Suzuki Responds To Chery Stockman Ute Name: 'Imitation Is Flattery'

Suzuki Australia has issued a pointed but polite response to Chery's decision to call its upcoming diesel plug-in hybrid dual-cab ute the Stockman.

Chery chose the name after running a public naming competition in Australia, with Stockman selected from more than 20,000 suggestions before the list was narrowed to nine finalists.

The name carries clear local significance.
In Australian usage, a stockman is someone who works with livestock on a rural station, giving the badge an immediate connection to the country, utility and hard-working imagery often used around utes.

Chery says the name is inspired by the resilience, dependability and working character of Australian stockmen, and reflects the capability, endurance and versatility it wants associated with its first ute.

The winning entry was submitted by Victorian Steve Kodikara, who is set to receive the first Chery Stockman planned for Australian delivery as his prize.

But the badge has also prompted attention because Stockman has long-standing local links with Suzuki, particularly through Sierra and Jimny-based utes sold in Australia from the early 1970s through to 2000.

Mahindra also used the Stockman name on utes sold locally in the early 1990s, though the badge is more closely associated with Suzuki in Australian automotive circles.

Despite that history, Suzuki did not register the Stockman name as an Australian trademark, leaving Chery able to adopt the badge and apply for the rights itself.

Michael Pachota, Suzuki Australia General Manager - Automobile, said the company had received questions from media and customers following Chery's announcement.

“We're flattered to see the Stockman name back in the headlines,” Mr Pachota said.

“For many Australians, Stockman is a name that has been synonymous with Suzuki adventure and capability for decades, earning its place in Australian motoring folklore through the Sierra Stockman of the 1980s and 1990s.”

“As they say, imitation is the sincerest form of flattery.”

“We're proud of the heritage Suzuki built around the Stockman name and we're delighted to see it remains memorable enough to inspire others all these years later.”

“While others may adopt the name, its place in Australian automotive history will always be closely linked with Suzuki.”

The response lands during a busy week for Suzuki's heritage-led naming, with the brand also confirming the Jimny Rhino special edition for Australia.

Chery's use of Stockman gives its new ute a distinctly Australian-market name as the brand prepares to enter one of the country's most competitive segments.

For Suzuki, the statement keeps the focus on the Sierra Stockman's local history without announcing any new Stockman-badged model of its own.

The exchange also highlights how valuable familiar local nameplates can be in Australia's ute and off-road market, even decades after they first appeared in showrooms.