Interview with Derek Du, Benelux Director of Chery Automobiles

With more than 1.8 million vehicles sold worldwide in 2023, Chery is one of the big fish in the automotive industry. However, it is not (yet) here and is not known to the public either. This should change soon with the first Omoda and Jaecoo, two future Chery brands that will arrive in Europe. Derek Du, Managing Director of Benelux, explained to us the goals of these two manufacturers.

Photo: Omoda E5

What models do you plan to sell in Belgium?

From June, we would like to open our first showroom in Belgium and start the first orders for the Omoda 5. This is a ferry that will be available with a choice of thermal or electric engines. Later, probably from September, we will launch our brand Jaecoo and J7. It is an SUV that, in turn, will be available in hot and hybrid versions.

What segments are you targeting with your brands?

In terms of range and price, we will be close to Korean brands (Hyundai, Kia). We make cars for everyone. Belgian Omoda 5 (and E5) prices will arrive soon but the main technical information is already available on our websites.

Photo: Omoda 5

In China, Chery is the distributor of Jaguar Land-Rover. Will the situation be the same in Belgium?

No, it’s not in the program. Chery is actually the main distributor of these two English brands in China, but we will not have links in Europe. We are planning to open our own business. And why in the future, open our production plant in Europe.

Are you afraid of European tariffs on Chinese goods?

It is a possibility. But are we afraid of it? Nope. In any case, it is a political act that we have no power over and we will have no room for negotiation. It is obvious that we do not want this, but only the future will tell whether Europe will charge us or not. Let’s also point out that these will not be exactly the same cars in China and Europe as European laws are stricter. For example, there are GSR 2 rules (vehicle safety standards) that are not exactly the same in China.