Chery is preparing a major expansion of its brand portfolio in Australia, a market where several Chinese automakers have chosen to consolidate their vehicles under one or two names. The group has confirmed Exlantix and Luxeed for Australia in recent announcements, adding to a planned lineup of eight brands: Chery, Omoda Jaecoo, Lepas, Exlantix, Freelander, iCaur, Jetour and Luxeed. Their stated launch windows range from late 2026 for Lepas to 2027 for several of the others.
The company says the brands will target different buyers and are not all expected to achieve the volumes of Chery or Omoda Jaecoo. Some overlap is anticipated, however. The article notes that Chery’s brands do not form a simple progression from mainstream to premium, and that launching separate marques can require additional marketing and retail operations. Jetour, for example, is expected to have its own Australian dealer network and back-office functions.
Other Chinese groups have taken different approaches. GWM presents vehicles from brands such as Haval and Tank under the GWM banner, while GAC sells Trumpchi- and Aion-related models as GACs. BYD has added Denza but remains much more concentrated than Chery; its possible Australian move for Yangwang is uncertain. As of the end of September 2026, BYD had delivered 79,953 vehicles in Australia year to date across BYD and Denza, compared with Chery’s 53,478. GWM recorded 44,959, while MG recorded 36,832, excluding LDV.
The article frames the contest as a question of whether Chery’s broader brand strategy can deliver enough sales to justify the added complexity. BYD is expanding its model range without a comparable increase in brand count, and the longer-term balance of sales, investment and returns remains to be seen.