Chinese car brands promise game-changing speed: “We build a car in half the time” – should Europe be worried?

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• A New Challenger: OMODA & JAECOO on the Move
• Speed as a Weapon: Halving Development Time
• Smart Strategies: Making Europe Home Turf
• Not Just Cars—A Digital Experience

Ready, set, assemble! China’s car industry is stepping on the accelerator in Europe, bringing game-changing speed and strategy to the party. Enter OMODA & JAECOO, two ambitious newcomers already giving industry veterans sweaty palms. Should Europe be worried? Well, let’s just say some established executives might want to check their rear-view mirrors a little more often.

A New Challenger: OMODA & JAECOO on the Move

Europe’s automotive landscape is bracing for the arrival of OMODA & JAECOO, fresh-faced sub-brands under Chinese giant Chery. At the helm is Lilian Xiong, who wears both the Vice President and CEO hats for these labels—and, clearly, likes to keep things moving fast. Xiong is convinced they’ve cracked a winning formula: rapid development, attractive pricing, and uncompromised quality. Bold claims? Absolutely. But the numbers behind them are just as striking.

Speed as a Weapon: Halving Development Time

Buckle up: when Xiong talks speed, she means real speed. According to her, while most European manufacturers spend six to eight years developing a car, OMODA & JAECOO can do it in just three to four—slashing the timeline in half. This, she states, allows Chery to react quickly to market trends and bring new technologies to customers at lightspeed. In an industry where agility is usually measured in years, not months, such a tempo could indeed turn heads—and shake things up.

Smart Strategies: Making Europe Home Turf

• Chery has partnered with Ebro at the old Nissan factory in Barcelona—a strategic move that lets them manufacture cars on European soil.
• This approach avoids hefty import tariffs, cuts down on costly overseas transport, and makes pricing far more attractive for European buyers.
• The result? More competition for established carmakers, but no compromises on fit, finish, or features.

OMODA is targeting young buyers with its crossover lineup and futuristic design, while JAECOO aims for those seeking tougher-looking SUVs with undeniable off-road vibes. Sure, these names are still (relatively) unknown across the continent, but the ambitions behind them are anything but modest.

Not Just Cars—A Digital Experience

Gone are the days when horsepower alone closed the deal. As Xiong points out, for the new generation, software and experience matter just as much as engines. Chery isn’t just joining the rush; it’s synchronizing with the very trend that’s reshaping the industry: infotainment systems, seamless digital connectivity, and ecosystems so slick you could skate on them.

• Chery’s European strategy is built on more than hardware—it’s pushing hard on digital functions and an immersive user experience.
• This reflects a wider consumer shift: increasing numbers make purchase decisions based on a car’s technology, not just its mechanics.

Of course, let’s address the copycat whispers. Xiong brushes off the label entirely, but she acknowledges that OMODA & JAECOO have drawn inspiration from other youthful brands located in Barcelona, namely SEAT and CUPRA. Compact SUVs? Sporty looks? Vibrant, youthful vibes? The similarities might be clear, but Chery’s approach is about forging its own path at an unmistakable pace.

The way forward, Xiong says, is crystal clear: fully electric models and plug-in hybrids form the sharp end of their European attack. With blazing development speed and assembly lines already churning in Spain, Chery is making moves to plant roots deep within the European market’s core. Their toolkit—a unique blend of agility, innovation, and, yes, local production—could see them settle in for the long haul.

Meanwhile, for well-established brands, the challenge is no longer just about defending market share—it’s about preparing for a whole new tempo. OMODA & JAECOO might be newcomers, but they bring the speed, resources, and shrewd planning that just might keep the competition awake at night. The message is clear: the race is tightening, and the rules are being rewritten. Fasten your seatbelts, Europe. The next lap starts now.