Chery is setting up an R&D centre in Australia staffed by local engineers, as it decides which of its nine brands to bring to the market.
Chery is establishing a research and development centre in Australia, staffed by local engineers, to adapt its models to Australian conditions before they go on sale.
Zhang Guibing, executive vice president of Chery Auto and president of Chery International, outlined the plan at a media round table in Wuhu during the Chery Group User Summit.
“We are creating an R&D centre in Australia, and we will use more local people to teach Chery, because we are a long way from Australia,” Zhang says. “The driving habits and the road conditions are very different there, so we need local people to really understand them.”
Asked whether the centre would be used to adapt the group’s more premium brands, Zhang says its work will not be limited to one badge. “The local R&D will cover any brand that we are willing to launch in Australia. But before we launch, we will do a lot of different analysis.”
Nine brands, one at a time
Chery Group now has nine brands, and not all of them are headed for Australia. Alongside Chery and Omoda & Jaecoo, the group includes iCAUR, Lepas, Luxeed and Exlantix, some of them aimed at much smaller groups of buyers than the two volume brands.
Chen Chunqing, vice president of Chery International, says the remaining brands will be introduced one at a time. “Yes, we have nine brands, but it doesn’t mean we need all of them in Australia. We will go one by one, step by step. If a brand or a product is suitable, maybe we can introduce it to Australia. For the luxury brands, we still need some time to make adjustments for Australian customers.”
Stockman first in Australia
Chen confirms Chery plans further investment in Australia, and points to the Stockman ute as an example of the weight the company puts on the market. “We make Australian people the first priority. Australia is the first launch country for this product, even earlier than China. That shows how important the Australian market is to us.”
The Stockman has yet to go on sale. Its Australian launch has already been pushed back to 1 February, and the project’s chief engineer has acknowledged there is still work to be done on the vehicle. Australian media at the summit were not allowed to drive it, while South African media were.
Zhang says the Stockman name came from the Australian team, which rejected every alternative put to it, and that Brazilian journalists at the summit have since asked when the ute will reach their market too.
