Who is Chery and What This Means for Australian Buyers

As Australian buyers become more open to emerging brands, Chery Automobile is proving to be one of the most interesting case studies in the market.

Chery’s modern Australian presence isn’t built on nostalgia or low pricing alone, it’s built on improved engineering, strong owner advocacy, and a clear customer-first approach to support and service.

A global brand with lessons learned

Chery is one of China’s most established automotive exporters, with extensive experience selling vehicles into demanding international markets.

Its latest Australian models reflect a brand that has learned from earlier attempts and returned with:

• Stronger hybrid systems
• Improved ride and handling
• More intuitive technology
• A clearer focus on ownership experience

This evolution is important for buyers weighing risk versus reward.

What stands out for Australian buyers today

Driving quality that surprises Across Chery’s current range, the driving experience consistently exceeds expectations for the price. This is particularly noticeable in family-focused hybrid and super hybrid models, where comfort, refinement, and drivability feel well matched to Australian conditions.

For many buyers, this challenges outdated assumptions about where value ends and compromise begins.

Intuitive voice control and technology Chery’s voice assistant stands out for being genuinely usable. Clear responses, natural commands, and minimal frustration make it a practical feature rather than a novelty, an area where many brands still struggle.

Owner advocacy and real-world trust

One of the strongest indicators of brand success is how owners talk about their cars.

Chery owners have consistently emerged as passionate advocates, often going out of their way to recommend the brand. This sentiment extends into everyday encounters including Chery-branded Uber vehicles, where drivers frequently spend more time explaining how happy they are with the car than discussing the trip itself.

That kind of organic advocacy builds confidence far faster than marketing alone.

Aftersales support: a key differentiator

For Australian buyers, aftersales support can make or break trust in a new brand.

Chery’s approach so far has been notably customer-focused. When issues arise, the emphasis has been on solving problems rather than minimising cost. In response to feedback, particularly around ADAS alert sounds and sensitivity, Chery has been proactive, often sending engineers directly to understand local conditions and expectations.

This level of responsiveness suggests a long-term commitment to the Australian market rather than a short-term sales push.

What this means for your buying decision

Chery’s resurgence in Australia doesn’t mean it will suit everyone but it does mean buyers now have another credible option to consider.

With:

• Strong real-world drivability
• Positive owner sentiment
• A customer-first aftersales mindset

Chery is helping reshape expectations around value, ownership, and support in Australia’s new-car market.

At DriveWise, we’ll continue monitoring how Chery vehicles perform locally, how ownership experiences evolve, and what this means for Australians comparing their next car purchase.