Chery is introducing a third brand to the Russian market beside Chery and Exeed — Omoda. The plan includes building a dedicated dealer network that will start with about 100 authorized centers in the initial phase, ensuring broad geographic coverage and strong aftersales support. The emphasis is on rapid onboarding and standardized service to create a reliable ownership experience that can scale as demand grows.
With a strategy built around availability and reliability, the company aims to avoid any shortages of sales and service capacity for Omoda. Agreements with selected dealers are expected to be finalized by the end of the summer, signaling a clear push to establish a robust retail footprint. The approach focuses on consistent brand presentation, trained personnel, and a transparent pricing and warranty framework to build trust among customers in the region.
Omoda will occupy a premium niche in the market. The brand targets a higher price segment, positioning its vehicles to compete with established premium names that have faced temporary pauses in Russia. This positioning reflects a deliberate choice to offer stylish, well-equipped vehicles that stand out through design, technology, and a refined ownership experience, appealing to buyers who want luxury-like attributes without compromising on value.
Initially, Omoda will offer three models, consisting of two crossovers and a sedan. The lineup is planned to be introduced with full availability across major urban and regional dealers by the summer timeframe, with a strategy to broaden the range as volumes grow. This phased rollout allows the brand to optimize production, logistics, and aftersales readiness while gathering customer feedback to guide future expansions.
The Omoda C5 crossover will lead the way into showrooms, highlighted by a high-visibility marketing collaboration featuring Olympic figure skating champion Anna Shcherbakova. The vehicle’s design has been shaped by an international team led by renowned designer Steve Hume, whose leadership helped craft a distinct silhouette, premium interior materials, and a tech-forward cabin that emphasizes comfort and driving confidence. The team’s collaboration reflects a global design philosophy aimed at delivering a cohesive Omoda identity across markets.
A visual overview of the Omoda lineup signals a bold departure from the brand’s previous styling cues, signaling a new era for the company as it expands its portfolio and builds momentum in a competitive segment. The presentation emphasizes a balance of sportiness, elegance, and practical refinement, with a focus on safety technologies, connectivity, and a refined driving experience that resonates with today’s informed buyers.