Chery Weighs China Launch for Omoda and Jaecoo as Domestic Sales Decline

The Chinese automaker is exploring a home-market push for its export-focused marques, seeking new momentum as overseas demand outpaces weaker local performance 

Jaecoo retail store

Chery is considering bringing its overseas brands Omoda and Jaecoo to the domestic market as it seeks to ease pressure on sales in China, according to a Chinese media report. 

Marketing teams for the brands are currently being assembled. The new brands are expected to target the premium market, and Chery has reportedly approached professionals with experience at luxury automakers such as BMW, Mercedes-Benz and Audi. 

The plans remain under consideration, however, with no confirmed launch timeline, product lineup or brand positioning.

The move is being considered against a backdrop of diverging sales trends in Chery’s domestic and overseas markets. Rising exports have lifted the group's overall sales, while domestic volumes remain below year-earlier levels. 

Chery Group sold 280,128 vehicles in August, up 15.4% year-on-year. Exports rose 52.14% to 196,984 vehicles, accounting for 70.32% of the total. The group's domestic sales totaled 83,144 vehicles in August, down 26.59% year-on-year, despite an 11.92% increase from July.

In the first 8 months of the year, Chery Group's total sales rose 10.84% to 1,914,481 vehicles. Exports increased 68.16% to 1,343,334 vehicles, while domestic sales fell 38.48% to 571,147 vehicles.

Chery launched Omoda in 2021 and Jaecoo in 2022. Omoda targets younger consumers globally, while Jaecoo is focused on the premium overseas market.

Jaecoo 7 SUV

The two brands rapidly expanded sales after launch, with combined deliveries exceeding 160,000 units in 2023. To advance its European business, Chery has consolidated the two brands under the O&J International Business Unit, which operates independently as the group’s fifth business unit.

In April, the 2 brands announced that their combined cumulative global sales had surpassed 1 million vehicles, roughly three years after their global debut.

Europe has been a key market for Chery's overseas growth. The group previously said it sold more than 208,000 vehicles across 24 European countries from January through July, up 201% year-on-year.

If the plan goes ahead, Omoda and Jaecoo would mark another attempt by Chery to expand in China's premium market. How the brands would be differentiated from its existing offerings, divide their product portfolios and organize distribution remains unclear.


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