Chery targets UK rivals on value for money

Omoda and Jaecoo to focus on 'affordable premium' market and driving dynamics

- JAMES ATTWOOD

Chinese car-making giant Chery believes that its Omoda and Jaecoo brands can succeed in winning over UK buyers, thanks to a bespoke tuning process, high levels of kit and a focus on customer service.

The Omoda 5, a Nissan Qashqai-rivalling SUV, will be the firm's first model to launch in the UK shortly, followed by the Jaecoo 7 from its more 4x4-inspired sister brand. Both those models will be offered with a 1.6-litre petrol engine, while there will also be an electric Omoda E5.

From there, the Omoda and Jaecoo ranges will grow rapidly. The large Omoda 9 is also due this year, followed by a smaller 3 and a mid-size 7. Meanwhile, the Jaecoo lineup will expand with a smaller 5 and larger 8. Models from both brands will variously feature petrol, hybrid and electric powertrains.

Peter Matkin, Chery's vehicle dynamics chief, said the firm has put a major focus on ensuring its cars are adapted to the tastes of UK and European buyers, both in terms of driving dynamics and interior technology. The firm has established a European technical centre in Frankfurt, Germany, run by specialists in noise, vibration and harshness (NVH), vehicle dynamics and electric vehicle charging.