Chinese Automaker Chery Establishes European Design Hub in France
In a significant strategic move for its European ambitions, Chinese automotive giant Chery has chosen France as the home for a new research and development center. This facility, to be located in the Paris region, will be tasked with a crucial mission: designing the next generations of compact vehicles for the European market, specifically for its emerging Jaecoo and Omoda sub-brands.
A Strategic Foothold in the Heart of Europe
This decision underscores the importance of the European market for Chery’s global expansion. By planting its R&D roots in France, the automaker gains direct access to a deep pool of automotive engineering talent, renowned design expertise, and a sophisticated understanding of European consumer preferences and regulatory standards. The center will focus on creating vehicles tailored from the ground up for European drivers, moving beyond mere adaptation of existing models.
Focus on the Jaecoo and Omoda Brands
The new French technical center will primarily serve Chery’s new brand offensive under the Jaecoo and Omoda marques. Jaecoo is positioned as an adventurous, lifestyle-oriented SUV brand, while Omoda targets a younger, tech-savvy audience with crossover designs. Developing these vehicles locally is seen as key to ensuring their relevance and competitiveness in a crowded segment dominated by established European and Asian manufacturers.
Implications for the European Auto Industry
Chery’s investment signals a new phase in the European automotive landscape, where Chinese manufacturers are transitioning from being exporters to becoming integrated local players. This move promises to create skilled jobs in France and intensifies competition, particularly in the high-volume compact SUV and crossover categories. It also highlights Europe’s continued appeal as a center for automotive innovation and design, even as the industry undergoes a profound electric and digital transformation.