Omoda and Jaecoo to focus on ‘affordable premium’ market and driving dynamics
JAMES ATTWOOD
Chinese car making giant Chery believes that its Omoda and Jaecoo brands can succeed in winning over UK buyers, thanks to a bespoke tuning process, high levels of kit and a focus on customer service.
The Omoda 5, a Nissan Qashqai-rivalling SUV, will be the firm’s first model to launch in the UK shortly, followed by the Jaecoo 7 from its more 4x4-inspired sister brand. Both those models will be offered with a 1.6-litre petrol engine, while there will also be an electric Omoda E5.
From there, the Omoda and Jaecoo ranges will grow rapidly. The large Omoda 9 is also due this year, followed by a smaller 3 and a mid-size 7. Meanwhile, the Jaecoo lineup will expand with a smaller 5 and larger 8. Models from both brands will variously feature petrol, hybrid and electric powertrains.
Peter Matkin, Chery’s vehicle dynamics chief, said the firm has put a major focus on ensuring its cars are adapted to the tastes of UK and European buyers, both in terms of driving dynamics and interior technology.
The firm has established a European technical centre in Frankfurt, Germany, run by specialists in noise, vibration and harshness (NVH), vehicle dynamics and electric vehicle charging.
Matkin said: “We use that team to do our target benchmark testing with European-spec cars set up for that market. We cascade that information here to the engineering team in China, and we ship some of the European cars there so our Chinese engineers can experience the difference between European and Chinese cars. The testing of the cars starts in China, but the final set-up is always done by the European team.”
For the Omoda 5, Chery has fitted upsized anti-roll bars and re-engineered the dampers, spring rates and bush rates.
Matkin added: “We do that not to position the car in a different segment but to make sure it meets European and UK expectations.”
The firm has also put a focus on adapting the in-car infotainment, which is another point of difference between many European and Chinese cars. Matkin noted that UK-spec variants will feature bespoke infotainment screens.
Both Omoda and Jaecoo will be marketed at the ‘affordable premium’ end of their segments, offering competitive prices but with higher levels of standard equipment than direct rivals.
Matkin, who previously worked at Jaguar Land Rover, said the approach is also reflected
