Chinese car brands Omoda and Jaecoo to hit Belgian market

China's Chery automotive group is introducing its Omoda and Jaecoo brands to the Belgian market this summer. The manufacturer aims to begin with 10 showrooms in Belgium, eventually increasing this to 20, Derek Du, the managing director for the Benelux, told Belga.

With the opening of showrooms in every Belgian province, Chery hopes for a market share of 1.5 per cent during the first year, or around 6,000 cars. The company is teaming up with Stellantis dealer Pagnotta in Limburg and looking to do the same with other dealerships and brands. "We want physical showrooms, and we want to be close to our customers," says Du.

"We want to set up teams of local employees in every European country where we operate."

Chery plans to offer four models in Belgium by the end of the year and add three or four more in 2025. Initially, there will be an electric and petrol version of the Omoda 5, a crossover SUV and a hybrid and petrol version of the Jaecoo J7, a mid-size SUV.

The company is considering the port of Zeebrugge for its logistics process. "That would be a good option for us, and it would be good for local employment," says Du. "We want to set up teams of local employees in every European country where we operate."

Its European headquarters is in Amsterdam. In 2023, the group sold more than 1.88 million cars, a growth of 52.6 per cent compared to the previous year. The company also exported 937,148 vehicles, a year-on-year growth of 101.1 per cent.


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