Chinese automaker Omoda sets sights on luxury market with debut car brand
It's got to sting, following China's electronic auto industry's relentless march towards electrification, only to find the key players stealthily switching focus to create some of the world's top-tier hybrid drive systems. This dual strategy is exemplified by Chery's surprising ascent from a small engine manufacturer to a juggling act involving multiple brands and powertrains.
Take the Jaecoo 7, a modestly capable but budget-friendly hybrid SUV, defying recent trends by offering both electric and gasoline versions. Jaecoo, a pseudo-European name born from a clash of the German word for 'hunter' and the evergreen brand moniker 'cool', is one of Chery's more mass-market labels. At the other end of the spectrum lies Omoda, making its UK debut with the Omoda 9, a mid-sized SUV targeting Audi's Q range, BMW X series, and even entry-level Range Rovers.
The market positioning of Omoda is evident in the venue for its launch: a lavish modern residence near the Solent in England. The setting reeks of modernist splendor, where grand homes strive for sophistication but lack architectural soul. Instead, it gleams like a superyacht, perpetually requiring maintenance to maintain its gleam, true to its maritime heritage.
Although advertised as a luxury brand, Omoda boasts a price point synonymous with the ultra-high-end. In the UK, it sells three models, all SUVs/crossovers, the conventional 5, the electric pure 5E, and the fresh 9. Coming soon is the Omoda 7. The latter two are so-called 'super hybrids', combining a relatively small 34kW battery with a petrol engine. Thanks to clever management of battery level and combustion output, the Omoda 9 boasts a staggering combined range of over 700 miles, along with a 90-plus mile EV-only range.
Upon first glance, the busy front end steals the show. All Omodas feature intricate grilles, a testament to the company's 'scientific design' ethos. To illustrate this, the Omoda team might casually refer to Star Wars imagery, drawing comparisons to the sleek black and white Facist Empire's designs.
The grille echoes Peugeot's more extravagant facial features, and is framed by 134 LED beads for headlights, daytime running lights, and additional decorative elements. Another disputable comparison is flashed, with the rear rooftop spoiler appearing inspired by Russian fighter jets, sporting exhaust pipes similar to their afterburners.
Chery seemingly manages to pull one over on the competition. Since its inception in 1997, the company has developed engines, eventually branching out into automobiles. After a rocky start marked by intellectual property lawsuits and cars reminiscent of Western influences, Chery now possesses expertise in internal combustion engines (ICE), batteries, hybrids, hydrogen fuel cells, and hydrogen-powered vehicles. As a result, it can nimbly navigate global markets, deftly sidestepping legislative uncertainties and swiftly adapting to changes in consumer demand. This ability to adapt quickly is bolstered by factories that allegedly feature 97% automation.
The branding battle is the final hurdle for Chery, the finishing line it must cross to reach parity with age-old vehicle manufacturers. While lineage is an essential asset for legacy brands, it can also act as an encumbrance. Beginning with a clean slate and a blank canvas, instead of clinging to a century's worth of history and a portfolio of dilapidated assets, it's far easier to innovate.
One of Chery's core innovations is the Dedicated Hybrid Engine and Transmission system, demonstrating that ICE development is still a viable, eco-friendly alternative to pure electric vehicles.
Omoda brands itself as 'youthful and dynamic', catering to tech-savvy Gen Z consumers, digital natives who value constant connection and emotional engagements mediated by technology. The company's approach combines commodification and gamification, offering the full package in one go instead of requiring customers to level up via expensive upgrades.
The Omoda 9's standard tech lineup is impressive, marketed as a 'harmonious digital space'. The dashboard unites two info screens with physical buttons for seating and climate control. All seats are both heated and cooled, with the rear reclining for comfort. The driver gets a head-up display, while sound comes courtesy of a 14-speaker Sony audio system, with speakers embedded in headrests for added effect.
Tailoring the vehicle is a cinch, from adjusting boot height (ideal for those with low-ceilinged garages) to picking a custom color for mood lighting, to setting the amount of battery charge you want at journey's end.
A laundry list of Advanced Driver Assistance Systems (ADAS) functions can be consolidated onto a single shortcut button for quick disabling, and the familiar pesky voice assistant learns to distinguish between different voices over time. The car's air monitoring system automatically closes the vents in high pollution zones like tunnels and city centers, while the comprehensive camera setup includes warning lights for the rear to stop doors from opening onto oncoming vehicles or cyclists.
In summary, the Omoda 9 comes packed with features, providing a well-stacked and loaded car for a competitive price. As we revisit this generation of electric and hybrid vehicles in a decade, it will be intriguing to see how well everything holds up, beyond the slightly finicky voice control system and the now omnipresent kaleidoscope of lighting options found in everything from fairy lights to high-end SUVs.
Michael Duerr, Omoda's design chief, emphasizes the brand's far-reaching aspirations. "There's no limit," he says. "We look at true luxury cars like Rolls-Royce and Bentley. In China, customers want to leapfrog premium altogether. We're always pushed to go further." Describing the interior as a "blank canvas for digital technology", Duerr and his team aim to create vehicle interiors that resonate with customers. "We want to score on ergonomics and space, not overload [passengers]", he says, "we also don't want to just copy other car brands. We look to architecture and fashion - especially Chinese fashion - as well as art. We really want customers to make a conscious decision to buy a Chinese car."
Chery's portfolio effectively illustrates the chasm between high-end and budget offerings. Omoda, a composite name with fashion connotations, is marketed alongside Jaecoo in Europe. Headquartered in Wuhu, about 300km west of Shanghai, Chery continues to produce automobiles under its own name, offering a diverse lineup including the Arrizo saloons, Tiggo SUVs, and the recently unveiled Lepas line, "designed for the next-generation urban elites."
Beyond its impressive specifications and eloquent marketing rhetoric, the Omoda 9 isn't particularly revolutionary in terms of design. A generic SUV, it is hard to distinguish from its competition, with its short front overhang and elongated rear marking the current trends in the sector. It is more appealing in profile, where the wheel placement does not feel out of balance due to the tall front and rear elevations.
- The relentless focus of China's electronic auto industry on hybrid drive systems is evident in companies like Chery, who are also developing electric vehicles.
- In addition to marketing budget-friendly hybrid models like the Jaecoo 7, Chery is also targeting luxury consumers with brands like Omoda, as shown by the launch of the Omoda 9, which competes with high-end brands like Audi, BMW, and Range Rover.
- The Omoda 9 features a unique design, with intricate grilles reminiscent of the sleek designs of the Star Wars' Facist Empire, headlights made up of 134 LED beads, and a rear spoiler that appears inspired by Russian fighter jets.
- Chery is rapidly adapting to changes in consumer demand and navigating global markets with ease, thanks to its expertise in various powertrains, such as internal combustion engines, batteries, hybrids, hydrogen fuel cells, and hydrogen-powered vehicles, and factories that allegedly feature 97% automation.
