Source: Global Times

Australia's "Car Expert" website article on September 13, titled: The head of a new Australian car brand says "Made in China" is no longer a derogatory term. A representative of the latest car brand in the Australian market said that since the first Chinese car brands entered the Australian market in 2009, the Chinese automotive industry has made significant progress, and the negative impression caused by early products' average performance is gradually fading.

Due to outdated technology, questionable safety performance, and weak design and durability, early Chinese models sold in Australia were generally low-priced and unattractive. Although some Chinese brands exited the market, others remained and thrived (such as Great Wall Motor). Some Chinese brands once exited but then re-entered the Australian market and achieved even greater success (such as Chery). It is these cars that have gradually changed people's perceptions of Chinese brands.

Colm Caffola, general manager of the Australian company of Shenlan Automobile, a subsidiary of Changan Automobile, said: "Until recently, people noticed that four Chinese brands have entered the top ten car sellers in Australia. This fully demonstrates the attitude of Australian consumers towards emerging Chinese brands." Industry sales data from August this year showed that BYD, Great Wall, MG, and Chery all entered the top ten.

Chinese domestic brand cars, plus those produced for Western brands like BMW and Tesla, saw a 57.5% increase in sales in Australia in 2023, and an 8.6% increase in 2024, reaching 210,113 vehicles. This made China the third-largest source of new car markets in Australia, behind Japan and Thailand.

Caffola said: "These products far exceed Australians' previous understanding in terms of durability, appearance, and quality, and also exceed the quality standards they are required to meet." He especially emphasized China's advanced manufacturing facilities, "some Australian consumers may need to personally experience these products to truly recognize their excellence. There may still be some prejudices, or some people may still have a negative impression of Chinese manufacturing, but I believe this prejudice is gradually disappearing. These brands entering the Australian market will eventually prove themselves with their strength."

In recent years, many new Chinese car brands have entered the Australian market. In addition to Shenlan, in just the past two years, Chery, Geely, Jianghuai, Leap, XPeng, and Zeekr have entered the market, and more Chinese brands are preparing to enter. Some Chinese car brands have performed particularly well, such as Chery, which is likely to continue ranking among the top ten in sales.

Although the popularity of Shenlan and its parent company Changan may not be very high in Australia, Caffola said he does not avoid the Chinese background of the car, "emphasizing brand reputation and historical heritage can enhance brand power, so we may talk more about our partnership with Changan, highlighting its 41 years of automotive manufacturing experience and the company's development history in China's industrialization process". (Author: William Stopford, translated by Xin Bin)

Original: https://www.toutiao.com/article/7550079688023048758/

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