On June 13, 2025, OMODA & JAECOO, the global emerging brand under Chinese automotive giant Chery Group, officially launched a two-week brand roadshow at Westfield the Mall of the Netherlands in The Hague. The event featured the issue of the OMODA 9, a mid-size plug-in hybrid SUV, and announced that the model will officially enter the Dutch market this September. Also on display were the all-electric OMODA 5 EV and the urban off-road vehicle JAECOO 7 SHS, showcasing the innovative strength of China's automotive industry to local consumers.
As a key part of Chery Group's globalization strategy, OMODA & JAECOO is the group's first brand to enter the European market. In 2024, it pioneered localized production in Europe, marking the first time a Chinese automaker has established a manufacturing base on the continent. This concentrated appearance in the Dutch market underscores the brand's philosophy of "rooting in Europe, growing in Europe." Against the backdrop of China's accelerating automotive industry going global, OMODA & JAECOO, with its outstanding product competitiveness and localization strategy, is steadily winning the recognition of European consumers, serving as a vivid testament to the transformation from "Made in China" to "Created in China."
*Wang Zheng (right), General Manager of OMODA & JAECOO Benelux, and Serge Verhoef (left), Manager of Network Development Netherlands, unveil the OMODA 9.*
The newly launched OMODA 9 received widespread acclaim from on-site visitors for its striking exterior and advanced technology configuration. Many consumers expressed that the model's aesthetics and luxurious quality surpass its competitors in the same class, and they are eagerly looking forward to its official launch. The OMODA 9 adopts SHS technology and is equipped with a 3DHT dedicated hybrid engine. It boasts an all-electric range of 145 km and a comprehensive range of 1,100 km. With a powerful all-wheel-drive system that accelerates in just 4.9 seconds, smooth gear shifting, and economical fuel consumption (1.7L/100km combined, 7L/100km in battery-depleted mode), it offers intelligent four-wheel drive for extreme driving control and multi-scenario off-road capability. Equipped with CDC Flybridge chassis, it ensures exceptional comfort across all scenarios, handling any road condition with ease. The OMODA 9 is also packed with numerous technology and comfort features, exuding a strong sense of luxury.
*The OMODA 9*
Positioned as an "urban light off-roader," the JAECOO 7 SHS became a focal point of the event with its modern, muscular design and impressive performance metrics, including a super-long comprehensive range of 1,200 km, ultra-low fuel consumption, and a powerful towing capacity of 1,500 kilograms. Many Dutch visitors who experienced the vehicle commented that it meets both daily family needs and outdoor adventure requirements, aligning perfectly with local consumer expectations.
*The JAECOO 7 SHS with a 1,200 km comprehensive range*
The OMODA 5 EV is a compact SUV powered by the Kunpeng Power 1.6TGDI engine. Its interior features a dual 12.3-inch ultra-wide curved high-definition screen and integrated sports seats. This is the first Chery model fully developed according to the needs of the international market. It was launched at a new car presentation in Prague, Czech Republic, on March 26 this year and represents Chery's entry into the EU market.
*The OMODA 5 EV*
According to Wang Zheng, General Manager of OMODA & JAECOO Benelux, Chery has always been focused on research and development, continuously improving its technology, with the goal of becoming a "leader in plug-in hybrid technology" in the European market. The newly launched plug-in hybrid OMODA 9 utilizes Chery's self-developed "Super Hybrid System" (SHS), which not only represents a technological upgrade but also serves as an effective strategy to circumvent the EU's additional tariffs on Chinese pure electric vehicles. This reflects the increasingly mature export strategies of Chinese automakers navigating product development and trade barriers. Furthermore, Wang Zheng noted, "Dutch design is world-renowned, the Dutch are highly environmentally conscious, and there are many highly skilled immigrants in the Netherlands who want the best-performing car at the best price. Therefore, Chery's technological sophistication, stylish design, and eco-friendly features perfectly match the needs and values of the Dutch people."
*Wang Zheng, General Manager of OMODA & JAECOO Benelux, during an interview*
As more Chinese automakers enter the Dutch market, their overall market share is increasing, and competition among them is intensifying. "We hope to see more good Chinese independent brands enter the Netherlands. We never advocate for price wars. We will only focus on strengthening our core competitiveness, building our network well, bringing more products to the market, and letting consumers choose for themselves. We hope to engage in healthy competition and stand side by side with our peers," Wang Zheng concluded.
The roadshow is being held at Westfield the Mall of the Netherlands, the largest shopping center in the country, with a total area of 117,000 square meters and a constant flow of visitors.
Dwayne Belfor, OMODA & JAECOO's Dutch Market Manager, introduced the design philosophy of the OMODA 9 and stated: "As the most influential commercial landmark in the Netherlands, Westfield Mall attracts up to 15 million visitors annually, providing us with an excellent platform for direct interaction with consumers. This roadshow is not only the beginning of our 90-day brand promotion plan but also demonstrates our commitment to the Dutch market. Over the next three months, we will offer Dutch consumers a comprehensive and immersive brand experience through core shopping mall displays, sponsorships of renowned sporting events, and collaborations with cultural activities."
*Dwayne Belfor, Market Manager of OMODA & JAECOO Netherlands*
Serge Verhoef, the brand's Network Development Manager for the Netherlands, mentioned in an interview: "Currently, we have seven dealers with ten stores, and we plan to reach a total of 20 stores by the end of this year. The feedback from dealers has been very positive. They have noted that in comparative tests against mainstream brands, the brand's new flagship model, the JAECOO 7 SHS, shows significant advantages in energy efficiency, power, and manufacturing quality. We are already receiving a large number of orders and are confident that this model will become a market benchmark in the coming years." He further introduced that, in addition to the existing three models, new vehicles will continue to be launched in September and November, bringing the total to seven this year. In the future, more brands and models under the Chery umbrella will enter the Netherlands.
*Serge Verhoef, Network Development Manager of OMODA & JAECOO Netherlands*
The OMODA & JAECOO roadshow in the Netherlands got off to a flying start. The three new models made their Dutch debut, attracting passersby to stop, admire, and inquire for details. They not only provide new choices for Dutch consumers but also offer valuable experience for Chinese automakers and Chinese enterprises going global, through their advanced technology, stylish design, and the eco-friendly concepts they champion.