- Dreame will target three or four key vehicle segments in Australia.
- The vacuum giant could even bring its own mid-size pickup to market.
- Australian sales may begin as soon as next year for the new brand.
Over the past six months, Chinese consumer electronics manufacturer Dreame, best known for its robot vacuums, has unveiled several concept cars, including an electric supercar with rockets strapped to its rear. The brand could easily be dismissed as just another outfit using cars to drum up publicity for its core business. Yet Dreame, it seems, has real ambitions to become an important player in the automotive space.
Dreame has yet to produce a single production car, and it has already set its sights on expanding internationally. That includes a launch in Australia, where it wants to crack the top 10 of the nation’s best-selling brands within just five years. If it pulls that off, it would be a monumental achievement.
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The company has already appointed a local, James Moore, to lead its operations in Australia and New Zealand, and he says Dreame plans to launch its first cars next year. Don’t expect the wild stuff, though. There will be no production version of the Nebula Next 01 or the Next 01X SUV, nor the Chiron-inspired Kosmera sedan, nor the two rugged SUVs from its Star Motor brand. Instead, the company will likely sell more mainstream SUVs, with utility vehicles and a pickup possibly to follow.
Chasing Volume
“We are looking to benchmark ourselves at the mid to high tier. We are not interested in coming in as a race to the bottom,” Moore told Australia’s Drive. “We’ve seen many brands come in to compete at that budget price point, and it’s a very congested market. The amount of models we had selected from were… those volume segments of small SUV, medium SUV, large SUV, as well as potential pick-ups and utility vehicles as well.”
Moore added that the models bound for Australia will fall within three to four segments, focusing on the most popular areas of the market. He noted that, given the success of other brands, it’s possible an Aussie-focused pickup could also see the light of day.
Initially, Dreame’s vehicles will be all-electric, but it could add range-extender models and plug-in hybrids in the future, helping to broaden the firm’s appeal.
