Beyond the Price Tag: Why Customer Support is the New EV Battlefield in Australia
The Australian automotive landscape is undergoing its most significant transformation in decades. As New Energy Vehicles (NEVs) surge in popularity and international manufacturers reshape our roads—with Chinese-manufactured models accounting for one in every five vehicles sold in 2025—the focus for Australian buyers is shifting.
While price and performance specs have historically dominated the conversation, a new report from the Australian Automotive Dealer Association (AADA) highlights a critical truth: the real test of a car brand happens long after the keys are handed over.
The Support Gap
The AADA report shines a light on growing frustrations regarding the ownership experience. Specifically, car dealers are reporting increased customer anxiety surrounding lengthy wait times for essential repairs, replacement parts, and warranty claims. These hurdles are particularly acute as a wave of new overseas brands enters the Australian market, often without the deep-seated infrastructure that legacy manufacturers have spent decades building.
For the modern Australian consumer, the “EV race” is no longer just about who can deliver the most features for the lowest price. It has evolved into a competition of support.
Investing in the Ownership Journey
Addressing these industry concerns, Lucas Harris, Chief Operating Officer of Chery Australia, emphasizes that vehicle ownership must be viewed as a long-term commitment, not just a point-of-sale transaction.
“The observations presented in today’s report reinforce the importance of looking beyond purchase price and vehicle specifications when assessing a vehicle brand,” says Harris. “As the Australian automotive market becomes increasingly competitive, customers rightly expect confidence not just when buying a vehicle, but throughout the entire ownership journey.”
According to Harris, the brands that will thrive in the long term are those prioritizing the “boring but essential” pillars of automotive retail: responsive customer service, transparent servicing, and, crucially, robust parts availability.
Strengthening the Infrastructure
In response to these market demands, Chery is aiming to set a benchmark for new-entrant support in Australia. The company is currently banking on a multi-pronged approach to ensure that “peace of mind” is more than just a marketing slogan:
- Comprehensive Coverage: Backing their vehicles with a seven-year, unlimited-kilometre warranty, with a separate eight-year, unlimited-kilometre warranty specifically for the high-voltage batteries in their E5 battery-electric SUV and Super Hybrid models.
- Logistical Investment: Moving beyond digital promises, Chery is investing heavily in physical infrastructure. The brand currently manages a $30 million parts inventory and is on track to operationalize three major parts warehouses across Melbourne, Brisbane, and Perth by the end of 2026.
- National Reach: Expanding their footprint to over 85 dealerships nationwide, combined with capped-price servicing and roadside assistance programs.
The Verdict for Buyers
As Impulse Gamer readers know, the allure of cutting-edge technology—whether in a gaming laptop or a high-tech EV—is often tempered by the reality of maintenance. While the influx of new automotive players brings excitement and innovation to our roads, it also raises the bar for what consumers should expect from their manufacturers.
If you are currently in the market for a new vehicle, the data is clear: before you focus on the horsepower or the infotainment screen, take a look at the support network behind the badge. In 2026, a car is only as good as the service that keeps it on the road.
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