About Chery and Omoda
For years Chery was the Chinese carmaker most Westerners had never heard of, which was odd, because it was quietly shipping more cars abroad than almost anyone in China. Founded in 1997 in Wuhu, in Anhui province, and backed by the local government, it learned the trade building inexpensive sedans and hatchbacks, then learned export markets the hard way, in Russia, the Middle East, Latin America and Africa, long before its rivals bothered. That patience is now paying off as Chinese brands push into Europe, Australia and Britain in earnest.
The modern Chery is less a single brand than a portfolio. Tiggo SUVs carry the Chery name itself; Omoda brings sharper, younger styling; Jaecoo dresses its SUVs in rugged, upright bodywork with more than a hint of Range Rover; Exeed and the boxy Jetour aim higher or rougher; iCaur borrows from Bronco-style off-roaders; and Lepas is the newest addition. Critics joke that it takes a flowchart to follow, and the company insists buyers are not confused. The cars themselves have improved quickly, with plug-in hybrid systems that deliver long combined range and cabins full of screens.
The results show up in the registration figures. Jaecoo and Omoda have climbed into the top-ten charts in Britain, Chinese brands have been taking a fast-growing slice of European sales, and Chery has looked at building cars inside Europe, including in Barcelona under the revived Ebro name, partly to sidestep tariffs on Chinese-built electric cars. It competes head-on with MG, BYD and Geely in most markets, and with Toyota and Hyundai for the attention of value-minded families.
What to watch is how far and how fast the group can go. Chery has talked openly about partnerships with established carmakers, including possible tie-ups in the United States, and about joint ventures in emerging markets such as Pakistan, while unveiling new SUVs at a pace few legacy companies can match. The coverage follows the whole sprawling family: model reveals, market launches, sales charts from London to Johannesburg, factory and joint-venture plans, recalls and reviews, plus the trade politics that decide where its cars can be sold.