| Omoda | |
| Type: | Division |
| Industry: | Automotive |
| Foundation: | [1] |
| Location: | Wuhu, Anhui, China |
| Area Served: | Worldwide (except China, etc) |
| Key People: | Shawn Xu (Omoda & Jaecoo CEO)[2] |
| Products: | Automobiles |
| Parent: | Chery Automobile |
Omoda is a brand of Chinese vehicle manufacturer Chery that was established in 2022. As a sub-division of Chery International,[3] Omoda alongside Jaecoo are two Chery brands that are only marketed outside China to support its export strategy.
The marque was first introduced in Russia and Kazakhstan in October 2022, with the Omoda C5 as its first model. The vehicle is a rebadged model of the eponymous Chery Omoda 5 crossover.[4] In some markets, the marque shares the same dealers with the Chery brand, while in most cases it shares the same dealers with Jaecoo.[5]
According to Chery, the letter "O" from Omoda is derived from the word "oxygen", while "Moda" means "modern".[6] In some markets, the Omoda is positioned as a luxury brand compared to the more mainstream Chery brand.[7]
In June 2022, the decision to separate the Omoda family from the Chery marque and establish it as an independent brand was announced for the Russian market. According to Chery, Omoda brand cars in Russia will occupy the middle-high segment above the Chery brand, and below the Exeed brand. The company mentioned the Omoda marque would be a "worthy alternative" to Japanese and German brands that have suspended their activities in Russia.[8] Its first product, the Omoda C5 went on sale in Russia in October 2022.[9], 45 percent of Omoda global sales was contributed by the Russian market.[10]
The global debut of the Omoda marque was held in April 2023 in Wuhu, Anhui, China, alongside the Jaecoo marque. The two brands combined (referred to as "O&J" brands) were targeted to reach annual global sales of 1,400,000 units by 2030 (not including China). Chery president Zhang Guibing mentioned that Omoda will serve customers who are part of the "Fashion Elite", a group of fashion-oriented customers that are "dynamic, avantgarde, and fashion-centric".[11] [12] Omoda's brand direction is headed by Steve Eum, Vice President & Meneral Manager of Design for Chery in China.[13] In the same month, Chery established a separate company in China called Anhui Omoda Jaecoo Automobile Co., Ltd. as a sales company.[14]
In April 2023, the Omoda marque was introduced in South Africa as a "luxury" brand. While Omoda is a separate business unit in the market, Omoda brand cars are sold through Chery dealerships, and supported by Chery's parts supply and customer support.[15]
In May 2023, Omoda in Mexico became an independent brand from Chery (Chirey in Mexico), resulting in the rebranding of the Chirey Omoda 5 as the Omoda C5. The marque also announced the planned release of the Omoda O5 and Omoda C5 EV, and will open 70 dealers across the country shared with the upcoming Jaecoo brand.[16] [17]
Omoda entered the European market in 2024, starting with Spain in March 2024.[18] In April 2024, Chery signed a joint venture deal with Spanish company EV Motors to build Omoda vehicles in a former Nissan factory in Barcelona, Spain.[19] The brand entered United Kingdom in May 2024, selling the Omoda 5 and Omoda E5.[20] Omoda officially debuts in Italy in July 2024 alongside Jaecoo, with the Omoda 5 model.[21]
In April 2024, Omoda introduced the Omoda 7 as its first dedicated Omoda product in Wuhu, Anhui.[22]