Chery set for Kiwi launch
Chery has announced its official launch in New Zealand, and it aims to bring a range of “high quality, innovative and technologically advanced vehicles” to Kiwi drivers.
The move marks a significant milestone in the marque’s global expansion strategy as it continues to grow its presence in key international markets.
Chery will introduce a line-up of vehicles tailored to meet the needs of buyers in this country. Pictured above is its model-year 2026 Tiggo 4.
“We are thrilled to enter the market and offer our latest generation of vehicles to local customers,” says Lewis Lu, chief executive officer of Chery Australia and New Zealand.
“New Zealanders have a deep appreciation for quality and innovation. We’re confident our vehicles will exceed expectations by delivering outstanding features at an accessible price point.
“With a strong emphasis on performance, safety and sustainability, Chery’s vehicles will offer an exciting new option for consumers looking for reliability, efficiency and value.”
Chery’s launch in New Zealand will include a network of 10 dealerships nationally to provide customers with a “seamless sales and after-sales experience”.
They will be in Whangarei, north, central and south Auckland, Pukekohe, Hamilton, Tauranga, Taupo, Lower Hutt and Christchurch.
The company says it is committed to delivering a top-tier service so Kiwis receive the highest level of support from purchase to maintenance.
As part of its launch strategy, Chery will be introducing its “super hybrid system” across several models.
This system combines the convenience of traditional fuel engines with the efficiency of electric power. Offering “ultra-low” emissions, an extended driving range and advanced safety, it is “validation of Chery’s commitment to new energy technology and sustainability”.
More details on models, pricing and availability will be announced in coming weeks.
About the Chinese company
Founded in 1997, Chery has a presence in more than 80 countries. It was the fourth largest automobile manufacturer group in China in 2024 with about 2.6 million units sold, reports Paul Tan’s Automotive News in Malaysia.
The company’s head office is in Wuhu, Anhui. It started exporting cars from China in 2001 ahead of other Chinese manufacturers and has been the top exporter of Chinese brand passenger vehicles since 2003.
The company exported 269,154 vehicles in 2021, 451,337 in 2022 and 937,148 in 2023, accounting for 52 per cent of its overall sales, according to Wikipedia.
Chery has a multi-brand strategy for different purposes. As of 2024, it had nine active brands, including the main brand, and the Chery Fulwin and Chery New Energy sub-brands for plug-in hybrids and electric cars respectively.
Then there are Exceed and Lepas for premium models. Luxeed is a collaborative EV brand with Huawei, Jetour focuses on SUVs, iCar is for electric SUVs and Karry is for commercials.
Omoda, Jaecoo, Exlantix and Aiqar are for export markets. The company has also operated a joint venture with JLR since 2012 called Chery Jaguar Land Rover to produce Jaguar and Land Rover vehicles in China.
Last year, its parent company Chery Holding Group made its debut on the Fortune Global 500 in 385th position with a revenue of US$39.1 billion.
