A Jaecoo 7 SUV. Chery is reportedly considering bringing its overseas-focused Jaecoo and Omoda brands to China to boost domestic sales. Credit: Jaecoo
- The 2 overseas brands would target China’s premium market, with marketing teams being assembled.
- Chery Group’s domestic sales fell 38.48% in the first 8 months of the year, while exports rose 68.16%.
Chery (HKEX: 9973) is reportedly considering bringing its overseas-focused Omoda and Jaecoo brands to China, seeking to build on its international momentum to revive domestic sales.
Marketing teams for the businesses are being assembled, and the brands are expected to target China’s premium market, local media Leiphone reported on Sunday, citing multiple independent sources.
Chery has approached professionals who previously worked for luxury brands including BMW, Mercedes-Benz and Audi, the report said. It did not disclose a launch timeline, model lineup or distribution plans.
The move under consideration reflects a widening divergence between Chery’s domestic and overseas businesses. Rising exports have lifted the group’s overall sales, while domestic volumes remain below year-earlier levels.
Chery Group sold 280,128 vehicles in August, up 15.4% year-on-year, according to data compiled by CnEVPost. Exports rose 52.14% to 196,984 vehicles, accounting for 70.32% of the total.
The group’s domestic sales totaled 83,144 vehicles in August, down 26.59% year-on-year, despite an 11.92% increase from July.
Chery Group Monthly Overseas Sales 2024-2026
Month
2024
2025
2026
January
89,665
64,176
119,605
February
95,047
104,875
124,929
March
68,706
86,414
148,777
April
89,377
87,738
177,573
May
92,481
100,737
181,871
June
97,034
106,330
191,062
July
90,281
119,090
202,533
August
97,866
129,472
196,984
September
109,048
131,374
October
111,922
126,434
November
104,911
136,728
December
98,402
144,430
Chery Group monthly overseas sales
2024
2025
2026
Chery Group Monthly Domestic Sales in China2024-2026
Month
2024
2025
2026
January
111,327
160,147
80,664
February
48,108
76,057
35,836
March
112,879
128,356
91,901
April
92,672
113,022
73,813
May
96,075
104,995
65,952
June
103,378
127,277
65,550
July
105,478
105,349
74,287
August
114,013
113,264
83,144
September
135,486
149,095
October
160,233
154,727
November
175,552
135,808
December
200,103
100,498
Chery Group monthly domestic sales in China
2024
2025
2026
In the first 8 months of the year, Chery Group’s total sales rose 10.84% to 1,914,481 vehicles. Exports increased 68.16% to 1,343,334 vehicles, while domestic sales fell 38.48% to 571,147 vehicles.
Chery established Omoda as an independent brand in 2021 for young consumers worldwide and introduced Jaecoo in 2022 to target premium buyers overseas. The brands are commonly known together as O&J in international markets.
In April, the 2 brands announced that their combined cumulative global sales had surpassed 1 million vehicles.
Europe has been a key market for Chery’s overseas growth. The group previously said it sold more than 208,000 vehicles across 24 European countries from January through July, up 201% year-on-year.
Chery has also said the Jaecoo 7, Jaecoo 5 and Omoda 5 have each ranked among the UK’s 10 best-selling models this year, helping the brands build their overseas sales base.
Meanwhile, some of Chery’s existing brands remain under pressure. Hong Kong-listed automaker Chery Auto previously reported that Jetour and Exeed sales fell 10.64% and 37.79%, respectively, in the first 8 months of the year.
Exeed was recently placed under Chery’s international business, overseen by Zhang Guibing, Chery Auto’s executive vice president and general manager of its international business group, Leiphone said in Sunday’s report.
If the plan goes ahead, Omoda and Jaecoo would mark another attempt by Chery to expand in China’s premium market. How the brands would be differentiated from its existing offerings, divide their product portfolios and organize distribution remains unclear.
Overseas revenue accounted for 69% of Chery Auto’s H1 revenue, but lower foreign-exchange gains weighed on its financial performance.
