If Chery proves to be successful in Europe, they will look into building a factory there as well
Through Brad Anderson
January 25, 2024 at 10:29 am
Chery plans to launch three new brands on the European market, each selling three different models. If it is successful, the company may also want to set up a factory on the Old Continent.
The company originally planned to launch in Europe in 2017, but postponed those plans. This year it finally comes with the Omoda and Jaecoo brands. Omoda will sell the 5 crossover model from this spring, after recently landing in Britain. As in Britain, the Omoda 5, which is headed to the rest of Europe, will be offered in combustion and battery-electric versions.
Jaecoo will follow in its footsteps and launch a new SUV called the Jaecoo 7. Once this brand is launched, the automaker will look to launch a new luxury brand known as Exlantix.
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Read: Chery’s Exeed brand heads to Europe with ICE, PHEV and EV models
During a recent interview with Car news EuropeJochen Tueting, managing director of Chery Europe, said Chery is able to launch all three brands so close together because they are each positioned in 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, up to the premium segment,” he said. “We have opted for a classic dealer network concept. Established retailers know their sales region best and can best appeal to the right customers.”
While Tueting did not say how many vehicles Chery hopes to sell in Europe, he said the automaker is confident that both the Omoda and Jaecoo brands will be successful and will eventually look to set up production locally.
“The topic of production in Europe is certainly relevant to us,” he noted. “Wherever we have achieved relevant volumes, we have also started local production. In Europe, we are convinced that we will become a relevant brand and that local production will pay off in the long term.”
