You may have noticed it Omoda Jaecoo Showrooms are starting to pop up throughout the country, but what is this unknown car brand?
In fact, it is a sister brand for the Chinese brand Chery, and although Omoda Jaecoo vehicles are sold in separate showrooms, some dealers offer both Chery and Omoda Jaecoo franchises.
There is some overlap between the two brands, but Omoda Jaecoo Chief Commercial Officer Roy Muñoz explained the difference.
“I would call it Chery’s next step,” he explained Carexper.
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Within this new brand there are vehicles just like Jaecoos, with Omoda-covered vehicles to follow. Muñoz says they will complement each other.
“Omoda is more the crossover SUV, while the Jaecoos is more the robust, luxurious SUVs,” he explained.
“So crossover sometimes means with the coupe styling, the rear roof line.”
So far, Omoda Jaecoo only offers Jaecoo J7 J7 Mid-Size SUV, a rival for the Toyota RAV4, and the Jaecoo J8 large SUV, an alternative with five seats for people like the Kia Sorento.
The J7-Line-Up opens for $ 34,990 Drive-Away, or $ 5000 more than the current basic price of the comparable Size Chery Tiggo 7 Pro.
The Omoda C9, a medium -sized SUV, must be available here in August, while the Omoda 7 (shown below) will follow at a certain moment.
Omoda Jaecoo is officially debuted worldwide in 2023 and only exists outside the Chinese market and is part of a rather confusing export strategy by the largest car exportor in China, with 1.14 million overseas sale in 2024.
Chery, for example, sells all his kiournee and exed vehicles in markets such as the Midden -Oost and is planning to launch Tiggo – a type plate used on Chery SUVs – as a self -contained brand in Europe, unveiled on Shanghai Auto Show of this year.
Chery also sells his vehicles under the Chirey name plate in Mexico, while the Icar from Electric Vehicle (EV) will be sold as Icaur. And no, we don’t know how to pronounce that.
For the time being, Chery Australia is just complying with the brands with the namesake and Omoda Jaecoo, but it has left the door open to others to follow.
Chery Australia says that no other brands expects “in the short term”, but the local communication boss said that more could follow.
“The clear message for us is:” You have a big job in your hands, especially with Chery, especially with Omoda Jaecoo, you do a good job with that, let’s see what else could come “.” Said Chery Australia Communications Head Tim Krieger.
“But everyone is currently 100 percent focused on those two brands and makes the best of those opportunities.”
Chery only returned to Australia in 2023, before announcing the Jaecoo half of Omoda Jaecoo in 2024 and then announced the Omoda half this year. That is a very ambitious rollout, and we asked Mr Muñoz how much is driven by the head office.
“Omoda Jaecoo is a global brand strategy. They certainly listen to our feedback; we feed as much as possible about how we think we should launch a brand or how we think a product should be introduced, but there is a bit of a global strategy we have to perform,” he said.
Omoda Jaecoo vehicles are sold under different brands in China, where the Jaecoo J7 is a Chery Tansuo 06 (shown above), the Jaecoo J8 a Chery Tiggo 9 (shown below and not to be confused with the slightly different Global Chery Tiggo 9, and the Omoda C9 is an Exeda C9 is an Exeda C9.
“What happens on the domestic market is different from what happens on the overseas markets,” explains Mr Muñoz.
So how does Omoda Jaecoo differ from Chery, since half of his vehicles are sold as Cherys in China? And how does it stand out when the name certificate of the Automaker vehicles sells here in the same segments?
“Jaecoo is still aimed at that premium adventure type, so creature comfort that you would not normally see for this price, luxury touch and feeling. You have your leather seats, suede roof lining, massing chairs, calf increases,” he said.
“Each brand has its own unique styling and speaks to a different part of the market.”
Omoda Jaecoo vehicles also have a longer eight-year-old, unlimited warranty kilometer, an increase of seven years for Chery vehicles.
But in a market where even brands such as Jeep have called itself premium, Omoda Jaecoo is reluctant to use the term.
“I would not say that it is the premium poor, but it is certainly the next level of Chery. In my own conditions it is almost in that sub-premium category, but you get the premium feeling, functions that you don’t get for the price,” said Mr Muñoz.
“That premium word, it is thrown around, a bit of a buzzword, but it is definitely the next level in terms of the product range of the Chery Group.”
The upcoming Chery Tiggo 9 (above), for example, carries slightly different styling than the closely related Jaecoo J8, and will miss some functions, such as the goeur dispenser of the latter.
Chery believes that there is sufficient differentiation to prevent cannibalization between the two brands.
“There is not much crossover at the moment. People behind Omoda Jaecoo are just behind Omoda Jaecoo,” said Mr Muñoz.
“I don’t believe we are diluting. In fact, we add more options where people from different price points can choose, at different specification levels.”
“Several buyers too. Chery is very focused on the family, urban copper. Jaecoo is a bit more of that adventurous spirit,” said Mr. Krieger.
“The design of the cars is different, the target group is different, but I think there is room for both.”
Chery says it “falls in line” with a worldwide strategy, although there are some oddities.
The Chery Omoda 5 and Omoda E5 were recently renamed the Chery C5 (shown above) and E5 in Australia, although they are sold under the Jaecoo Omoda arm in other markets.
“The difference is that the car was introduced under the Chery brand in Australia, while in other markets where it was sold, it was always sold as a Omoda Jaecoo,” Mr. Krieger said.
In an attempt to relieve confusion, these vehicles are kept in Chery showrooms, but are stripped of their Omoda -Badges.
MORE: All new SUVs that come from Chery and Omoda Jaecoo to Australia in 2025
