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Chery plans to bring more new brands to Australian market
March 2, 2026
Challenger brand admits it’s missing a “huge part of the market” as smaller models loom for Australia
At a glance
Chery has hinted that smaller models and even more sub-brands could be introduced to Australia, saying cars like the Fulwin range and the tiny QQ are possible if local demand proves strong enough.
Key highlights
- Fulwin electrified sub-brand and QQ city car both under consideration
- Both models appeared at an event in Sydney, albeit camouflaged
- Execs admit the Chery portfolio is missing smaller offerings
- New small-car architecture in the works
- Fulwin could join Omoda, Jaecoo and Lepas
The finer details
Chery has opened the door to broadening its Australian line-up with smaller vehicles, including models from its electrified Fulwin sub-brand and even the compact QQ city car.
Peter Matkin, Chery’s executive director of engineering, said the company is developing a new global small-car architecture aimed at expanding its reach into segments where it currently has no presence.
“We’re missing out on 50 per cent of the market,” he said. “So we’re now updating the whole architecture for this size car, so we can offer a smaller car globally.”
When asked whether those vehicles could ultimately make their way to Australia, Chery Australia COO Lucas Harris left the door open. “There’s no reason why it wouldn’t… never say never.”
Harris added the local team was keen to see the brand expand into smaller segments, saying they would “love to have a hatchback in the range” and are continuing to advocate internally for one.
The timing aligns with a broader shift in the market, where sedans – long considered to be in decline – are seeing renewed relevance thanks largely to electrification. Strong demand for models such as the Tesla Model 3 and the BYD Seal has highlighted ongoing appetite for electric four-doors, while upcoming arrivals like the Mazda 6e are expected to further revitalise the segment.
Both the Fulwin A9L electrified sedan and the QQ electric hatchback were displayed at an event in Sydney recently, albeit draped in camouflage, signalling they remain under evaluation rather than confirmed for local sale.
The Fulwin brand acts as Chery’s dedicated new-energy lineup in China, spanning plug-in hybrid and electric models, while the QQ has historically been positioned as an affordable, city-focused EV.
carsales spotted camouflaged examples of the Fulwin A9 in Australia late last year, though Chery said at the time they were part of a global testing program rather than confirmation of local plans.
It also reiterated that any decision to bring the models to Australia will ultimately hinge on market appetite, suggesting customer interest could play a decisive role in whether the smaller models make the jump.
Chery’s immediate priority remains expanding its core lineup, including SUVs and its upcoming KP31 ute, but the company’s acknowledgement of a gap in smaller segments signals a potential shift in strategy.
If the new global small-car architecture progresses as planned – and if local demand materialises – Australia could eventually see a broader Chery portfolio that includes entry-level hatchbacks and electrified small cars alongside its current SUV-focused range.
For now, the brand says it will continue evaluating the business case, leaving the door open for new models and brands to come by. And if the rapid pace of development seen with its KP31 ute is any indication, the newcomers could land sooner than many expect.
The takeaway
Our independent research reveals that majority of shoppers rate carsales as the number one place for new cars1. On carsales, six in ten buyers are open to buying new cars2 with over half of buyers report having a budget at $30k or under. So these segments should be firmly back on the radar.
With Chery moving into those missed small and micro segments, more badges competing for attention and advanced fuel tech trickling down to more affordable pricepoints, it's important your brand stays ahead and shows up for these buyers or you risk lagging behind. A consistent, data‑led presence across the carsales network helps keep value‑focused, tech‑curious buyers in your corner as the next wave of entrants and models arrive.
To find out how your brand can align its new car strategy to a high-intent audience, contact our team today.
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A modified version of this article originally appeared on carsales.com.au
source:
1 carsales Brand Health, February 2026, Q. Thinking about how you see the following place/websites/apps, to what extent do you associate each place /website/app with the following statement? n=1005.
2 carsales Consumer Sentiment Survey, December 2025, n=722 Q. Are you looking to buy…? + Will you also check the new cars available to see if there is a suitable one in your price range?
3 carsales Consumer Sentiment Survey, December 2025, n=1,251 Q. How much are you looking to spend on a new/used car?
Both the Fulwin A9L electrified sedan and the QQ electric hatchback were displayed at an event in Sydney recently, albeit draped in camouflage, signalling they remain under evaluation rather than confirmed for local sale.
The Fulwin brand acts as Chery’s dedicated new-energy lineup in China, spanning plug-in hybrid and electric models, while the QQ has historically been positioned as an affordable, city-focused EV.
carsales spotted camouflaged examples of the Fulwin A9 in Australia late last year, though Chery said at the time they were part of a global testing program rather than confirmation of local plans.
It also reiterated that any decision to bring the models to Australia will ultimately hinge on market appetite, suggesting customer interest could play a decisive role in whether the smaller models make the jump.
Chery’s immediate priority remains expanding its core lineup, including SUVs and its upcoming KP31 ute, but the company’s acknowledgement of a gap in smaller segments signals a potential shift in strategy.
If the new global small-car architecture progresses as planned – and if local demand materialises – Australia could eventually see a broader Chery portfolio that includes entry-level hatchbacks and electrified small cars alongside its current SUV-focused range.
For now, the brand says it will continue evaluating the business case, leaving the door open for new models and brands to come by. And if the rapid pace of development seen with its KP31 ute is any indication, the newcomers could land sooner than many expect.
The takeaway
Our independent research reveals that majority of shoppers rate carsales as the number one place for new cars1. On carsales, six in ten buyers are open to buying new cars2 with over half of buyers report having a budget at $30k or under. So these segments should be firmly back on the radar.
With Chery moving into those missed small and micro segments, more badges competing for attention and advanced fuel tech trickling down to more affordable pricepoints, it's important your brand stays ahead and shows up for these buyers or you risk lagging behind. A consistent, data‑led presence across the carsales network helps keep value‑focused, tech‑curious buyers in your corner as the next wave of entrants and models arrive.
To find out how your brand can align its new car strategy to a high-intent audience, contact our team today.
A modified version of this article originally appeared on carsales.com.au
source:
1 carsales Brand Health, February 2026, Q. Thinking about how you see the following place/websites/apps, to what extent do you associate each place /website/app with the following statement? n=1005.
2 carsales Consumer Sentiment Survey, December 2025, n=722 Q. Are you looking to buy…? + Will you also check the new cars available to see if there is a suitable one in your price range?
3 carsales Consumer Sentiment Survey, December 2025, n=1,251 Q. How much are you looking to spend on a new/used car?
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