Latest news with #RoyMuñoz
The Advertiser
07-06-2025
- Automotive
- The Advertiser
What is Omoda Jaecoo, and how is this new brand different to Chery?
You may have noticed Omoda Jaecoo showrooms are starting to pop up around the country, but just what is this unfamiliar auto brand? Effectively, it's a sister brand to Chinese brand Chery, and while Omoda Jaecoo vehicles will be sold in separate showrooms, some dealerships will offer both Chery and Omoda Jaecoo franchises. There's some overlap between the two brands, but Omoda Jaecoo chief commercial officer Roy Muñoz explained the difference. "I'd call it next step up from Chery," he explained to CarExpert. Hundreds of new car deals are available through CarExpert right now. Get the experts on your side and score a great deal. Browse now. Within this new brand, there are vehicles badged just as Jaecoos, with Omoda-badged vehicles to follow. Mr Muñoz says these will complement each other. "Omoda is more the crossover SUV, whereas the Jaecoos are more the rugged, luxurious SUVs," he explained. "So crossover meaning sometimes with the coupe styling, swooping rear roofline." Thus far, Omoda Jaecoo offers only the Jaecoo J7 mid-size SUV, a rival for the Toyota RAV4, and the Jaecoo J8 large SUV, a five-seat alternative to the likes of the Kia Sorento. The J7 lineup opens at $34,990 drive-away, or $5000 more than the current base price of the similarly sized Chery Tiggo 7 Pro. The Omoda C9, a mid-size SUV, is due on sale here in August, while the Omoda 7 (pictured below) is set to follow at some point. Officially debuted globally in 2023, Omoda Jaecoo exists only outside of the Chinese market, and is part of a rather confusing export strategy by China's largest car exporter, with 1.14 million overseas sales in 2024. For example, Chery already sells its Jetour and Exeed vehicles in markets like the Middle East, and is planning to launch Tiggo – a nameplate used on Chery SUVs – as a standalone brand in Europe, along with new brand Lepas revealed at this year's Shanghai motor show. Chery also sells its vehicles under the Chirey nameplate in Mexico, while its electric vehicle (EV) brand iCar will be sold in some markets as iCaur. And no, we don't know how to pronounce that either. For now, Chery Australia is sticking to just its namesake and Omoda Jaecoo brands, but it has left the door open for others to follow. Chery Australia says it isn't expecting any other brands "in the short term", but its local communications boss said more could follow. "The clear message for us is 'You guys have got a big job on your hands certainly with Chery, certainly with Omoda Jaecoo, you guys do a good job with that, let's see what else potentially could come'." said Chery Australia communications head Tim Krieger. "But everyone's 100 per cent focused on those two brands at the moment, making the best of those opportunities." Chery only returned to Australia in 2023, before it announced the Jaecoo half of Omoda Jaecoo in 2024, and then announced the Omoda half this year. That's a very ambitious rollout, and we asked Mr Muñoz how much of this is being driven by head office. "Omoda Jaecoo is a global brand strategy. Certainly they listen to our feedback; we feed back as much as we can about how we think we should launch a brand or how we think a product should be introduced, but there is a bit of a global strategy that we need to execute," he said. Omoda Jaecoo vehicles are sold under different brands in China, where the Jaecoo J7 is a Chery Tansuo 06 (pictured above), the Jaecoo J8 a Chery Tiggo 9 (pictured below, and not to be confused with the slightly different global Chery Tiggo 9 due here this year), and the Omoda C9 is an Exeed Yaoguang. "What happens in the domestic market is different to what happens in the overseas markets," explained Mr Muñoz. So how does Omoda Jaecoo differ from Chery, then, given half its vehicles are sold as Cherys in China? And how does it stand out when the automaker's namesake brand sells vehicles here in the same segments? "Jaecoo is still focused on that premium adventure-type offering, so creature comforts you wouldn't normally see at this price point, luxury touch and feel. You've got your leather seats, suede roof liner, massaging seats, calf raises," he said. "Each brand has its own unique styling and speaks to a different part of the market." Omoda Jaecoo vehicles also feature a longer eight-year, unlimited-kilometre warranty, up from seven years for Chery vehicles. But in a market where even brands such as Jeep have called themselves premium, Omoda Jaecoo is reluctant to use the term. "I wouldn't say it's the premium arm, but certainly it's the next level up from Chery. In my own terms, it's almost in that sub-premium category but you get the premium feel, features that you don't get at the price point," said Mr Muñoz. "That premium word, it's been thrown around, a bit of a buzz word, but it's definitely the next level up in terms of the product offering from the Chery Group." The upcoming Chery Tiggo 9 (above), for example, wears slightly different styling to the closely related Jaecoo J8, and will miss out on some features like the latter's fragrance dispenser. Chery believes there's enough differentiation to prevent cannibalisation between the two brands. "There's not much crossover at the moment. People who are after Omoda Jaecoo are just after Omoda Jaecoo," said Mr Muñoz. "I don't believe we're diluting. In fact, we're adding more options out there that people can choose from, from different price points, at different specification levels." "Different buyers as well. Chery is very focused on the family, urban buyer. Jaecoo is a bit more of that adventurous spirit," said Mr Krieger. "The design of the cars is different, the target audience is different, but I think there's room for both." Chery says it's "falling into line" with a global strategy, though there are some quirks. The Chery Omoda 5 and Omoda E5 were recently renamed the Chery C5 (pictured above) and E5 in Australia, even though these are sold under the Jaecoo Omoda arm in other markets. "The difference is that car was introduced into Australia under the Chery brand, whereas in other markets where it was sold it was always sold as an Omoda Jaecoo," said Mr Krieger. In an attempt to alleviate confusion, these vehicles are being kept in Chery showrooms but being stripped of their Omoda badging. MORE: All the new SUVs coming to Australia from Chery and Omoda Jaecoo in 2025 Content originally sourced from: You may have noticed Omoda Jaecoo showrooms are starting to pop up around the country, but just what is this unfamiliar auto brand? Effectively, it's a sister brand to Chinese brand Chery, and while Omoda Jaecoo vehicles will be sold in separate showrooms, some dealerships will offer both Chery and Omoda Jaecoo franchises. There's some overlap between the two brands, but Omoda Jaecoo chief commercial officer Roy Muñoz explained the difference. "I'd call it next step up from Chery," he explained to CarExpert. Hundreds of new car deals are available through CarExpert right now. Get the experts on your side and score a great deal. Browse now. Within this new brand, there are vehicles badged just as Jaecoos, with Omoda-badged vehicles to follow. Mr Muñoz says these will complement each other. "Omoda is more the crossover SUV, whereas the Jaecoos are more the rugged, luxurious SUVs," he explained. "So crossover meaning sometimes with the coupe styling, swooping rear roofline." Thus far, Omoda Jaecoo offers only the Jaecoo J7 mid-size SUV, a rival for the Toyota RAV4, and the Jaecoo J8 large SUV, a five-seat alternative to the likes of the Kia Sorento. The J7 lineup opens at $34,990 drive-away, or $5000 more than the current base price of the similarly sized Chery Tiggo 7 Pro. The Omoda C9, a mid-size SUV, is due on sale here in August, while the Omoda 7 (pictured below) is set to follow at some point. Officially debuted globally in 2023, Omoda Jaecoo exists only outside of the Chinese market, and is part of a rather confusing export strategy by China's largest car exporter, with 1.14 million overseas sales in 2024. For example, Chery already sells its Jetour and Exeed vehicles in markets like the Middle East, and is planning to launch Tiggo – a nameplate used on Chery SUVs – as a standalone brand in Europe, along with new brand Lepas revealed at this year's Shanghai motor show. Chery also sells its vehicles under the Chirey nameplate in Mexico, while its electric vehicle (EV) brand iCar will be sold in some markets as iCaur. And no, we don't know how to pronounce that either. For now, Chery Australia is sticking to just its namesake and Omoda Jaecoo brands, but it has left the door open for others to follow. Chery Australia says it isn't expecting any other brands "in the short term", but its local communications boss said more could follow. "The clear message for us is 'You guys have got a big job on your hands certainly with Chery, certainly with Omoda Jaecoo, you guys do a good job with that, let's see what else potentially could come'." said Chery Australia communications head Tim Krieger. "But everyone's 100 per cent focused on those two brands at the moment, making the best of those opportunities." Chery only returned to Australia in 2023, before it announced the Jaecoo half of Omoda Jaecoo in 2024, and then announced the Omoda half this year. That's a very ambitious rollout, and we asked Mr Muñoz how much of this is being driven by head office. "Omoda Jaecoo is a global brand strategy. Certainly they listen to our feedback; we feed back as much as we can about how we think we should launch a brand or how we think a product should be introduced, but there is a bit of a global strategy that we need to execute," he said. Omoda Jaecoo vehicles are sold under different brands in China, where the Jaecoo J7 is a Chery Tansuo 06 (pictured above), the Jaecoo J8 a Chery Tiggo 9 (pictured below, and not to be confused with the slightly different global Chery Tiggo 9 due here this year), and the Omoda C9 is an Exeed Yaoguang. "What happens in the domestic market is different to what happens in the overseas markets," explained Mr Muñoz. So how does Omoda Jaecoo differ from Chery, then, given half its vehicles are sold as Cherys in China? And how does it stand out when the automaker's namesake brand sells vehicles here in the same segments? "Jaecoo is still focused on that premium adventure-type offering, so creature comforts you wouldn't normally see at this price point, luxury touch and feel. You've got your leather seats, suede roof liner, massaging seats, calf raises," he said. "Each brand has its own unique styling and speaks to a different part of the market." Omoda Jaecoo vehicles also feature a longer eight-year, unlimited-kilometre warranty, up from seven years for Chery vehicles. But in a market where even brands such as Jeep have called themselves premium, Omoda Jaecoo is reluctant to use the term. "I wouldn't say it's the premium arm, but certainly it's the next level up from Chery. In my own terms, it's almost in that sub-premium category but you get the premium feel, features that you don't get at the price point," said Mr Muñoz. "That premium word, it's been thrown around, a bit of a buzz word, but it's definitely the next level up in terms of the product offering from the Chery Group." The upcoming Chery Tiggo 9 (above), for example, wears slightly different styling to the closely related Jaecoo J8, and will miss out on some features like the latter's fragrance dispenser. Chery believes there's enough differentiation to prevent cannibalisation between the two brands. "There's not much crossover at the moment. People who are after Omoda Jaecoo are just after Omoda Jaecoo," said Mr Muñoz. "I don't believe we're diluting. In fact, we're adding more options out there that people can choose from, from different price points, at different specification levels." "Different buyers as well. Chery is very focused on the family, urban buyer. Jaecoo is a bit more of that adventurous spirit," said Mr Krieger. "The design of the cars is different, the target audience is different, but I think there's room for both." Chery says it's "falling into line" with a global strategy, though there are some quirks. The Chery Omoda 5 and Omoda E5 were recently renamed the Chery C5 (pictured above) and E5 in Australia, even though these are sold under the Jaecoo Omoda arm in other markets. "The difference is that car was introduced into Australia under the Chery brand, whereas in other markets where it was sold it was always sold as an Omoda Jaecoo," said Mr Krieger. In an attempt to alleviate confusion, these vehicles are being kept in Chery showrooms but being stripped of their Omoda badging. MORE: All the new SUVs coming to Australia from Chery and Omoda Jaecoo in 2025 Content originally sourced from: You may have noticed Omoda Jaecoo showrooms are starting to pop up around the country, but just what is this unfamiliar auto brand? Effectively, it's a sister brand to Chinese brand Chery, and while Omoda Jaecoo vehicles will be sold in separate showrooms, some dealerships will offer both Chery and Omoda Jaecoo franchises. There's some overlap between the two brands, but Omoda Jaecoo chief commercial officer Roy Muñoz explained the difference. "I'd call it next step up from Chery," he explained to CarExpert. Hundreds of new car deals are available through CarExpert right now. Get the experts on your side and score a great deal. Browse now. Within this new brand, there are vehicles badged just as Jaecoos, with Omoda-badged vehicles to follow. Mr Muñoz says these will complement each other. "Omoda is more the crossover SUV, whereas the Jaecoos are more the rugged, luxurious SUVs," he explained. "So crossover meaning sometimes with the coupe styling, swooping rear roofline." Thus far, Omoda Jaecoo offers only the Jaecoo J7 mid-size SUV, a rival for the Toyota RAV4, and the Jaecoo J8 large SUV, a five-seat alternative to the likes of the Kia Sorento. The J7 lineup opens at $34,990 drive-away, or $5000 more than the current base price of the similarly sized Chery Tiggo 7 Pro. The Omoda C9, a mid-size SUV, is due on sale here in August, while the Omoda 7 (pictured below) is set to follow at some point. Officially debuted globally in 2023, Omoda Jaecoo exists only outside of the Chinese market, and is part of a rather confusing export strategy by China's largest car exporter, with 1.14 million overseas sales in 2024. For example, Chery already sells its Jetour and Exeed vehicles in markets like the Middle East, and is planning to launch Tiggo – a nameplate used on Chery SUVs – as a standalone brand in Europe, along with new brand Lepas revealed at this year's Shanghai motor show. Chery also sells its vehicles under the Chirey nameplate in Mexico, while its electric vehicle (EV) brand iCar will be sold in some markets as iCaur. And no, we don't know how to pronounce that either. For now, Chery Australia is sticking to just its namesake and Omoda Jaecoo brands, but it has left the door open for others to follow. Chery Australia says it isn't expecting any other brands "in the short term", but its local communications boss said more could follow. "The clear message for us is 'You guys have got a big job on your hands certainly with Chery, certainly with Omoda Jaecoo, you guys do a good job with that, let's see what else potentially could come'." said Chery Australia communications head Tim Krieger. "But everyone's 100 per cent focused on those two brands at the moment, making the best of those opportunities." Chery only returned to Australia in 2023, before it announced the Jaecoo half of Omoda Jaecoo in 2024, and then announced the Omoda half this year. That's a very ambitious rollout, and we asked Mr Muñoz how much of this is being driven by head office. "Omoda Jaecoo is a global brand strategy. Certainly they listen to our feedback; we feed back as much as we can about how we think we should launch a brand or how we think a product should be introduced, but there is a bit of a global strategy that we need to execute," he said. Omoda Jaecoo vehicles are sold under different brands in China, where the Jaecoo J7 is a Chery Tansuo 06 (pictured above), the Jaecoo J8 a Chery Tiggo 9 (pictured below, and not to be confused with the slightly different global Chery Tiggo 9 due here this year), and the Omoda C9 is an Exeed Yaoguang. "What happens in the domestic market is different to what happens in the overseas markets," explained Mr Muñoz. So how does Omoda Jaecoo differ from Chery, then, given half its vehicles are sold as Cherys in China? And how does it stand out when the automaker's namesake brand sells vehicles here in the same segments? "Jaecoo is still focused on that premium adventure-type offering, so creature comforts you wouldn't normally see at this price point, luxury touch and feel. You've got your leather seats, suede roof liner, massaging seats, calf raises," he said. "Each brand has its own unique styling and speaks to a different part of the market." Omoda Jaecoo vehicles also feature a longer eight-year, unlimited-kilometre warranty, up from seven years for Chery vehicles. But in a market where even brands such as Jeep have called themselves premium, Omoda Jaecoo is reluctant to use the term. "I wouldn't say it's the premium arm, but certainly it's the next level up from Chery. In my own terms, it's almost in that sub-premium category but you get the premium feel, features that you don't get at the price point," said Mr Muñoz. "That premium word, it's been thrown around, a bit of a buzz word, but it's definitely the next level up in terms of the product offering from the Chery Group." The upcoming Chery Tiggo 9 (above), for example, wears slightly different styling to the closely related Jaecoo J8, and will miss out on some features like the latter's fragrance dispenser. Chery believes there's enough differentiation to prevent cannibalisation between the two brands. "There's not much crossover at the moment. People who are after Omoda Jaecoo are just after Omoda Jaecoo," said Mr Muñoz. "I don't believe we're diluting. In fact, we're adding more options out there that people can choose from, from different price points, at different specification levels." "Different buyers as well. Chery is very focused on the family, urban buyer. Jaecoo is a bit more of that adventurous spirit," said Mr Krieger. "The design of the cars is different, the target audience is different, but I think there's room for both." Chery says it's "falling into line" with a global strategy, though there are some quirks. The Chery Omoda 5 and Omoda E5 were recently renamed the Chery C5 (pictured above) and E5 in Australia, even though these are sold under the Jaecoo Omoda arm in other markets. "The difference is that car was introduced into Australia under the Chery brand, whereas in other markets where it was sold it was always sold as an Omoda Jaecoo," said Mr Krieger. In an attempt to alleviate confusion, these vehicles are being kept in Chery showrooms but being stripped of their Omoda badging. MORE: All the new SUVs coming to Australia from Chery and Omoda Jaecoo in 2025 Content originally sourced from: You may have noticed Omoda Jaecoo showrooms are starting to pop up around the country, but just what is this unfamiliar auto brand? Effectively, it's a sister brand to Chinese brand Chery, and while Omoda Jaecoo vehicles will be sold in separate showrooms, some dealerships will offer both Chery and Omoda Jaecoo franchises. There's some overlap between the two brands, but Omoda Jaecoo chief commercial officer Roy Muñoz explained the difference. "I'd call it next step up from Chery," he explained to CarExpert. Hundreds of new car deals are available through CarExpert right now. Get the experts on your side and score a great deal. Browse now. Within this new brand, there are vehicles badged just as Jaecoos, with Omoda-badged vehicles to follow. Mr Muñoz says these will complement each other. "Omoda is more the crossover SUV, whereas the Jaecoos are more the rugged, luxurious SUVs," he explained. "So crossover meaning sometimes with the coupe styling, swooping rear roofline." Thus far, Omoda Jaecoo offers only the Jaecoo J7 mid-size SUV, a rival for the Toyota RAV4, and the Jaecoo J8 large SUV, a five-seat alternative to the likes of the Kia Sorento. The J7 lineup opens at $34,990 drive-away, or $5000 more than the current base price of the similarly sized Chery Tiggo 7 Pro. The Omoda C9, a mid-size SUV, is due on sale here in August, while the Omoda 7 (pictured below) is set to follow at some point. Officially debuted globally in 2023, Omoda Jaecoo exists only outside of the Chinese market, and is part of a rather confusing export strategy by China's largest car exporter, with 1.14 million overseas sales in 2024. For example, Chery already sells its Jetour and Exeed vehicles in markets like the Middle East, and is planning to launch Tiggo – a nameplate used on Chery SUVs – as a standalone brand in Europe, along with new brand Lepas revealed at this year's Shanghai motor show. Chery also sells its vehicles under the Chirey nameplate in Mexico, while its electric vehicle (EV) brand iCar will be sold in some markets as iCaur. And no, we don't know how to pronounce that either. For now, Chery Australia is sticking to just its namesake and Omoda Jaecoo brands, but it has left the door open for others to follow. Chery Australia says it isn't expecting any other brands "in the short term", but its local communications boss said more could follow. "The clear message for us is 'You guys have got a big job on your hands certainly with Chery, certainly with Omoda Jaecoo, you guys do a good job with that, let's see what else potentially could come'." said Chery Australia communications head Tim Krieger. "But everyone's 100 per cent focused on those two brands at the moment, making the best of those opportunities." Chery only returned to Australia in 2023, before it announced the Jaecoo half of Omoda Jaecoo in 2024, and then announced the Omoda half this year. That's a very ambitious rollout, and we asked Mr Muñoz how much of this is being driven by head office. "Omoda Jaecoo is a global brand strategy. Certainly they listen to our feedback; we feed back as much as we can about how we think we should launch a brand or how we think a product should be introduced, but there is a bit of a global strategy that we need to execute," he said. Omoda Jaecoo vehicles are sold under different brands in China, where the Jaecoo J7 is a Chery Tansuo 06 (pictured above), the Jaecoo J8 a Chery Tiggo 9 (pictured below, and not to be confused with the slightly different global Chery Tiggo 9 due here this year), and the Omoda C9 is an Exeed Yaoguang. "What happens in the domestic market is different to what happens in the overseas markets," explained Mr Muñoz. So how does Omoda Jaecoo differ from Chery, then, given half its vehicles are sold as Cherys in China? And how does it stand out when the automaker's namesake brand sells vehicles here in the same segments? "Jaecoo is still focused on that premium adventure-type offering, so creature comforts you wouldn't normally see at this price point, luxury touch and feel. You've got your leather seats, suede roof liner, massaging seats, calf raises," he said. "Each brand has its own unique styling and speaks to a different part of the market." Omoda Jaecoo vehicles also feature a longer eight-year, unlimited-kilometre warranty, up from seven years for Chery vehicles. But in a market where even brands such as Jeep have called themselves premium, Omoda Jaecoo is reluctant to use the term. "I wouldn't say it's the premium arm, but certainly it's the next level up from Chery. In my own terms, it's almost in that sub-premium category but you get the premium feel, features that you don't get at the price point," said Mr Muñoz. "That premium word, it's been thrown around, a bit of a buzz word, but it's definitely the next level up in terms of the product offering from the Chery Group." The upcoming Chery Tiggo 9 (above), for example, wears slightly different styling to the closely related Jaecoo J8, and will miss out on some features like the latter's fragrance dispenser. Chery believes there's enough differentiation to prevent cannibalisation between the two brands. "There's not much crossover at the moment. People who are after Omoda Jaecoo are just after Omoda Jaecoo," said Mr Muñoz. "I don't believe we're diluting. In fact, we're adding more options out there that people can choose from, from different price points, at different specification levels." "Different buyers as well. Chery is very focused on the family, urban buyer. Jaecoo is a bit more of that adventurous spirit," said Mr Krieger. "The design of the cars is different, the target audience is different, but I think there's room for both." Chery says it's "falling into line" with a global strategy, though there are some quirks. The Chery Omoda 5 and Omoda E5 were recently renamed the Chery C5 (pictured above) and E5 in Australia, even though these are sold under the Jaecoo Omoda arm in other markets. "The difference is that car was introduced into Australia under the Chery brand, whereas in other markets where it was sold it was always sold as an Omoda Jaecoo," said Mr Krieger. In an attempt to alleviate confusion, these vehicles are being kept in Chery showrooms but being stripped of their Omoda badging. MORE: All the new SUVs coming to Australia from Chery and Omoda Jaecoo in 2025 Content originally sourced from:
7NEWS
06-06-2025
- Automotive
- 7NEWS
What is Omoda Jaecoo, and how is this new brand different to Chery?
You may have noticed Omoda Jaecoo showrooms are starting to pop up around the country, but just what is this unfamiliar auto brand? Effectively, it's a sister brand to Chinese brand Chery, and while Omoda Jaecoo vehicles will be sold in separate showrooms, some dealerships will offer both Chery and Omoda Jaecoo franchises. There's some overlap between the two brands, but Omoda Jaecoo chief commercial officer Roy Muñoz explained the difference. 'I'd call it next step up from Chery,' he explained to CarExpert. Hundreds of new car deals are available through CarExpert right now. Get the experts on your side and score a great deal. Browse now. Within this new brand, there are vehicles badged just as Jaecoos, with Omoda-badged vehicles to follow. Mr Muñoz says these will complement each other. 'Omoda is more the crossover SUV, whereas the Jaecoos are more the rugged, luxurious SUVs,' he explained. 'So crossover meaning sometimes with the coupe styling, swooping rear roofline.' Thus far, Omoda Jaecoo offers only the Jaecoo J7 mid-size SUV, a rival for the Toyota RAV4, and the Jaecoo J8 large SUV, a five-seat alternative to the likes of the Kia Sorento. The J7 lineup opens at $34,990 drive-away, or $5000 more than the current base price of the similarly sized Chery Tiggo 7 Pro. The Omoda C9, a mid-size SUV, is due on sale here in August, while the Omoda 7 (pictured below) is set to follow at some point. Officially debuted globally in 2023, Omoda Jaecoo exists only outside of the Chinese market, and is part of a rather confusing export strategy by China's largest car exporter, with 1.14 million overseas sales in 2024. For example, Chery already sells its Jetour and Exeed vehicles in markets like the Middle East, and is planning to launch Tiggo – a nameplate used on Chery SUVs – as a standalone brand in Europe, along with new brand Lepas revealed at this year's Shanghai motor show. Chery also sells its vehicles under the Chirey nameplate in Mexico, while its electric vehicle (EV) brand iCar will be sold in some markets as iCaur. And no, we don't know how to pronounce that either. For now, Chery Australia is sticking to just its namesake and Omoda Jaecoo brands, but it has left the door open for others to follow. Chery Australia says it isn't expecting any other brands 'in the short term', but its local communications boss said more could follow. 'The clear message for us is 'You guys have got a big job on your hands certainly with Chery, certainly with Omoda Jaecoo, you guys do a good job with that, let's see what else potentially could come'.' said Chery Australia communications head Tim Krieger. 'But everyone's 100 per cent focused on those two brands at the moment, making the best of those opportunities.' Chery only returned to Australia in 2023, before it announced the Jaecoo half of Omoda Jaecoo in 2024, and then announced the Omoda half this year. That's a very ambitious rollout, and we asked Mr Muñoz how much of this is being driven by head office. 'Omoda Jaecoo is a global brand strategy. Certainly they listen to our feedback; we feed back as much as we can about how we think we should launch a brand or how we think a product should be introduced, but there is a bit of a global strategy that we need to execute,' he said. Omoda Jaecoo vehicles are sold under different brands in China, where the Jaecoo J7 is a Chery Tansuo 06 (pictured above), the Jaecoo J8 a Chery Tiggo 9 (pictured below, and not to be confused with the slightly different global Chery Tiggo 9 due here this year), and the Omoda C9 is an Exeed Yaoguang. 'What happens in the domestic market is different to what happens in the overseas markets,' explained Mr Muñoz. So how does Omoda Jaecoo differ from Chery, then, given half its vehicles are sold as Cherys in China? And how does it stand out when the automaker's namesake brand sells vehicles here in the same segments? 'Jaecoo is still focused on that premium adventure-type offering, so creature comforts you wouldn't normally see at this price point, luxury touch and feel. You've got your leather seats, suede roof liner, massaging seats, calf raises,' he said. 'Each brand has its own unique styling and speaks to a different part of the market.' Omoda Jaecoo vehicles also feature a longer eight-year, unlimited-kilometre warranty, up from seven years for Chery vehicles. But in a market where even brands such as Jeep have called themselves premium, Omoda Jaecoo is reluctant to use the term. 'I wouldn't say it's the premium arm, but certainly it's the next level up from Chery. In my own terms, it's almost in that sub-premium category but you get the premium feel, features that you don't get at the price point,' said Mr Muñoz. 'That premium word, it's been thrown around, a bit of a buzz word, but it's definitely the next level up in terms of the product offering from the Chery Group.' The upcoming Chery Tiggo 9 (above), for example, wears slightly different styling to the closely related Jaecoo J8, and will miss out on some features like the latter's fragrance dispenser. Chery believes there's enough differentiation to prevent cannibalisation between the two brands. 'There's not much crossover at the moment. People who are after Omoda Jaecoo are just after Omoda Jaecoo,' said Mr Muñoz. 'I don't believe we're diluting. In fact, we're adding more options out there that people can choose from, from different price points, at different specification levels.' 'Different buyers as well. Chery is very focused on the family, urban buyer. Jaecoo is a bit more of that adventurous spirit,' said Mr Krieger. 'The design of the cars is different, the target audience is different, but I think there's room for both.' Chery says it's 'falling into line' with a global strategy, though there are some quirks. The Chery Omoda 5 and Omoda E5 were recently renamed the Chery C5 (pictured above) and E5 in Australia, even though these are sold under the Jaecoo Omoda arm in other markets. 'The difference is that car was introduced into Australia under the Chery brand, whereas in other markets where it was sold it was always sold as an Omoda Jaecoo,' said Mr Krieger. In an attempt to alleviate confusion, these vehicles are being kept in Chery showrooms but being stripped of their Omoda badging.
Perth Now
06-06-2025
- Automotive
- Perth Now
What is Omoda Jaecoo, and how is this new brand different to Chery?
You may have noticed Omoda Jaecoo showrooms are starting to pop up around the country, but just what is this unfamiliar auto brand? Effectively, it's a sister brand to Chinese brand Chery, and while Omoda Jaecoo vehicles will be sold in separate showrooms, some dealerships will offer both Chery and Omoda Jaecoo franchises. There's some overlap between the two brands, but Omoda Jaecoo chief commercial officer Roy Muñoz explained the difference. 'I'd call it next step up from Chery,' he explained to CarExpert. Hundreds of new car deals are available through CarExpert right now. Get the experts on your side and score a great deal. Browse now. Jaecoo J7 Credit: CarExpert Within this new brand, there are vehicles badged just as Jaecoos, with Omoda-badged vehicles to follow. Mr Muñoz says these will complement each other. 'Omoda is more the crossover SUV, whereas the Jaecoos are more the rugged, luxurious SUVs,' he explained. 'So crossover meaning sometimes with the coupe styling, swooping rear roofline.' Thus far, Omoda Jaecoo offers only the Jaecoo J7 mid-size SUV, a rival for the Toyota RAV4, and the Jaecoo J8 large SUV, a five-seat alternative to the likes of the Kia Sorento. The J7 lineup opens at $34,990 drive-away, or $5000 more than the current base price of the similarly sized Chery Tiggo 7 Pro. Omoda C9 Credit: CarExpert The Omoda C9, a mid-size SUV, is due on sale here in August, while the Omoda 7 (pictured below) is set to follow at some point. Officially debuted globally in 2023, Omoda Jaecoo exists only outside of the Chinese market, and is part of a rather confusing export strategy by China's largest car exporter, with 1.14 million overseas sales in 2024. For example, Chery already sells its Jetour and Exeed vehicles in markets like the Middle East, and is planning to launch Tiggo – a nameplate used on Chery SUVs – as a standalone brand in Europe, along with new brand Lepas revealed at this year's Shanghai motor show. Chery also sells its vehicles under the Chirey nameplate in Mexico, while its electric vehicle (EV) brand iCar will be sold in some markets as iCaur. And no, we don't know how to pronounce that either. Omoda 7 Credit: CarExpert For now, Chery Australia is sticking to just its namesake and Omoda Jaecoo brands, but it has left the door open for others to follow. Chery Australia says it isn't expecting any other brands 'in the short term', but its local communications boss said more could follow. 'The clear message for us is 'You guys have got a big job on your hands certainly with Chery, certainly with Omoda Jaecoo, you guys do a good job with that, let's see what else potentially could come'.' said Chery Australia communications head Tim Krieger. 'But everyone's 100 per cent focused on those two brands at the moment, making the best of those opportunities.' Chery Tansuo 06 Credit: CarExpert Chery only returned to Australia in 2023, before it announced the Jaecoo half of Omoda Jaecoo in 2024, and then announced the Omoda half this year. That's a very ambitious rollout, and we asked Mr Muñoz how much of this is being driven by head office. 'Omoda Jaecoo is a global brand strategy. Certainly they listen to our feedback; we feed back as much as we can about how we think we should launch a brand or how we think a product should be introduced, but there is a bit of a global strategy that we need to execute,' he said. Omoda Jaecoo vehicles are sold under different brands in China, where the Jaecoo J7 is a Chery Tansuo 06 (pictured above), the Jaecoo J8 a Chery Tiggo 9 (pictured below, and not to be confused with the slightly different global Chery Tiggo 9 due here this year), and the Omoda C9 is an Exeed Yaoguang. 'What happens in the domestic market is different to what happens in the overseas markets,' explained Mr Muñoz. Chinese-market Chery Tiggo 9 Credit: CarExpert So how does Omoda Jaecoo differ from Chery, then, given half its vehicles are sold as Cherys in China? And how does it stand out when the automaker's namesake brand sells vehicles here in the same segments? 'Jaecoo is still focused on that premium adventure-type offering, so creature comforts you wouldn't normally see at this price point, luxury touch and feel. You've got your leather seats, suede roof liner, massaging seats, calf raises,' he said. 'Each brand has its own unique styling and speaks to a different part of the market.' Omoda Jaecoo vehicles also feature a longer eight-year, unlimited-kilometre warranty, up from seven years for Chery vehicles. Global Chery Tiggo 9 Credit: CarExpert But in a market where even brands such as Jeep have called themselves premium, Omoda Jaecoo is reluctant to use the term. 'I wouldn't say it's the premium arm, but certainly it's the next level up from Chery. In my own terms, it's almost in that sub-premium category but you get the premium feel, features that you don't get at the price point,' said Mr Muñoz. 'That premium word, it's been thrown around, a bit of a buzz word, but it's definitely the next level up in terms of the product offering from the Chery Group.' The upcoming Chery Tiggo 9 (above), for example, wears slightly different styling to the closely related Jaecoo J8, and will miss out on some features like the latter's fragrance dispenser. Jaecoo J8 Credit: CarExpert Chery believes there's enough differentiation to prevent cannibalisation between the two brands. 'There's not much crossover at the moment. People who are after Omoda Jaecoo are just after Omoda Jaecoo,' said Mr Muñoz. 'I don't believe we're diluting. In fact, we're adding more options out there that people can choose from, from different price points, at different specification levels.' 'Different buyers as well. Chery is very focused on the family, urban buyer. Jaecoo is a bit more of that adventurous spirit,' said Mr Krieger. 'The design of the cars is different, the target audience is different, but I think there's room for both.' Chery C5 Credit: CarExpert Chery says it's 'falling into line' with a global strategy, though there are some quirks. The Chery Omoda 5 and Omoda E5 were recently renamed the Chery C5 (pictured above) and E5 in Australia, even though these are sold under the Jaecoo Omoda arm in other markets. 'The difference is that car was introduced into Australia under the Chery brand, whereas in other markets where it was sold it was always sold as an Omoda Jaecoo,' said Mr Krieger. In an attempt to alleviate confusion, these vehicles are being kept in Chery showrooms but being stripped of their Omoda badging. MORE: All the new SUVs coming to Australia from Chery and Omoda Jaecoo in 2025
The Advertiser
05-06-2025
- Automotive
- The Advertiser
More Chery brands could come to Australia
Chinese automaker Chery has a dizzying array of brands around the world, but it's sticking to two in Australia… for now. It has just launched the Omoda Jaecoo brand in Australia, while depending on the market it also offers SUV brand Jetour, premium brand Exeed and commercial vehicle brand Karry. Then there's electric vehicle (EV) brand iCar – also known as Aiqar or iCaur – as well as its new European brand Lepas. The Rely marque is being dusted off, while Soueast also sits under the Chery umbrella. It's enough to confuse even automotive journalists. But depending on how well Omoda Jaecoo performs in Australia, there's a chance Chery could bring more brands here. Hundreds of new car deals are available through CarExpert right now. Get the experts on your side and score a great deal. Browse now. While Chery Australia's communications boss Tim Krieger said the local arm isn't expecting any other brands "in the short term", he left the door open for others to arrive. "The clear message for us is: 'You guys have got a big job on your hands certainly with Chery, certainly with Omoda Jaecoo. You guys do a good job with that, let's see what else potentially could come.'" he told CarExpert. "But everyone's 100 per cent focused on those two brands at the moment, making the best of those opportunities." When asked about Exeed and Jetour, which already sell vehicles in markets like the Middle East, Omoda Jaecoo chief commercial officer Roy Muñoz said there were no immediate plans for these locally. "At this stage, there's no plans or any communications to us about those brands coming," he told CarExpert. Jetour, established in 2018, specialises in SUVs. It recently launched the Traveller, a boxy SUV that bears a resemblance to the Land Rover Defender, and it recently revealed a new Zongheng sub-brand that will offer more rugged ute and SUV models. Exeed, established in 2017, has traditionally offered SUVs with a more premium focus, but it recently launched the sleek Sterra ES full-size electric sedan. Then there's iCar, established in 2023, which offers boxy SUVs like Jetour. However, all of its vehicles feature electric power, at least for now with extended-range electric vehicle (EREVs) also expected from the brand. "There was certainly speculation in Shanghai around iCar, but there's nothing official that's been announced by the organisation about that vehicle," said Mr Krieger, referring to comments made by Chery International president Zhang Guibling at last month's Shanghai motor show. "There's a lot of exciting brands coming out of the Chery Group, and obviously we'd love to be in the position to consider bringing these vehicles in, but at the moment there's nothing confirmed." Notably, the iCar 03 is sold as an Omoda Jaecoo vehicle in some markets, though the company says this model – badged as the Jaecoo J6 – isn't slated for our market. Chery also has Karry, though this is a China-only commercial vehicle brand. Chery opted not to launch its new Himla ute under this brand, when the vehicle was revealed at this year's Shanghai motor show with prominent Chery branding. That said, reports out of China have indicated this vehicle will be badged under the revived Rely brand name in China. This new ute has been ruled out for our market, though Chery Australia is keen to sell a ute here as soon as it has a product it deems suitable. Chery also announced at Shanghai the Lepas brand, a confounding new development that will offer sleeker, mass-market SUVs in Europe, where Tiggo will be sold as a separate brand and Omoda Jaecoo already exists. Chery executives said it was too early to comment on the Lepas brand for our market. For now, it's just Chery and Omoda Jaecoo for Australia, and the Chinese automaker says there's little overlap. "Each brand has its own unique styling and speaks to a different part of the market," said Mr Muñoz. "There's not much crossover at the moment. People who are after Omoda Jaecoo are just after Omoda Jaecoo. "I don't believe we're diluting. In fact, we're adding more options out there that people can choose from, from different price points, at different specification levels." Content originally sourced from: Chinese automaker Chery has a dizzying array of brands around the world, but it's sticking to two in Australia… for now. It has just launched the Omoda Jaecoo brand in Australia, while depending on the market it also offers SUV brand Jetour, premium brand Exeed and commercial vehicle brand Karry. Then there's electric vehicle (EV) brand iCar – also known as Aiqar or iCaur – as well as its new European brand Lepas. The Rely marque is being dusted off, while Soueast also sits under the Chery umbrella. It's enough to confuse even automotive journalists. But depending on how well Omoda Jaecoo performs in Australia, there's a chance Chery could bring more brands here. Hundreds of new car deals are available through CarExpert right now. Get the experts on your side and score a great deal. Browse now. While Chery Australia's communications boss Tim Krieger said the local arm isn't expecting any other brands "in the short term", he left the door open for others to arrive. "The clear message for us is: 'You guys have got a big job on your hands certainly with Chery, certainly with Omoda Jaecoo. You guys do a good job with that, let's see what else potentially could come.'" he told CarExpert. "But everyone's 100 per cent focused on those two brands at the moment, making the best of those opportunities." When asked about Exeed and Jetour, which already sell vehicles in markets like the Middle East, Omoda Jaecoo chief commercial officer Roy Muñoz said there were no immediate plans for these locally. "At this stage, there's no plans or any communications to us about those brands coming," he told CarExpert. Jetour, established in 2018, specialises in SUVs. It recently launched the Traveller, a boxy SUV that bears a resemblance to the Land Rover Defender, and it recently revealed a new Zongheng sub-brand that will offer more rugged ute and SUV models. Exeed, established in 2017, has traditionally offered SUVs with a more premium focus, but it recently launched the sleek Sterra ES full-size electric sedan. Then there's iCar, established in 2023, which offers boxy SUVs like Jetour. However, all of its vehicles feature electric power, at least for now with extended-range electric vehicle (EREVs) also expected from the brand. "There was certainly speculation in Shanghai around iCar, but there's nothing official that's been announced by the organisation about that vehicle," said Mr Krieger, referring to comments made by Chery International president Zhang Guibling at last month's Shanghai motor show. "There's a lot of exciting brands coming out of the Chery Group, and obviously we'd love to be in the position to consider bringing these vehicles in, but at the moment there's nothing confirmed." Notably, the iCar 03 is sold as an Omoda Jaecoo vehicle in some markets, though the company says this model – badged as the Jaecoo J6 – isn't slated for our market. Chery also has Karry, though this is a China-only commercial vehicle brand. Chery opted not to launch its new Himla ute under this brand, when the vehicle was revealed at this year's Shanghai motor show with prominent Chery branding. That said, reports out of China have indicated this vehicle will be badged under the revived Rely brand name in China. This new ute has been ruled out for our market, though Chery Australia is keen to sell a ute here as soon as it has a product it deems suitable. Chery also announced at Shanghai the Lepas brand, a confounding new development that will offer sleeker, mass-market SUVs in Europe, where Tiggo will be sold as a separate brand and Omoda Jaecoo already exists. Chery executives said it was too early to comment on the Lepas brand for our market. For now, it's just Chery and Omoda Jaecoo for Australia, and the Chinese automaker says there's little overlap. "Each brand has its own unique styling and speaks to a different part of the market," said Mr Muñoz. "There's not much crossover at the moment. People who are after Omoda Jaecoo are just after Omoda Jaecoo. "I don't believe we're diluting. In fact, we're adding more options out there that people can choose from, from different price points, at different specification levels." Content originally sourced from: Chinese automaker Chery has a dizzying array of brands around the world, but it's sticking to two in Australia… for now. It has just launched the Omoda Jaecoo brand in Australia, while depending on the market it also offers SUV brand Jetour, premium brand Exeed and commercial vehicle brand Karry. Then there's electric vehicle (EV) brand iCar – also known as Aiqar or iCaur – as well as its new European brand Lepas. The Rely marque is being dusted off, while Soueast also sits under the Chery umbrella. It's enough to confuse even automotive journalists. But depending on how well Omoda Jaecoo performs in Australia, there's a chance Chery could bring more brands here. Hundreds of new car deals are available through CarExpert right now. Get the experts on your side and score a great deal. Browse now. While Chery Australia's communications boss Tim Krieger said the local arm isn't expecting any other brands "in the short term", he left the door open for others to arrive. "The clear message for us is: 'You guys have got a big job on your hands certainly with Chery, certainly with Omoda Jaecoo. You guys do a good job with that, let's see what else potentially could come.'" he told CarExpert. "But everyone's 100 per cent focused on those two brands at the moment, making the best of those opportunities." When asked about Exeed and Jetour, which already sell vehicles in markets like the Middle East, Omoda Jaecoo chief commercial officer Roy Muñoz said there were no immediate plans for these locally. "At this stage, there's no plans or any communications to us about those brands coming," he told CarExpert. Jetour, established in 2018, specialises in SUVs. It recently launched the Traveller, a boxy SUV that bears a resemblance to the Land Rover Defender, and it recently revealed a new Zongheng sub-brand that will offer more rugged ute and SUV models. Exeed, established in 2017, has traditionally offered SUVs with a more premium focus, but it recently launched the sleek Sterra ES full-size electric sedan. Then there's iCar, established in 2023, which offers boxy SUVs like Jetour. However, all of its vehicles feature electric power, at least for now with extended-range electric vehicle (EREVs) also expected from the brand. "There was certainly speculation in Shanghai around iCar, but there's nothing official that's been announced by the organisation about that vehicle," said Mr Krieger, referring to comments made by Chery International president Zhang Guibling at last month's Shanghai motor show. "There's a lot of exciting brands coming out of the Chery Group, and obviously we'd love to be in the position to consider bringing these vehicles in, but at the moment there's nothing confirmed." Notably, the iCar 03 is sold as an Omoda Jaecoo vehicle in some markets, though the company says this model – badged as the Jaecoo J6 – isn't slated for our market. Chery also has Karry, though this is a China-only commercial vehicle brand. Chery opted not to launch its new Himla ute under this brand, when the vehicle was revealed at this year's Shanghai motor show with prominent Chery branding. That said, reports out of China have indicated this vehicle will be badged under the revived Rely brand name in China. This new ute has been ruled out for our market, though Chery Australia is keen to sell a ute here as soon as it has a product it deems suitable. Chery also announced at Shanghai the Lepas brand, a confounding new development that will offer sleeker, mass-market SUVs in Europe, where Tiggo will be sold as a separate brand and Omoda Jaecoo already exists. Chery executives said it was too early to comment on the Lepas brand for our market. For now, it's just Chery and Omoda Jaecoo for Australia, and the Chinese automaker says there's little overlap. "Each brand has its own unique styling and speaks to a different part of the market," said Mr Muñoz. "There's not much crossover at the moment. People who are after Omoda Jaecoo are just after Omoda Jaecoo. "I don't believe we're diluting. In fact, we're adding more options out there that people can choose from, from different price points, at different specification levels." Content originally sourced from: Chinese automaker Chery has a dizzying array of brands around the world, but it's sticking to two in Australia… for now. It has just launched the Omoda Jaecoo brand in Australia, while depending on the market it also offers SUV brand Jetour, premium brand Exeed and commercial vehicle brand Karry. Then there's electric vehicle (EV) brand iCar – also known as Aiqar or iCaur – as well as its new European brand Lepas. The Rely marque is being dusted off, while Soueast also sits under the Chery umbrella. It's enough to confuse even automotive journalists. But depending on how well Omoda Jaecoo performs in Australia, there's a chance Chery could bring more brands here. Hundreds of new car deals are available through CarExpert right now. Get the experts on your side and score a great deal. Browse now. While Chery Australia's communications boss Tim Krieger said the local arm isn't expecting any other brands "in the short term", he left the door open for others to arrive. "The clear message for us is: 'You guys have got a big job on your hands certainly with Chery, certainly with Omoda Jaecoo. You guys do a good job with that, let's see what else potentially could come.'" he told CarExpert. "But everyone's 100 per cent focused on those two brands at the moment, making the best of those opportunities." When asked about Exeed and Jetour, which already sell vehicles in markets like the Middle East, Omoda Jaecoo chief commercial officer Roy Muñoz said there were no immediate plans for these locally. "At this stage, there's no plans or any communications to us about those brands coming," he told CarExpert. Jetour, established in 2018, specialises in SUVs. It recently launched the Traveller, a boxy SUV that bears a resemblance to the Land Rover Defender, and it recently revealed a new Zongheng sub-brand that will offer more rugged ute and SUV models. Exeed, established in 2017, has traditionally offered SUVs with a more premium focus, but it recently launched the sleek Sterra ES full-size electric sedan. Then there's iCar, established in 2023, which offers boxy SUVs like Jetour. However, all of its vehicles feature electric power, at least for now with extended-range electric vehicle (EREVs) also expected from the brand. "There was certainly speculation in Shanghai around iCar, but there's nothing official that's been announced by the organisation about that vehicle," said Mr Krieger, referring to comments made by Chery International president Zhang Guibling at last month's Shanghai motor show. "There's a lot of exciting brands coming out of the Chery Group, and obviously we'd love to be in the position to consider bringing these vehicles in, but at the moment there's nothing confirmed." Notably, the iCar 03 is sold as an Omoda Jaecoo vehicle in some markets, though the company says this model – badged as the Jaecoo J6 – isn't slated for our market. Chery also has Karry, though this is a China-only commercial vehicle brand. Chery opted not to launch its new Himla ute under this brand, when the vehicle was revealed at this year's Shanghai motor show with prominent Chery branding. That said, reports out of China have indicated this vehicle will be badged under the revived Rely brand name in China. This new ute has been ruled out for our market, though Chery Australia is keen to sell a ute here as soon as it has a product it deems suitable. Chery also announced at Shanghai the Lepas brand, a confounding new development that will offer sleeker, mass-market SUVs in Europe, where Tiggo will be sold as a separate brand and Omoda Jaecoo already exists. Chery executives said it was too early to comment on the Lepas brand for our market. For now, it's just Chery and Omoda Jaecoo for Australia, and the Chinese automaker says there's little overlap. "Each brand has its own unique styling and speaks to a different part of the market," said Mr Muñoz. "There's not much crossover at the moment. People who are after Omoda Jaecoo are just after Omoda Jaecoo. "I don't believe we're diluting. In fact, we're adding more options out there that people can choose from, from different price points, at different specification levels." Content originally sourced from:
West Australian
04-06-2025
- Automotive
- West Australian
More Chery brands could come to Australia
Chinese automaker Chery has a dizzying array of brands around the world, but it's sticking to two in Australia… for now. It has just launched the Omoda Jaecoo brand in Australia, while depending on the market it also offers SUV brand Jetour, premium brand Exeed and commercial vehicle brand Karry. Then there's electric vehicle (EV) brand iCar – also known as Aiqar or iCaur – as well as its new European brand Lepas. The Rely marque is being dusted off, while Soueast also sits under the Chery umbrella . It's enough to confuse even automotive journalists. But depending on how well Omoda Jaecoo performs in Australia, there's a chance Chery could bring more brands here. Hundreds of new car deals are available through CarExpert right now. Get the experts on your side and score a great deal. Browse now . While Chery Australia's communications boss Tim Krieger said the local arm isn't expecting any other brands 'in the short term', he left the door open for others to arrive. 'The clear message for us is: 'You guys have got a big job on your hands certainly with Chery, certainly with Omoda Jaecoo. You guys do a good job with that, let's see what else potentially could come.'' he told CarExpert. 'But everyone's 100 per cent focused on those two brands at the moment, making the best of those opportunities.' When asked about Exeed and Jetour, which already sell vehicles in markets like the Middle East, Omoda Jaecoo chief commercial officer Roy Muñoz said there were no immediate plans for these locally. 'At this stage, there's no plans or any communications to us about those brands coming,' he told CarExpert. Jetour, established in 2018, specialises in SUVs. It recently launched the Traveller, a boxy SUV that bears a resemblance to the Land Rover Defender, and it recently revealed a new Zongheng sub-brand that will offer more rugged ute and SUV models. Exeed, established in 2017, has traditionally offered SUVs with a more premium focus, but it recently launched the sleek Sterra ES full-size electric sedan. Then there's iCar , established in 2023, which offers boxy SUVs like Jetour. However, all of its vehicles feature electric power, at least for now with extended-range electric vehicle (EREVs) also expected from the brand. 'There was certainly speculation in Shanghai around iCar, but there's nothing official that's been announced by the organisation about that vehicle,' said Mr Krieger, referring to comments made by Chery International president Zhang Guibling at last month's Shanghai motor show. 'There's a lot of exciting brands coming out of the Chery Group, and obviously we'd love to be in the position to consider bringing these vehicles in, but at the moment there's nothing confirmed.' Notably, the iCar 03 is sold as an Omoda Jaecoo vehicle in some markets, though the company says this model – badged as the Jaecoo J6 – isn't slated for our market. Chery also has Karry, though this is a China-only commercial vehicle brand. Chery opted not to launch its new Himla ute under this brand, when the vehicle was revealed at this year's Shanghai motor show with prominent Chery branding. That said, reports out of China have indicated this vehicle will be badged under the revived Rely brand name in China. This new ute has been ruled out for our market, though Chery Australia is keen to sell a ute here as soon as it has a product it deems suitable. Chery also announced at Shanghai the Lepas brand, a confounding new development that will offer sleeker, mass-market SUVs in Europe, where Tiggo will be sold as a separate brand and Omoda Jaecoo already exists. Chery executives said it was too early to comment on the Lepas brand for our market. For now, it's just Chery and Omoda Jaecoo for Australia, and the Chinese automaker says there's little overlap. 'Each brand has its own unique styling and speaks to a different part of the market,' said Mr Muñoz. 'There's not much crossover at the moment. People who are after Omoda Jaecoo are just after Omoda Jaecoo. 'I don't believe we're diluting. In fact, we're adding more options out there that people can choose from, from different price points, at different specification levels.'
