Omoda & Jaecoo: New focus on expanding the dealer network
Image: Chery
Omoda and Jaecoo, part of the Chinese Chery Group, are reorienting the expansion of their German dealership network. After reaching 50 dealerships, focus will now shift more toward the quality and financial strength of partners rather than rapid coverage. Fixed targets for the number of dealerships and sales by year’s end are taking a backseat with this new strategic focus.
Through Auto Geissel Vertriebs GmbH, Omoda & Jaecoo Deutschland has acquired its 50th retail partner. Alone in July, 15 new partners were added, the highest number for any single month to date. Nearly all major German metropolitan areas are now covered, including Munich, Hamburg, Düsseldorf, Frankfurt, Leipzig, Cologne, and Stuttgart. A suitable partner is still being sought in Berlin.
“From mass to quality”
The retail network is intended to grow “targeted, healthy, and sustainably” in the future. Eric Zheng, head of Germany, emphasizes: “It’s not just the number of locations that determines our success, but the quality and strength of each individual partner.” Michael Mandery, head of sales and retail network development, adds: “Instead of focusing on speed, we will prioritize substance going forward.”
The company is seeking partners who are financially stable and can fit well with Omoda & Jaecoo in the long term. According to the company, it doesn’t matter whether they are large retail groups or smaller, family-owned businesses. As a reference, Mandery cites the networks in the UK and Spain, which have been recognized for their profitability and high retailer satisfaction.
In addition to its retail network, Omoda & Jaecoo has already established after-sales structures in Germany before the vehicles went on sale. This includes a central warehouse in Rhineland-Palatinate as well as partnerships with logistics and service providers such as Kuehne+Nagel. With 99 percent parts availability, required spare parts are typically delivered to retailers within 24 hours.
A nationwide network of qualified contract partners is intended to ensure local service, with the workshop partners receiving their own training for the vehicles. This is supplemented by a seven-year manufacturer’s warranty and 24/7 roadside assistance. The Jacobs Group has been involved as a trading partner since this summer with its location in Aachen. Additional locations of the group are set to follow.
Chery is bringing the Omoda and Jaecoo brands to Germany this year. Both belong to Chery International, the international arm of the company founded in 1997 in Wuhu. Chery has claimed the title of China’s largest automobile exporter for 23 consecutive years, selling around 2.8 million vehicles in 2025. Omoda and Jaecoo were developed as separate brands in 2022, targeting more mature and discerning markets, while Chery’s core business traditionally focuses on affordable mobility for mass markets. The launch in Germany will feature hybrid models as well as a fully electric model.
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Thomas Langenbucher is an expert in electromobility with professional experience in the automotive industry and finance sector. Since 2011, he has been covering electric vehicles, sustainable technologies, and mobility solutions for ecomento.de. Learn more.
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