Background: This is how Chery wants to conquer Europe
Election promises
Omoda5
© press-inform – the press office
With Chery, the next major Chinese company is moving to Europe. Unlike some competitors from the Middle Kingdom, Chery gives its customers the freedom to choose which brand they choose and which form of drive is the preferred one.
Chery didn’t want to be first and didn’t necessarily want to be second either. But there Now that Europe seems ready for Chinese car brands, the next car manufacturer is entering what is still the most competitive market in the world. Chery is looking to Europe and wants to score points in Germany in particular, because whoever makes it here has what it takes to conquer the entire automotive world. To Spain, Mexico, Israel, Turkey, Kuwait, Australia and New Zealand, now Germany. This undertaking is difficult enough if you want to place a brand. But unlike some of its competitors, Chery is launching a triumvirate. The names: Omoda, Jaecoo and Exlantix – terms of art that don’t mean much to local customers and are intended to sound good.
Regardless of the fact that Chery could get bogged down in this triad, there is a risk of cannibalization. But Chery Automobile International Executive Vice President Charlie Zhang points out that these brands are positioned differently. It starts with design and ends with technology. When developing the vehicles, Chery cooperates with Huawei, the battery giant CATL and renowned suppliers such as Bosch and Magna. However, the Chinese car manufacturer fears dependence like the devil fears holy water and keeps the battery, controllers and electric motors in its own hands.
The purely electric premium brand Exlantix plays a special role in this trio and will come to Europe a little later. It starts with an SUV (EOY) and an EO3 sedan. Both models will be 4.90 meters long and have a wheelbase of three meters. Both vehicles are scheduled to come onto the market in China next month. “The EOX platform is purely electric and strategically very important for us,” explains Charlie Zhang. Initially, the electric vehicles offer two battery sizes: one with 64 kilowatt hours for a range of 430 kilometers and one with 82 kWh, with which the vehicles should travel more than 500 kilometers. The next stage of evolution is already being planned, which will include more than 700 kilometers. Together with CATL, Chery is working on batteries with an energy density of six kilowatt hours per kilogram.
Thanks to the 800-volt technology, 200 km should be charged in ten minutes and the battery should be filled to 80 percent in 20 minutes. The electric vehicles are not lacking in performance: they are supposed to complete the standard sprint from zero to 100 km in less than four seconds. The dual-vector electric motor delivers 400 kW / 544 HP to 500 kW / 680 HP. Nevertheless, the consumption of the cars should level off at 12 kWh/100 km. Accordingly, the design of the two BEVs is very aerodynamic.
That leaves the other two Chery brands. “Omoda are the crossovers from the future for the future and Jaecoo are SUVs in the style of Land Rover,” explains Charlie Zhang, smiling and referring to the fact that they run a joint venture with the British off-road vehicle manufacturer. No wonder that the 4.40 meter long Jaecoo 7 looks like a Land Rover Evoque. If the quality and price are right, this vehicle also has good chances in Germany. The larger Jaecoo 8, which is modeled on the Range Rover, is also in the starting blocks.
The goals are ambitious: Chery wants to sell 1.4 million Omoda and Jaecoo vehicles worldwide every year by 2030. “We’re growing like a helicopter,” beams Charlie Zhang, pointing to a curve with registration numbers that is rising steeply. Germany plays a central role in this equation. It starts in spring next year with the Omoda 5, a 4.40 meter long compact. Crossover that competes against the BYD Atto 3 and the Cupra Ateca. The Chinese have already taken a shine to the Spanish brand. “We want to convince with emotions and a fair price,” says Charlie Zhang.
But these are not the only arguments: Buyers should have a free choice of drive and not follow predetermined paths. The Omoda 5 initially comes with a combustion engine and only then as a BEV variant with a WLTP range of 450 kilometers. A plug-in hybrid is also conceivable. According to the Chery manager, part-time electric vehicles are very popular in China. The vehicles will soon be able to travel up to 200 kilometers purely electrically. This requires large batteries. “Volkswagen was very strong in China, but now they are facing a major challenge. VW has sold SUVs and sedans for 100,000 to 150,000 yuan for years. We offer PHEVs for the same price. People know that this is better technology with less consumption. In China, the PHEV is replacing pure combustion engines,” says Charlie Zhang.
Chery relies on the preferences of its home customers. Infotainment with large screens is included in all models. Here, too, the Chinese looked closely at the Europeans. In the cars you’ll find classic flat monitors, curved ones and an arrangement that bears a striking resemblance to Mercedes’ Hyperscreen. The European automotive world doesn’t seem to make much of an impression on the self-confident manager. If the landing in Germany is successful, the cars should also be built here. Negotiations with local manufacturers about production facilities are already underway. Zhang has already looked at various factories. “They are very old,” is the devastating verdict. In the same breath, the self-confident Chery man refers to a new plant in China with a level of automation of 95 percent.
The view goes forward. The next generation of models from the Chery sub-brands will be even more expressive, more of a Batmobile than a smooth glider, and the Chinese car manufacturer also wants to implement Level 4 autonomous driving as quickly as possible. But first at home.