JAECOO is a brand of the Chinese manufacturer Chery, launched in 2023 to market SUVs in international markets. Conceived as part of a strategy to Achieve global sales of 1,4 million units annually by 2030JAECOO is positioned as a utilitarian style option, complementing its sister brand Omoda. Its name combines “Jäger” (hunter in German) and “cool” (cool in English), reflecting a rugged and modern approach.

El first model of the brand, J7, debuted in 2024 as an export version of the Chery Tansuo 06, differentiated by design modifications such as the grille and bumpers. This was followed by other strategic launches, such as the J9, an adaptation of the Chery Tiggo 9, and the iCar 03 electric crossover, marketed as J6In October 2024, JAECOO introduced the J5, a subcompact crossover developed with no direct equivalent in the Chery range, demonstrating its ability to diversify its offering.

JAECOO’s expansion began in individual CIS markets such as Russia and Kazakhstan during the fall of 2023. In 2024, the brand accelerated its global presence, starting with Mexico, its first destination in Latin America, and Thailand in Southeast Asia. In April 2024, it extended its reach to Africa, with South Africa as its entry point, and Israel. The Middle East joined in July with Saudi Arabia as its initial market.

In the second half of 2024, Jaecoo entered Europe, starting in Italy and rapidly expanding to Spain and Poland in September. The brand has used adaptation strategies, based on proven Chery designs, to meet the specific demands of each region, while introducing innovative models to differentiate itself.

JAECOO represents an important step in the Chery's ambition to establish itself as a global leader, taking advantage of the growth in the SUV segment and betting on functional designs and advanced technologies to attract customers from diversified markets.

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