Chery arrives in France: after Omoda and Jaecoo, the parent brand goes on the attack

We knew the Chinese wave was coming, and now it's truly breaking on our shores. On September 1, 2026, Chery officially announced its arrival in France — not tiptoeing in, but with an already substantial network and the stated ambition to blanket the country within a matter of months. When a brand that was still unknown two years ago opens dozens of dealerships in one fell swoop, it's no longer a test run: it's an offensive.

The quiet giant behind Omoda and Jaecoo

Chery is no rookie. China's top automotive exporter for over twenty years, the group first tested the European waters with its two satellite brands, Omoda and Jaecoo, launched here last spring. Five months later, it's sending its historic namesake brand into the fray. The logic is clear: first establish lifestyle-oriented brands, then roll out the more mainstream parent brand once the network has gained traction.

And that network is moving fast. Chery already claims 56 operational points of sale at launch, run by 36 investors, with the ambition of reaching 90 locations before year's end. Next year, the brand is aiming for a full 200 points of sale, matching what it's promising for Omoda and Jaecoo. For a manufacturer that seemingly came from nowhere, the network is falling into place at a pace few European brands could match.

Two hybrid SUVs to kick things off

On paper, the product strategy boils down to two letters attached to each model: CSH, for Chery Super Hybrid. The launch rests on two SUVs, the compact Tiggo 7 and the family-oriented Tiggo 8, both electrified, ahead of the announced arrival of a smaller Tiggo 4 in the following weeks. Chery has chosen not to play the all-electric card for its debut, opting instead for hybrid power, a more reassuring choice for families still hesitant to make the leap.

The Tiggo 7 CSH is a perfect illustration of this recipe. The brochure lists two powertrains: a standard hybrid delivering around 204 combined horsepower with a claimed fuel consumption of 5.7 liters per 100 km, and a plug-in hybrid that goes further still. The latter claims up to 90 km of all-electric range on the WLTP cycle, a combined range of up to 1,200 km, and fuel consumption of 2.4 liters per 100 km once the battery is depleted. Enough to cover daily commutes without plugging in, while keeping the combustion engine on hand for long-distance trips.

The bigger Tiggo 8 follows the same philosophy in a more generously sized package, built for larger families and longer journeys, while the Tiggo 7 targets the heart of the compact SUV market. This choice of hybrid over full-electric isn't just a matter of preference: since the European Union imposed additional tariffs on 100% electric vehicles imported from China, hybrid and plug-in hybrid models escape the surcharge. Chery is thus positioning its pieces on ground where Chinese electric rivals find themselves at a disadvantage, all while catering to a French clientele still attached to the flexibility of combustion power.

The wallet-friendly argument, and the peace-of-mind one

Where new Chinese entrants really hit hard is on pricing, and Chery is no exception. The brand is pushing tight pricing, backed by current incentives and rebates, and above all a warranty that stands out: seven years or 150,000 km. At a time when many European manufacturers stick to three or five years, that argument carries real weight in reassuring a wary buyer discovering an unfamiliar name.

As for styling, it's working to establish an identity. The Tiggo 7 sports an octagonal grille that Chery hopes to turn into a signature design element, sleek headlights, and a cabin dominated by a large curved screen, with an optional Sony sound system. Nothing revolutionary, but a level of finish and equipment that, for the price, outshines many established rivals.

A card to play on the ground

The real unknown remains trust. A brand isn't built on a spec sheet alone; it's built over time, through resale value, the quality of after-sales service, and the density of its network. That's precisely why these dealerships springing up across the country matter just as much as the cars themselves. Chery isn't just showing off SUVs: it's laying the foundations for a lasting presence. The bet has been placed, and it will take time, season after season, to see if it goes the distance.

Want to know more? Find all the Chery Tiggo 7 brochures available for free download on Brochure Auto.