UPDATED: Fleet is key target for Chinese Chery subsidiary Omoda

China’s largest car manufacturer Chery Group will launch its first car in the UK next year under a separate subsidiary brand called Omoda.

The company decided against badging cars for the UK and Europe as Chery, which is says is “too traditional”. Instead, it believes Omoda (O comes from Oxygen and Moda from modern) will enable it to build a “futuristic brand for customers”, according to brand manager Wenlong Liu.

“Chery is the biggest exporter in China; our product is very competitive,” he said. “We have advanced functions, including ADAS for safety, and our cars will have an affordable price.”

Chery already exports under the Omoda subsidiary to South America, Russia and South Africa.

It enters a highly competitive market, with a number of Chinese brands already selling vehicles in the UK, including MG and, since last year, Great Wall's Ora. Other brands, such as BYD (Build Your Dreams), Lynk and Co and Nio are also lining up their electric vehicle propositions to UK customers.

The first Omoda car in the UK will be the C5 mid-size SUV, due to launch in February 2024. Pre-order books are expected to open by the end of this year.

Omoda is targeting 15,000 registrations of the C5 in the first year, a mix of fleet and retail, with both petrol and full electric available from launch. Petrol will be priced between £20,000 and £25,000; electric pricing is still to be confirmed, although press reports suggest £45,000.

UK country manager Victor Zhang gave Fleet News an exclusive walkround of the ICE version of the C5 on a video call from China. 

The 1.5-litre petrol model promises 38.6mpg with 197hp and 0-62mph acceleration of 7.8 seconds. ADAS technology fitted as standard includes adaptive cruise control, forward collision warning, autonomous emergency braking, bind spot detection, lane departure warning and lane keeping.

The front of the car features LED lights in a "T-Shape" design and diamond inset grille which will become the family face of the range. The C5 has a coupe profile, but retains plenty of headroom for rear passengers. LED lights are also standard at the rear.

Two trim levels will be available at launch with the working titles of Noble and Comfortable.

"We won't make the range complicated for buyers," Zhang said. "All ADAS will be standard and the cars will be 80% the same. We possibly won't have the powered tailgate and sunroof on the Comfortable version."

While the car doesn't have the unique internal design flourishes of the BYD Atto3, it appears to be finished to a high quality, with clean and functional layout. The standout feature is the twin 10.25-inch screens, which are continuous to form a 21-inch wide display. They show all the infotainment and driving information.

The C5 will come with wireless phone charging - Omoda is considering development a twin charging option to accommodate two phones - 360-degree camera with bird's eye view and voice activation for most basic functions including temperature control, windows/sunroof, radio/music and phone. It also has two USB connectors in the front and one in the back. Seats are leather sports as standard, while the gearshift is pilot style.

All Omoda models are SUVs. On the launch plan is a large SUV, the C9, slated for the UK by the end of 2024, followed by a compact C3 SUV in 2025. Both will be full electric only.

Omoda is in talks with franchised dealers and intends to establish a network of more than 50 showrooms by February next year. Customers will have the option of buying online or via the dealership.

The subsidiary is also in talks with leasing companies as it starts to build its UK presence ahead of launch.

Zhang said: “We are now looking for talents in UK for the brand director/manager and dealer development director/manager positions for our UK NSC.”