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.
Meet the IM6 Performance, “presented by MG”. And that last bit’s important, because while it’s marketed and sold by the Chinese mainstream player, it really is unlike any other MG going around.
Think of it as like a Lexus to Toyota, or an Audi to Volkswagen, with the Chinese brand going premium, and seemingly making a direct play for Tesla’s fan base. How so? Well, there’s only two models in IM line-up (sound familiar?) with the IM6 a rival for the Model Y, and the IM5 (which we’ve also tested) a competitor to the Model 3.
The IM6 is spacious, pretty sumptuous and ridiculously fast. And it offers up some features I’ve only ever really seen in high-end German metal. But it’s also got some quirks.
So, can MG run with the big dogs of the premium car world with the IM6 Performance? And should Tesla be worried? Let’s 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.
A super solid first outing from the IM brand. Don't let the pricing fool you, there is still bang for buck on offer in the IM6 Performance, even if it at times feels a bit too digital for my tastes.