Shawn Xu, CEO of Omoda & Jaecco: "It was a good idea to start selling in Europe through Spain."

"At first, we weren't very confident, but a year and a half later, I think it was a good decision to start our European sales in Spain," said Shawn Xu, CEO of Omoda/Jaecoo, the two brands of the Chinese group Chery. The choice was based, he said, on the fact that "it's a large market with consumers who are particularly open to new brands."

Their vehicles already have 20,000 cumulative registrations, with a market share of 1.8% by 2025. By the end of the year, they expect to have 100 dealerships (86 today), with customer satisfaction in their after-sales service, both for spare parts and workshop repairs. Further evidence of the trust they place in our country is that, in addition to manufacturing some of their models in Barcelona, ​​Spain will also host an R&D center in addition to the one in Germany.

Pet-friendly cars

In a meeting with journalists during a visit to Madrid, Xu noted that "design is the primary reason for purchase" of their cars, but they also take care of quality, after-sales service, and details... like pets, of which there are 29 million in Spain. That's why one of their latest launches, the Jaecoo 5, is designed to make pets another traveler.

On the technology side, the executive believes that—apart from the uncertainty surrounding the charging network or range —cheaper electric cars are needed, such as the Omoda 3, planned for late 2026. Therefore, although they already have battery models (Omoda 5 and Jaecoo 5), they are focusing on hybrids that combine high efficiency with high power figures so as not to disappoint customers.

Leaders in hybrids

In this regard, they have just unveiled two new models: the Jaecoo 5 , which will be sold as a gasoline, hybrid, and electric model. And the Omoda 7, with plug-in hybrid technology. Also planned for the arrival of the Omoda 8, a car that has been dynamically tuned in Germany to meet the demands of European drivers.

"Our dream is to be the number one brand in this technology," declared the CEO, who didn't rule out the possibility of becoming the first Chinese brand in Spain, ahead of MG. In any case, he believes that "it's better to go little by little, consolidating each new car" rather than launching an avalanche of them. Therefore, for at least two more years, they will remain loyal to SUVs, which account for almost 60% of the market, before introducing sedans or minivans. And he rules out extended-range electric vehicles, as they are subject to EU tariffs.