Introducing the rebranding move are (from left) Chen, Lu, Lek and Bian.
KUALA LUMPUR: After a period of brand confusion, Chery’s sub-brands Jaecoo and Omoda are undergoing a strategic streamlining process in Malaysia, starting this year. And the rebranding comes along with a preview of the C-segment Omoda C7 Neo plug-in hybrid (PHEV) and first-ever test-drive of the Jaecoo J8.The move is aimed at aligning Jaecoo’s brand identity, product positioning, and operations with its global strategy.
Previously, inconsistencies in how the brand was marketed and perceived across different regions created confusion among consumers and stakeholders. This was the result of the Omoda 5 and E5 being marketed as Chery models, while the Omoda C9 went under Jaecoo Malaysia.
The rebranding to "Omoda | Jaecoo", as announced today, is intended to streamline this and present a more cohesive and consistent brand image internationally.
This shift is expected to enhance consumer clarity, reinforce brand value, and allow Jaecoo to compete more effectively in Malaysia’s increasingly competitive SUV segment.
Strangely enough, the existing Omoda 5 and E5 under Chery would not be relocated to the Omoda | Jaecoo joint brands (also known as O&J) but stay where they are. This was confirmed by an official representing Omoda | Jaecoo.
Omoda | Jaecoo have built a presence in 42 countries and regions, with over 1,300 showrooms, and attracted 500,000 customers to its fold.
In Malaysia, Jaecoo has managed to sell over 12,000 units of its off-road J7 and J7 PHEV so far and has expanded its network to 45 dealerships.
Omoda is targeted at the youthful generation of technology savvy enthusiasts, while Jaecoo is aimed at performance-driven urban and off-road adventurers.
Present at the re-branding ceremony were Chery Corporate Malaysia executive vice president Leo Chen; Chery Automobile Co. Ltd. chief engineer of product development management and director of pre-research and vehicle architecture institute Dr David Xianqiang Lu; Omoda I Jaecoo Malaysia vice president Emily Lek; and Omoda I Jaecoo Malaysia country director Vincent Bian.
Omoda | Jaecoo would be featuring their line-ups at the Malaysia Autoshow here.
Test-drives of all cars are available including for the J8 SUV, which was previewed in March.
Promotional offers include free service or low-interest loans for the two J7 variants, and extended warranties for the J7 PHEV. Bookings made at the event are eligible for a limited-edition Touch ‘n Go card.
