Chinese brand comes to the UK with a cut-price family SUV to rival the Ford Kuga
Chery is yet another new brand to the UK, arriving from China with two SUVs: this Chery Tiggo 7 and the seven-seat Chery Tiggo 8.While the Chery brand is new, Chery the company actually already has a significant presence here, through Jaecoo and Omoda.These sibling brands hsave been on the market for only a year, yet their respective 7 and 5 mid-sized SUVs have already grabbed them a combined share of 1.5%.In a market infamous for brand snobbery and suspicion of the unfamiliar, this is unprecedented and astonishing.The Tiggo 7 and Tiggo 8 are closely related to the aforementioned 7 and 5 – same platform, same powertrains, same interior technology – and have similarly head-turning pricing. So, just more of the same?Not quite, because a separate dealership network is being built and each brand has a distinct positioning: Chery is the most affordable and meant to make families happy (the name derives from the word ‘cheery’), while Jaecoo seeks off-roady adventure and Omoda is all about fashion.
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