Chery accelerates its presence in New Zealand by launching Omoda and Jaecoo alongside its main brand, backed by a factory-supported model and pioneering ‘super hybrid’ technology designed for the country’s diverse driving demands.
The New Zealand car scene is really changing quite a bit lately, with a bunch of new brands stepping into the competitive mix. One of the newer players is Chery, which has been expanding its footprint alongside its sibling brands, Omoda and Jaecoo. This isn’t just about throwing more vehicles onto the lot; it’s a pretty smart, multifaceted approach aimed at appealing to different kinds of buyers. According to Dr. David Lu, the Chief Engineering Officer of Chery, and Tim Kreiger, who heads PR in Australia, New Zealand and Australia are considered “diamond markets”—which, well, isn’t just about the promising sales numbers but also about being strategic learning hubs that are super important for the brand’s global vehicle development. They see these markets as unique—think long-range driving, towing needs, and consumer expectations that are especially high in rural or rugged areas.
Now, Chery’s entry into the New Zealand market isn’t some last-minute thing. Nope, they’ve been pretty deliberate about it, crafting a clear multi-brand strategy meant to address lots of different buyer types. Omoda is targeted at those who care about looking good and want stylish, elegant designs. Jaecoo on the other hand, aims at folks who love adventure—off-road, outdoor activities, you name it. And the main Chery brand’s focus is on being the reliable, family-friendly option — you know, practical and good value. It’s kind of inspired by automakers like Honda, which have used shared platforms to create different cars that speak to various customer identities—that’s a smart way to cover all bases. Each brand runs through its own dealer network with dedicated marketing teams, so messaging stays clear, and customers don’t get confused.
Backing this ambitious plan is the wealth of experience that the Chery Group brings to the table—almost 30 years of manufacturing know-how, actually. Unlike the typical distributor model seen in NZ, Chery is sticking with a factory-backed subsidiary setup. That’s said to give them more robust support and better long-term growth potential. Tim Kreiger points out that this approach really shows the company's commitment to staying in the game and delivering top-notch customer service, especially now when the market’s getting more crowded.
A key part of Chery’s offering is its cutting-edge “super hybrid” plug-in hybrid tech. Unlike the usual PHEVs that can lose some power or range if you forget to charge, Chery’s system can operate just like a regular hybrid electric vehicle—no noise, no power dips—even when the battery’s empty. That flexibility is pretty handy; drivers can cruise quietly on electric during their daily commutes and still take long trips without worrying about finding a charging station. Kreiger emphasizes that this tech is especially suited to New Zealand’s hilly, mountainous terrain—making it pretty handy for Kiwi drivers.
Locally, Chery plans to make the most of an already established dealership network spread out across key locations such as Whangarei, Auckland (including North, Central, South), Pukekohe, Hamilton, Tauranga, Taupo, Lower Hutt, and Christchurch. With this infrastructure, they’re aiming to get the three brands into the hands of as many consumers as possible nationwide. As for models, they’ll likely align closely with what’s in Australia, including SUVs like the Tiggo 4 Pro—a more budget-friendly option, the Tiggo 7 Pro—mid-sized with tech and comfort, and the larger Tiggo 8 Pro, which aims at the premium end. And many of these will probably have the ‘Super Hybrid’ drivetrain, reinforcing their focus on sustainability and savings on fuel.
Then there’s Jaecoo, which officially launched in New Zealand just recently with its mid-size J7 SUV. This move marks the brand’s 11th international market. The J7 comes with a 1.6-litre turbo petrol engine mated to a 7-speed dual-clutch. And, interesting enough, they’re also exploring plug-in hybrid versions—electrification is definitely grabbing attention. The price for the base front-wheel drive EX trim is around $37,990 plus on-road costs; the AWD EX+ goes for about $43,990 plus on-road charges. Jaecoo backs their vehicles with some serious guarantees—7-year unlimited km warranty, along with up to 7 years of roadside assistance, which shows they believe in the durability of what they’re offering. At the launch event, they also introduced their brand ambassador, Jay Reeve, aka ‘Mr J,’ who’s helping boost brand awareness and outreach efforts.
Looking ahead to 2024, both Omoda and Jaecoo have big plans—they’re targeting around 3% of the NZ market share. They’re rolling out new models, including the Omoda C5 SUV available in both traditional petrol and electric versions, plus upcoming launches like the Omoda C9 and Jaecoo J8, which will include more PHEV options. The dealership network is also expanding, with 12 locations confirmed so far and plans to grow further, especially in the South Island.
All in all, Chery’s approach—mixing a diverse brand lineup, innovative hybrid tech, and a factory-backed structure—sends a clear message that they’re serious about challenging the established players here. Their strategy seems to fill a gap left by the older brands, reaching out to those buyers who are smart with their money but still want capable, dependable vehicles. As the market gets more intense, their mix of local insights and global expertise could really see them becoming a major force in New Zealand’s automotive scene.
Source: Noah Wire Services
