Chery has refreshed its stylish small SUV for 2025, streamlining the line-up and giving it a new name – C5 – as part of a broader branding update. Previously known as the Omoda 5, the updated model retains its edgy design and tech-packed interior, but the renaming strategy might leave Fleet Managers scratching their heads.
Let’s start with the changes. The MY25 Chery C5 comes in just two variants now: Urban ($29,990 drive-away) and Ultimate ($34,990 drive-away). Both are well equipped, and the Ultimate gets a notable step up with a Sony sound system, power tailgate, and synthetic leather seats. Under the skin, there’s now multi-link rear suspension and a new six-speed dual-clutch transmission – changes that will likely improve real-world driveability.
On paper, this is a better car. It still looks sharp, especially with the new diamond grille and redesigned 18-inch alloys on the Ultimate. Luggage space has been improved to 370 litres (VDA), and all the safety gear remains, including a 360-degree camera on the higher trim. You still get wireless Apple CarPlay and Android Auto, plus the “Hello Chery” voice control system – a bit of a gimmick, but fun for some.
Where it gets tricky for fleet buyers is the name change.
The Omoda 5 had only just started building brand recognition in Australia, racking up nearly 13,000 sales since its 2023 launch. That’s no small feat in a crowded segment. So changing the name to C5 now feels like hitting the reset button on brand equity. This might not faze private buyers who walk into a showroom and are sold on the features, but for fleets, model recognition matters.
Fleet Managers often operate across national contracts, manage vehicle replacement cycles over 3–5 years, and need consistency in model names for tender documentation, driver communication, and reporting. Constantly changing names makes it harder to track residual values, compare specifications over time, and justify procurement decisions to internal stakeholders.
We’ve seen this story before. Changing a nameplate too early in its lifecycle risks creating confusion in resale markets and slows adoption, especially when the underlying product remains largely the same. If anything, Chery could have capitalised on the momentum of the Omoda 5 badge rather than sidestepping it.
To make matters more complex, the electric version – formerly known as the Omoda E5 – is also being renamed to just E5, following the same naming logic. That might streamline the future line-up for Chery, but again, it’s another shift that requires communication and re-education for buyers.
From a fleet perspective, stability matters. If Chery wants to grow its footprint with business buyers and novated leasing customers, the vehicles themselves need to be solid (which the C5 seems to be), but so does the branding and support structure. Seven years of warranty, capped-price servicing, and roadside assistance is a strong offer. But so is building long-term recognition around a consistent model name.
In the short term, the C5 is still a compelling option as a compact SUV for urban fleets and novated buyers looking for value and tech. But in future, Chery might want to consider whether playing musical chairs with model names is the best move when building trust in a competitive market.
Sometimes, keeping the name is just as important as changing the car.
