Chery is reportedly considering the introduction of its Omoda and Jaecoo brands into the Chinese market. These brands, which were previously focused exclusively on international sales, are expected to target the premium segment in China. The company has already begun assembling marketing teams for this initiative and is recruiting professionals with experience at luxury manufacturers such as BMW, Mercedes-Benz, and Audi.
The decision follows a significant divergence in the company's performance. In the first 8 months of the year, Chery Group saw its domestic sales drop by 38.48 percent to 571 147 vehicles, while exports surged by 68.16 percent to 1 343 334 units. In August alone, domestic sales reached 83 144 vehicles, marking a 26.59 percent year-on-year decline.
Chery launched Omoda in 2021 for young global consumers and introduced Jaecoo in 2022 to reach premium buyers abroad. By April, the combined global sales for both brands exceeded 1 million vehicles. Europe remains a primary market for the group, with sales exceeding 208 000 vehicles across 24 countries from January through July, representing a 201 percent increase compared to the previous year.
Despite the growth in international markets, other Chery brands face domestic challenges. Sales for Jetour and Exeed fell by 10.64 percent and 37.79 percent respectively during the first 8 months of the year. Exeed has recently been moved under the company's international business division. Specific details regarding the launch timeline, model lineup, or distribution strategy for Omoda and Jaecoo in China remain undisclosed.
