Chery going premium with brand




African News Agency


CHERY has captivated the lower end of the South African SUV market, with its Tiggo models currently selling up a storm, but now the Chinese carmaker wants to move into a more premium space with its Omoda brand. The sub-brand was introduced at an event held in Joburg on Monday, and its first product, the Omoda C5, is set to be launched locally in midapril. Unfortunately, no pricing was disclosed at the event, so we’ll have to wait a little longer to find out just how competitive it really is. The Omoda C5’s exterior styling is certainly edgy, with its “diamond matrix” grille that flows into the lights and its wedge-shaped roofline that takes its inspiration from the coupé. The striking exterior panels are formed around Chery’s T1X platform, and the vehicle is powered by a 1.5litre turbocharged petrol engine that produces 147kw and 290Nm. Inside the fully digitised cockpit, you’ll find two 10.25-inch (26cm) screens integrated into a single unit, and there’s also wireless charging, an ambient lighting system that promises near-infinite colour combinations and switchgear that Chery refers to as “intelligent and interactive”. The Chinese carmaker is remaining tight-lipped about the rest of the specifications, but the C5 certainly appears to be a modern and luxurious offering. The Omoda products will be sold through 30 selected dealers that cover all major metros and cities. The Omoda brand has also created what it calls an “O-universe” for customers, who will gain access to O-fashion, O-life, O-lab and the O-club. “In South Africa, as in other countries that have introduced Omoda, we have employed an entirely new team with new ideas to build the Omoda brand and community. Nothing is off the table, and anything goes, as long as our Omoda customers feel the benefit,” said Tony Liu, executive deputy general manager of Chery SA. On that note, the first 100 Omoda buyers will get to enjoy a selection of special gifts, including a R10 000 voucher and a set of Bathu-omoda sneakers, among other merchandise. Although pricing has yet to be announced, the Omoda C5 is now open to order, and customers can register on the Omoda website and pay a fully refundable deposit.