China's Chery Automobile Officially Plans Entry into Japanese Market… 'Omoda' and 'Jaecoo' Brands Likely

*This content was translated by AI.

On the 20th, China's Chery Automobile announced it is officially considering entry into the Japanese market. Local media reported that Chery had previously expressed its intention to enter the Japanese market during an online brand preview held for Japanese media on August 13.

Established in 1997, Chery Automobile is a large-scale enterprise with over 150,000 employees. As of 2025, the group's revenue reached 30 billion yuan (approximately 686 billion won), and it operates in more than 130 countries and regions worldwide. Notably, Chery has maintained the number one position in exports among Chinese automobile brands for 23 consecutive years, securing a global market share of 4.1% as of the first half of 2026. The cumulative number of global users has surpassed 20 million.

The brands prominently featured by Chery Automobile for its Japanese market entry are 'Omoda' and 'Jaecoo'. Omoda is a future-oriented crossover brand targeting the younger generation, with models 'O5', 'O7', and 'O4' forming its lineup. Jaecoo is a premium SUV brand emphasizing off-road performance, with key models including 'J5', 'J7', and 'J8'. Both brands have already undergone validation not only in China but also in various overseas countries; as of April 2026, cumulative sales for Omoda and Jaecoo abroad exceeded 1 million units.

To target the Japanese market, Chery Automobile plans to introduce various powertrains, including HEV (Hybrid Electric Vehicle), PHEV (Plug-in Hybrid Electric Vehicle), and EV (Electric Vehicle). Judging Japan as a crucial right-hand drive market, Chery Automobile also intends to build its own sales network. Unlike approaches where importers and dealers partner with local companies, Chery will establish an independent sales network. Additionally, to contribute long-term in Japan, the company plans to actively recruit Japanese professionals in research and development (R&D) and design fields.

A Chery Automobile representative explained the background of market entry, stating, "Based on our trust in the Japanese market, we aim to provide products that have been verified over time to Japanese consumers." With this official entry into Japan, Chery Automobile is expected to strengthen its global portfolio and further solidify its position within the Asian market.

Meanwhile, on the 2nd, Chery Automobile held a strategic investment signing ceremony with KG Mobility (hereinafter 'KGM') at the Seoul Namsan Hyatt Hotel. The core of the agreement involves KGM receiving technology transfers, including platforms and various architectures, while Chery Automobile invests $75 million (approximately 108.4 billion won) through the purchase of convertible bonds.

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*This content was translated by AI.