Officially presented in Milan, Omoda and Jaecoo are the two brands with which the Chinese giant Chery has landed in Europe and various world markets from 2023. Each of the two brands debuts in Italy with a compact SUV under four meters half. Although the two cars share the platform and basic mechanics, they have very different positioning and philosophy expressed through very distinct stylistic paths, illustrated in the presentation event by Steve Eum, Vice President and General Manger of Design of Chery Automobile.
Omoda 5, the debut model of the Omoda brand, aims directly at the heart of the C-SUV market: in addition to the very competitive price (under thirty thousand euros) it has muscular shapes and lines but rather than on sportiness it focuses on a distinctive, whimsical and fashionable style, summed up by the slogan “Art in Motion”. The lines of the bodywork are defined to create clever plays of light and shadow, while the large matrix grille integrated into the line of the front with chrome inserts is directly inspired by fashion clothing. An exception is the E5 electric version, which will be available at a later date and differs in that the front has the same profile but is cleaner and totally sealed.
The Jaecoo brand, which is positioned slightly above, instead wants to express a mix of elegance and off-road capability, betraying a vague inspiration from premium brands such as Land Rover. The name of the brand itself comes from the union of the words “jaeger” (“hunter” in German) and “cool”, and the design of the model 7, the first to debut, stands out precisely for its solid shapes with smooth and clean surfaces and a “cascade” grille that accentuates the verticality of the car body.
