Is China's answer to Jeep coming to Australia? Chery sub-brands Jetour and Exeed plans outlined but will its Toyota Prado and Tesla Model S rivals make it here?

Chery is stopping at three brands… for now. But China’s answer to Jeep and its genuine luxury brand remain on the agenda for Australian expansion eventually.

Chinese automotive giant Chery announced this week that it will expand its Australian operations with the launch of the Omoda-Jaecoo brands as a standalone venture, with a network of up to 40 nationwide dealers. However, plans for further expansion with off-road brand Jetour and premium offering, Exeed, are on the back burner for the moment.

Chery Australia Chief Commercial Officer, Roy Munoz, explained that while other brands remain a possibility in the future, ensuring a successful launch and growth for the new standalone Omoda and Jaecoo models is the first step towards further expansion.

Read more

China's monster 1172kW 4WD revealed: Chery's Jetour brand launches with ballistic alternative to Toyota Prado, Range Rover Autobiography, Nissan Patrol and coming Denza B5 Fully-loaded and cut price Toyota RAV4, Mazda CX-5 and Mitsubishi Outlander rival: 2025 Jaecoo J7 to launch in Australia with plug-in hybrid version confirmed Jaecoo J7 2025 review: Australian preview drive

“ As far as I'm aware, we're only really focused on making Omoda-Jaecoo a success first and, and that sort of dictates whether anything else comes out, really,” Munoz said. “If we can't make a success of Omoda-Jaecoo then why give us another brand, right? So really just focused on [that]. And if other markets are to go by, Jaecoo will be very, very warmly received by Australians.

“And if that's the case, then we might be hearing from [Chery international engineer boss] Peter [Matkin] or his team to say, ‘when's the right time to bring out Exeed or any other brand that might be under the Chery?’ So yeah, it's a crystal ball moment, but at this stage, we're sort of just focused on making this brand a success. And if it is, then there's plenty of other things under the Chery stable.”

Exeed ES

Exeed ET

Exeed ET

Jetour Freedom

Jetour, which is a combination of the words ‘jet and ‘tour’, is Chery’s more rugged brand and offers models including the Traveller mid-size SUV and Freedom compact SUV. The brand also reportedly has plans for a new range of plug-in hybrid models, including a mid-size ute and full-size pick-up truck and a Toyota Prado-rivalling full-size SUV.

Exeed is Chery’s even more premium brand than both Omoda and Jaecoo. First launched in 2017 it has a broad range that includes the LX compact SUV, TX mid-size SUV and VX full-size SUV. It also offers a pair of all-electric models, the Sterra ES sedan and Sterra ET SUV.