Freelander News

Fresh from confirming Lepas (Q4 2026), iCaur (Q2 2027) and Freelander (est 2027) would be landing in Australia in the near future, Chery Auto has been forced to defend its position of rolling out yet more sub-brands.Chery's response? The one-size-fits-all approach historically used by legacy car-makers is outdated.Zhang Guibing, President of Chery International, addressed complaints of potential customer confusion by comparing his carmaker to the fashion industry that has also spun off niche brands tailored for different consumers."When you look ten years ago at Toyota or Volkswagen, with one model they could sell many units. But today it is very difficult for one model to have the same meaning," said Chery's president."Today the customer is different. Even if the clothes are very beautiful, when too many people buy them, customers say they don't like to buy ."We are trying to use sub-brands to appeal to different customer groups," claimed Guibing, shortly after Chery announced that both the Lepas and Freelander brands would be introduced to Australia, where more than 68 different carmakers already operate.When asked if any of the Chery brands risked cannibalising each other’s sales, Guibing accepted there might be some overlap with Chery, Omoda or Jaecoo buyers but it was limited at best, because of the way the sub-brands were positioned."I couldn't say completely that there is no conflict."The brands understand the customers, their habits, the language they use and really understand what think. In this way we use the sub-brands to cover different customers," the Chery boss claimed, suggesting that each offering was unique, while the alternative price structures also helped prevent any poaching of sales within the group.Last year in Australia, sales of Chinese-made cars reached unprecedented highs after more than 250,000 were sold for the first time, ahead of Thai-built cars and utes, but despite some rival brands making bold statements of sales growth, Chery's regional boss Lewis Lu said that wouldn't be the Chinese carmaker's approach Down Under."Volume is not the first consideration," claimed Lu."We need to find a way to look after our customers, for a long-term perspective to help us get the right reputation."