One brand versus many: Which Chinese automaker’s strategy makes the most sense for Australia?

Key points

• Chinese automaker Chery has confirmed two new brands for Australia, Exlantix and Luxeed, adding to a crowded lineup. Chery now plans eight brands in the country, far more than most rivals.
• Great Wall Motor, GAC and SAIC Motor have largely streamlined to one or two brands, while BYD runs two. Chery says its brands will not all chase the same sales volumes, though some will overlap and compete.
• Analysts note that sales figures are easy to track, but returns on investment are harder to gauge.