- Chery is considering importing its overseas Omoda and Jaecoo brands to China to shore up weakening domestic sales while leveraging existing overseas momentum and experienced luxury hires.
- In August 2026 Chery Group sold about 280,000 vehicles (196,000 exports, ~83,000 domestic); January–August domestic sales totaled ~570,000 units, down 38.5% year‑on‑year, while overseas H1 revenue hit RMB 98.968 billion (about $14.8 billion).
- Direct competitors would be domestic premium players and imported luxury models, but execution risks include uncertain launch timing, unclear product lineup, brand positioning, dealer rollout and margin pressure from intensified domestic competition.
Chery is considering bringing its overseas brands Omoda and Jaecoo to the domestic market as it seeks to ease pressure on sales in China, according to a Chinese media report.
Marketing teams for the brands are currently being assembled. The new brands are expected to target the premium market, and Chery has reportedly approached professionals with experience at luxury automakers such as BMW, Mercedes-Benz and Audi.
The plans remain under consideration, however, with no confirmed launch timeline, product lineup or brand positioning.
The move is being considered against a backdrop of diverging sales trends in Chery’s domestic and overseas markets.
In August 2026, Chery Group sold approximately 280,000 vehicles, including 196,000 exports and around 83,000 domestic sales.
In the first eight months of the year, Chery delivered a cumulative 1.914 million new vehicles.
Domestic sales totaled approximately 570,000 units, down 38.5% year on year, while overseas markets accounted for roughly 70% of the group’s total sales.
Growth in overseas business is also reshaping Chery Group’s revenue mix.
In the first half of 2026, overseas revenue reached RMB 98.968 billion ($14.776 billion), up 51% year on year and close to 70% of total revenue for the period.
By comparison, Chery’s domestic brands, including Exeed, Jetour and Luxeed, are facing varying degrees of pressure in China.
From January to August, Exeed, Jetour and Luxeed sold 47,061, 360,122 and 38,615 vehicles, respectively, down 39%, 10.6% and 22.6% year on year.
Rather than building new brands from scratch, Chery could leverage Omoda and Jaecoo, which already have overseas operating experience and an established sales base.
Chery launched Omoda in 2021 and Jaecoo in 2022. Omoda targets younger consumers globally, while Jaecoo is focused on the premium overseas market.
The two brands rapidly expanded sales after launch, with combined deliveries exceeding 160,000 units in 2023.
At 2026 Beijing Auto Show, Omoda & Jaecoo announced that cumulative global sales had surpassed 1 million vehicles, roughly three years after their global debut.
The UK is a key market for both brands. According to data from SMMT, Omoda and Jaecoo sold a combined 67,971 vehicles in the UK in the first eight months of this year.
In August alone, the Jaecoo 7, Jaecoo 5 and Omoda 5 all ranked among the UK’s 10 best-selling models.
To advance its European business, Chery has consolidated the two brands under the O&J International Business Unit, which operates independently as the group’s fifth business unit.
The growth of overseas operations is also beginning to affect Chery’s internal organizational structure. Exeed was recently confirmed to have been transferred to Chery International, under the supervision of Zhang Guibing, executive vice president of Chery Automobile and general manager of its International Business Group.
If Omoda and Jaecoo eventually enter China, Chery’s domestic brand portfolio would expand to seven brands: Exeed, iCar, Jetour, Chery, Luxeed, Omoda and Jaecoo.
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