Omoda-Jaecoo — does the name mean anything to you? Probably not, at least not yet. The two names should not be misleading: they are in fact a single car brand, albeit with different identities in terms of products, target audiences and positioning. But let's take it step by step. Why will we be hearing more and more about it? First and foremost because it is a Chinese car brand. That's right — one of the brands in the Chery galaxy ("the first Chinese automotive group for exports worldwide", as a press note explains). Founded in 1997 and headquartered in Wuhu, a prefecture in Anhui province — a centre of excellence for robotics, industry and technology — Chery has recently announced its debut on the Italian market with the Omoda-Jaecoo brand.

That China which so unnerves Europe (see the recent tariffs designed to economically penalise the import of electric cars produced in the country) is putting in place a series of strategies aimed at "creating local synergies to become a truly European company". In other words, China is gearing up to manufacture, conduct research and build a local supply chain. Whether words will be followed by actions remains to be seen.

When Sergio Marchionne was thinking about Chery to produce an Alfa Romeo in China…

A Chinese automotive group that wants to "become an integral part of the local community, committing fully to contributing to local social and economic development". In short, more or less the mission that Fiat held in Italy for many years (and to think that Sergio Marchionne was already considering an alliance with Chery back in 2007, even floating the idea of building an Alfa Romeo in China). A plan — one that Chery calls "In Europe for Europe" — of progressive "Europeanisation", in which Italy could play a prominent role, because "it has an incredible automotive history, it is the home of car design and of great luxury manufacturing that is famous the world over", explained Zangshan Zhang, vice president of Chery Automobile, who went on to announce his intention to progressively consolidate local partnerships, embed the brand more deeply, and build a "relationship with this wonderful country". Curious, isn't it? That a Chinese company, having forged strategic alliances in every corner of the globe, should recognise in Italy qualities of excellence that the European automotive industry (yes, that very Europe which raises walls and barriers rather than investing in the electric transition…) seems to have forgotten.

Omoda-Jaecoo, an analysis of one of the fastest-growing car brands in the world

Getting the measure of the Chinese, then? In short, to understand whether and how words will also translate into actions, we will have to wait. In the meantime, however, the figures and plans announced give food for thought. Omoda-Jaecoo enters the first half of 2024 as one of the fastest-growing car brands in the world, with an increase of 54 per cent compared to the previous year; the Chery group in the first half of the year reached total sales of 1,100,621 vehicles, accompanied by an all-time high in global users, which now exceeds 14 million; present on 5 continents; 17 manufacturing plants; more than 4,000 dealer partners and over 80,000 employees worldwide. In Italy, the brand is launching with a sales and service network of more than 40 points of sale linked to around thirty established business operators. Getting the measure of the Chinese, then? For his part, Zangshan Zhang is clear-minded: "To achieve these results, you need solid foundations and, above all, the full awareness that the European customer and the continental economic system are central."

Omoda 5 EV, the first electric model arriving after the summer

The first model is called the Omoda 5 (an SUV currently available only in an internal combustion version), priced from 27,900 euros, to which is added the launch (from September onwards) of a second model, the Jaecoo 7, in petrol and plug-in hybrid versions. The brands and models — Omoda and Jaecoo — are intended to target different audiences. The brand's first electric model is called the Omoda 5 EV, a crossover just over 4 metres long, with a 204-horsepower powertrain powered by a lithium iron phosphate battery of 62 kWh or, alternatively, 41 kWh. The declared range is 430 kilometres. Prices have not yet been announced, but they are expected to be competitive, in keeping with the brand's policies.