Chery boss confident in multi-brand approach for New Zealand market
Words: Andrew Sluys
Chinese brand Chery is confident in a multi-brand approach for the New Zealand market that currently includes two, with more on the horizon.
This sentiment was shared by Chery International president Guibing Zhang, during a recent interview at the brand’s Wuhu headquarters.
In Chery’s home market of China, Chery has at least six subsidiary brands, with the portfolio seemingly ever-expanding.
Currently, Chery and Jaecoo Omoda are the only two brands beneath the Chery umbrella that are sold in New Zealand.
When asked about the multi-brand strategy, Mr Zhang acknowledged the concern of brand cannibalisation, but compared the situation with fashion trends.
He explained how if one person wears a certain piece of clothing, they feel unique, but if everyone wears the same piece, they might not want it anymore.
In the context of Chery’s brand situation, this refers to customers having the choice between so many sub-brands isn’t a bad thing.
Each brand reportedly has its own identity, and serves a different demographic, providing numerous options.
He also compared it with legacy brands such as Toyota or Volkswagen, where ten years ago, a single model could dominate the market.
According to Mr Zhang, the market is different these days, and consumers are far more individualised in their preferences.
With this way of thinking, the multi-brand strategy seems more of a necessity than a risk.
As for New Zealand, the next big thing to land our local market from beneath the Chery umbrella will be iCar.
A Chery spokesperson confirmed that iCar will be landing in Australia early 2027 with the V27, and we can expect New Zealand follow closely.
It should be a similar story for the Lepas brand, which recently launched in Australia.
