Chery J1, J11, J3 2011 Review
The first Chinese passenger cars are heading to Australia surprisingly well. The three Chery-branded models don't look or drive like Third World clunkers, and in terms of added value, they promise a better deal than the Koreans, who currently dominate the bargain basement.
Chery is partnering with Ateco Automotive, Australia's largest independent importer with portfolios ranging from Great Wall of China to Ferrari in Italy, and both companies plan to have the vehicles on the road by the third quarter of this year.
The J1 baby hatch will be the first to partner with the front-wheel drive J11 SUV, which is very similar to the Toyota RAV4, with the Corolla-sized J3 coming in 2011. No one at Ateco or Chery is talking about pricing, but the J1 should cost less than $13,000 - it competes with the Hyundai Getz in Australia - with less than $11 J20,000.
The cars were built by China's largest local manufacturer, not joint ventures, and the company with the largest exports. Chery plans to produce one million vehicles this year and intends to ship 100,000 vehicles overseas. “The Chery car will be no different from our competitors in terms of quality and after-sales service. This is our goal,” says Biren Zhou, vice president of Chery Automobile.
Chery is mainly owned by the state in Wuhu and the local province, and has been in the automotive business since 1997. The cumulative production volume is more than two million vehicles, and the range includes more than 20 models, from micro-cars with an engine capacity of 800 cc. Vans the size of HiAce.
The big hurdle for Australia is safety - Chery is trumpeting its first four-star car in NCAP testing in China - and accepting cars from China. But the J1 and J11 look good, they drive well, and Ateco executives have experience working with all three Korean brands - Hyundai, Daewoo and Kia - to accelerate adoption and sales.
“In our ideal world, we would be lower than the Koreans, but with a significant cost advantage,” says Dinesh Chinnappa, Special Projects Manager at Ateco, during a press preview in Wuhu, China.
Driving
The J1 is tiny, but it looks good and gets along well with the 1.3-liter engine. It also features a whimsical dashboard design that young first-time buyers will love. The J11 is better again, with more space and a reasonable 2-litre engine. There are quality defects, but the interior is much better than the first Korean cars that made it to Australia.
The J3 looks the most impressive, but rear visibility is limited, performance is nothing special, and the power steering whistles in one car, while the steering is clunky in two cars. These first impressions are formed during a very limited trip to the Chery factory, but they are a positive sign.
Of course, everything depends on prices, equipment and the most important dealer network - Ateco plans 40-50 agents at the start of sales - as well as vital ANCAP crash test results. Great Wall cars are selling well despite two ANCAP stars, but Chery needs to do better to make the right first impression in Australia.
