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Auto China Beijing 2024: Omoda 7 will be Chery's first model for Europe
Chery is among the top ten Chinese manufacturers with around 1.8 million units. The headquarters is unusually located in Wuhu, which is not considered an explicit automotive hub. The main brand in China is known for affordable compact vehicles, but Chery also seeks to move up with new subsidiaries. A brief look back: Omoda is an independent brand of Chery Automobile Co., Ltd., based in Wuhu.
Silent Giant: Chery is already China's largest auto exporter
Chery Automobile was founded in 1997 and today is not only the largest automobile exporter in China, but also the first automobile company in China to export complete vehicles, CKD parts, engines, manufacturing technology, and equipment to the global market. Over the past 20 years, Chery has consistently focused on independent innovation and has established its own R&D centers in China, Germany, the USA, and Brazil. Additionally, Chery has built a global automotive R&D team with more than 5,500 employees, gradually establishing a comprehensive technology and product R&D system. In this way, Chery has successfully created product brands like Arrizo and Tiggo with a cumulative worldwide sales of more than 10 million units.
Joint Venture with Jaguar Land Rover
In 2012, Chery and Jaguar Land Rover Motors jointly invested in the establishment of Chery Jaguar Land Rover Motors Co. Ltd., China’s first Chinese-British joint venture for high-end automobiles. Chery’s sales and service network now covers more than 80 countries and regions. With an export of over 450,000 vehicles, Chery is already the largest exporter of automobiles in China.
This is why they are now exploring the European market, as they already maintain a German development center in Raunheim and want to revive the former Ebro-Nissan plant near Barcelona in cooperation with the Catalan regional government. Besides Chery’s brands, a relaunch of the Spanish brand Ebro is also planned.
Strategy Chief Zhu Shaodong aims to position Omoda as an alternative to the Koreans, taking Kia as a role model. The Omoda 5 is a 4.40 m long SUV available with both internal combustion and electric options. With a wheelbase of 2.63 m, it offers ample space inside and targets the compact class.
The launch will commence with the Omoda 7, an elegant SUV. The global market launch of the new vehicle is scheduled for the end of April, with further product details yet to be announced. The market launch in Germany and Austria is expected in the second half of 2024. Country-specific vehicles are also expected to be available in Germany by then. Visually, Omoda clearly ranks above the parent brand and aims towards a premium direction, especially on the inside, with a reduced but cool aesthetic.
Compared to the Omoda 5, which is also available as an EV, the Omoda 7 positions itself one level higher with larger dimensions. For this model, Omoda promises advancements in the "intelligent driving experience" once again. Interestingly, in China, younger customers particularly favor Omoda and especially prefer electric: The battery-electric Omoda E5 recorded a sales increase of 65% in March compared to the previous month, making it the fastest-growing model among global fully-electric A0-class SUVs in 2024.
In addition to the debut of the Omoda 7, Omoda will also present the Omoda E5 at the Beijing International Automotive Exhibition. It will be exciting to see what data and prices for Europe will be announced.
What does this mean?
Especially in the last five years, Chery has also seen the expected boost in sales. And since younger Chinese customers are demanding new brands, are willing to pay more, and prefer electric, this is being addressed with Omoda, among others. It will be interesting to see how the models are received in Europe, where Chery is taking its time deliberately.
Translated automatically from German.
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