Chery sister brands are stealing sales from Mercedes-Benz and BMW, says CEO

Watch out for Mercedes-Benz, BMW and Audi: Chery’s sister brands Omoda and Jaecoo are coming for your customers.

That’s according to Chery Motor Australia chief commercial officer Roy Munoz, who says the automaker’s premium offerings are enticing Australians to trade in their European luxury models for a Chinese replacement model.

More specifically, Mr. Munoz said Daily Sparkz that buyers are heading over to get behind the wheel of the Jaecoo J8 large SUV and the plug-in hybrid flagship Omoda 9.

“I tend to look at what kind of trade-in we get for the vehicle, and for the J8 and Omoda 9 model series we get a lot of people from the premium segment, so from Audi, BMW and Mercedes-Benz,” he explained.

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“You also have your traditional trade-ins from old volume brands… it’s up to whoever finds the brand appealing.

“We definitely look at who our competitors are in the same segments at similar price points and try to target those customers first. But sometimes when you go fishing, you’re looking for a certain type of fish, but you keep catching a different one.”

“We also look at industry data, but for me the best measure is the trade-ins we receive.”

The Jaecoo J8 and the Omoda 9 both belong to the large SUV segment, which is also occupied by the BMW X5, the Mercedes-Benz GLE-Class and the Audi Q7.

However, the price difference between these alleged competitors is significant. The J8 costs a maximum of $54,990 per car and the Omoda 9 costs $61,990 per car – about half the price of the cheapest German alternative.