Chery defends multi-brand Australian expansion strategy
Summarised from 2 outlets · Updated 23 Oct, 06:50 · Archive
Chery is defending its plan to introduce nine vehicle brands to Australia, saying some will target niche customer groups.
Chery is defending the number of brands it is bringing to Australia, saying some will target small groups of buyers and operate with more limited dealer networks than its more mainstream marques. The group's existing and announced Australian plans now cover nine names: Chery, Omoda, Jaecoo, Jetour, iCaur, Lepas, Exlantix, Luxeed and Freelander. Omoda and Jaecoo operate together in Australia under the Omoda Jaecoo business.
Speaking to Australian media in Wuhu, Chery International president Zhang Guibing identified Chery and Omoda Jaecoo as the main brands, with different expectations for the others. 'Some other brands, I think they are mainly not for big volumes. We won't develop every brand in the same way,' he said. 'Different brands have different positions. For some, we are concerned about volume. Some may just make a very small customer group happy.'
The company is studying different dealer-network limits for each brand, with the size of the customer group influencing how each is developed. Freelander is targeting around 25 dealers for its 2027 launch, while Lepas aims to have 40 outlets operating by the end of 2026.
How it is being reported
- Chery defends enormous brand expansion in Australia, says some won’t chase big salesChery says its Australian expansion will include brands aimed at smaller customer groups, and is studying different dealer-network limits for each.Perth Now · 23 Oct, 06:24
- Chery defends enormous brand expansion in Australia, says some won’t chase big salesChery says its Australian expansion will include brands aimed at smaller customer groups, and is studying different dealer-network limits for each.The West Australian · 23 Oct, 06:24
In this story: Chery · Omoda · Jaecoo · Jetour · iCaur · Lepas · Exlantix · Luxeed
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