As Chinese cars rocket up the sales charts in Australia – overtaking South Korea as our third biggest source of new motor vehicles – there is another contender waiting in the wings.
As sales of Chinese cars continue to set new records in Australia – they are now the third largest source of new motor vehicles behind Japan and Thailand, and ahead of South Korea where Hyundai and Kia cars are made – another challenger has emerged.
Relatively new Chinese car company Seres – which was established in 2016, unveiled concept vehicles in 2018, and went into limited production in 2020 – unveiled a new small electric SUV in right-hand-drive at this week’s Munich motor show.
Although it has sold vehicles in relatively limited numbers to date, a representative for Seres told Drive the company already has its sights on right-hand-drive markets such as the UK – where Seres vehicles are not yet sold.
And Seres is also closely studying Australia as a destination.
“We want to go to Australia but for now we do not have the (regulatory) certification for this model,” the representative told Drive, referring to the right-hand-drive Seres 3 small SUV on display at the show.
The Seres representative said the company had been selling petrol cars in Germany for almost a decade and introduced electric cars in Germany and the Netherlands about three years ago.
While MG is owned by Chinese conglomerate Shanghai Automotive Industry Corporation, GWM Haval is owned by Great Wall Motors, and BYD (Build Your Dreams) is independent, Seres has links to a Chinese engine and technology company also involved in hydrogen as well as electric power.
According to news agency Reuters, mobile phone company Huawei had started a partnership with Seres in April 2021 however the deal appears to have come to a premature end in March 2023.
Seres had three electric models on display at the Munich motor show: small, medium and large SUVs.
The small SUV – the Seres 3 – is similar in size to the Mitsubishi ASX.
The mid-size SUV – the Seres 5 – is close to the Toyota RAV4 in proportions.
And the newly unveiled large SUV – the Seres 7 – which is available as a five- or seven-seater, is about the same size as a Hyundai Santa Fe.
All vehicles on display at the Munich motor show – except the Seres 3 – were left-hand-drive.
For now it is unclear how progressed Seres is with its Australian plans, and whether it would launch locally via an independent importer and distributor such as Ateco – which has a history of successfully launching new brands – or set up shop as a local subsidiary.
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