Omoda, Jaecoo, and now Lepas: Chery explains its multi-brand strategy

Having multiple brands covering the same product segments will appeal to a broader range of customers, according to Chery Australia.
Jaecoo J5, Omoda 4 and Lepas L8
Chery will field no fewer than four car brands in Australia by the end of the year, most of which will sell small and mid-size SUVs, but the Chinese marque believes offering customers some overlapping choices is the key to its success.Whereas some companies, such as the Volkswagen Group, will use individual brands for broader market