Australians invited to shape the identity of a groundbreaking ute, with the winner receiving the first Chery plug-in hybrid diesel vehicle
SYDNEY, March 12, 2026 — Chery Australia has announced a unique nationwide initiative, giving Australians the opportunity to name the world’s first plug-in hybrid diesel ute. Following the global unveiling of the model, the brand is inviting the public to contribute to the vehicle’s identity through a nationwide competition, with the winning entry earning the first Chery ute in Australia and lifelong bragging rights.
Built for Australian lifestyles, the upcoming ute is designed to combine the rugged capability of a diesel engine with the efficiency of electrification. Scheduled for release in Q4 2026, it boasts a 1000kg payload, a 3.5-tonne towing capacity, and plug-in hybrid efficiency, setting a new benchmark in the utility vehicle segment. Utes are a cultural icon in Australia, with over 235,000 new utes sold in 2025 alone, representing roughly 20% of all new vehicle sales, according to the RACV. This deep-rooted enthusiasm makes Australians the perfect contributors to the vehicle’s global identity.
Lucas Harris, Chief Operating Officer of Chery Australia, commented: “Utes aren’t just vehicles here—they are central to how Australians work, play, and explore. By introducing the world’s first plug-in hybrid diesel ute, we are redefining capability and efficiency for the segment. Giving Australians the chance to name this vehicle allows them to become part of its story before it hits the roads later this year.”
The competition requires participants to submit a proposed name along with a brief explanation of why it suits the vehicle. Submissions will be reviewed by Chery, and shortlisted names will advance to a public vote. The winning entrant will take home the first Chery ute delivered in Australia, creating a unique connection between the brand and its customers.
The “Great Australian Chery Ute Naming Competition” opens at 12:00 pm AEDT on Thursday, 12 March 2026, and closes at 11:50 pm AEDT on Thursday, 26 March 2026. Details and entry guidelines are available on the Chery Australia website: https://cherymotor.com.au/ute-name-comp.
This initiative reflects Chery Australia’s commitment to engaging directly with local communities and celebrating the nation’s automotive culture. By allowing Australians to shape the identity of a globally significant vehicle, Chery is blending innovation, heritage, and customer engagement into a single, exciting experience.
Beyond its naming campaign, Chery Australia has positioned itself as a pioneer in the automotive industry, known for integrating advanced technologies and delivering vehicles that meet diverse lifestyle needs. With over two decades of history, Chery has built a reputation for producing technologically advanced, visually striking, and high-performance vehicles. Each model reflects the brand’s philosophy of pushing boundaries and redefining the driving experience.
The plug-in hybrid diesel ute exemplifies this approach, combining traditional diesel power and load-bearing capability with an electrified system that enhances fuel efficiency, reduces emissions, and aligns with Australia’s growing sustainability goals. Its design emphasizes versatility, reliability, and performance—essential qualities for a vehicle intended for work, adventure, and everyday use.
By launching the naming competition, Chery also emphasizes the growing trend of participatory marketing, where consumers play an active role in shaping product identities and brand narratives. This approach not only strengthens customer loyalty but also ensures the vehicle resonates culturally and emotionally with its target market.
Chery Australia’s nationwide engagement campaign showcases how brands can successfully blend innovation with community involvement. By inviting public participation, the brand creates anticipation for the vehicle’s arrival while fostering a sense of ownership and pride among participants. The initiative is set to generate significant excitement across social media, automotive communities, and local dealerships, further positioning Chery as an innovative and customer-centric brand in Australia.
For Australians passionate about vehicles and automotive culture, this competition is an opportunity to leave a lasting legacy. The winning name will become part of automotive history, linking its origin directly to the nation that inspired it.
About Chery Motor Australia
Chery Australia is a globally recognized automotive brand committed to innovation, style, and performance. With a rich history spanning more than two decades, Chery is a pioneer in producing technologically advanced and visually striking vehicles, offering a range of models tailored to different lifestyles and preferences. Each Chery vehicle reflects the brand’s mission to redefine the driving experience and deliver outstanding value to its customers.
For more details on Chery and its range of vehicles, visit www.cherymotor.com.au or follow @cheryaustralia on Instagram.
