Four Chery brands, three of them built for export, and a Jaecoo that went from nothing to Britain's fastest-growing mainstream marque.
Omoda and Jaecoo are Chery brands sold only outside China, launched in April 2023. Jetour is an older Chery SUV marque from 2018, and Exeed is Chery's upper brand, whose Yaoguang is sold abroad as the Omoda C9. Australia has Jaecoo and Omoda, with Jetour due by early 2027.
Jaecoo was introduced only in April 2023. In 2025 it registered 28,232 new cars in Britain, which, according to SMMT data, made it the fastest-growing mainstream car brand Britain has seen in ten years. Behind it sits Chery, the Chinese manufacturer that has built a family of sub-brands, some of them sold only outside China, to carry its export push.
Omoda, Jaecoo, Jetour and Exeed each aim at a different slice of the market, and many of their cars are Chery models wearing new badges. The Omoda vs Jaecoo question, in particular, comes down to positioning rather than to different cars.
Omoda, Jaecoo, Jetour and Exeed at a glance
| Brand | Started | Where it sells | What stands out |
|---|---|---|---|
| Omoda | 2022 | Outside China only | More premium than the Chery brand; shares dealers with Jaecoo |
| Jaecoo | 2023 | Outside China only | SUVs for export; 28,232 UK registrations in 2025 |
| Jetour | 2018 | China and many export markets | SUVs from mid-size up; 1 millionth vehicle in January 2024 |
| Exeed | Yaoguang launched February 2023 | Yaoguang sold abroad as RX and as Omoda C9 | Sits above Omoda in Russia |
The same car can wear different names in different countries.
Omoda vs Jaecoo: sister brands for export
Omoda and Jaecoo are sister brands that Chery sells only outside China, as part of its export strategy. Both were introduced in April 2023 in Wuhu, Anhui, and the pair, which Chery calls the O&J brands, were given a goal of 1,400,000 sales a year worldwide by 2030, with China excluded. In the same month Chery set up a Chinese sales company, Anhui Omoda Jaecoo Automobile. In many markets the two share the same dealers.
Omoda is the more upmarket of the pair, and positioned above the mainstream Chery brand. The letter O is taken from "oxygen" and "Moda" means modern; the brand trades as Ecoda in Iran. Chery president Zhang Guibing said it will serve a "Fashion Elite" of fashion-oriented customers. Jaecoo's name combines the German word for hunter, Jaeger, with "cool", and it is aimed squarely at SUVs; in Iran it is Lucano. Together they reached 600,000 sales worldwide by August 2025, 27 months after launch, and cumulative sales passed one million by April 2026.
Many of the cars are rebadged
Much of both ranges starts life as a Chery product sold in China. The Jaecoo 7 is a rebadged Chery Tansuo 06 and the Jaecoo J8 a rebadged Tiggo 9, while the Jaecoo J6 EV is a rebadged iCar 03. On the Omoda side, the Omoda 5 is a rebadged Chery Omoda 5, the C7 a rebadged Tiggo 7L, and the S5 a rebadged Arrizo 5 Plus. The Omoda C9, called 9 in some markets, is the Exeed Yaoguang under another name.
Omoda: where it sells and what
Russia was first. Chery announced Omoda as an independent brand for the Russian market in June 2022, with the Omoda C5 as the first product, on sale from October. Chery placed Omoda cars there between its own brand and Exeed, in the upper-middle part of the market, and described them as a "worthy alternative" for buyers of the Japanese and German makes that had paused business in Russia. South Africa got Omoda in April 2023 as a "luxury" brand, sold through Chery dealerships. In May 2023 Omoda in Mexico became independent of Chery, which trades there as Chirey, and the Omoda 5 became the Omoda C5; 70 dealers were planned, shared with Jaecoo.
Western Europe followed in 2024. Omoda entered Spain in March 2024, and in April Chery signed a joint venture with the Spanish company EV Motors to build Omoda cars in a former Nissan factory in Barcelona. The Omoda 5 and electric Omoda E5 went on sale in Britain in May 2024, and Italy saw the Omoda 5 in July alongside Jaecoo.
The range includes the Omoda 5 (C5), with a hybrid version called the SHS-H since 2025, the electric E5, the C7 with a plug-in hybrid, and the C9 with a plug-in hybrid. The Omoda 3, a rebadged Chery Tiggo 3x, is sold only in Morocco. A subcompact Omoda 4 is upcoming, with an Ultra hybrid and an electric version. The Omoda 9, which is the Yaoguang, was launched in Australia on 21 July 2025 in a single Virtue SHS form, a 1.5-litre turbocharged plug-in hybrid with all-wheel drive. New Zealand received the C9 on 3 July 2025, and British sales began in April 2025, in both cases with only the plug-in hybrid.
Jaecoo J7 and the rest of the Jaecoo range
The Jaecoo J7 was one of two models shown at launch, the other being the car later called J8. Sales began in Russia in September 2023, where Jaecoo became the fifth Chery Holding marque after Chery, Exeed, Omoda and Jetour. During 2024 it reached Western Europe, Malaysia, the Middle East, South Africa and Chile. The electric J6 was shown in April 2024, the smaller J5 subcompact was previewed in October 2024, and the J5 EV made its debut in Indonesia in February 2025.
Britain is its biggest success so far. The J7 became available to order in January 2025 through the Omoda-Jaecoo dealer network, and the plug-in hybrid J7 SHS made up 70 per cent of J7 sales that year. Jaecoo was named Carwow Brand of the Year, led British Google searches among Chinese car brands in 2025, and the J5 arrived in 2026 alongside the electric E5. In Spain, 1,318 cars were registered in the first two months of 2026, up 38 per cent, led by the J7 SHS.
In Malaysia the first J7 left the Shah Alam plant, which is dedicated to Jaecoo models, in June 2024, and sales began in July. Thailand started in March 2024, Indonesia on 20 January 2025, and Pakistan in August 2025 through Nishat Automobile, one of the first markets for the J5 SHS hybrid. Italy opened in July 2024 with 49 dealerships.
Jaecoo in Australia and New Zealand
Jaecoo launched in Australia in May 2025 with the J7. The J8 is listed on the Jaecoo Australia website for expressions of interest, and the brand offers an 8-year unlimited-kilometre warranty at launch. New Zealand had the J7 from late April 2025.
Jetour: the older Chery SUV brand
Jetour was launched on 22 January 2018, earlier than Omoda or Jaecoo, with the Jetour X70 on a new chassis called iPeL, short for the intelligent platform of e-network and lightweight. At the Beijing show in April 2018 it previewed the X90 with an electric concept. The name joins "jet" and "tour", which the brand says stands for a convenient journey. The plan from the start was that no model would be smaller than mid-size, with five, six or seven seats and combustion, electric or plug-in hybrid power.
In July 2021 Chery Holding chairman Yin Tongyue said Jetour would be renamed Jetour Automobile and stand on an equal footing with the group's other brands, with a target of 1 million vehicles a year by 2026. In November 2023 Jetour announced a new-energy sub-brand called Shanhai, to consist of eight plug-in hybrids, the first being the Shanhai L9, based on the X90. The 1 millionth Jetour came off the line in January 2024, 65 months after launch, and in April 2024 the brand bought a plant in Fuzhou, Fujian, from Soueast with a capacity of 200,000 vehicles a year.
The current range centres on the compact Dashing, the mid-size Traveller (T2), the compact Freedom (T1), and the X70 and X90. A separate Zongheng line includes the full-size G700 plug-in hybrid SUV and the F700 pickup. The Kunlun platform under the Freedom, Traveller and Dashing supports battery-electric, plug-in hybrid and range-extender SUVs and pickups, while the GAIA platform for Zongheng models stands for Ground Aqua Intelligence Air, aimed at off-road, amphibious use and satellite communications. A concept called the T-3 has four motors, 1,341 hp, 1600Nm and a claimed 1400 km range as a range extender.
Jetour's overseas push
Outside China the brand is sold across the Middle East, the Philippines, Egypt, Indonesia, Malaysia, Russia, South Africa, Nigeria and much of Latin America. It launched in Manila in April 2023, in Pakistan in February 2025 with the Dashing and X70 Plus, and in Malaysia in April 2025 with a locally assembled Dashing. Brazil was scheduled for the first quarter of 2026, and in January 2026 Chery and India's JSW Group agreed that JSW would sell rebadged Chery cars as JSW Motors, the first being the Jetour T2.
For Australia, Jetour announced in May 2026 a fully locked-in entry by early 2027. The planned line-up includes the T1, T2, S06, Dashing, G700 and F700, plus a small electric SUV and a seven-seater that could be named T8.
Chery Exeed and the Yaoguang
Exeed sits above Omoda in Chery's Russian line-up. Its Yaoguang, called RX for export, is a mid-size crossover SUV from Exeed, which sits under the Chery brand, and is sold as the Omoda C9 or 9 in Africa, Asia and Europe. The Exeed Stellar Concept was shown at the 2021 Auto Shanghai, a nearer-production AtlantiX concept followed in May 2022, and the car launched in February 2023. It uses the M3X platform that Chery developed with Magna.
Inside is a curved 24.6-inch dual screen made of two 12.3-inch displays, a head-up display, a panoramic sunroof and a 14-speaker audio system. The front passenger seat has a footrest and five massage modes, and the driver assistance is rated level 2.5 with 21 basic and 11 advanced functions.
The conventional engine is a 2.0-litre turbo with 261 hp and 400 Nm and a seven-speed wet dual-clutch gearbox, in two- or four-wheel drive. On the WLTC cycle it uses 7.6L/100 km in town and 8.1L/100 km on the highway, drag is as low as 0.326Cd and the 0 to 100 km/h time is 8.6 seconds. The plug-in C-DM all-wheel-drive version pairs a 1.5-litre turbo making 105 kW with 340 kW of electric motors for 445 kW combined, and reaches 100 km/h in 4.9 seconds, with 182 km of electric range on the CLTC cycle.
Export versions vary by market. South Africa received the C9 on 11 October 2024 in Inspire (2WD) and Explore (AWD) trims with the 2.0-litre engine and an eight-speed automatic, and the plug-in hybrid joined on 9 June 2025. Malaysia launched it on 6 December 2024 as the Omoda C9 by Jaecoo, assembled at Shah Alam, and added the plug-in model in March 2026 after an initial run of 50 imported units.
What this means if you are buying one in Australia
Two of the four brands are already on sale in Australia. Jaecoo arrived in May 2025 with the J7 and an 8-year warranty, and Omoda arrived with the Omoda 9 plug-in hybrid on 21 July 2025. Jetour has announced a line-up for early 2027. Because many of these cars are rebadged Chery models, the same car can wear different names in different countries: the Omoda 9 in Australia is the Omoda C9 in New Zealand and the Exeed Yaoguang in China.
Where this goes next
Chery's stated target is 1,400,000 annual O&J sales outside China by 2030. In Russia, a new brand called Jeland was announced in February 2026 by AGR Holding and Defetoo, its Chinese partner, to sell locally built Jaecoo models, with production planned for the first half of 2026 and the J7 expected as the Jeland VT7. Jetour's upcoming models include the Zongheng R700 and G900, an electric Huanyouzhe compact crossover and a full-size Traveller 8, and the brand has targeted 1 million sales a year by 2026. Omoda's upcoming Omoda 4 family covers petrol, hybrid and electric versions.
