Deciphering Chery's sub-brands: Differentiating between Chery, Omoda, and Jaecoo

Chery's presence in Malaysia is undoubtably growing at a rapid pace. We were told by Chery Malaysia that they have accumulated of over 10,000 orders for the Omoda 5 and Tiggo 8 Pro to date since their debut.

To sustain this growth, Chery Malaysia plans to introduce two additional models this year: the Tiggo 7 Pro and Tiggo 4 Pro. This will bring the total number of models offered by Chery Malaysia to five within a little over a year.

But the company's ambitions don't stop there; they’ve also unveiled the Jaecoo sub-brand, previewing the upcoming Jaecoo J7. We recently had the opportunity to test-drive it off-road at the M4TREC in Semenyih. Read more about our experience here.

Also read: Not just a pretty face: Soon-to-be-launched Jaecoo J7 does proper off-roading

Globally, Omoda operates as its own brand, much like Jaecoo. Both Omoda and Jaecoo are brands of their own, but "sub-brand" is perhaps the more fitting term.

Chery International recently decided to divide its numerous brands: Chery, Exeed, Jetour and Omoda & Jaecoo, with the latter two amalgamated as one, referred to as O&J. Each brand has its own CEO and top management teams, though certain markets have different approaches.

Jetour will be making its official Malaysian debut later this month, as revealed in the event's promotional materials, though Chery itself has not made an official announcement.

For Malaysia, Chery International chose the Omoda 5 due to its strong suitability for the local market. Soon, Jaecoo will enter the market as an independent entity and is expected to eventually absorb the Omoda brand in the long term.

However, in the short term (within the next 1 to 2 years), Chery will continue to oversee Omoda models, sold through Chery dealerships.

If you're puzzled by Chery's brand positioning, you're not alone. We sought clarification from Chery, and here's what they shared:

• The main Chery brand and its Tiggo lineup target the everyday consumer, particularly family-oriented buyers in the middle to lower income brackets. Their designs err on the side of caution, appealing to a broad spectrum of buyers.
• Omoda, positioned slightly higher, caters to a younger demographic seeking bolder designs. Its brand ethos revolves around a futuristic, fashion-forward, and technology-centric appeal.
• Jaecoo's focus lies in premium off-road experiences, catering to a clientele dubbed as the "fashion elite." While not explicitly stated, there's a clear aspiration for Jaecoo to be positioned alongside Land Rover in terms of prestige and perception.

Also read: Chery Omoda 7 PHEV debuts, 1.5T with 156 PS/220 Nm, up to 1,250 km per tank

In essence, Chery (Tiggo) targets families, Omoda appeals to young fashion enthusiasts, and Jaecoo caters to the off-road elite.

Why the need for so many sub-brands and models? It's a trend often observed in Chinese car brands, driven by the belief that a broader range translates into increased sales. Whether this approach proves effective on a global scale remains to be seen.

Also read: Chery Tiggo 9 revealed as brand's flagship SUV - 2.0T PHEV, up to 1,400 km on one tank