China's Chery officially launches Omoda new cars in UK market

The newest entrant from China into the UK's new car market has started sales after a VIP launch party showcasing the Omoda 5 petrol car and Omoda E5 electric car last night.

Chery, China's largest exporter of cars, has ambitious plans for its Omoda and Jaecoo brands to tempt thousands of UK drivers through a combination of value-pricing, technology, styling and aftercare, including a seven year warranty.

Its brand pillars - future, fashion and technology - are what will help it stand out from the UK's established brands, the company says, as it in particular targets the Gen Z customer.

Its launch model, the C-segment Omoda 5 petrol-powered SUV, is priced from £25,235 OTR, while the E5 electric-powered version costs from £33,055 OTR.

Next year these will be joined by new SUVs in the B-segment and D-segment from Omoda, plus the first SUV from the more premium-positioned Jaecoo brand.

At the launch party at Magazine London, the carmaker's team hosted senior representatives of the Society of Motor Manufacturers and Traders, the Chinese Embassy, its franchised dealer partners and supplier organisation such as Assurant, Auto Trader and BNP Paribas - plus Automotive Management was there.

Omoda and Jaecoo UK country manager Victor Zhang (pictured) told AM: "The launch of the very high quality Omoda is supported by a total package.

"We have a well established local team located in Chiswick Park, we are working really hard to drive awareness through a solid marketing plan so that all of our customers will be able to view, test-drive and experience the products through our ever-expanding network of dedicated dealerships, coupled with a robust aftercare and service facilities."

There are now just over 60 Omoda dealerships in the UK, and this is set to more than double by the end of 2025.

With plenty of supply of right hand drive cars from its plants in China, the company talks of growing annual UK new car sales to 50,000 within three years, and around double that - to be on a par with Korean brands Kia and Hyundai - towards the end of this decade.

Zhang said he is confident of creating a positive sales atmosphere and the dealer partners that Omoda and Jaecoo have secured are very capable of giving the right customer experience.

"We believe our dealers are the best Omoda ambassadors," he told AM. 

Marketing has already begun, through digital and social channels plus outdoor posters and billboards in high traffic areas, and a TV campaign gets under way in September.

Dealers are also busy doing their own marketing and launch events, which is an important step in raising awareness with their local communities, Zhang said.

The launch party's feature of a catwalk-style parade of young male and female models attracted some criticism for "scantily clad women on stage at a car reveal", which Auto Trader director Erin Baker pointed out detracted from a new car and a brand which are very impressive.