Chery targets UK market with Omoda car, aims 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 SUV is set to launch at the end of 2023 and has the potential to outsell established competitors like the Skoda Karoq, Honda HR-V, and Citroen C3 Aircross.

Currently, Omoda is actively recruiting franchised dealers to establish a network of over 50 showrooms in the UK. These showrooms will be ready to promote the brand to British car buyers at the beginning of 2024. Pre-order bookings are expected to open by the end of this year, and Omoda has already been in talks with leasing companies.

The company has set a target of 15,000 registrations for the Omoda 5 in its first year in the UK. This includes both fleet and retail sales, with options for both petrol and full electric vehicles available from launch. The petrol models will be priced between £20,000 and £25,000, while the electric pricing is yet to be confirmed, although reports suggest it may be around £45,000.

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

The brand manager, Wenlong Liu, stated that Chery is the largest exporter in China and that Omoda's products are highly competitive. He emphasized that their cars come with advanced safety features, including ADAS, and will be offered at an affordable price.

The Omoda press material reveals that the Omoda 5 will be equipped with a 1.6-litre turbocharged petrol engine producing 197PS. An electric version will also be available at launch. Although there are no official specifications for the UK-bound EV yet, the car was showcased at the Shanghai motor show in May. The brand showcased a 61kWh battery pack with a range of 280 miles, a power output of 224PS, and a charging time of approximately 35 minutes for 10% to 80% capacity.

All Omoda models are SUVs. The launch plan includes a large SUV, the C9, scheduled for release in the UK by the end of 2024, followed by a compact C3 SUV in 2025. Both of these models will be available exclusively as full electric vehicles.

Customers will have the option to purchase Omoda vehicles online or through dealerships. Skoda UK sold just under 9,000 Karoqs in 2022, providing a benchmark for Omoda's sales ambitions.

Chery already exports vehicles under the Omoda subsidiary to South America, Russia, and South Africa. Omoda will be entering a highly competitive market in the UK, with several Chinese brands already selling vehicles there, including MG and Great Wall's Ora since last year. Additionally, brands like BYD, Lynk and Co, and Nio are also preparing to introduce their electric vehicle offerings to UK customers.

FutureCar Staff