Chery plans to bring to the European market three new brands, each selling three different models and if it is successful, it may also look to establish a factory in the Old Continent.
The firm had originally intended to launch in Europe back in 2017 but delayed those plans. This year it will finally arrive with the Omoda and Jaecoo brands. Omoda will sell the 5 crossover model starting this spring, having just recently touched down in the UK. As with the UK, the Omoda 5 bound for the rest of Europe will be offered in combustion and battery-electric guises.
Following in the footsteps will be Jaecoo, launching a new SUV dubbed the Jaecoo 7. Once this brand launches, the carmaker will look to launch a new luxury brand known as Exlantix.
Read: Chery’s Exeed Brand Is Heading To Europe With ICE, PHEV And EV Models
During a recent interview with Auto News Europe, Chery Europe managing director Jochen Tueting said that Chery will be able to launch all three brands so close to each other because they are each positioned at different places in the market.
“Theoretically, we could have initially come to Europe with just one brand, but we want to make it clear that Chery is broadly positioned, right into the premium segment,” he said. “We have opted for a classic dealer network concept. Established retailers know their sales region best and are best able to address the right customers.”
While Tueting hasn’t said how many vehicles Chery hopes to sell in Europe, he said the carmaker is confident that both the Omoda and Jaecoo brands will prove successful and eventually, they will look to establish production locally.
“The topic of production in Europe is certainly relevant for us,” he noted. “Wherever we have achieved relevant volumes, we have also started local production. In Europe, we are convinced we will become a relevant brand and that local production will pay off in due course.”
