Chinese manufacturer Chery announced its direct entry into the Italian market with its own brand. The move comes after the renewal of a cooperation agreement with DR Automobiles Groupe, a company with which it has maintained a partnership for more than 20 years. From now on, Chery will have a dedicated sales network and independent portfolio in the country.
The new contract maintains the supply of models to DR, which continues to assemble them at its factory in Macchia d’Isernia, in the Molise region. At the same time, both companies gain the freedom to explore commercial opportunities autonomously. The measure represents an important step in the structured expansion of Chery into Europa.
The partnership between the two companies began in 2007, when DR began to import and assemble Chery vehicles with its own visual identity. With the updated agreement, signed in January 2026, the industrial relationship remains solid, but opens up space for parallel operations in the same market.
History of the partnership between Chery and DR
The collaboration between Chery and DR Automobiles has been consolidated over two decades. Desde the beginning, the Italian company imported assembly kits from the Chinese company and finished the vehicles on European soil.
This strategy allowed DR to offer affordable models with a design adapted to local tastes. The Macchia d’Isernia factory continues to be responsible for assembly, ensuring jobs in the region and compliance with European production standards.
Available models and brand differentiation
Chery arrives at Itália with lines already consolidated in other European markets. The Omoda and Jaecoo brands lead the initial portfolio, focused on crossover SUVs with hybrid and electric options.
DR maintains its own range, based on Chery platforms, but with a distinct visual identity. Consumers will have access to two parallel offers, expanding options in the affordable vehicle segment.
- Omoda 5: compact SUV with electric and hybrid versions
- Jaecoo 7: mid-size model with intelligent all-wheel drive
- Future arrivals: premium-focused Exlantix and Lepas lines
Distribution network and commercial plans
Chery constitutes an exclusive dealership network throughout Italy. The process of recruiting commercial partners is already underway in the main regions of the country.
DR preserves its current sales structure, consisting of more than 100 points in the country. The coexistence of the two networks aims to serve different consumer profiles without direct internal competition.
The expansion includes dedicated technical assistance centers. Chery invests in training local teams to ensure global standards of after-sales service.
Context of Chinese expansion in Europa
The direct entry of Chery into Itália reflects the accelerated growth of Chinese brands on the European continent. The country represents one of the most traditional markets in the global automotive sector.
Asian manufacturers have seen a significant increase in participation in recent years. The combination of advanced technology and competitive prices attracts consumers looking for alternatives.
Chery is among the largest exporters of China vehicles. The company maintains factories in several countries and exports to more than 80 global markets.
Technical details of the main models
The Omoda vehicles arrive with state-of-the-art batteries and a range of more than 400 kilometers in electric versions. Driver assistance systems include Level 2 autonomous driving.
The Jaecoo line prioritizes moderate off-road capability with plug-in hybrid engines. Combined power reaches up to 317 horsepower in some configurations.
Both ranges undergo rigorous Euro NCAP safety testing. Recent results demonstrate performance in line with the strictest European requirements.
Market positioning strategy
Chery adopts competitive prices to quickly gain share in the mid-range segment. The brand avoids direct confrontation with traditional premiums and focuses on added value.
The DR continues to be positioned as an affordable option with partial Italian production. The differentiation allows the two companies to serve different segments of the public.
The first commercial launches occur throughout 2026. Showrooms exclusives open in cities such as Milão, Roma and Turim in the coming months.
Customer support infrastructure
The Chery network includes experience centers in regional capitals. The spaces have test drive areas and digital vehicle configuration.
The after-sales service operates with parts imported directly from the headquarters. Component delivery times maintain the company’s global standard.
The training of local technicians takes place in partnership with Italian institutions. The program guarantees specific knowledge of the technologies embedded in the models.
Outlook for the Italian automotive market
The Italian sector records an accelerated transition to electrified vehicles. Sales of hybrid and electric models will grow by more than 30% in 2025.
Chinese brands occupy space left by some traditional ones in entry and mid-range segments. The diversity of options benefits consumers with greater choice.
The Chery contributes to this dynamic with a complete portfolio of powertrains. The offer ranges from gasoline to fully electric options.
The arrival of the own brand reinforces the consolidated Chinese presence through local partnerships. The hybrid model between external production and European assembly gains a new configuration with commercial autonomy.
Benefits of dual presence in the country
Italian consumers access a greater variety of modern SUVs at affordable prices. Competition between the Chery and DR lines stimulates commercial offers.
The maintenance of the factory in Macchia d’Isernia preserves the local production chain. The unit continues to operate at full capacity with DR models.
The dual strategy maximizes market coverage without cannibalization. Cada brand meets specific design and technology demands.
