'Not in a price war’: Chery Australia’s launch‑and‑hold pricing play

Chery Australia says it isn't participating in the rolling discount cycle among other Chinese brands, arguing that constant sticker changes erode trust and harm resale values.

Lucas Harris, Chery Australia's chief operating officer, told CarExpert the brand's approach is "get it right at launch, then hold" rather than chasing frequent price moves from rivals.

"For us, there is not really, in our mind, a price war… we don't feel like we're participating in that," Mr Harris said.

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He points to the brand's entry SUV as an example.

"Look at Tiggo 4… It's been the exact same price since we launched it 18 months ago, and frankly, we have no intention of changing it," he said, adding the caveat that if