Chery Automobile, a Chinese automaker, has transformed into a large multi-brand automotive group with various brands catering to different demographics and technologies. The company aims to expose more of its brands to North America, particularly Canada, where it faced challenges in the past. Chery's diverse brand portfolio offers something for everyone, from mainstream to luxury segments.
Omoda is Chery's global 'neo-tech' youth-oriented crossover brand, which has become one of its primary export weapons in Europe, Southeast Asia, Latin America, and parts of Oceania. The Omoda C5 is among its best-known products internationally.
The company's strategy to market Omoda and Jaecoo together under the 'O&J' umbrella can be confusing in some markets, such as the Philippines, where it's sometimes referred to as the Orange Juice brand.
Exeed is Chery's premium and near-luxury division, competing against brands like Geely's Lynk & Co. Exeed vehicles emphasize advanced interiors, ADAS systems, and higher-end drivetrains.
Luxeed focuses on smart EVs with deep Huawei software and autonomous driving integration, developed as a joint venture with Huawei under the Harmony Intelligent Mobility Alliance ecosystem.
iCAR is Chery's mostly domestic, dedicated EV and lifestyle-oriented sub-brand targeting younger buyers due to its price and size. The lineup includes compact EV crossovers and rugged-looking urban electric vehicles.
Jetour has expanded aggressively in export markets, competing directly with mainstream global SUV brands. It offers a 'travel+' lifestyle positioning.
Karry handles Chery's light commercial vehicles, vans, and logistics-oriented products. Kaiyi is positioned as a budget-conscious brand for younger buyers, focusing on reliable sedans and compact crossovers.
The company's entry into the Canadian market will provide more opportunities for its brands to gain traction in North America. With a diverse portfolio of luxury and EV options available, Chery is well-positioned to capitalize on growing demand for sustainable mobility solutions.
This strategic move will help Chery expand its global presence.
