Chery says Chinese brands are outpacing legacy rivals who can’t “keep up”

Chery believes the speed and sheer scale of China’s automotive industry are reshaping the global market, with local boss Lucas Harris steering the brand’s Australian ambitions.

Harris claims the company’s ability to “pivot and adapt” technology gives Chery an edge over established players still grappling with slow development cycles.

Chery Australia chief operating officer Lucas Harris said that China’s vast manufacturing base and engineering talent give brands like Chery a decisive edge, allowing them to innovate faster and adapt to shifting market trends.

“It’s the rapid pace that brands like Chery can develop. It’s very hard for brands from other countries to keep up,” he told Carsales.

“That’s part of the superpower of being a Chinese brand – access to an almost immeasurable skilled workforce and supply chain.”

The comments come as Chery continues to scale up its Australian business, with plans to double its headcount from 80 to around 165 within a year.

Most of the new roles will sit within aftersales, parts and dealer training, aimed at ensuring consistent service as the brand expands its 85-strong dealer networks.

“Not too many companies talking about doubling their headcount right now, for us, it’s very positive,” Harris said.

“The lion’s share will be in aftersales support… making sure we can service and take care of customers.”

That focus comes as other brands, including Mazda, face scrutiny over customer care.

Last year, the Japanese brand was ordered by the Federal Court to pay $11.5 million in penalties after misleading customers about their rights to refunds and replacements for vehicles with serious faults.

The Australian Competition and Consumer Commission (ACCC) said Mazda gave customers “the run-around”, rejecting refund requests and offering partial repayments despite repeated major failures – including one case involving three separate engine replacements.

The ACCC deputy chair Catriona Lowe said the judgement sent a warning to the wider car industry that “substantial penalties can be imposed on businesses which misrepresent consumer guarantee rights.”

Chery is determined to avoid similar pitfalls by focusing on building long-term customer trust through service and support, rather than chasing short-term sales.

Harris also confirmed the brand would work to avoid risking residual values with flash discounts, a tactic seen increasingly across the industry.

“Where we’ve priced our vehicles to start with, we’ve done it very carefully and intentionally,” he said.

“Particularly with the entry-level cars, there’s not much room to move anyway.

“So, I think the risk of that movement is pretty low.”

But when asked if discounts could ever happen, Harris was pragmatic: “Never say never”, he said.

With the Tiggo 9 Super Hybrid joining Chery’s local line-up, the brand now offers four electrified models in Australia – its first arriving only in July, highlighting how quickly Chinese automakers are rolling out new technology.

Meanwhile, the plug-in hybrid (PHEV) rollout among legacy carmakers remains slower.

Toyota, Australia’s top-selling brand, won’t launch its first PHEV – the RAV4 – until 2026, while newer rivals like Chery, MG, and BYD are already gaining strong traction with plug-in models.

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