Omoda to bring sister brand Jaecoo with it, to launch late 2023

Inspired by Jaguar-Land Rover showrooms that see both brands displayed and sold under one roof, the Omoda brand will come in together with Jaecoo, another vehicle marque under Chery International, and sell alongside each other. 

In a private press conference attended by Jeff Liu, Deputy GM for East Europe and Asia Pacific, Chery International; Kevin Zhang, Brand Director of Chery International; Marco Chen, Director of Omoda Philippines, and Uzzi Asuncion, Brand Manager of Omoda Philippines, the group intimated to AutoFun Philippines its strategies for the brand in the country.

One method is introducing Jaecoo vehicles such as the Jaecoo 5, 7 PHEV, and 9 as a distinct brand that will sell alongside Omoda’s models in the same dealerships.

As opposed to Omoda, which will have models geared toward a younger, urban, and more modern generation, Jaecoo’s portfolio will consist of more rugged, extensively equipped vehicles that will be good for urban commutes and also for off-road excursions.

Omoda is targeting to put up eight dealerships nationwide by year’s end. Chery International is still finalizing which local entity to partner with while simultaneously considering setting up a subsidiary to handle the Omoda and Jaecoo businesses by itself.

A new way of selling

The group also mentioned various ways of penetrating the Philippine market, which could include online selling. According to Chery executives, this aligns with the values and interests of the brand's target market.

They added that Omoda will target a young market that enjoys driving pleasure, is loyal to themselves, and has their own opinions and attitudes. They are called “Omoders” by the gentlemen from Chery International.

Omoda will also address the negative perception of Chinese car brands still prevalent in the Philippine market. Aside from Omoda’s product design, features, and technology, the brand will also focus on brand-building efforts and ensuring parts supply.

They acknowledge that Japanese brands continue to enjoy an 82% market share in the Philippines, and they envision Omoda and Jaecoo to “change this situation.”

First to arrive

The Omoda 5 will be its initial offering in the Philippines. The futuristic-looking crossover boasts a 147 PS, 230 Nm 1.5-liter turbocharged gasoline engine mated to a CVT. It is said to be priced below ₱ 1.5 million.

The Chery and Omoda executives have also indicated that the Omoda 3 and 7 are likewise intended for the Philippine market.

Since its 2022 global launch, it has won Best Midsize Crossover Vehicle at the 2022 Auto Award by Auto Show TV in Mexico. It also received the Best Science and Technology SUV Award from the Qatar Automobile Association. 

The Omoda 5 has also garnered five stars in the Euro NCAP (New Car Assessment Programme) testing regimen. 

Chery’s record speaks for itself

Both Omoda and Jaecoo belong under the Chery International umbrella. Chery has joint ventures in China with Jaguar-Land Rover and produces vehicles under the Cowin, Qoros, Exeed, Chery New Energy, and Chery Automobile brands.

Recently launched Chinese brand, Jetour is also under the Chery Commercial Vehicles Company.

The Chery Group’s sales volume shot up 228.2% in 2022, with 1,234,727 vehicles sold. Chery also exported 451,337 new passenger cars last year, up 67.7% from 2021.

Chery accounts for 11,200,000 customers worldwide, around 2,000,000 of which reside overseas in markets like Brazil, Chile, UAE, Iran, South Africa, Malaysia, and Indonesia.

Chery also claims to be in the Top 10 in quality rankings, with six consecutive years garnering the Gold Award in the International Convention on Quality Control Circles (ICQCC) from 2017 to 2022. 

Banking on its ACTECO engines, Dual Clutch Transmissions developed in partnership with Getrag, Aisin, and Bosch, and Advanced Driver Assist Systems, Omoda believes its models will be well-received by the Philippine market once it launches later in the year.

Do you think the long lead time to finding the ideal distributor partner will bode well for Omoda and Jaecoo’s business in the Philippines?