A HUGE international car firm is launching five new affordable models in the UK as it aims to rival Kia within years.
The brand will be going it alone in the European market despite a strong pre-existing partnership with a British carmaker.
Chinese giant Chery has been operating since 1997 but is only just expanding outside of Asia.
It is currently the fifth-largest manufacturer in the crowded Chinese market, selling over 1.8 million cars in 2023.
Bosses are now looking to a series if new SUVs to fuel global expansion and seize a similar market share to rivals Kia, which recorded global sales of around 3 million last year.
The company will be releasing the Omoda crossover SUV in the coming months, with two versions set to debut.
Despite being part of the rising tide of Chinese EV manufacturing, Chery is starting off its European journey focusing on petrol and hybrid models.
The Omoda 5 and E5 are expected to hit UK showrooms this summer.
These will then be followed by the larger, premium-segment Jaecoo J7 this autumn and the Jaecoo J8 in the winter.
Finally, the set will be completed by the latest Omoda 7, though that isn’t expected until next year.
Prices are expected to range from just £24,000 for the Omoda 5, putting it among the cheapest new SUVs on the market.
On the other end, the luxurious Jaecoo 7 will cost around £40,000, still substantially cheaper than other high-end 4x4s.
Chery has also announced a partnership with major French bank BNP Paribas to provide finance deals for the new motors.
Victor Zhang, executive vice-president for Omoda and Jaecoo UK, said: “We have big ambitions for Europe and have worked hard to try to bring the best products.
“However, we know that, in the oldest automotive market in the world, we need to have the best partners to offer our customers the best experience throughout their journey with us.”
The comments come in spite of the fact that Chery has chosen to launch as a standalone brand rather than use its pre-existing partnership with British firm Jaguar Land Rover.
The pair run a joint company in China to produce JLR products in the country, but it seems that the cooperation will not work the other way when Chery comes to the UK.
Speaking on the firm’s sales ambitions to Autocar, Mr Zhang added: “It’s not easy to answer, but I hope in five years’ time that we can get a similar market share as Kia.”
