Chery Australia plans to bring more new brands to market

Chery has hinted that smaller models and even more sub-brands could be introduced to Australia, saying cars like the Fulwin range and the tiny QQ are possible if local demand proves strong enough.

Chery has opened the door to broadening its Australian line-up with smaller vehicles, including models from its electrified Fulwin sub-brand and even the compact QQ city car.

Peter Matkin, Chery’s executive director of engineering, said the company is developing a new global small-car architecture aimed at expanding its reach into segments where it currently has no presence.

“We’re missing out on 50 per cent of the market,” he said. “So we’re now updating the whole architecture for this size car, so we can offer a smaller car globally.”

When asked whether those vehicles could ultimately make their way to Australia, Chery Australia COO Lucas Harris left the door open. “There’s no reason why it wouldn’t… never say never.”

Harris added the local team was keen to see the brand expand into smaller segments, saying they would “love to have a hatchback in the range” and are continuing to advocate internally for one.

The timing aligns with a broader shift in the market, where sedans – long considered to be in decline – are seeing renewed relevance thanks largely to electrification. Strong demand for models such as the Tesla Model 3 and the BYD Seal has highlighted ongoing appetite for electric four-doors, while upcoming arrivals like the Mazda 6e are expected to further revitalise the segment.

Both the Fulwin A9L electrified sedan and the QQ electric hatchback were displayed at an event in Sydney recently, albeit draped in camouflage, signalling they remain under evaluation rather than confirmed for local sale.

The Fulwin brand acts as Chery’s dedicated new-energy lineup in China, spanning plug-in hybrid and electric models, while the QQ has historically been positioned as an affordable, city-focused EV.

carsales spotted camouflaged examples of the Fulwin A9 in Australia late last year, though Chery said at the time they were part of a global testing program rather than confirmation of local plans.

It also reiterated that any decision to bring the models to Australia will ultimately hinge on market appetite, suggesting customer interest could play a decisive role in whether the smaller models make the jump.

Chery’s immediate priority remains expanding its core lineup, including SUVs and its upcoming KP31 ute, but the company’s acknowledgement of a gap in smaller segments signals a potential shift in strategy.

If the new global small-car architecture progresses as planned – and if local demand materialises – Australia could eventually see a broader Chery portfolio that includes entry-level hatchbacks and electrified small cars alongside its current SUV-focused range.

For now, the brand says it will continue evaluating the business case, leaving the door open for new models and brands to come by. And if the rapid pace of development seen with its KP31 ute is any indication, the newcomers could land sooner than many expect.

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