Chery is ramping up its Australian ambitions, confirming a wave of new sub-brands – Lepas, iCaur and Freelander – as part of an aggressive expansion strategy that will significantly broaden its local footprint over the next few years.

The Chinese automotive has established itself in Australia with its core Chery brand alongside Omoda and Jaecoo, but it’s now preparing to introduce multiple new marques targeting distinct buyer segments. The move reflects both the rapid growth of Chinese brands locally and Chery’s intent to diversify its offering across price points, technologies and vehicle types.

Leading the charge is Lepas, expected to arrive first, with timing pointing to a late 2026 launch. Positioned as a more design-led and expressive brand, Lepas is aimed at buyers seeking something beyond traditional practicality.

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Overseas, the brand has already previewed a family of models including the L2, L4, L6 and L8, ranging from compact to large SUVs. The L6 mid-size SUV (above), smaller L4 and flagship L8 large SUV are among the strongest candidates for Australia, offering a mix of petrol, hybrid and electric powertrains on shared Chery architecture. Positioned as a more design-led and youth-focused brand, Lepas is expected to lean heavily on styling and personalisation to stand apart from Chery’s existing Tiggo range.

Further down the pipeline is iCaur (also referred to as iCar), Chery’s electrified off-road-focused brand tipped to bring rugged, lifestyle-oriented vehicles to market. iCaur’s global portfolio includes models such as the iCar 03, the large V27 SUV (below) and the boxy V23, both under consideration for Australia. These electric SUVs combine rugged styling with modern EV tech, including dual-motor all-wheel drive options and claimed driving ranges of up to around 500km (CLTC). The V23 in particular, with its retro-inspired design and off-road intent, is tipped as a key launch model to establish the brand locally in 2028 or later.

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Perhaps the most intriguing addition is Freelander, a revived nameplate developed through Chery’s partnership with Jaguar Land Rover. Set to launch in Australia around 2027, Its first model is expected to be the Freelander 8, a large electrified SUV measuring over five metres long and offered with battery-electric, plug-in hybrid and range-extender powertrains. Previewed by the Concept 97, it will feature advanced technology including dual-motor all-wheel drive and next-generation battery systems, positioning it as a more upmarket alternative within Chery’s expanding ecosystem.

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Chery’s multi-brand strategy mirrors the approach taken by several Chinese automakers, using distinct sub-brands to target niche audiences and accelerate growth in export markets. In Australia alone, the company is preparing to launch up to four new marques within the next two years, highlighting the scale of its ambitions.

Chery’s expanding portfolio signals its intent to become a major player in Australia by offering a diverse mix of SUVs, electrified vehicles and lifestyle-focused models across multiple segments.