Chinese manufacturer Chery has officially entered the competitive Itália automotive market directly, establishing its own sales network and an independent vehicle portfolio. The strategic decision marks a new phase in the relationship of more than two decades with local partner, DR Automobiles Groupe, which will continue to assemble Chinese brand vehicles in its industrial plant.
This move represents a calculated step in the structured expansion of Chery across the European continent, positioning its brands Omoda and Jaecoo directly to the Italian consumer. The new agreement, signed in January, allows both companies to operate autonomously commercially, while industrial cooperation remains solid and active.
With the new configuration, Italian consumers will have access to two distinct product lines originating from the same technological base. The DR Automobiles will maintain its range of vehicles with its own visual identity, while the Chery will introduce its global models, significantly expanding the options in the SUV and electrified vehicle segment.
The reconfiguration of the strategic alliance with DR
The collaboration between Chery and DR Automobiles, which began in 2007, was fundamental to the introduction of Chinese automotive technology at Durante years, the Italian company imported components and assembly kits (CKD) from Essa strategy allowed DR to offer cost-effective models with a design adapted to local preferences. The agreement renewed in 2026 preserves this industrial base, guaranteeing the continuity of operations at the Italian factory and the maintenance of jobs. Contudo, the main change lies in the commercial autonomy granted to both parties. Chery can now build its own brand image and dealership network, while DR gains the freedom to explore new market opportunities without the constraints of exclusivity. Essa restructuring transforms an import and assembly partnership into a more complex strategic alliance, where two brands compete and collaborate simultaneously in the same territory, a business model that reflects Chery’s maturity and confidence in its products for the European market.
Technical details of the main models
The initial offensive of Chery in Itália will be led by the brands Omoda and Jaecoo, which arrive with a strong technological appeal and focus on electrification. The Omoda 5, a compact SUV, will be available in hybrid and fully electric versions. The EV variant promises a range of more than 400 kilometers on a single charge and is equipped with advanced driver assistance systems (ADAS), reaching level 2 of semi-autonomous driving. The futuristic design and technological interior are its main attractions for a younger, urban audience. The brand has already obtained impressive results in safety tests, aligning itself with the rigorous standards of Euro NCAP.
In turn, the Jaecoo debuts with the J7 model, a medium SUV that combines robustness with sophistication. Seu focus is on high-efficiency plug-in hybrid powertrains, with configurations that can deliver up to 317 combined horsepower. The model also stands out for its intelligent all-wheel drive system, which offers capability for light off-road excursions. The Jaecoo seeks to attract families and consumers who value space, safety and versatility, positioning itself as a competitive alternative to models from brands already established in the European market.
The debut portfolio on the Italian market
The landing of Chery at Itália is marked by a diverse and modern product offering. The initial strategy focuses on high-volume segments, such as compact and medium SUVs.
The Omoda and Jaecoo models were designed to meet the demands of European consumers, combining design, onboard technology and multiple engine options.
In addition to the immediate launches, Chery plans the future introduction of the Exlantix and Lepas lines, which have a more premium positioning and an exclusive focus on high-performance electric vehicles.
This tiered approach allows the brand to gradually build its reputation in the country, starting with value-added vehicles before competing in the upper segments of the market.
Sales and after-sales structure
Chery is implementing a completely exclusive dealership network, separate from the existing structure of DR Automobiles. The process of selecting commercial partners has already started in the main Italian regions.
The new network will be responsible not only for selling vehicles, but also for offering after-sales services, including maintenance and supply of original parts, guaranteeing a global standard of service.
Coexistence and differentiation of brands
DR
This coexistence was planned so that the two brands serve different consumer profiles. Enquanto to Chery bets on a global and technological image, DR maintains its appeal as a brand with Italian roots and a focus on accessibility.
The strategy aims to maximize market coverage and avoid direct cannibalization, allowing the group as a whole to capture a larger share of the Italian automotive sector.
For the consumer, the main advantage is the expansion of the range of options, with more models, technologies and price ranges available to choose from.
The advancement of Chinese automakers
The direct entry of Chery into Itália is a reflection of the broader expansion movement of Chinese vehicle manufacturers on the European continent. Nos recent years, these companies have recorded exponential growth in market share, challenging traditional brands with competitive products.
The combination of advanced technology, especially in electrification and connectivity, with aggressive prices has been the formula for attracting consumers. Chery, as one of the largest car exporters in China, uses its global scale to optimize costs and accelerate the introduction of new technologies, consolidating its presence in strategic markets such as Italy.
The factory of Macchia d’Isernia
Continuing vehicle assembly at the Macchia d’Isernia plant is a pillar of the new agreement. The DR Automobiles industrial unit will remain active, being responsible for finalizing the Italian brand’s models.
This maintenance of local production is strategic, as it guarantees compliance with European production standards, optimizes logistics and preserves jobs in the Molise region. The factory represents a vital link in the supply chain of both companies in the country.
Adaptation to the local consumer
The Italian market is in the midst of an energy transition, with a growing demand for hybrid and electric vehicles, whose sales increased by more than 30% in the last year. The Chery portfolio, rich in electrified options, comes at an opportune time to capitalize on this trend.
The offer of diversified powertrains, ranging from more efficient gasoline engines to fully electric systems, allows the brand to meet different needs and budgets, positioning itself competitively in a rapidly changing scenario.
