China's Chery to add second new brand, Jaecoo, into UK car market

China's car manufacturing giant Chery is preparing to launch its second UK new car brand just months after sales begin of its launch brand, Omoda.

Branded Jaecoo, and positioned as a more premium sister brand to Omoda which launches in March 2024, it will begin with sales of the Jaecoo J7 mid-size SUV during summer 2024.

A dealer network, initially consisting of 50 sites, is being established. Omoda says it has plans to expand to 100 sites by the end of 2024.

The first franchise partners – Endeavour Automotive, Listers and Peter Vardy – have already committed to the brand.

"With both brands, the offering caters to a broad spectrum of consumers, offering more premium and luxurious options as well as more mainstream vehicles, always with design and technology at their heart," said Chery's statement.

The Jaecoo J7 SUV is expected to be offered with a plug-in hybrid powertrain and an intelligent all-wheel drive system, although specific technical details are yet to be confirmed. It's already sold in China, where it is badged as the Chery Tansuo 06 or Explore 06.

A source knowledgeable about the launch told AM: "As a brand that aims to build a fashionable and personalised brand in the world, we must not only follow the trend but also lead it. That is why we have launched the well-prepared Jaecoo brand at the right moment."

The Jaecoo name is a portmanteau, derived from the German word ‘Jäger’ (meaning ‘hunter’) as well as the English word ‘cool.’ Jaecoo is a brand designed to tread the line between luxury and off-roading.