You may have noticed Omoda Jaecoo Exhibition rooms begin to see across the country, but what is this unknown car brand?
It is effectively a sister brand for the Chinese brand Chery, and while Omoda Jaecoo vehicles are sold in separate exhibition rooms, some retailers offer both Chery and Omoda Jaecoo franchise.
There are some overlaps between the two brands, but Omoda Jacoo -Chief Commercial Officer Roy Muñoz explained the difference.
“I would call it the next step of Chery,” he said Carexpert.
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Within this new brand there are vehicles that are equipped just like Jaecoos and follow vehicles with Omoda. Mr. Muñoz says they will complement each other.
“Omoda is more of the crossover SUV, while the Jacoos are more of the robust, luxurious SUVs,” he said.
“So crossover sometimes means with the coupé styling that falls the back roof line.”
So far, Omoda Jaooo has only offered the Jaecoo J7 SUV, a rival for the Toyota Rav4, and the Jacoo J8 SUV, an alternative with five seats to the Kia-Sorento.
The J7 list opens more than the current basic price of the similarly large Chery Tiggo 7 Pro at $ 34,990 for driving or $ 5,000.
The Omoda C9, a medium -sized SUV, is offered for sale here in August, while Omoda 7 (see illustration below) should follow at some point.
Omoda Jaecoo, who officially debut worldwide in 2023, only exists outside the Chinese market and is part of a rather confusing export strategy by China’s largest car exporter with 1.14 million overseas sales in 2024.
For example, Chery is already selling its Jetour and Exeed vehicles in markets such as the Middle East and Planting Tiggo – a type sign for Chery -SUVs – as an independent brand in Europe, together with the new Lepas brand, which was unveiled at this year’s Shanghai automotive exhibition.
Chery also sells his vehicles under the Chirey type in Mexico, while the ICAR (electric vehicle) brand is sold as ICAUR in some markets. And no, we don’t know how to say that.
At the moment, Chery Australia only holds on the brands of namesake and Omoda Jaecoo, but it left the door open so that others can follow.
Chery Australia says that no other brands are expected to be “at short notice”, but his local head of communication said more.
“The clear message for us is:” You have a big job with Chery, certainly with Omoda Jaecoo, you do a good job with it. Let’s see what else could come. “Said Chery Australia Communications Manager Tim Krieger.
“But everyone has focused 100 percent on these two brands that use the best of these options.”
Chery did not return to Australia until 2023 before it announced the Jacoo half of Omoda Jaecoo in 2024 and then announced half of the Omoda this year. This is a very ambitious rollout, and we asked Mr. Muñoz how much of it is driven by the headquarters.
“Omoda Jaecoo is a global brand strategy. Certainly listen to our feedback. We feed as much as possible as we think we should bring a brand onto the market or, as we believe, a product should be introduced, but there is a certain global strategy that we have to carry out,” he said.
Omoda Jaecoo vehicles are sold under various brands in China, where the Jaecoo J7 is a Chery Tanzuo 06 (see illustration above), the Jaecoo J8 a Chery Tiggo 9 (picture below and not with the slightly different global Chery Tiggo 9, which is due here), and the Omoda C9 is an Ehexed Yaoguang.
“What happens on the domestic market differs from what happens on the overseas markets,” said Mr. Muñoz.
How does Omoda Jaecoo differ from Chery because half of his vehicles in China are sold as Chers? And what does it notice when the car manufacturer’s namesake sells vehicles here in the same segments?
“Jaecoo still focuses on the premium adventure offer.
“Each brand has its own styling and addresses a different part of the market.”
Omoda Jaecoo vehicles also have a longer guarantee for unlimited kilometers with unlimited kilometers from seven years for Chery vehicles.
But in a market in which even brands like Jeep have called Premium, Omoda Jaecoo hesitates to use the term.
“I would not say that it is the premium arm, but it is certainly the next stage of Chery. In my own conditions, it is almost in this category subpremium, but you get the premium feeling that you do not get at the price,” said Mr. Muñoz.
“This premium word, it was thrown around, a bit of a buzzword, but it is definitely the next level in relation to the Chery group’s product range.”
The upcoming Chery Tiggo 9 (above), for example, bears a slightly different styling for the closely related Jaecoo J8 and will miss some functions such as the fragrance dispenser of the latter.
Chery believes that there is enough differentiation to prevent cannibalization between the two brands.
“There are not much crossover at the moment. People who are in Omoda Jaooo are shortly after Omoda Jaecoo,” said Mr. Muñoz.
“I don’t think we water it down. In fact, we add more options from which people from different price points can select at various specifications.”
“Even different buyers. Chery focuses on the family, the urban buyer. Jaecoo is a little more of this adventurous spirit,” said Krieger.
“The design of the cars is different, the target group is different, but I think there is space for both.”
Chery says that there is a global strategy “in harmony”, even though there are some quirks.
The Chery Omoda 5 and Omoda E5 were recently renamed Chery C5 (see illustration above) and E5 in Australia, although they are sold under the Jacoo Omoda arm in other markets.
“The difference is that the car was introduced under the Chery brand in Australia, while it was always sold in other markets in which it was sold as Omoda Jaecoo,” said Krieger.
To relieve confusion, these vehicles are kept in Chery exhibition rooms, but their Omoda badge is withdrawn.
MORE: All new SUVs will come to Australia in 2025 from Chery and Omoda Jaecoo
