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.
Chery's international president, Zhang Guibing, has defended the number of brands the group is bringing to Australia. He said some brands will target small customer groups and have fewer dealers than mainstream marques. Chery and Omoda Jaecoo are the main brands, and Freelander is targeting around 25 dealers for its 2027 launch. Zhang said brands would compete with each other and that distinctions would increasingly come from brand image and pricing. Brands can still share infrastructure such as back-end systems and parts distribution.
Chery plans to set up an Australian research and development centre to adapt vehicles from its expanding brand range to local driving habits, roads and weather. Chery International president Zhang Guibing said the company wants more local input, and that any brand launching in Australia could be covered. The company has not yet disclosed a location, opening date or investment amount. Chery is already working with Melbourne-based engineering firm Premcar on testing the Stockman ute, which is due in Australia from February 2027. Several other brands are preparing Australian launches during 2027.
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Changan will take over distribution of its Deepal brand in Australia from Inchcape, which will keep only the Subaru and Foton brands. The transition period runs from October 21, 2026 to March 31, 2027. Inchcape says the decision was mutually agreed and forms part of its standard portfolio management. Deepal sales, servicing and warranty programs will continue, with existing orders honoured. Changan plans to launch the Nevo and Avatr brands in Australia during 2027.
Government data shows about 1,000,292 Holden passenger vehicles were registered in Australia as of January 2026. The figure is set to fall below one million next year, seven years after the brand closed. Holden remains the fourth most common brand, behind Toyota, Mazda and Hyundai. Holden registrations fell by 15.7 per cent since 2024, and Ford, Nissan and Peugeot also declined. Electric and hybrid vehicles grew strongly over the same period.
Changan's Australian distribution arm says it is considering plug-in hybrid and range-extended hybrid vehicles for Australia sooner rather than later. Andrew Haurissa, head of brand and marketing at Avatr Australia, said more details would be shared in the coming months. So far, the Avatr 07L and 06T have only been confirmed for Australia with all-electric powertrains. Plug-in hybrid and range-extended hybrid sales grew strongly in September, though they still trail conventional hybrids and fully electric vehicles in the year to date.
