Australia has room for more car brands despite an influx of new automakers, according to Omoda Jaecoo’s chief operating officer, but parent company Chery isn’t imminently adding more to its local product offering.

Speaking at the launch of the Omoda 9 plug-in hybrid SUV – the priciest model yet from the fledgling Omoda Jaecoo brand – chief operating officer Roy Muñoz said having more brands benefits Australian new car buyers. 

“It’s a good question,” Mr Muñoz told media, including CarExpert when asked about launching a new marque to compete with more than 70 existing brands in Australia’s relatively small sales market of around 1.2 million vehicles annually. 

“I think there’s always room for new technology, a new brand – whether it’s brand new or not – but new technology, certainly, and a different market position for Omoda Jaecoo.”

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“I welcome competition because it breeds innovation, improves everyone’s product offering and it gives more choice for Australians.”

Omoda Jaecoo – pitched as being more upmarket than Chery’s namesake brand – was announced in Australia earlier this year, with the Omoda name previously used on the Chery Omoda 5 and Omoda E5 SUVs that are now known as the Chery C5 and E5 respectively.

It joins a raft of new and emerging makes including Zeekr, Denza and likely others in an already saturated Australian new car market.

“In terms of do we need another brand – well I think it’s great that Australians are spoilt for choice, right – and we’ll let them decide what suits their lifestyles and what suits their driving,” Mr Muñoz said.