Chery's push into Australia is gathering pace. Torque Cafe reports, in an article published on 19 October, that the Chinese giant has announced plans to launch its seventh brand on sale in Australia by the end of 2027. The brand is named Exlantix, and the site says the onslaught of car brands under Chery's control has found another gear.
The report also says that Chery wants its premium brand Exeed to become the first Chinese carmaker to compete at the 24 Hours of Le Mans. The site suggests this could be a Garage 56 invitational entry, as Chery has not signalled an intention to compete in the wider World Endurance Championship. That detail is the website's interpretation, so readers should wait for official statements.
Having multiple brands is a strategy that lets a manufacturer target different customers and price points without confusing a single badge. Chery already has several names in Australia, and each brand needs dealers, marketing and service support, which is costly. The approach reflects confidence that Chinese brands can win market share, a trend visible in Europe, where Chery and BYD are among the biggest Chinese presences.
For Australian buyers, more brands mean more choice and possibly lower prices, but also questions about long-term support, resale values and parts supply. Take time to read warranties and check dealer coverage. For the motorsport world, a Chinese entry at Le Mans would be a symbolic step. Watch for details on Exlantix models, pricing and launch dates, and for any formal announcement about a racing programme from Exeed.
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