Chery considers launching overseas brands OMODA, JAECOO in China
Chinese automaker Chery is reportedly planning to introduce its international brands OMODA and JAECOO to the domestic market. The move aims to boost flagging sales within China.
Chery Automobile is reportedly considering the introduction of its overseas brands, OMODA and JAECOO, into the Chinese domestic market. This strategic consideration comes amid pressures on domestic sales while international sales have seen significant growth.
To support this potential market entry, Chery is in the process of assembling a dedicated marketing team for these brands. The company intends to position OMODA and JAECOO within the premium segment of the Chinese automotive landscape. Sources indicate that Chery is actively recruiting experienced professionals who have previously worked with luxury automotive brands, such as those in the BBA group (BMW, Mercedes-Benz, Audi).
OMODA and JAECOO were developed by Chery as part of its global expansion strategy. The combined global sales for these two brands surpassed one million vehicles as of April. Chery reported total sales of 280,128 vehicles in August, a 15.4% year-on-year increase, with exports accounting for 196,984 units, up 52.1% over the same period.
Chery has established itself as a major exporter, becoming the first Chinese automaker to achieve cumulative exports exceeding seven million vehicles. The success of OMODA and JAECOO abroad appears to be a key factor driving the exploration of their potential on the home market.