Chery Automobile plans Japanese market entry amid leading export growth

Chery Automobile is preparing to enter the Japanese automotive market, signaling a strategic expansion into one of the world’s most significant right-hand drive markets. The company plans to introduce its Omoda and Jaecoo brands, which have already achieved cumulative sales of over 1 million units across 77 countries and regions. Omoda focuses on high-tech, stylish crossover SUVs, while Jaecoo targets the luxury off-road segment.

To support this entry, Chery intends to establish an independent dealership network and is considering recruiting local R&D and design talent in Japan. This move represents a significant challenge to established Japanese domestic brands.

In terms of recent performance, Chery continues to lead the Chinese passenger vehicle export market. In July 2026, Chery ranked first in exports with 199,092 units, capturing a 21.7% market share. It is followed by BYD in second place and Geely Auto in third, highlighting a concentrated leadership tier among Chinese manufacturers.