Chery: Brands that say they don’t want to be number one are lying 

Chery says it’s aiming squarely at the top of Australia’s ute sales charts, declaring brands that claim otherwise are “telling fibs” as it prepares to launch its new diesel plug-in hybrid dual-cab challenger. 

Local executives have openly stated the brand’s intentions to compete head-on with Australia’s best-selling models. 

“Any carmaker that says to you they don’t want to be number one has to be telling you fibs,” Chery Australia COO Lucas Harris told carsales. 

“I think the reality is we’re not bringing out the ute to have fun. Obviously, we want to make a serious dent in the market.” 

The comments stand in contrast to recent positioning from Kia on the Tasman ute, where executives acknowledged their “goals were ambitious” before revising volume expectations.

The Korean brand said it was “not out there claiming that we’ll be number two or number three” and was instead focussing on “modest growth” as the model establishes itself – a markedly different stance to Chery’s top-spot ambitions.  

Australia’s dual-cab market remains one of the most competitive in the world, long dominated by the Ford Ranger and Toyota HiLux, with newcomers often finding it difficult to gain meaningful share. 

Recent launches highlight the challenge for newcomers, with models such as the MG U9 struggling to build momentum despite strong value and on-paper specifications. Just 472 examples were registered in the three months following launch. 

By contrast, electrified alternatives such as the BYD Shark 6 have shown early promise, finishing 2025 as the fifth-best-selling ute last year in its first full year on sale, behind segment mainstays including the Ford Ranger, Toyota HiLux and Isuzu D-MAX. 

Against this backdrop, Chery says its strategy centres on delivering a highly capable ute with strong value credentials, signalling pricing and equipment will be key to winning over buyers in a segment where loyalty to established nameplates remains strong. 

Chery’s new ute is expected to arrive later this year, with a Q3 target. It will introduce a segment-first diesel plug-in hybrid powertrain and match class leaders with a towing capacity of up to 3.5 tonnes. Further details on specifications, pricing and local timing will be confirmed closer to launch. 

If the brand can translate its confidence into strong showroom appeal, Australia’s ute segment could soon have another serious contender targeting the top of the sales charts. 

Join the conversation at our Facebook page
Or email us at editor@carsales.com.au