Chery

Chery is a Chinese automotive group currently making headlines due to its expansion into the European market, particularly France and Spain. The company is introducing its Jaecoo brand, aiming to offer consumers new vehicle options. In Spain, Chery aims to sell over 40,000 cars by 2026 through its Omoda, Jaecoo, and upcoming Lepas brands. Furthermore, Chery is involved in reviving the Freelander name, formerly associated with Land Rover, as a sub-brand under its umbrella. This move occurs amidst Jaguar Land Rover's restructuring and electrification efforts. Lionel French Keogh, Chery's commercial director, has been featured in French media discussing the company's strategy and market entry, highlighting the significance of Chery's arrival in the European automotive landscape.