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© 2026 ADME. All rights reserved.PrivacyTermsEditorial standards
← Newsroom/Chinese brands

Chery says slow-moving luxury brands give Chinese rivals a chance

Compiled by ADME Newsroom from 1 source

First reported by CarExpert · 24 October at 7:30 am

Who's covering this — 1 article

Motoring press
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Image: CarExpert

The quick read

Full coverage

CarExpert·Motoring press·24 October at 7:30 am

Chery says slow-moving luxury brands give Chinese rivals a chance

Chery says new technology could help Chinese premium brands find cut-through against more established luxury players, as it plans to launch its first upmarket marques in Australia.

Read at CarExpert →

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The quick read

  • Chery plans to launch its first upmarket marques in Australia.
  • New technology could help Chinese premium brands compete with established luxury players.
  • Chery sees an opportunity for Chinese brands due to slow-moving luxury brands.
  • Chinese premium brands aim to find cut-through against more established luxury players.

For dealers: Australian dealers should be prepared for increased competition from Chinese premium brands in the luxury segment.

AI-assisted summary of the coverage below — check the original reporting before relying on specifics.

ADME commentary

The ADME angle

The entry of Chinese premium brands into the Australian market poses a significant threat to established luxury players, particularly those with slow-moving models.

Competitor Response

Established luxury brands will need to reassess their pricing and margin strategies to remain competitive, as Chinese premium brands are likely to offer similar features and technology at a lower price point.

The use of new technology by Chinese premium brands will be a key differentiator, allowing them to attract customers who value innovation and cutting-edge features.

Showroom Traffic and Marketing

Australian dealers can expect an increase in showroom traffic from customers interested in the new Chinese premium brands, and will need to adapt their marketing strategies to effectively target and engage with these customers.

To remain competitive, dealers will need to focus on providing exceptional customer service and highlighting the unique features and benefits of their existing luxury brands.

Action Plan

This week, dealers should review their current inventory and pricing strategies to identify areas where they can improve competitiveness, and consider allocating additional resources to marketing and customer service initiatives to prepare for the entry of Chinese premium brands.

Go deeper — ADME analysis

  • How a Chinese brand became Australia’s #2 — BYD, Chery, GWM and the new top 10 →
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