Chery to launch eight brands in Australia in expansion push

Summarised from 2 outlets · Updated 23 Oct, 23:32 · Archive

Chinese automaker Chery plans to launch eight brands in Australia, including newly confirmed Exlantix and Luxeed, more than tripling its current presence.

Chinese automaker Chery has announced two new brands for Australia in recent days: Exlantix and Luxeed, marking the latest step in a significant expansion of its presence in the market. The automaker now plans to operate eight brands in Australia, more than tripling its current number.

Chery relaunched in Australia in 2023. It confirmed the Jaecoo brand in March 2024, with deliveries beginning around a year later, and then announced Omoda at a Jaecoo launch event in March 2025, later consolidating those two as Omoda Jaecoo. The Chery brand has established itself as a top-10 seller in Australia, while Omoda Jaecoo is a fixture in the top 20.

Chery says that not all of its planned brands will sell in the same volumes as its flagship Chery and Omoda Jaecoo nameplates. The company has acknowledged that whilst the brands are aimed at different buyers, there will be some overlap and they will need to compete with each other. Light commercial vehicle brands Rely and Karry, and SUV brand Soueast, remain unconfirmed for the Australian market.

How it is being reported

• One brand versus many: Which Chinese automaker’s strategy makes the most sense for Australia?Chery is more than tripling the number of brands it has in Australia over the next year, while other Chinese automakers are following a very different strategy.The West Australian · 23 Oct, 23:04
• One brand versus many: Which Chinese automaker’s strategy makes the most sense for Australia?Chery is more than tripling the number of brands it has in Australia over the next year, while other Chinese automakers are following a very different strategy.Perth Now · 23 Oct, 23:04

In this story: Chery · Australia · Exlantix · Luxeed · Omoda Jaecoo

This summary was written by AI from the headlines and standfirsts above, and states as fact only what at least two outlets report. How we use AI · Report a problem