Chery, the Chinese car manufacturer, is ramping up its offensive in France by hiring a former Hyundai executive. With the imminent launch of its Omoda and Jaecoo models, the stakes are high: to establish a lasting presence in an increasingly competitive European market.
A Leader to Transform Chery in France
To establish itself quickly and sustainably, Chery has appointed Lionel French Keogh, former president of Hyundai France, as Commercial Director. His role, effective from 3 March, marks a crucial shift in the brand’s strategy. Keogh is tasked with overseeing the introduction of new models, particularly the Omoda and Jaecoo SUVs, which are set to hit the French market in the coming weeks. Essentially, Chery is relying on a local market expert to navigate a complex environment.
The Jaecoo 7: A Strategic Launch
The Jaecoo 7, a compact plug-in hybrid SUV measuring 4.5 metres, is at the heart of this initiative. This model is expected to bolster Chery’s presence in France, where it is offered at a competitive price of around €35,990. This attractive price comes with a 7-year or 150,000 km warranty, a significant advantage to attract potential buyers. In practice, this approach could appeal to French consumers seeking value, especially against often pricier European competitors.
A Well-Oiled Strategy to Conquer Europe
Chery is not entering France empty-handed. The Chinese group is already present in 120 countries and sold 2.8 million vehicles in 2025. In Europe, it has sold 200,000 models in the last two years, demonstrating a well-tuned strategy. Furthermore, the opening of an electric vehicle production site in Spain in 2024 reinforces its legitimacy on the continent. This allows Chery to reduce logistical costs and increase responsiveness to market needs.
Clear Ambitions for the French Market
With the arrival of Lionel French Keogh, Chery aims to leverage his experience to structure profitable growth in France. According to Hanbang Yu, CEO of Chery Group in France, the goal is clear: to establish a lasting presence in one of Europe’s most demanding markets. Keogh will need to develop the distribution network while enhancing customer experience and after-sales service. This is an ambitious yet essential challenge to win the trust of French consumers, who are often sceptical of unknown brands.
Strengthening the Network and Customer Experience
Chery’s priorities under Keogh’s leadership include expanding the distribution network and ensuring an excellent customer experience. “Establishing a group in France requires method, consistency, and proximity to the network,” he emphasised. This raises a crucial question: how will Chery differentiate itself from established players like Renault or Peugeot? The answer likely lies in a customer-centric approach and high-quality after-sales service.
Could This Transform the French Automotive Landscape?
Chery’s approach could disrupt the French automotive landscape. By offering models that are both competitively priced and backed by an attractive warranty, the Chinese brand could capture consumers seeking alternatives to traditional brands. It remains to be seen whether this offensive will be sufficient to compete with the strong competition in an already saturated market.
In Summary
- Chery appoints Lionel French Keogh to lead its development in France.
- The launch of the Jaecoo 7 SUV is on the horizon with an appealing equipment-price ratio.
- The group sold 200,000 vehicles in Europe in the last two years.
- Local production in Spain reinforces its European strategy.
- Keogh must structure the network and improve customer experience to succeed.
In conclusion, Chery’s strategy in France could redefine consumer expectations regarding Chinese brands. If it can establish a solid reputation and meet market demands, Chery could become a key player in the coming years. For potential customers, this means more options to consider while facing increasing competition in the French automotive market.
