Chery will introduce more car brands in the future to attract diverse customer groups in Australia.
Currently, Jaecoo and Exeed are the two brands set to launch in Australia.
Mr Zhang Guibing, executive vice president of Chery global, told CarExpert there are up to nine different customer groups for new cars – and Chery wants to have a brand to speak with each of them globally.
“We’ll also have some other different brands [in Australia], such as Jaecoo or Exeed, some different brands [with] different customer targets,” Mr Zhang told CarExpert.
Chery plans to introduce Jaecoo as a separate brand in Australia later this year, with the J7 as its first model. In China, the J7 is sold under the Chery brand.
For now, it seems significantly more premium and expensive models won’t wear the Chery badge but will be released under different sub-brands.
Chery hasn’t placed a hard ceiling on price for its existing brand in Australia. Currently, the most expensive car it sells is the Tiggo 8 Pro Max Ultimate AWD at $47,990 drive-away.
“Chery is a more traditional car brand. The [customers] are focused on taking care of their family and business,” said Mr Zhang. “We also think of Chery as a premium, luxury brand.”
“Jaecoo is another one, but there’s a difference in customer targets. But first we need to make a very good foundation, make all the customers happy with Chery.”
Chery’s focus on value won’t come at the expense of choice. The brand has confirmed petrol, plug-in hybrid, and electric powertrains for Australia.
Chery Omoda E5 
Jaecoo J7 
Chery Omoda C9 
The Chinese company plans to launch its first electric vehicle, the Omoda E5, in Australia by September 2024. The BYD Atto 3 rival has been approved for sale by the Australian Government.
Each new Chery model will benefit from feedback from both media and customers.
Mr Zhang said Chery aims to consistently better its lineup, models, and brand identity to meet customer needs, including testing on local roads as with the Omoda C9.
Recently, the Omoda C9 was spied at a Chery dealership in Chullora, New South Wales.
In overseas markets like China the model is badged as the RX or Yaoguang and sold under Chery’s premium Exeed brand.
