Chery is considering selling its export-focused brands OMODA and JAECOO in China after building them for buyers abroad. Their rapid gains in Europe and other markets have coincided with falling domestic sales, prompting the automaker to consider bringing the brands home.
Chery’s domestic sales have dropped sharply, while exports are booming. In August 2026, Chery sold about 280,000 cars: 83,000 in China and 196,000 abroad. In the first eight months of the year, about 70% of its total sales came from outside China, while domestic sales fell 38.5% year on year. Industry sources say exports now lead Chery Group’s business. By the end of August 2026, the group’s total exports had passed 7 million vehicles. Chery Group said it exported 196,984 vehicles in August alone, a 52.1% year-on-year increase in overseas shipments.
The shift extends beyond vehicle sales. In the first half of 2026, Chery generated almost 99 billion yuan (about 12.9 billion euros) from overseas sales, close to 70% of the group’s total income. At the same time, its basic domestic brands faced double-digit declines in China. Exeed fell 39%, Jetour 10.6% and Luxeed 22.6%. Gasgoo reports that exports accounted for about 70% of all sales in the first half of 2026. Chery is now more dependent on foreign markets than ever.
Rather than build new brands, Chery is looking to OMODA and JAECOO, which have already established themselves abroad. OMODA launched in 2021 and targets young buyers worldwide. JAECOO started in 2022 and is positioned as a premium brand outside China. Together, the brands sold over 160,000 cars in 2023. By the Beijing Auto Show in 2026, their combined global sales had topped one million. OMODA & JAECOO say they are aiming for one million sales a year by 2027, making them major international players for Chery.
Spain has become a basic market for both brands. ANFAC registration data shows OMODA and JAECOO recorded 25,465 registrations in Spain from January to August 2026, an 80.2% increase on the same period last year. They have already surpassed their full-year 2025 total and now hold a 3.1% share of the Spanish passenger car market. The trend is similar across Europe: by April 2026, the brands had sold more than 250,000 cars in 20 countries and regions. In the UK, they recorded 67,971 registrations in the first eight months of 2026. In August, the JAECOO 7 and JAECOO 5 joined the OMODA 5 in the UK’s top ten bestsellers.
Chery has not set a launch date or selected which models to sell in China. As of September 2026, no final decision had been made on launch timing, Automotive World reported. The model lineup and distribution strategy were also undecided. The brands’ position in the domestic market remains uncertain, but marketing teams are already taking shape. Chery has approached people who have worked at BMW and Mercedes-Benz, as well as Audi, signaling its aim to target the premium market. Industry outlets, citing local sources, say the company is weighing the risks and possible competition within its own lineup if it brings the export brands home.
If Chery moves forward, its domestic lineup would grow to seven brands: Exeed, iCar, Jetour, Chery, Luxeed, OMODA and JAECOO. Until now, Chery has kept OMODA and JAECOO out of China to avoid clashing with its other brands. With the home market under pressure, the company appears ready to break its own rules to survive.
The rise of Chinese brands in Spain extends beyond OMODA and JAECOO. As reported earlier, Chery’s new brand Lepas has also entered the Spanish market, adding to the group’s push abroad.
Chery’s plan to bring its export brands back to China is unusual in the car industry. Global demand is driving growth as the domestic market shrinks. For Chery, bringing OMODA and JAECOO home has become a survival strategy. If the company can match its overseas success in China, it could change how Chinese automakers compete for space in a crowded, tough home market.
