NZ Media News

Chery's Australian Media Review Signals Intensified Automotive Marketing in ANZ

Tuesday, 17 March 20268 min read1 views

Chinese automotive brand Chery Motors has initiated a media agency review in Australia, two years after its last appointment. This move highlights the dynamic and competitive nature of the automotive sector's marketing landscape across the ANZ region, indicating a strategic re-evaluation of media investment.

What Happened

•Chery Motors has commenced a media planning and buying account pitch in Australia.
•The current contract with incumbent agency UM is nearing its expiry.
•This review occurs just two years after UM was initially appointed following a competitive pitch process.
•The Chinese carmaker is in the preliminary stages of this agency selection process.
•This action positions Chery as another Chinese manufacturer actively assessing its media strategy in the Australian market.
•The pitch suggests a continuous drive for optimal media performance and market penetration.

Why It Matters for NZ Marketers

•New Zealand's automotive market often mirrors Australian trends, suggesting similar competitive pressures for media effectiveness.
•Chinese car brands are rapidly expanding their presence in NZ, making their marketing strategies in Australia a bellwether for local activity.
•NZ marketers in the automotive sector should anticipate increased media spending and sophisticated campaign approaches from emerging brands.
•This signals a potential for agencies in NZ to see similar pitch opportunities as brands seek regional consistency or local specialisation.
•The short two-year review cycle indicates a high demand for demonstrable ROI and agility from media partners in this category.
•NZ consumers are increasingly exposed to new automotive brands, requiring local marketers to differentiate effectively.

Strategic Implications

•Marketers should regularly audit their media agency relationships to ensure optimal performance and alignment with evolving market conditions.
•Brands entering or expanding in new markets must prepare for significant, sustained media investment to build awareness and trust.
•Agencies need to demonstrate clear value propositions, including data-driven insights and measurable outcomes, to retain and win accounts.
•Focus on integrated media strategies that can adapt quickly to competitive shifts and consumer behaviour changes.
•Consider the long-term impact of media choices on brand perception, especially for challenger brands seeking market share.
•Invest in robust measurement frameworks to justify media spend and inform future strategy.

Future Trend Signals

•The automotive sector will continue to be a highly contested space for media agencies, driven by new market entrants.
•Expect shorter agency contract cycles as brands demand greater agility and performance accountability.
•Increased emphasis on data analytics and performance marketing will be critical for media agency selection.
•The rise of Chinese brands will continue to reshape the ANZ automotive marketing landscape, fostering innovation and competition.
•Source: Mumbrella, 17 March 2026

Sources

Chery Motors kicks off Australian media pitch — Mumbrella

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