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What is Omoda Jaecoo, and how is this new brand different to Chery?
- Omoda Jaecoo is a new auto brand that is a sister brand to Chinese brand Chery, offering vehicles in separate showrooms with some dealerships offering both franchises.
- The Omoda Jaecoo vehicles are positioned as a step up from Chery, with a focus on crossover and rugged, luxurious SUVs.
- Currently, Omoda Jaecoo offers the Jaecoo J7 mid-size SUV and the Jaecoo J8 large SUV, with plans for more models like the Omoda C9.
- The brand's global presence is part of an export strategy by China's largest car exporter, separate from the Chinese market where the vehicles are sold under different brand names.
- Omoda Jaecoo vehicles offer premium features at competitive pricing, distinct from Chery, with a longer warranty and unique styling targeting a different market segment.
- The brand aims not to dilute Chery, but to offer more options for varied buyers, with a focus on adventure and premium offerings.
- While there are similarities between Omoda Jaecoo and Chery vehicles, the differentiation in features, design, and target audience prevents cannibalization between the two brands.
- Chery and Omoda Jaecoo plan to introduce several new models in the Australian market, adhering to a global strategy with slight variations in naming and branding for different markets.
- Despite the overlap in models and classifications, efforts are made to clarify the branding and maintain distinct identities within the Chery and Omoda Jaecoo lineup.
- Chery's foray into the Australian market since 2023 includes the introduction of the Omoda Jaecoo brand, signaling a strategic push for expansion and diversification in offerings.
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