Chery’s bold strategy to take on Australia
A manufacturer with a history of rock-bottom prices is shooting for established brands with an eye-catching new model in Australia.
Chery has taken a bold approach in its return to Australia, gunning after established brands with its bold-looking and well-appointed Omoda 5 compact SUV.
The brand previously focused on rock-bottom pricing, pitching sparsely-equipped hatchbacks for $9990 drive-away in 2013.
A decade on, the new Chery Omoda 5 range starts from $29,900 plus on-road costs, or at least $33,000 drive-away when on-road costs are factored in.
That puts it in line with entry-level models sold by established contenders Kia and Mazda.
Measuring 4400mm long with a 2630mm wheelbase, the Chery Omoda 5 is similar in size to the Kia Seltos and Mazda CX-30. It’s a little larger than the MG ZS, but smaller than Haval’s Jolion.
According to list prices that do not take on-road costs into consideration, the Chery costs $400 more than the cheapest Kia Seltos, but undercuts the Mazda by $310 while delivering a longer list of standard features.
The Haval Jolion is about $5000 cheaper than the Chery, while the far more basic MG ZS is much more affordable at $22,990 drive-away.
The front end has a bold grille flanked by T-shaped headlights similar to the “Thor’s hammer” effect in Volvo and Polestar models. At the rear, Lexus-like design touches meet intricate LED lighting elements that lend a premium vibe.
That carries through to the cabin, where a large area for phone charging feels similar to Tesla’s Model Y, and twin wide-screen displays borrow from the Mercedes-Benz A-Class.
Peeking under the bonnet, power comes from a turbocharged 1.5-litre engine that sends 115kW and 230Nm to the front wheels through a CVT automatic transmission
Available in two trims, the standard Omoda 5 rides on 18-inch wheels and has smart keys and LED headlights as standard.
A 10.25-inch touchscreen with Android Auto and Wireless Apple CarPlay is linked to an eight-speaker Sony stereo with wireless phone charging.
Other convenience items include ambient lighting, dual-zone climate control, and faux-leather seats with powered driver adjustment.
Customers who want more can pay an extra $2000 for the Chery Omoda 5 EX that serves up a button-operated tailgate and sunroof, 360-degree camera, heated seats and more mood lighting as well as red-coloured highlights on the car’s exterior.
The car has a five-star safety rating made possible by seven airbags and a broad range of driver assistance features including auto emergency braking, lane keeping assistance and reverse auto braking.
A seven-year-warranty with seven years of capped price servicing and roadside assistance completes the deal.
Chery Australia chief executive Andy Zhang said the brand had big plans for Australia.
“We want as many people as possible to experience this feature-packed SUV and we want to provide true value in the Australian new-car market,” he said.
“The OMODA 5 delivers on both counts, with its competitive pricing and a long list of premium features across two seriously well-equipped trim levels.”
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