OMODA & Jaecoo (O&J) will build a brand ecosystem in the Philippines, not only to build dealerships that will sell and service its vehicles but also to create interactions and communities, all designed to build and continually enhance the customer experience.
In an exclusive virtual media discussion with Omoda officials from China, the brand revealed that its’ plan isn’t to find local partners for vehicle distribution and servicing but open a subsidiary business directly under the O&J brands in China.
“Our plan is very different because our business model is focused on serving our customers directly,” Marco Chen, Director of O&J Philippines said in the livestream. “This is because we are looking at expanding in the market gradually, not just put so many cars but to make it (the O&J brand) a lifestyle for the customers.”
At the Auto Shanghai 2023, the O&J brand took centerstage, separate from its mother brand Chery. This is another strategy that Omoda will implement in the Philippines.
“Although Chery is the mother brand, Omoda and Jaecoo are totally different brands in terms of design, philosophy and technology,” Lilian Xiong, Chief Marketing Officer of O&J International said responding to a question from Malaya Business Insight. “As you saw in the earlier presentation, even the Omoda brand is separate from the Jaecoo brand in terms of our target market. Omoda is very young and dynamic buyer and the Jaecoo brand is more a market that is young-at-heart. This is shown by the technology, for example the all-wheel drive is standard in the Jaecoo line-up.
The O&J and Chery International executives’ presence in the media briefing both establishes and confirms a clear distinction between the brands.
This revelation about the brand association is also important in the growth scheme predicted by O&J in the Philippines. There is no reason to hide the relationship but executives in the event emphasized that it is creating its own global brand, possibly similar to the strategies of Lexus, Infiniti and Acura that are market-focused and well thought of with regards to its consumer audience.
“Our intention for the new brands is to be very focused on the target market. We have the technology and the capability to design and build cars based on what the market needs and wants. We also can lead the market with innovations in the product itself, this is why our strategy for the brand is also very personal,” Jeff Liu, Chery International General Manager for East Europe and Asia Pacific explained. He added that the targeted branding scheme has worked in China shifting the market preference from Japanese brands to Chinese brands.
The media presentation included showing O&J’s “super factory” where it is only at the beginning and end of the multiple-line assembly plant where there a humans in the factory. According to Liu, 98 percent of the super factory assembly process is done my robots–from body stamping, welding assembly, painting and interior fitment. This highly robotized assembly reduces assembly time and improves quality as well as keeps cost at its most optimal.
O&J will start to sell vehicles with internal combustion engines but will quickly move into its “new energy platforms” which will include plug-in hybrids and full battery electric vehicles. Under Executive Order No. 12, 2023, which is supplementary to the Electric Vehicle Industry Development Act (EVIDA), EVs are exempted from 30 percent import duties for 5 years.
At AutoShanghai 2023, Omoda already revealed the Omoda 5 EV, which may come to the Philippines. Unofficial specs for this new energy vehicles is 150 kW (204 PS) and 400 Nm, using a 64 kWh battery and a WLTP-rated range of 450 km. it has a DC fast charger which can goo from 0-80 percent charge in 40 minutes and wall-mount AC charging requiring five hours to full.
Uzzi Asuncion, Country Brand Manager of O&J Philippines facilitated the exclusive livestream.
