Chery has bold targets for the UK as it launches two brands: Omoda in the volume segment and the more premium Jaecoo. The Chinese company has its work cut out.
Chery may be a successful exporter globally, but here it has to start from scratch, despite a strong UK connection via its joint venture with JLR in China.
Autocar Business spoke to country director Victor Zhang at the Goodwood Festival of Speed about his ambitious plans for the company here.
What are your sales targets in the UK?
"It's not easy to answer, but I hope in five years’ time that we can get a similar market share as Kia. That is quite challenging, you’ll agree, but I think we need to aim higher, right? If your target is small, maybe eventually you get smaller."
What is your pitch to customers? Price?
"The price will be good. It’s not finalised, but the Omoda 5 should be around £30,000-£33,000 for the EV and £25,000 for the petrol. Soon the PCP finance offering will go live, possibly around £300 monthly payment for both the EV and petrol."
What are the timings?
"Omoda 5 and E5 is here now. We’re doing a big launch in London next month. The second one will be the Omoda 9, possibly early next year. Then the Omoda 7, then the [Omoda] 3.
"The bigger the number, the bigger the model, so 3 is more Ford Puma or Nissan Juke size.
"Jaecoo is fourth quarter this year, with the J7 [BMW X3 rival]."
What are the differences between the two brands?
"Omoda is more for urban commuting, more futuristic and fashionable. It’s more like Kia. Jaecoo is more like a premium brand for us, not so high as a Range Rover but higher than Jeep.
"We want to be close to the Range Rover feeling. If you see the car, you will know it’s similar. The textures, the design, everything."
You have a joint venture in China with JLR. Will there any link with the two companies here?
"This will be totally independent operation."
You’re building the new JLR Freelander EV in China. Will it share a platform with Omoda or Jaecoo models?
"No. that’s on the Exeed platform. Exeed is the highest brand for the Chery group, so it’s more like Lexus for Toyota. Higher than Jaecoo."
Do you sell Jaecoo or Omoda in China?
Add your comment