Australia’s automotive landscape is about to experience another seismic shift with the arrival of the 2025 Omoda C9 SUV this August. The first Omoda-branded vehicle to appear in Omoda Jaecoo showrooms will be the flagship C9 large SUV, due here in August as a flagship five-seat crossover SUV. This marks a significant milestone for Chinese automotive giant Chery, which is strategically positioning its premium Omoda brand as a standalone entity in the Australian market.
The C9 represents more than just another SUV entering an already crowded marketplace. It’s Chery’s bold statement of intent to compete directly with established European and Japanese premium brands while offering Australian consumers a compelling alternative that combines luxury features with competitive pricing. Globally, Jaecoo co-exists with the brand Omoda, which represents [a] fashion [and] youth-oriented lifestyle brand, explained Chery Australia chief commercial officer Roy Munoz.
The Strategic Brand Repositioning
Chery’s decision to launch Omoda as a separate brand in Australia follows a carefully orchestrated global strategy. When asked how Chery Australia feels about rolling out the standalone Omoda brand locally, the company’s head of public relations and communications Tim Krieger said the brand “[doesn’t] think we have a choice”. “It’s pretty much [a] global strategy, and … we’ve got to make it work,” he said.
This brand differentiation allows Chery to target distinct market segments more effectively. While the main Chery brand focuses on value-oriented family buyers, Omoda positions itself as a fashion-forward, technology-driven alternative for younger, more style-conscious consumers. The strategy has already proven successful in markets like the UK, Mexico, and South Africa, where Omoda operates as an independent brand.
Interestingly, existing Australian customers familiar with the Chery Omoda 5 will see this model rebranded as the Chery C5 to make way for the new standalone Omoda lineup. This transition reflects the company’s commitment to clear brand differentiation and positioning within the local market.
Design Philosophy: Where Luxury Meets Innovation
The Omoda C9’s exterior design immediately commands attention with its sophisticated crossover-coupe silhouette. One of the most distinctive elements of the C9 design is the striking LED lightbar that encircles the grille and headlights. This innovative feature accentuates the car’s avant-garde style, making it a true standout on the road.
The vehicle’s proportions speak to its premium positioning, with 4 775 mm long and 1 920 mm wide, with a 2 800 mm wheelbase dimensions that place it squarely in executive SUV territory alongside rivals like the BMW X3, Audi Q5, and Mercedes-Benz GLC. However, unlike many competitors that prioritize compact efficiency, the C9’s generous wheelbase translates directly into superior interior space and passenger comfort.
The design team clearly drew inspiration from established luxury brands while maintaining a distinctive identity. The flush door handles evoke memories of Range Rover’s sophisticated approach, while the bold 20-inch alloy wheels and sculpted body lines provide dynamic visual appeal. Available in four carefully curated colours – Moonlight White, Meteorite Grey, Quantum Grey, and Cosmic Black – the C9 offers options to suit various aesthetic preferences.
Interior Luxury and Technology Integration
Step inside the C9, and the premium positioning becomes immediately apparent. Every detail of the OMODA C9 embodies sophistication, from power-adjustable Nappa leather seating with integrated speakers in the driver’s headrest to an armrest container that keeps your drinks hot or cold.
The cabin showcases what modern automotive luxury should feel like in 2025. The panoramic sunroof creates an airy, open atmosphere while premium materials throughout ensure every touchpoint feels appropriately luxurious. The power-adjustable Nappa leather seats feature both heating and ventilation functions, providing year-round comfort regardless of Australia’s diverse climate conditions.
Technology integration reaches impressive levels with the dual 12.3-inch display setup comprising both the digital instrument cluster and central infotainment screen. This widescreen configuration provides intuitive access to vehicle information and entertainment options while maintaining visual clarity and user-friendly operation.
Perhaps most intriguingly, the C9 includes features typically reserved for ultra-luxury vehicles, including a built-in fragrance dispenser – a detail that underscores Omoda’s commitment to premium amenities. The 12-speaker Sony audio system in the range-topping AWD variant includes speakers integrated into the driver’s headrest, creating an immersive audio experience that rivals dedicated luxury brands.
Performance and Powertrain Excellence
Under the hood, the C9 houses a sophisticated 2.0-litre turbocharged petrol engine that produces 192kW Power 400 nM Maximum Torque. This powerplant delivers robust performance while maintaining reasonable fuel efficiency, with consumption figures of 8.2 L/100km (2WD) and 8.5 L/100km (AWD).
The engine pairs with an 8-speed automatic transmission that, while occasionally exhibiting unexpected shift patterns during aggressive acceleration, generally provides smooth and refined operation suited to the C9’s luxury positioning. Approval documents list two variants of the Omoda C9: one with front-wheel drive and one with all-wheel drive, both with a 183kW turbocharged 2.0-litre four-cylinder petrol engine mated with an eight-speed dual-clutch automatic transmission.
All-Wheel Drive and Terrain Management
The available all-wheel drive system demonstrates genuine capability beyond simple bad-weather traction. The system offers seven distinct driving modes, including economic, standard, sports, snow, mud, sand, and off-road settings. This versatility ensures the C9 can handle everything from daily urban commuting to weekend adventures across diverse Australian terrain.
The AWD variant also features adaptive suspension technology that automatically adjusts damping characteristics in real-time, providing optimal comfort and control regardless of road conditions. This system represents a significant technological advancement that typically appears only in much more expensive European luxury SUVs.
Safety Technology and Driver Assistance
Modern luxury vehicles require comprehensive safety technology, and the C9 delivers with an ADAS L2.5 system featuring 17 advanced driver assistance features. With 9 airbags and Second Collision Mitigation, the all-new OMODA C9 also offers a plethora of passive safety features.
The safety suite includes automatic emergency braking, lane departure warning with steering intervention, adaptive cruise control, and traffic congestion assist. Importantly, Chery has calibrated these systems to be helpful rather than intrusive, avoiding the overly aggressive interventions that can frustrate drivers in some competitive vehicles.
Passive safety measures extend beyond the nine airbags to include a robust body structure designed to meet international crash testing standards. The combination of active and passive safety technologies positions the C9 competitively against established premium brands while providing peace of mind for Australian families.
Market Positioning and Competition
The C9 enters a fiercely competitive segment dominated by established European and Japanese brands. However, its combination of generous equipment levels, advanced technology, and competitive pricing creates a compelling value proposition for Australian consumers increasingly open to Chinese automotive brands.
Direct competitors include the BMW X3, Audi Q5, Mercedes-Benz GLC, and Lexus NX, all of which command significantly higher prices for similar equipment levels. The C9’s generous dimensions and feature content suggest Omoda is targeting buyers who want premium luxury without the traditional premium price tag.
Pricing Strategy and Value Proposition
While Australian pricing hasn’t been officially announced, international markets suggest the C9 will be positioned significantly below European rivals while offering comparable or superior equipment levels. This pricing strategy reflects Chery’s broader approach of using value and technology to establish market presence before gradually building brand equity.
The strategy appears to be working, with Since its Australian debut in 2023, the Chery Omoda 5 has gained significant traction in the small SUV segment, selling over 12,000 units thanks to its distinctive design and budget-friendly pricing.
Future Electrification Plans
Although the initial Australian launch focuses on the petrol-powered C9, The PHEV uses a 1.5-litre Miller cycle four-cylinder engine. This is mated with either two or three electric motors, and either 19.43kWh or 34.46kWh batteries. Total system outputs are 270kW of power and 605Nm of torque with the dual-motor configuration, or 445kW and 915Nm with the tri-motor plug-in powertrain.
These electrified variants, while not immediately confirmed for Australia, demonstrate Omoda’s commitment to future powertrain technologies. The plug-in hybrid system offers impressive performance credentials with the tri-motor setup delivering supercar-level acceleration alongside practical electric-only range for daily commuting.
Dealership Network and Service Support
The C9 will be sold through the expanding Omoda Jaecoo dealership network, which represents a significant investment in Australian market infrastructure. This dedicated network ensures customers receive brand-specific training and support rather than generic multi-brand service.
Chery’s commitment to Australian consumers includes a comprehensive 7-year warranty and capped-price servicing program, providing ownership confidence and predictable running costs. The roadside assistance program, included for the first year and renewable with each service, demonstrates ongoing support for customers.
The Broader Chery Expansion Strategy
The C9 launch represents just one element of Chery‘s aggressive Australian expansion. Chery has set its sights on breaking into Australia’s top 10 automotive brands. The company aims to balance sales volume with profitability to ensure long-term success.
This expansion includes the separate Jaecoo brand focusing on premium off-road-capable SUVs, creating a comprehensive portfolio targeting different market segments. The strategy reflects lessons learned from other successful Chinese brands like MG and GWM, which established strong Australian market positions through persistent investment and product improvement.
Looking Ahead: The Australian Automotive Landscape
The Omoda C9’s arrival signals the continuing evolution of Australia’s automotive market, where Chinese brands increasingly offer genuine alternatives to traditional European and Japanese luxury vehicles. Consumer acceptance of Chinese automotive technology and quality has grown significantly, creating opportunities for brands like Omoda to establish meaningful market presence.
The success of the C9 will likely influence other Chinese manufacturers’ Australian strategies while potentially accelerating innovation and value improvements across the entire premium SUV segment. For Australian consumers, this competition translates directly into better value, more features, and increased choice in the luxury SUV marketplace.
The 2025 Omoda C9 represents Chery’s most ambitious Australian market entry yet, combining genuine luxury features with competitive pricing in a package designed to challenge established premium brands. With its August launch rapidly approaching, the C9 stands ready to prove that luxury SUVs don’t require European badges or premium prices to deliver exceptional ownership experiences.
Frequently Asked Questions
When will the 2025 Omoda C9 be available in Australian showrooms? The Omoda C9 is scheduled to arrive in Australian Omoda Jaecoo dealerships in August 2025, marking the first standalone Omoda-branded vehicle available in the local market.
What engine options will be available for the Australian-spec Omoda C9? The Australian C9 will initially launch with a 2.0-litre turbocharged petrol engine producing 192kW of power and 400Nm of torque, available in both front-wheel drive and all-wheel drive configurations with an 8-speed automatic transmission.
How does the Omoda C9 compare in size to other premium SUVs? The C9 measures 4,775mm long, 1,920mm wide, and 1,671mm tall with a 2,800mm wheelbase, making it larger than the Mazda CX-60 and similar in size to the BMW X3, Audi Q5, and Mercedes-Benz GLC, positioning it firmly in the executive SUV segment.