A Chery Automobile, a Chinese car manufacturer, plans to enter the European market with three brands and launch three new models for each of them, in an ambitious plan that the company aims to achieve in just two years.
The confirmation of Chery’s strategy for Europe was revealed to “Automobilwoche” by the General Director of the brand in Europe, Jochen Tueting, who mentioned that Chery will “opt for a classic concept of dealership network, which knows their sales region better and is more capable of responding to customers.”
Chery’s plan includes the launch of the Omoda and Jaecoo brands in 2024. The Omoda 5 crossover will arrive at dealerships in the spring. Jaecoo will debut with an SUV. The launch of the luxury brand Exlantix in the European market is planned for later.
The Chery executive also admitted that if the launch of the new brands is successful, the company will consider the possibility of establishing a production unit in Europe.
“The issue of production in Europe is certainly relevant to us,” emphasized Jochen Tueting. “Whenever we achieve significant volumes, we move towards local production. In Europe, we are convinced that we will become a relevant brand and that local production will have to be analyzed at the appropriate time.”
