Chery Motor Puts Australian Media Account Up for Pitch

Chery Motor is putting its Australian media planning and buying account up for pitch, as its current contract with agency UM approaches expiration at the end of 2026. The review begins approximately two years after UM was appointed following a competitive pitch process.

A Chery spokesperson confirmed the company is in early planning stages. "UM is a valued partner, and we need to ensure we have the best agency partners as we grow the business in the Australian market," the spokesperson said. UM has been invited to participate in the upcoming review.

Two-Year Agency Cycle Becomes the New Normal for Chery in Australia

The upcoming pitch marks the second consecutive two-year media agency cycle for Chery in Australia. The Chinese carmaker has been active across multiple agency disciplines in recent years.

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In June 2024, Chery appointed Dentsu Creative as creative agency of record and Zeno Group as PR partner. In October 2024, M&C Saatchi Group received a full strategic and creative remit, building a dedicated team across creative, PR, influencer, and social media to support the launch of the Jaecoo brand. M&C Saatchi CEO Michael McEwan highlighted the brand's big ambitions and the agency's bespoke team approach.

Chery also secured the official partnership for Tropfest 2026, held on February 22, 2026, at Centennial Park in Sydney. Activations included the Chery Creative Acceleration Award, the Chery Road Ahead Lounge, and the Chery Mobile Black Carpet Studio. COO Lucas Harris emphasized the brand's alignment with forward-thinking creativity.

Pattern of Short Agency Tenures Spreads Across Chinese Automotive Brands in Australia

Chery is not alone in conducting frequent agency reviews. The trend is visible across multiple Chinese carmakers operating in Australia.

BYD, currently the world's largest electric vehicle seller by volume, initiated a media account review in Australia approximately 12 months after appointing independent agency Yango. Geely concluded its own media review at the end of 2024, moving from Havas Media to an integrated media and creative partnership with independent agency Bastion.

The shift from a global network agency to a local independent, as seen in Geely's case, suggests Chinese carmakers may be prioritizing market-specific agility over global scale when selecting agency partners in Australia.

China's Procurement Regulations Reshaping Supplier Relationships Across Categories

The compressed agency review cycles reflect a broader structural shift in how Chinese companies manage supplier relationships. China's SME Payment Regulation, effective June 1, 2025, required major automakers including BYD, Geely, GAC, FAW, Dongfeng, Seres, Changan, Xpeng, GWM, and Xiaomi to commit to payment terms of 60 days or less for all suppliers. This reduced average payment timelines from as long as 300 days.

While this regulation targets physical supply chains rather than marketing agencies, it reflects a wider cultural shift toward shorter and more accountable procurement cycles across all vendor categories among Chinese manufacturers.

China's domestic auto sales reached 31 million units in 2025, up 11.4%, while exports exceeded 7 million units. Chery recorded sales of approximately 3.2 million vehicles with 14% growth, placing it among China's top automotive exporters. That growth directly supports the company's investment in Australian market expansion and agency infrastructure.

Chery's Next Media Partner Will Enter a Competitive and Active Market

The pitch process is expected to proceed ahead of UM's contract expiration at the end of 2026. Chery has confirmed UM is welcome to participate.

The incoming agency will operate alongside M&C Saatchi, Dentsu Creative, and Zeno Group, supporting a brand that is actively building cultural presence in Australia through partnerships like Tropfest 2026 alongside its paid media activity. Coverage of the Tropfest activation appeared in Mediaweek and B&T.

No timeline for shortlisting or appointment has been publicly announced.