How Dongfeng and Chery want to start in Germany

New Chinese brands
How Dongfeng and Chery want to start in Germany

A few Chinese car brands are already on the market in Germany. Two big companies, Chery and Dongfeng, have once again announced their launch. They have some similarities, but there are differences in the sales strategy.

Sales figures for Chinese manufacturers in Germany have so far been low. But the number of brands is growing and growing. Now two new market participants have announced their launch: state-owned companies Chery and Dongfeng. And they have things in common: Both want to start procedures with several brands, both are already in use in other European markets and both do not only come with electric cars. However, they differ in their marketing concept.

Chery chose Spain and Italy as a test market and started sales there. In Germany, the carmaker wants to deliver the first cars from the two brands Omoda and Jaecoo from the second quarter of 2024 – through a network of regular dealers. Jochen Tüting, Managing Director of Chery Europe, announced this in an interview with “kfz-betrieb”. Other markets are to follow. Chery also wants to add a premium electric product with Exlantix. Chery handles sales itself in the nine most important European markets and is currently establishing corresponding subsidiaries. In Germany, Tüting initially expects a dealer network consisting of 80 to 120 sales points and selling both brands under one roof. “We want to communicate quickly with the customer and someone they trust,” says the managing director.