Chery’s re-entry into the New Zealand market is being framed around value, technology, and long-term commitment. Following the local launch, and some of the models we’ve had for review, we also got the opportunity to speak to Lucas Harris, Chief Operating Officer, Chery AU/NZ, who reiterated how the brand’s product line – from the affordable Tiggo 4 to the innovative Tiggo 7 and 8 Super Hybrids – offers buyers the chance to step into a brand-new car with the latest tech, safety, and warranty support, often at the same price point as a used vehicle.
The conversation placed particular focus on the Super Hybrid system, described as “three cars in one”: an EV, a hybrid, and a petrol vehicle. Unlike many conventional PHEVs, Chery’s system maintains efficiency and drivability even if owners never plug it in, thanks to a larger battery and direct-drive transmission. Real-world use cases show consumption figures as low as 4.7L/100km, with up to 1,200km of combined range when using both petrol and charge, including from the own experience from the CCO. Aimed at Kiwis that might be wary of charging infrastructure or time commitments, this flexibility is positioned as a key advantage.
Another important talking point about any brand wanting to consolidate themselves in a new market, Chery emphasised the strength of being a fully factory-backed subsidiary rather than an independent distributor. This allows access to global resources, $30 million worth of parts stocked between Melbourne and New Zealand, and a dealer network supported by training and rapid technical assistance. According to the brand, 98% of replacement parts are available within two days, addressing concerns about after-sales support and long-term viability.
The brand also acknowledged its past. Chery’s earlier products two decades ago fell short, but leadership points to a deliberate decade of investment into R&D, automation, and advanced production methods. With more than 8,000 engineers and the capacity to produce around three million vehicles a year, the company claims quality and technology have reached levels that rival established global players while keeping prices low through platform sharing and high-efficiency manufacturing.
Chery underscored that safety and advanced driver assistance technologies are central to this new generation of vehicles. The Tiggo range arriving in New Zealand features the latest in connectivity, multi-screen infotainment, over-the-air updates, and full suites of driver aids designed to meet five-star safety standards. By blending affordability with this level of specification, Chery aims to make premium features accessible to a much wider audience.
Culturally, Chery says it follows the principle of being “in somewhere, for somewhere.” In New Zealand, that means respecting local expectations, building trust through fit-for-purpose vehicles, and supporting dealers so customers can rely on seamless service. The company views this as a long-term partnership, investing in infrastructure, training, and after-sales processes to ensure that New Zealand buyers can purchase with confidence.
Looking ahead, the company sees Super Hybrid technology as a bridge for car buyers hesitant about EVs, especially as the technology consistently improves. For many, the system allows day-to-day EV-like driving without range anxiety or charging discipline. “It won’t be for everyone,” Chery notes, “but for the vast majority still unsure about EV ownership, it could be a game-changer.”
It is always great to hear straight from the automaker’s about their vision and plans, so thanks, Chery, for the opportunity!
