Chery Australia Focuses on Software Upgrades Over Local Hardware Tuning

In a strategic shift, Chery Australia is prioritizing improvements to its driver assistance software rather than immediate hardware tuning for Australian road conditions. This decision marks a significant change in approach as the brand works to refine its offerings in the competitive Australian automotive market.

Emphasis on Advanced Driver Assistance Systems (ADAS)

Chery’s current strategy centers on enhancing its advanced driver assistance systems (ADAS), including driver monitoring, adaptive cruise control, and lane-keeping assist. According to Lucas Harris, Chery Australia’s Chief Operating Officer, addressing issues with ADAS technology is a more immediate and manageable goal compared to local hardware adjustments.

“We learned from our initial challenges with ADAS calibration,” Harris told CarExpert. “While dynamic handling, steering, and suspension improvements take time and extensive testing, refining software-based systems like ADAS can be implemented more quickly.”

This focus on software updates aims to resolve consumer concerns more efficiently. Harris highlighted that while dynamic handling issues might not be immediately noticeable to most drivers, problems with driver aid systems are more apparent and can significantly impact user experience.

Plans for Future Hardware Enhancements

Although Chery is concentrating on software improvements at present, Harris assured that hardware tuning, including adjustments to suspension and steering, is on the horizon. These changes are expected to be introduced with future model generations. The focus on software allows Chery to address more pressing issues and enhance the driving experience in the short term.

Lessons Learned and the Jaecoo Brand

The shift in strategy follows a period of adjustment for Chery Australia since its relaunch in 2023. Harris mentioned that the brand had faced criticism regarding the calibration of its ADAS technology, which Chery has worked diligently to address. The experience gained from these challenges is anticipated to benefit Chery’s upcoming Jaecoo brand, set to debut early next year.

“We’ve learned valuable lessons with Chery that will help us introduce Jaecoo more smoothly,” Harris said. “Our initial issues with local testing and tuning have informed our approach, and we expect Jaecoo to launch with a stronger foundation.”

Looking Ahead

Chery’s commitment to refining its software and gradually improving its hardware underscores a strategic approach to enhancing vehicle performance and customer satisfaction. As the brand continues to evolve, the lessons learned from these early challenges will play a crucial role in shaping its future success in the Australian market.

Stay tuned for more updates on Chery and Jaecoo as they continue to innovate and adapt to meet the needs of Australian drivers.