Chery is weighing a sharp turnaround: bringing its export hits OMODA and JAECOO back to China. With home sales falling fast, the automaker is looking to its global brands for a way out.
Chery’s export-only brands OMODA and JAECOO have made fast gains in Europe and other markets. Now, Chery is thinking about selling both brands in China. Just a few years ago, these names were built for buyers outside China. Now, the company is considering bringing them home to help with falling sales.
Chery’s numbers at home have dropped hard. Exports, on the other hand, are booming. In August 2026, Chery sold about 280,000 cars. Only 83,000 of those were sold in China. The rest—196,000—went abroad. For the first eight months of the year, about 70% of Chery’s total sales came from outside China. Domestic sales fell 38.5% compared to the year before. Industry sources say exports now drive Chery Group’s business. By the end of August 2026, Chery’s total exports had passed 7 million vehicles.
In August 2026 alone, Chery exported 196,984 vehicles, marking a 52.1% year-on-year increase in overseas shipments.
This shift is not just about selling more cars. In the first half of 2026, Chery made almost 99 billion yuan (about 12.9 billion euros) from overseas sales. That’s close to 70% of the group’s total income. At the same time, Chery’s main domestic brands—Exeed, Jetour, and Luxeed—each saw double-digit drops in China. Exeed fell 39%, Jetour 10.6%, and Luxeed 22.6%. Gasgoo reports that exports made up about 70% of all sales in the first half of 2026. Chery is now more dependent on foreign markets than ever.
Instead of building new brands, Chery is looking at OMODA and JAECOO, which have already proven themselves abroad. OMODA launched in 2021 and targets young buyers worldwide. JAECOO started in 2022 and is sold as a premium brand outside China. Together, they 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. These brands have become major international players for Chery.
Spain has turned into a key market for both brands. ANFAC registration data shows OMODA and JAECOO had 25,465 registrations in Spain from January to August 2026. That’s an 80.2% jump from the same period last year. They have already beaten their full-year 2025 total and now hold a 3.1% share of the Spanish passenger car market. Across Europe, the trend is similar. By April 2026, the brands had sold more than 250,000 cars in 20 countries and regions. In the UK, they reached 67,971 registrations in the first eight months of 2026. Models like JAECOO 7, JAECOO 5, and OMODA 5 broke into the UK’s top ten bestsellers in August.
Despite the discussion around launching OMODA and JAECOO in China, industry publications emphasize that no final decision has been made regarding the timing, model lineup, or distribution strategy. The scenario is still under review, with no official confirmation from Chery as of September 2026.
Chery has not set a launch date or picked which models to sell in China. The brand’s position at home is still up in the air. But marketing teams are already forming. Chery has reached out to people who have worked at BMW, Mercedes-Benz, and Audi. This shows the company wants to target the premium market. Industry outlets, citing local sources, say Chery is weighing the risks and possible competition inside its own lineup if it brings these 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 kept OMODA and JAECOO out of China to avoid clashing with its other brands. But with the home market under pressure, Chery looks ready to break its own rules to survive.
The rise of Chinese brands in Spain is not just about OMODA and JAECOO. As reported earlier, Chery’s new brand Lepas has also entered the Spanish market. This shows how hard the group is pushing abroad.
Chery’s move to bring its export brands back to China is rare in the car industry. The numbers are clear: global demand is now driving growth, while the home market is shrinking. For Chery, bringing OMODA and JAECOO home is not about pride. It’s about survival. If Chery can match its overseas success in China, it could change how Chinese automakers fight for space in a crowded, tough home market.
