The automotive landscape in Australia didn’t spring up overnight. Behind today’s familiar brands lie decades of evolution, from military-grade vehicles to family-friendly SUVs. This article traces the first steps of Subaru, Nissan, Volkswagen, and Chery in the Australian market, revealing how these companies established themselves and where they stand today.
Subaru: From “Ladybug” to Electric Transition
Subaru’s Australian story began not with a sleek sports car, but with the quirky 360 Kei car in 1961. Imported by a private dealer in Victoria, the tiny, 356cc “ladybug” was mechanically compliant with Japan’s Kei car regulations, but struggled to gain traction overseas. Its poor reception in the US, where it was criticized for safety and power, foreshadowed similar challenges in Australia, where overheating issues plagued early models.
Despite a rocky start, Subaru persevered, shifting its reputation from unremarkable to rugged with models like the Leone in 1973. The real turning point came in 1994 with the Impreza WRX, which cemented Subaru’s identity as a performance-oriented brand. Today, Subaru is a consistent top-10 seller, though facing growing competition.
Its newest gamble is the Solterra, Subaru’s first fully electric vehicle, launched in late 2023. Initial sales have been slow, but a revised model with improved range and a lower price aims to recapture momentum.
Chery: Two Attempts, One Breakthrough
Chery’s journey is marked by two distinct phases. The first attempt, in 2011, ended abruptly when models like the J1 light hatch failed to meet Australian safety standards. The J1 was even sold for a shockingly low $9990 drive-away, but its three-star ANCAP rating led to recalls and eventual discontinuation.
Fast forward to 2023, and Chery returned with factory backing and a renewed strategy. The Omoda 5 SUV launched to immediate success, exceeding 5000 deliveries in its first year. Today, Chery is a top-15 brand, threatening established players like Volkswagen and Nissan. The Tiggo 9, a large plug-in hybrid, is its latest offering, aiming to further disrupt the market.
Nissan: From Wartime Transport to Electric Future
Nissan’s Australian presence dates back to the 1930s, though its first vehicles were not branded as such. The Type 12 Phaeton, a convertible four-seater, was the first Nissan model in Australia. Later, the brand focused on building trucks and airplanes for the Japanese military during World War II.
Post-war, Nissan introduced the Tama, a fully electric car foreshadowing the brand’s future. The first Nissan-badged model, the 70 sedan, broke cover in 1937. The Patrol, launched in 1960, became a staple in the Australian market.
Nissan’s latest offering is the Ariya, a much-delayed electric SUV that launched in September 2025. The Ariya represents Nissan’s commitment to electrification and its evolution from wartime transport to a modern automotive player.
Volkswagen: From Captured Jeeps to Mainstream Success
Volkswagen’s Australian story is rooted in wartime origins. Captured Kübelwagen, a German military transport vehicle, were the first Volkswagens in Australia. The first civilian models arrived in 1947 as part of wartime reparations.
The Beetle quickly became the brand’s cornerstone, with local assembly beginning in 1953. The brand survived a tumultuous 1980s, evolving into a mainstream automotive player.
Today, Volkswagen is a consistent top-15 seller, and the Tayron, a seven-seat SUV launched in September 2025, is its latest offering. The Tayron represents Volkswagen’s continued commitment to the Australian market and its evolution from wartime origins to a modern automotive player.
Conclusion:
From captured military vehicles to cutting-edge electric SUVs, the journey of these brands in Australia is a testament to adaptation and resilience. Today, Subaru, Nissan, Volkswagen, and Chery compete in a dynamic market, each with its own legacy and vision for the future. The brands’ stories reveal how global automotive giants established themselves in Australia and continue to evolve in a rapidly changing world
