Chery Group expands global presence with multibrand strategies in Italy, Argentina, and Romania

The Chery Group is significantly expanding its international footprint through new brand structures and product launches in Europe and South America.

In Italy, the company has transitioned its local subsidiary from Omoda & Jaecoo Automotive Italy to Chery Italy S.r.l. This shift supports a multibrand strategy involving five distinct brands: Omoda, Jaecoo, Chery, Lepas (arriving in 2026), and iCaur (expected in early 2027). The move follows rapid growth, with Omoda and Jaecoo recording over 28,000 registrations in the first eight months of 2026.

In Argentina, Chery and its Omoda & Jaecoo division are strengthening their presence at the Expo Auto Chino. The company is introducing several electrified models, including the Omoda 5 and Jaecoo 7, and expanding its lineup with the HIMLA pickup and the Arrizo 8 CSH Luxury. Chery operates in Argentina through a direct subsidiary to ensure long-term market stability.

Additionally, the Lepas brand, part of the Chery Group, has officially launched operations in Romania. Partnering with the Materom group, Lepas is establishing a dealership network starting in cities like Sibiu and Bucharest, with plans to expand to 24 centers by 2027.