUV and utility vehicle segments.
Exeed: Premium Without the Premium Price
Australia’s luxury vehicle market presents interesting opportunities for Exeed. Traditional European luxury brands command substantial price premiums, often placing genuinely premium features beyond reach for many consumers. Exeed’s positioning could democratize luxury vehicle ownership while delivering comparable technology, comfort, and performance.
The brand’s vehicles incorporate advanced driver assistance systems, premium audio systems, sophisticated suspension setups, and luxurious interior appointments typically associated with much more expensive vehicles. For Australian consumers seeking premium experiences without traditional luxury pricing, Exeed represents compelling value.
Infrastructure and Dealership Considerations
Successful brand expansion requires substantial infrastructure investment. Chery Australia has committed to establishing 30-40 Omoda-Jaecoo dealerships by late 2025, representing significant network expansion from current Chery operations. Additional brands would necessitate further dealership investments, technician training, parts distribution networks, and marketing campaigns.
However, Chery’s global scale provides advantages. The company’s international success, particularly in markets like Russia where it captured 11.2% market share, demonstrates capability for rapid expansion when conditions align favorably.
Tim Krieger, Chery Australia’s Head of Public Relations and Communications, acknowledges the global strategic imperative: “It’s pretty much [a] global strategy, and we’ve got to make it work.” This suggests corporate pressure for Australian success, potentially accelerating future brand introductions.
Electric Vehicle Opportunities
Australia’s accelerating electric vehicle adoption creates compelling opportunities for brands like iCar. Government incentives, improving charging infrastructure, and growing environmental consciousness are driving increasing EV interest among Australian consumers.
iCar’s focus on electric SUVs with distinctive styling could capture younger demographics seeking environmentally responsible transportation options. The brand’s boxy, utilitarian designs appeal to consumers prioritizing functionality over conventional automotive aesthetics.
Furthermore, extended-range electric vehicles (EREVs) from the iCar portfolio could address persistent Australian range anxiety concerns. These vehicles combine electric drive systems with small internal combustion engines for extended range, potentially easing the transition for consumers hesitant about pure electric vehicles.
Challenges and Market Realities
Despite promising opportunities, several challenges could impede rapid brand expansion. Australian consumers remain somewhat skeptical of Chinese automotive quality, despite improving reputations. Building brand credibility requires time, consistent quality delivery, and positive ownership experiences.
Additionally, Australia’s relatively small automotive market may not justify extensive multi-brand operations. With approximately 1.2 million annual new vehicle sales, the market supports only limited brand diversity before reaching saturation points.
Regulatory considerations also factor into expansion decisions. Australian Design Rules (ADRs) require extensive testing and certification for new models, representing substantial costs for each additional vehicle variant. Brands with limited model ranges may struggle to justify these regulatory expenses.
Competitive Landscape Analysis
The Australian automotive market features intense competition across all segments. Established brands like Toyota, Mazda, and Hyundai command strong consumer loyalty built over decades. Chinese brands face the challenge of overcoming preconceptions while demonstrating comparable quality, reliability, and service standards.
However, recent success stories from brands like MG and GWM demonstrate that Chinese manufacturers can achieve market acceptance through competitive pricing, comprehensive warranties, and modern technology offerings. Chery’s measured approach appears designed to replicate this success while avoiding market saturation.
Frequently Asked Questions
Q: Which Chery brands are most likely to come to Australia next? Jetour and Exeed appear most promising based on market conditions and consumer preferences. Jetour’s adventure-focused SUVs align with Australian lifestyle preferences, while Exeed’s luxury positioning could appeal to premium segment buyers seeking value.
Q: When might additional Chery brands launch in Australia? Chery Australia officials indicate no immediate plans beyond Omoda-Jaecoo expansion. Success with current brands will likely determine future expansion timing, possibly within 2-3 years if current growth continues.
Q: Will more Chery brands mean better prices for Australian consumers? Additional brand competition could drive pricing improvements, but each brand targets different market segments. Consumers might benefit from expanded choice rather than necessarily lower prices across all segments.
The evolution of Chery’s Australian presence represents a fascinating case study in strategic market expansion. While additional brands remain possibilities rather than certainties, the company’s methodical approach and global expertise suggest continued growth ahead. For Australian consumers, this expansion could mean greater choice, competitive pricing, and access to innovative automotive technologies previously unavailable in the local market.