Contributor Sudhir Matai spent a few days in China learning more about the Chery brand and what the brand has planned for SA in the next few years.

Chery is a brand that was relatively unknown to most new-car buyers just a few years ago. Today, the Chinese automaker regularly occupies a top-ten spot in the new-car sales charts for any given month. That is both surprising, considering the scope of brands on sale locally, and not unsurprising when you take a closer look at what it has to offer.

“The South African market is a strategic market and was one of the first right-hand-drive markets Chery launched in, and the Chery Group has been putting a lot of importance into the African market. We want to give our customers the best service and efficiency,” said Tony Liu, deputy managing director for Chery South Africa, at a recent round table conference attended by South African journalists at the company’s HQ in Wuhu China.

Diversification

Over 23 million new cars were sold in China last year, about 10 million more than the second biggest market, the USA. As you can imagine, just about every brand you can name is represented in that market.

What is interesting is the number of nameplates that most will not have heard of as they aren’t represented outside China. With such a massive market there is plenty of room for diversification, which is exactly what Chery does.

Chery

Until very recently, if you wanted a Chery there were just three model lines to choose from. These are badged Tiggo 4, 7 and 8; with the body size of each increasing with its badge number. The cars are aimed at families looking for an SUV/crossover.

O&J

Omoda and Jaecoo will introduce models to SA in the next 2 years.

A few weeks ago that changed as Chery South Africa introduced the Omoda sub-brand into the local market. In fact, SA was one of the first markets outside of China to receive Omoda, and its first product called the C5. Omoda is one half of a division that the company bills O&J. The other, called Jaecoo, made its international debut at the 2023 Shanghai Auto Show, where its first production model was also shown (more info below).

According to Chery: O&J Brand will specifically target buyers in the crossover and SUV segments and more specifically young people and those who are young at heart. As such, all the models from O&J will have a very striking design language and a high level of technology.

Interestingly, these two brands will be sold in separate showrooms from Chery. O&J will have their own sites and will be treated as standalone entities from the Chery brand.

Omoda

Omoda has plans to introduce this C5 EV if local demand dictates.

For now, there is just one C5 derivative (which you may have read about in our recent launch report). It features a 1.5-litre turbopetrol engine that is connected to the front wheels, In the not-too-distant future a 1.6-litre turbo engine, as well as an all-wheel-drive version with the same engine, will be offered locally. Interestingly, Chery’s SA electrification strategy will potentially start with a battery electric vehicle (BEV) based on the C5.

Jaecoo

The Jaecoo brand will feature larger SUVs than its sister brand Omoda.

Jaecoo will be added to the SA listings before the year ends or early in 2024. Incidentally, Jaecoo is a portmanteau of ‘Jae’ (a contraction of the German word for hunter Jager) and ‘cool’ making it the ‘Coolhunter’. Its name gives you an idea of whom Chery is targeting with this line.

“It represents a new brand that promotes the finer things in life and high quality. It is a call to return to life pure and simple,” as described by the head of design at Jaecoo Europe, Chris Rhoades.

First of its Name

The Jaecoo J7 will be the first model the brand introduces. It’s about the same size as a BMW X3.

The first model to carry the Jaecoo badge will be the J7. The aesthetic of the J7 is bold and there are several design cues borrowed from other premium products. Among these are retractable door handles, Range Rover-esque rear styling treatment, and the front grille which takes its inspiration from AMG’s Panamericana (vertical slats) version. Slim, technical-looking LED headlamps are found high on each corner of the facade. The squared-off aesthetic continues into the cabin with Jeep-style door handles and straight lines perpendicular to each other with a large infotainment screen set in portrait orientation on the fascia.

The J7 is heading for SA within a few months, if not at the end of 2023, then early in 2024. Under the clamshell bonnet is a 1.6-litre engine that develops about 140 kW along with 275 Nm. This turbopetrol unit is coupled with a seven-speed DCT. The J7 will be available with front- or all-wheel drive.

New Cherys

A Max version of the Tiggo 7 should arrive later this year.

The top-selling Tiggo 4 will continue in its current form in the SA. There will be a small software update, but there will be no changes noticeable to the eye.

Right now the Tiggo 7 Pro is offered with a single powertrain, a 1.5 turbopetrol that is connected to the front wheels. The range will soon expand to include ‘Max’ derivatives. As with the Tiggo 8, Max denotes a larger engine. This will be a 1.6 T-GDi engine and will be offered in front- and all-wheel drive versions. These new additions could arrive as early as Q3 of this year.

Interestingly, we also had a brief encounter with the Tiggo 7 Pro PHEV. This derivative could spearhead Chery’s NEV offensive into the SA market. This hybrid, badged Tiggo 7 PRO e+, features a 1.5 turbopetrol engine combined with two electric motors for a total system output of 180 kW/510 Nm. The pure electric driving range is said to be a handy 75 km.

The updated interior of the Tiggo 8 Pro will feature a newly styled infotainment screen.

An updated Tiggo 8 Pro will also be introduced sooner rather than later. The revised version has a few visual updates. The most notable change is the reshaped frontal design with a grille that features an illuminated badge. The rear end will also benefit from a body-wide light bar.

At the time of the update, new buyers can also expect a revised facia. The newer look will feature a Mercedes-esque two-screen set–up in a single panel, which replaces the two individual screens of the current range leader. The Tiggo 8 is currently only offered in front-wheel-drive guise. This will soon change as an all-wheel-drive version is on the cards for SA.