What's the difference?
Does Australia need yet another new car brand?
It’s the question I keep asking myself seemingly every other week as a new brand announces its intention to join the other 70 odd marques already competing for a slice of the Australia new-car market.
Chery made a successful re-entry into the Australian market in 2023, quickly establishing itself as a value-led brand. Earlier this year it launched Jaecoo, its more premium, adventure-focused offering and announced it would be spun-off into separate showrooms alongside the new Omoda brand.
The first Omoda-badged vehicle has now arrived, the Omoda 9 Virtue SHS (Super Hybrid System), which will join the almost-as-new Jaecoo J7 and J8 in the growing number of dealers around Australia.
So, does Australia need Omoda? Does the Omoda 9 Virtue SHS make a compelling case, in the same way the sharply-priced Chery models have?
Read on for our verdict.
This is the new Chery C5.
Not a Chevy C5 Corvette, Citroen C5, Sinclair C5 city trike or even a Lockheed C-5 Galaxy bomber, but a facelifted Omoda 5, with a fresh nose and a few (largely) welcome upgrades underneath.
But do they address the old model’s flaws? Which, for many reviewers, made it difficult to recommend, even against other equally cheap and cheerless small SUV rival alternatives, including the previous-shape MG ZS and GWM Haval Jolion.
Read on to find out.
The arrival of Omoda and Jaecoo so soon after Chery’s Australian return just feels like a huge task to take on for the company. And given the amount of other new brands hitting local roads there is a real danger that customers will either feel overwhelmed or simply ignore many of these new models.
Trying to position Omoda as a genuine alternative to luxury brands, and even the likes of Mazda and Volkswagen, is a tough ask for the brand and its dealers. Certainly the price and styling will help attract potential buyers but to cement itself in the local market it will need to make sure it makes an impact early.
Judging the Omoda 9 on its merits, it’s a nice enough SUV and does many things well but doesn’t have any elements that really ensure it stands out from the numerous competitors it faces.
Can a new name, fresh face and suspension update save Chery’s sleek SUV coupe from the ignominy of being one of the least pleasant options in its ultra-competitive class?
Sadly, not enough has been done for us to recommend the new C5.
As an affordable, stylish, roomy and zoomy SUV, the Chery definitely provides showroom appeal, especially given the decent warranty.
But, with lots of little niggles still present to distract and frustrate, the C5 is far from A1. Plus, with prices now creeping up, it doesn’t even have the cheap pricing of the old Omoda 5 to get it over the line.
Heading into 2026, Chery still needs to do better than this.