Chery says the slow adoption of new technology by some established luxury brands is creating an opportunity for Chinese newcomers, as it prepares to launch more premium brands such as Lepas, Exlantix and Luxeed in Australia.
Speaking to CarExpert in China, Chery International president Zhang Guibing was asked what the company had learned from Japanese and Korean automakers’ efforts to establish luxury brands in Western markets.
“Because I think now with car technology there are big changes. But too many of the international premium brands, I think they are changing from the technology side, their speed is still slow,” he said.
“Too many premium brands, they still keep like the ICE [internal combustion engines] as the main [powertrain]. But we are sure, to many high-level customers, they are more willing to taste the new technologies.”
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He suggested there were opportunities for new premium brands which offer the latest technology, particularly if they offer something different to established rivals.
“But of course, if there are no any good technology changes, but just the same technology, I think maybe the premium brands will be very difficult to come out [against]," he said.
Chery’s next Australian brand launch is Lepas, whose L6 BEV Signature electric SUV is priced from $47,990 before on-road costs. Customer deliveries are due to begin in November 2026.
It's being positioned above Chery and Omoda Jaecoo in terms of price, though it's not aiming quite as high as luxury players such as BMW and Mercedes-Benz.
The mid-size L6 has a 65kWh lithium iron phosphate battery and a claimed WLTP range of 440km. A plug-in hybrid version is scheduled to follow in 2027.
Exlantix is expected here in the first half of 2027, initially with the ES GT shooting brake and new ET SUV. Right-hand drive examples of both were shown to CarExpert in Shanghai.
The Exlantix name is being used here instead of Exeed, as this brand is known in markets such as China and the Middle East. In Australia, it plans to offer electric vehicles (EVs) and plug-in hybrids (PHEVs), with the powertrain choices for each model still to be confirmed.
Luxeed is expected in the second quarter of 2027, led by the LLounge people mover, with the Stormax electric SUV to come later. The LLounge’s Chinese-market counterpart, the V9, uses a range-extender powertrain in which electric motors drive the wheels and a petrol engine generates electricity.
Australian prices and final specifications for Exlantix and Luxeed models have yet to be announced.
The launch of these Chery-owned premium brands comes as more and more Chinese premium brands descend on the Australian market.
Geely's Zeekr arrived here in 2024, and BYD commenced deliveries of premium Denza vehicles early in 2026. Deliveries of vehicles from Changan's Avatr marque and FAW's Hongqi (to be known here as HQ) are also set for 2027.
Chinese automakers aren't the first from Asia to take on the German luxury establishment.
Japan's Toyota launched Lexus here in 1990, with Nissan launching Infiniti as a standalone brand here in 2012 but withdrawing it in 2020.
Korea's Hyundai Motor Group launched Genesis here as a standalone brand in 2019, initially with the petrol-powered G70 and G80 sedans, which were later followed by SUVs offering both petrol and electric power.
Mr Zhang said the technology available to Genesis when it emerged made the brand's task more difficult.
"I think it will be different from the Korean brand's experience, because at that time they were using the same technology. It was more difficult for them to emerge."
Among Chinese premium brands already on sale in Australia, September delivery figures put Zeekr at 2050 vehicles and Denza at 385. BMW recorded 2152, Lexus 951, and Genesis 66 across their respective model ranges during the same month.
Established luxury brands are also introducing new electric technology. The BMW iX3 50 xDrive has an 800V electrical system, a claimed WLTP range of up to 805km, and DC charging capability of up to 400kW, and features a sweeping 43.3-inch pillar-to-pillar display inside its cabin.
Lexus offers steer-by-wire in the Australian-market RZ550e F Sport electric SUV, which uses a steering yoke. It also offers simulated gear changes, like the electric Genesis GV60.