Chery’s upcoming Australian ute borrows the historic “Stockman” name, prompting a warm response from Suzuki, which originally used it decades ago.
Chery has drawn attention in the Australian automotive market after naming its upcoming dual-cab ute the “Stockman,” a badge previously used by Suzuki decades ago. While the decision sparked curiosity, Suzuki has responded positively, calling the move a form of flattery rather than conflict.
The original Suzuki Stockman dates back to 1979, when the name was applied to rugged versions of the LJ and later Sierra off-roaders in Australia.
These compact utes were known for their lightweight build, simple four-cylinder engines, and strong off-road capability. The Stockman name remained in use until 2000, after which Suzuki exited the ute segment in Australia.
Chery’s new Stockman will compete in a highly competitive segment against models such as the Ford Ranger and BYD Shark 6.
Unlike Suzuki’s minimalist original, the new model is expected to feature modern technology and a plug-in hybrid (PHEV) diesel powertrain at launch, followed by a petrol PHEV version in 2027. The brand reportedly received more than 20,000 naming suggestions before finalising its decision.
Reacting to the announcement, Suzuki Australia’s general manager of automobiles, Michael Pachota, said the company feels “flattered” that the Stockman name remains influential enough to be revived by another manufacturer.
He highlighted the strong heritage of the badge in Australian automotive culture and noted its lasting connection with Suzuki’s legacy.
Interestingly, Chery also shortlisted other historically used names such as “Longreach” and “Terra,” alongside a playful “Orca” reference aimed at the BYD Shark 6 competitor. The move reflects the brand’s strategy to build recognition in a growing ute market.
Chery’s rapid expansion in Australia has been notable, with sales rising sharply in 2025, while Suzuki continues to rely heavily on models like the Jimny, Swift, and Vitara. Despite its smaller lineup, Suzuki maintains strong brand recognition, particularly in compact and off-road segments. The revival of the Stockman name highlights how automotive heritage continues to influence modern branding strategies in an increasingly competitive global ute market.
