Chery cracked the Australian top 10 for the first time in August with a record 3,305 monthly sales. It capped off eight consecutive months of growth and positions the brand as the fastest-growing car company in the market.
Chief Operating Officer at Chery Motor Australia and New Zealand, Lucas Harris, says the result reflects strong retail demand – but the next step is bringing fleets into the fold.
“Around 80 to 85 percent of our business today is retail,” Mr Harris said. “That’s been the right focus while we built our line-up, but now we’re in a position to cater for fleets. Half the new cars sold in this country go to fleet buyers – it’s an opportunity we can’t ignore.”
Building a Broader Range
When Chery relaunched locally just two years ago, it offered one model. Today the line-up spans small, medium and large SUVs, hybrids, super hybrids, and battery electric options.
“The breadth of product is what makes fleet possible,” Mr Harris said. “Our super hybrid technology is a great stepping stone for organisations that want to move towards EVs but need something efficient and easy to operate right now. They drive like EVs, deliver excellent efficiency, and don’t lose performance when the battery is low.”
Stability and Support
Chery is also working to reassure fleet buyers that whole-of-life costs are being taken seriously. After an early period of fluctuating prices, Harris says stability has become a key focus.
“Our pricing strategy has been very stable for the past year,” he said. “That helps with resale values and builds confidence. We’ve also invested heavily in parts and aftersales support, with $30 million of stock locally and plans for same-day distribution in metro areas.”
A dedicated technical team is based in Sydney to help keep vehicles on the road. Harris says minimising downtime is a priority.
“Vehicle off-road is a nightmare for fleets. We escalate any case where a car is down more than a few days, because utilisation matters as much as customer experience.”
Next Growth Phase
The brand’s growth momentum means new models keep coming, with the Tiggo 9 SUV on the way and a new ute due late 2026. Both are expected to broaden fleet appeal.
“Our focus has been retail, and that’s delivered growth. Now the shift is to fleet,” Mr Harris said. “We’ve recruited more fleet expertise, invested in aftersales, and built the line-up. The challenge now is simple – making sure fleet buyers know who we are and how our products can solve their problems.”
With over 20,000 sales already this year, Chery’s retail success is clear. The next big test is whether fleet buyers will see the brand as a fit-for-purpose option in their transition plans.
