A second time around for China’s largest car exporter promises a better experience than the initial short-lived showing.

A CHINESE car brand remembered for its lamentably poor first tilt a decade ago is returning to New Zealand, this time a factory-run operation.

Chery announced today it will be representing new products behind its own badge here and is promising to deliver “high-quality, innovative and technologically-advanced” vehicles.

One priority model appears to be the Tiggo, a compact sports utility. An image of the Tiggo4 was provided with the release.

It released in Australia five months ago as a value proposition, with a driveway price of just under $27,000 ($A25k). The type would conceivably compete with the Mitsubishi ASX and runs a 1.5-litre turbocharged four-cylinder petrol engine making 108kW/210Nm.

China’s largest vehicle exporter for the past 21 years, Chery founded in 1997 and has been indirectly represented here since 2023 via the Omoda and Jaecoo marques, which it wholly owns.

However, those are held by a separate distributor.

Intent now is for the parent to directly sell its own products here, via 10 national outlets.

A clash with the sister brands seems inevitable, as Chery says it will prioritise product with a Super Hybrid self-involved petrol-electric drivetrain that has become important to Jaecoo, with the latest J7 sports utility about to release with it.

It’s a second time around for Chery and the first left a sour taste.

Chery was directly active in NZ between 2011-2014 and specialised in two low-priced vehicles, the J3 hatchback and J11 small sports utility. Those cars were imported and distributed by Ateco Automotive.

The pitch did not go at all well and ended on the back of poor safety scores, much customer dis-satisfaction about quality, poor support for warranty claims and an asbestos-related parts scare.

Ateco subsequently relinquished the brand, having also expressed frustration.

The fallout from that experience seemed to influence how Omoda/Jaecoo were launched during the past 18 months.

Effort in marketing those wholly-owned subsidiary makes keeps such distance from that past to point Chery is barely mentioned.

Chery itself has determined to make Omoda/Jaecoo its primary global pitches. Those makes have entered more than 40 international markets.

Combined sales are going so well that Chery is already being ranked as the world’s fastest-growing automotive brand.

It built upon standing as China’s top passenger car exporter in 2023 when it built 1.8 million cars, of which almost half were shipped overseas, a year-on-year growth of 101 percent.

Chery today announced it will have three outlets in the Auckland region, plus one in Pukekohe and another in Hamilton. It will also represent in Whangarei, Tauranga, Taupo, Lower Hutt, with a single representation on the South Island, this in Christchurch.

Asked about how Chery will cope with any potential residual negative sentiments about its brand, a spokesman said: “Chery products have progressed considerably since the likes of the J3 and J11. It’s hard to believe they came from the same company.

“This will be a very different Chery from what New Zealanders have previously experienced and being a factory-backed effort demonstrates how serious the brand is about this market.”

Details on models, pricing and availability will be announced in the coming weeks.

It also says coming to NZ marks a “significant milestone in Chery’s global expansion strategy, as the brand continues to grow its presence in key international markets.”

A media release today quotes Lewis Lu, chief executive officer of Chery Australia and New Zealand, who says Chery will introduce a lineup of vehicles tailored to meet the needs of NZ motorists.

“With a strong emphasis on performance, safety, and sustainability, Chery’s vehicles will offer an exciting new option for consumers looking for reliability, efficiency, and value.

“We are thrilled to enter the New Zealand market and offer our latest generation of vehicles to local customers,” it quotes Lu.

“New Zealanders have a deep appreciation for quality and innovation, and we are confident that our vehicles will exceed expectations by delivering outstanding features at an accessible price point.”

Lu says the dealerships will provide a seamless sales and after sales experience.

“The company is committed to delivering top-tier service, ensuring that Kiwi drivers receive the highest level of support from purchase to maintenance.”