Chery targets UK market with Omoda car, aiming to surpass Skoda Karoq

author: FutureCar Staff    

Omoda, a car brand from China's automotive giant Chery, is aiming to achieve 15,000 sales of the Omoda 5 in the UK next year. The brand plans to launch the SUV at the end of 2023, with the goal of outselling established rivals like the Skoda Karoq, Honda HR-V, and Citroen C3 Aircross.

In preparation for the launch, Omoda is currently recruiting franchised dealers to establish a network of over 50 showrooms across the UK. This network will be ready to promote the brand to car buyers at the beginning of 2024. Pre-order books are expected to open by the end of this year, and Omoda has already been in talks with leasing companies.

The company is targeting 15,000 registrations of the Omoda 5 in the first year, with a mix of fleet and retail sales. The SUV will be available in both petrol and full electric options from launch. The petrol version will be priced between £20,000 and £25,000, while the electric version's pricing is yet to be confirmed, but press reports suggest it could be around £45,000.

Omoda has chosen not to badge its cars for the UK and Europe as Chery, deeming it "too traditional." Instead, it believes the Omoda brand, derived from "Oxygen" and "Moda" (meaning modern), will help establish a more futuristic image for its customers.

The brand manager, Wenlong Liu, emphasized that Chery is the biggest exporter in China and that Omoda cars are highly competitive, offering advanced functions such as ADAS for safety at an affordable price.

Omoda has provided details about the Omoda 5, which features a 1.6-litre turbocharged petrol engine with 197PS. An electric version will also be available from launch. Although no official specifications have been released for the UK-bound electric vehicle, Omoda showcased the car at the Shanghai motor show in May. The electric version is expected to have a 61kWh battery pack with a range of 280 miles, a power output of 224PS, and a charging time of around 35 minutes for 10% to 80% capacity.

All Omoda models are SUVs, and the brand has plans to launch a large SUV, the C9, in the UK by the end of 2024. This will be followed by a compact C3 SUV in 2025. Both models will be available exclusively as full electric vehicles.

Customers will have the option to purchase Omoda vehicles online or through the dealership. In 2022, Skoda UK sold just under 9,000 Karoqs.

In addition to the UK, Chery already exports Omoda vehicles to South America, Russia, and South Africa. Omoda will be entering a highly competitive market in the UK, as several other Chinese brands, including MG and Great Wall's Ora, have already been selling vehicles there. Furthermore, brands like BYD (Build Your Dreams), Lynk and Co, and Nio are also preparing to introduce their electric vehicle offerings to UK customers.

FutureCar Staff