Chery Expands Its Australian Presence with New Brand Launches
Chery Australia has confirmed that it will introduce the Freelander brand in the country next year, marking another step in the company’s growing presence in the Australian automotive market. This announcement follows recent reports about the brand’s potential entry into the region.
“The plan is to introduce the Freelander brand here in 2027, but no further details at this time,” said a spokesperson in a statement.
Freelander was first previewed last month with the Concept 97, which represents the collaboration between Chery and its joint-venture partner JLR (Jaguar Land Rover). The partnership, which has been active in China since 2012, has seen Chery produce vehicles for JLR to sell domestically. Now, the focus is shifting as Chery prepares to manufacture Freelanders for both the Chinese and global markets.
Despite the lack of a production model, the Concept 97 provides a glimpse into what the future of Freelander could look like. The concept is named after the first year of Freelander production and features design elements inspired by the two generations of Land Rover’s former entry-level SUV.
Inside, the Concept 97 reflects modern design trends, including a large free-standing infotainment touchscreen and a pillar-to-pillar display at the base of the windscreen. However, details about the powertrain for the production version remain undisclosed, though it is expected to use Chery’s T1X platform, which supports plug-in hybrid and electric powertrains.
Other Chery Brands Set for Australian Launches
Freelander won’t be the only new brand from Chery to arrive in Australia before the end of 2027. Several other brands are also set to make their debut.
Lepas is scheduled to launch in mid-2024 and is expected to offer a range of small to large crossover SUVs, similar to Chery and Omoda Jaecoo, but with a focus on bold colors. This brand aims to differentiate itself through its unique aesthetic appeal.
The iCaur brand, which offers electric vehicles (EVs) and extended-range electric vehicles (EREVs), is expected to arrive in early 2027. These boxy SUVs are designed to cater to the growing demand for electrified vehicles.
Jetour, another Chery brand, has already sent out media invites for a planned market launch around mid-2026. However, it will operate independently of the Chery Group brands.
Challenges and Opportunities for New Brands
With unfamiliar names, these brands will need to work hard to establish themselves in the Australian market. However, Chery-owned Omoda Jaecoo has already started this process since its deliveries began in 2025.
Freelander, first announced in 2024, benefits from a name that may be somewhat familiar to Australian consumers. The name was borrowed from a Land Rover model sold in the country from 1998 to 2015, with a total of 15,218 examples reaching customers.
The Concept 97, revealed this year, includes various exterior design elements from both generations of Land Rover’s former entry-level SUV. While the interior is very much a product of the 2020s, the design highlights a blend of heritage and modernity.
Diverse Brand Offerings
Chery emphasizes that its brands do not follow a traditional ladder from entry-level to luxury, but instead target different customer groups. However, there is significant overlap in the offerings of some brands.
For example, Chery and Omoda Jaecoo both offer small, mid-size, and large crossover SUVs, with Lepas set to join them. Similarly, iCaur and Freelander are expected to offer boxy and likely electrified SUVs.
As the Australian automotive landscape continues to evolve, the arrival of these new brands presents both challenges and opportunities. With a mix of heritage, innovation, and diverse offerings, Chery is positioning itself as a major player in the market.
