Omoda 5 set to launch in UK with £30,000 price tag

Two new electric car brands are set to arrive in the UK later within weeks with Omoda and Jaecoo confirming the start of sales operations. The Chinese brands, owned by state-owned giant Chery, announced its ambitious plans for its UK operations at a launch event in London. 

Omoda’s first offering for the UK will be the Omoda 5, a mid-size SUV aimed at existing models like the Kia Niro EV and Hyundai Kona. The brand aims to establish itself in the mainstream market, focusing on affordability and practicality. Unlike Chinese rivals BYD, Omoda will launch with a combination of petrol-powered and all-electric models.

The E5 is set to feature a 61kWh battery and a 204 bhp motor driving the front wheels. According to Omoda, it will have a WLTP range of up to 257 miles and DC rapid charging of up to 80kW, a figure that almost all its close rivals can beat. The brand is hoping to the bring the 5 to dealers with a price tag of between £30,000 to £35,000. 

Ahead of the launch, Omoda has set up a European base in Frankfurt where it has developed and refined the chassis of the 5 for European roads. The brand has hired former JLR engineer Peter Matkin to ensure that all new Omoda and Jaecoo models deliver a familiar driving experience. The infotainment systems have also been reworked for the UK and European markets after rivals were criticised for their unintuitive and complicated systems.

Like its domestic rival BYD, Omoda has secured partnerships with established UK dealer groups Endeavour Automotive, Listers, and Peter Vardy, with an initial network of 50 dealerships planned. This network is expected to grow to 100 locations by the end of 2024 and 180 by 2026, suggesting a significant investment in building brand presence.

Omoda's strategy appears to be one of rapid expansion. Bosses aim to outsell the likes of Citroen, Mazda, Dacia and SEAT by the end of 2025 and have a pipeline of smaller (Omoda 3) and larger (Omoda 9) models targeted specifically at European customers. 

Following hot on Omoda's heels will be Jaecoo, which is positioned as the premium arm of Chery. Its debut is planned for summer 2024, with the J7 mid-size SUV expected to be the first model launched. Featuring a larger, more rugged look than the Omoda 5, it will launch initially in plug-in hybrid form with a fully electric version expected later in the year.