OMODA & JAECOO: Fast, Ambitious, and Ready to Roll
A new wave of Chinese automotive energy is approaching Europe, as up-and-coming brands OMODA and JAECOO—subsidiaries of Chery—prepare to make their mark. Lilian Xiong, Vice President and CEO of both labels, is more than confident in their approach: faster development, sharp pricing, and uncompromising quality. It’s a recipe she believes can shake up the status quo.
Playing on Home Turf: Made in Spain, For Europe
A particularly strategic move in this expansion is Chery’s partnership with Ebro in the old Nissan factory near Barcelona, Spain. With production already underway on European soil, Chery saves on transport costs, dodges import tariffs, and can offer more appealing prices to customers across the continent. The real winners here? European drivers, who are getting more choices and sharper competition for quality, finish, and features—without any compromise.
Speeding Into the Future: Rapid Development and Trendsetting Tech
According to Xiong, the difference with Europe is significant: “We can develop a car in three to four years—half the time European manufacturers need.”
That kind of speed doesn’t just mean more cars on the road; it allows OMODA and JAECOO to respond much quicker to emerging trends and to introduce the latest technologies before the competition can blink.
Distinctive Styles, Big Ambitions
OMODA is targeting younger buyers with its crossovers and futuristic design, while JAECOO sets its sights on more rugged, off-road-style SUVs. If those names don’t ring a bell in Europe yet, it’s simply because they’re newcomers—but their ambition is anything but modest.
For the European market, Chery isn’t just focusing on physical hardware. Digital features and connectivity are getting equal billing.
“Software and user experience are at least as important to the new generation as engine performance,” Xiong says.
This strategy keeps Chery firmly in line with a growing trend: infotainment systems and digital ecosystems are now key drivers in consumer decisions.
While Xiong firmly rejects the label of “copycat,” she does admit that OMODA & JAECOO have drawn inspiration from local Barcelona heavyweights SEAT and CUPRA. The similarities are hard to miss: compact SUVs, sporty flair, and a youthful image.
Looking ahead, Xiong’s vision is crystal clear: fully electric models and plug-in hybrids are destined to be at the heart of their European offensive. With production lines in Spain and a pace of development that’s almost impossible for Europe’s traditional carmakers to match, Chery aims to become a central force in the European automobile market.
What does all this mean for the established players? There’s more pressure from outside than ever before. OMODA & JAECOO may be the new kids on the block, but with their speed, resources, and well-crafted strategy, they’re all set to keep European automakers on their toes—and maybe a little nervous, too.
John is a curious mind who loves to write about diverse topics. Passionate about sharing his thoughts and perspectives, he enjoys sparking conversations and encouraging discovery. For him, every subject is an invitation to discuss and learn.
