Jaecoo

Ten Spanish journalists enter the glazed room of The huge central headquarters of Omoda and Jaecoo in Wuhu, China. After a few minutes of informal talk in front of small masts with flags from China and Spain, Charlie Zhang, Vice President of Chery, the matrix appears. Zhang wears current glasses, almost military haircut, ironed navy suit, buttoned white shirt without twins. Naked dolls and fingers except a Apple Watch Series 10. Classic black shoes. Nothing in his outfit shouts ostentation. Everything in its bearing transmits control. “This man reminds us,” I think, “that it is the management of the kingdom and not the luxury of his scepter that does to the king.” Breaking stereotypes I start the group interview myself asking what the greatest change in the perception of Western consumers towards Chinese cars in the last year, thinking about persistent stereotypes around them. You don’t need to think about it: The stereotype has deflated at the speed of our sales. When we launched Omoda and Jaecoo in Spain, in February 2024, we feared some suspicion. Twelve months later we sell 2,000 units per month and receive floods of questions about our batteries and the semi -autonomous driving software. The manager assumes that certain reservations have not disappeared – “they still exist, although very attenuated” – but Underline a change of perception: quality is no longer questioned, but speed with which Chinese technology advances in batteries, lidar and pure electric. The room shalls timidly: it is difficult to contradict him after touring Chery’s stand in Shanghai. Why start with Spain and not by Germany or France, with more population and per capita income? Zhang himself alludes to our market as a “open entrance door” and confesses that the strategy has been deliberate: Curious and “open mind” consumers. Fragmented competition. And the possibility of release local production with the Ebro brand, the historic Spanish teaching Risen at the old Nissan plant in Barcelona. European factory and deployment The road map is ambitious: Phase 1 of the factory for 100,000 units per year and objective of 200,000 as soon as possible. And according to Zhang, they consider opening a second factory in Europe. The beginning of the production of the omoda 5 EV and the JAECOO 5 EV It is scheduled for November of this year. That capacity, emphasizes, will be key to avoiding tariffs and meet the European demand of 40 % of components produced in the old continent. The current and future catalog will be like this: Omoda: Present: Omoda 5. In 2025: omoda 7 and Omoda 9. Propulsions: gasoline, HEV hybrid, PHEV plug -in hybrid and 100% Electric Bev. Jaecoo: Present: Jaecoo 7. In 2025: Jaecoo 5 and Jaecoo 8. Propulsions: same four variants that omods. Ebro: Present: S700 and S800. In 2025: S400 and S900. Propulsions: Phev and Hev. Each of these new teachers will have independent general directions in Spain (as already happens with Ebro in front of the Omoda-Jaecoo duo), allowing internal competition that seeks to maximize market penetration. The manager stops in the three acronyms that are marked his recent releases: SHS, Super Hybrid System: Dedicated Atkinson Cycle Motor, 44.5% thermine efficiency (in development it is to reach 48%) and batteries of 18 to 34 kWh that would carry the real electrical autonomy of omoda 9 to 150 km. “The border between A PHEV AND A BEV It is blurred, “proclaims. It is not hyperbole: recharge times promise 400 kilometers in ten minutes thanks to the 800 V architecture, and semi -solid battery prototypes circulate at its table after 2027. Image: Xataka. It comes out in the conversation, of course, the tariff issue and research Antidumping Open in Brussels. Zhang is pragmatic: Plan a: negotiate a “minimum price” to avoid tariff increase. Plan b: produce in the EU (Barcelona first, another floor later) and reach 60% European content with suppliers such as Bosch or Faurecia. Plan c: Assess “strategic alliances” with hurry manufacturers. When listening to options like Ford or especially Stellantishe responds with a smile and an ambiguous “everything is on the table.” The bet, he insists, is “for Europe, in Europe.” And behind another idea beats: be perceived as industrial employers, not only as importers. The group has also confirmed the launch in Europe of new brands: ICAR It will be something that they will “try” to bring at the end of the year, with their pure electric and extended autonomy (REEV). Exlatixthe group’s premium brand will first reach Nordic countries in 2026 and subsequently to Spain. Although without a precise date, its launch seems safe, but we will have to wait. LEPAS It would arrive after Exlatix, with a totally electrified range through its 4, 6 and 8 models and Luxeedwhich would be the last, towards the end of 2026, would arrive with several electric and extended autonomy models: S7 and R7, direct competitors of Tesla with brutal interior finishes that we could try first hand. Almost in the end I ask another question: where they are paying better omoda and Jaecoo, both worldwide and European. In the world, the United Kingdom leads with 3,000 units per month just six months after its launch. Malaysia is also giving joys thanks to the 1,200 monthly sales of Jaecoo 7 Phev and its extended autonomy. Brazil, Chile and Peru also deserve their mention thanks to the “exceptional reaction” to their recent landing. In continental Europe, Spain – Spain – leads, and Poland and Italy follow our wake. Germany and France will arrive in the second half of this year through its own subsidiaries, because, according to Zhang, “to call us Europeans we need to sell where six out of ten cars are enrolled.” Zhang also specifies concrete objectives for Spain: moving from the current 2,000 monthly units of Omoda and Jaecoo between 4,000 and 5,000, while Ebro are expected between 2,000 and 3,000 per month. Image: Xataka. Zhang advances to the question about hydrogen: The fuel battery already rolls … in Chery heavy … Read more