Chinese automotive giant Chery is adapting its global strategy to capitalize on recent shifts in Canadian trade policy. By operating multiple distinct brands, Chery can pivot its Canadian presence without the high costs of rebranding a single entity.

Canada's Trade Policy Fuels Chery's Multi-Brand Approach

The Canadian government's push for higher prices on electric vehicles (EVs) has created an opportunity for Chery. The company can now deploy higher-priced models from its premium brands to fill the affordable sub-$35,000 EV price range, maximizing revenue under favorable tariffs.

Chery's Diverse Brand Portfolio

Chery has evolved from a single domestic Chinese automaker into a multi-brand group targeting various segments, including mainstream, premium, EV, off-road, export, and luxury markets. Some brands are globally focused, while others primarily serve the Chinese market.

Key Brands in Chery's Portfolio

  • Omoda: A global 'neo-tech' brand targeting youth with crossover models like the Omoda C5, popular in Europe, Southeast Asia, Latin America, the Middle East, and Oceania.
  • Omoda (Premium & Rugged): Focuses on SUVs with upscale styling and off-road branding, often marketed alongside Omoda under the 'O&J' strategy.
  • Exeed: Chery's premium and near-luxury division, competing with brands like Geely's Lynk & Co. and entry-level premium Japanese and European offerings.
  • Kaiyi: A domestic EV and lifestyle-oriented sub-brand aimed at younger buyers due to its affordability and compact size.
  • Jaecoo: An upscale lifestyle brand expanding aggressively in export markets.
  • iCAR: A domestic EV and lifestyle-oriented sub-brand designed to meet regulatory demands for 'affordable mobility'.
  • Freelander: A 50:50 joint venture with Jaguar Land Rover (JLR), part of Chery's current portfolio.

    • Future Plans: Global Intelligent BEVs and Pickup Trucks

    Chery is focusing on a new lineup of global intelligent battery electric vehicles (BEVs) and plug-in hybrid electric vehicle/rechargeable electric vehicle (PHEV/EREV) pickup trucks. The R08 Pro and 'Himla' models are set to launch in late 2025 and 2026, following Geely's introduction of the Riddara pickup truck.

    Canada as a Strategic Market

    Entering the Canadian market allows Chery to expose more of its brands to North America. This is particularly significant as Chery's initial foray into Canada did not achieve the desired success. The multi-brand strategy is poised to enhance Chery's presence and competitiveness in the region.