Omoda and Jaecoo enter the German market, the first model Jaecoo 7 SHS launched locally

【PCauto】Chery's sub-brands Omoda and Jaecoo officially announced their entry into the German market, with their first model in the German market confirmed to be the plug-in hybrid SUV Jaecoo 7 SHS.

Chery has established its local entity, Omoda & Jaecoo Deutschland GmbH, in Frankfurt.

The choice of Germany is strategic: it is not merely Europe's largest auto market but also home to its most discerning consumers. A successful entry here would serve as a powerful validation of Chery's global premium aspirations.

Omoda and Jaecoo fulfil complementary yet distinct roles. Omoda courts style-conscious urbanites with avant-garde design, whereas Jaecoo stakes its claim on functionality and a rugged, purpose-driven aesthetic.

The Jaecoo 7 SHS features an exterior defined by straight lines and geometric cuts, in step with a prevailing global SUV design trend.

The Jaecoo 7 SHS starts at €36,900 in Germany (approx. RM 175,350).

It will compete directly with mainstream compact PHEV SUVs like the Volkswagen Tiguan eHybrid and Toyota RAV4 Plug-in.

Against these established rivals, the Jaecoo 7 SHS strategy hinges on a compelling triad: a longer pure-electric range, sharper pricing, and a distinctly differentiated brand proposition.

The core of the Jaecoo 7 SHS's appeal is its proprietary Super Hybrid System (SHS).

The system comprises a 1.5-litre petrol engine and dual electric motors, delivering a combined output of 205 kW (279 hp) and 365 Nm of torque.

An 18.3 kWh lithium iron phosphate (LFP) battery pack enables a WLTP-certified pure-electric range of around 90 km.

Thanks to this efficient hybrid system, the claimed total range is up to approximately 1,200 km, with a top speed of 180 km/h.

Chery's choice to lead with a PHEV rather than a BEV for its German entry is a calculated market strategy.

Leading with a PHEV allows Chery to capitalise on a transitional phase in the German market. Germany's transition to full electrification has proven more challenging than expected. Persistent gaps in charging infrastructure and lingering consumer range anxiety have slowed the pace.

The Jaecoo 7 SHS is positioned to bridge this gap effectively. It meets tightening emission norms without asking consumers to fully relinquish the convenience of conventional refuelling.

To address reliability concerns, Chery backs the Jaecoo 7 SHS with an industry-leading 7-year / 150,000-kilometre vehicle warranty. The warranty for the core battery pack is extended further to 8 years, significantly exceeding local market standards.

Beyond Germany, the Omoda and Jaecoo brands have already established a sales presence in several European markets, including the UK, Spain, and Italy, and have achieved rapid sales growth.

Reports indicate that following Jaecoo's establishment, Chery plans to introduce Omoda SUV models to Germany. The launch of its premium electric sub-brand, Exlantix, would further broaden Chery's portfolio and market reach.