Chery, the Chinese automotive brand that has been making a comeback in Australia, is taking a cautious approach with its plans to introduce a dual-cab ute. While the development of this vehicle is actively underway, Chery is not rushing its release in the Australian market.

A Strategic Move

Chery's Executive Vice President, Mr. Zhang Guibing, recently confirmed during a visit to Australia that the dual-cab ute is indeed "in progress." However, he emphasized that the brand is prioritizing the successful re-establishment of its passenger vehicle lineup in Australia before expanding into the highly competitive ute segment.

“Australia is one of our strategic markets, so we definitely consider it here,” Mr. Zhang said. “But the timing of the launch will depend on how well Chery performs in the market. If our success is significant, we might introduce it earlier; if not, we may delay it a bit.”

Focus on Passenger Vehicles

For now, Chery's focus remains on consolidating its presence in the SUV sector. Mr. Zhang stressed the importance of ensuring customer satisfaction with their current offerings before expanding the product lineup. “We don't want to quickly introduce the pick-up truck,” he stated. “We understand really how to make all the customers happy from the SUV side of the business.”

Background and Speculation

The possibility of a Chery dual-cab ute for Australia has been circulating since the brand confirmed its return to the market in 2022. There were early reports suggesting that Chery might sell rebranded versions of the Zhongxing Terralord, a mid-size pick-up from the Chinese manufacturer Zhongxing. Spy shots even showed Chery logos on the grille and tailgate of the Terralord, sparking speculation about its imminent release. However, that initiative appears to have stalled, and there has been no further sign of the Chery-badged Terralord since.

Looking Ahead

While Chery may not be rushing the launch of its dual-cab ute in Australia, the brand is reportedly making significant progress in developing its own body-on-frame dual-cab. According to sources like Carscoops, this new model is expected to launch in 2025.

Conclusion

Chery’s approach to the Australian market reflects a strategic focus on building a solid foundation with its current vehicle offerings before expanding into new segments. For now, Australian consumers will have to wait and see how Chery’s SUV lineup performs before the brand takes the next step with its dual-cab ute. When it does arrive, it could be a strong contender in a market where utility and versatility are highly valued.

Tynan Chery Wollongong

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