Hour with the world leader Omoda and Jacoo: “The most important technology now -” “” “

About a year and a half since the Cher group landed in Spain with two main brands: Omoda and Jacoo. Since then, the Chinese company has focused on expanding to the rest of Europe and its vehicle catalog has significantly expanded, and its plans for these next years seem ambitious. This made us recognize Sean Sui, Global General Director of Omoda and Jaecoo and the world vice, the President of Chery Group, in a one -hour meeting that he was able to attend HypertualField

Xui said about The importance of the European marketThe technologies of their vehicles or the differences between their two brands in Europe, as well as on strategic issues regarding electrification, batteries or autonomous driving.

During the conversation, the global general director of Omoda and Jaecoo also commented on The following vehicles that we will see in Europe And some of its stellar functions, including capable parking mode, where drivers can even get out of the car. All this, clarifying what technologies they will concentrate on and which are most important to them.

My first question about the European market and, in particular, about Spanish, which has a significant impact on new automobile brands. With the advent of new automobile brands, sometimes it can be difficult for the consumer to distinguish one car from another, in addition to design or price. From a mechanical point of view, what would you say, is it a secret weapon or the main competitive advantage of Cher brands, like Omoda? Is this the correct development of the battery, the effectiveness of its hybrid systems, its software or modern systems for helping drivers?

We believe that the secret is to understand the market trends and what customers really want. Today, with the Internet and social networks, young people have a more open mentality and easily know the world. Therefore, the new brand cannot be based only on one strong point, but it should be more unique to have a differential factor. That is why from the very beginning we think about how we could capture this tendency to be unique and more personalized. We want to encourage cooking with young people to build a better life.

For example, with Omoda, we offer not only an SUV, but also a lifestyle. Omoda 5 and Omoda 7 should be the center of this style. With such an approach and futuristic design, when you spend one of our cars, people turn to look at it. In addition, we offer excellent setting, with different colors and options. We are also looking for an elegant and global design that corresponds to a modern lifestyle, but also respecting traditional.

Of course, this is not just a design. As a brand, we were born to be global and unique. Unlike traditional brands, which are required for many years to get experience, we got directly to the most demanding markets. We are developing our cars based on global standards. In addition, our hybrid plugin technology in hybrid technology (PHEV) Not only does it offer low fuel consumption, but also provides very convenient driving experience. When you spend one of our hybrids, you feel that it is soft, quiet and powerful, and you have no concern about the autonomy created by pure electric.

Our technology has advanced. This is not like other hybrids that simply combine the traditional combustion engine with electric. We have developed a special system with an engine, transmission and batteries specially designed for a hybrid system. This allows us to achieve very high efficiency and good autonomy. The system controls the battery intellectually so that it is never completely discharged, always maintaining a minimum for optimal functioning.

Fighting batteries are often presented as the future of the car. However, as the load infrastructure improves, this additional power may not be as decisive as it is believed. What is the position of Sheri in this? Do you think they will be really destructive technology, or will its influence be more limited?

In Chery, we invest a lot in the development of new technologies, including solid -state batteries. We believe that they are future, but they still need time to ripen. The cost of production is still very high.

The same thing happened with lithic batteries, which were at first very expensive, and gradually they reduce the price. We are working on this, but it will still take time to see this technology in the mass market.

In addition to electrification, I would like to know more about entertainment technologies on board. For example, what can we tell us about the sound system, speakers or car control panels?

For today’s young people, a car is not just a means of transport, but also a lifestyle, another part of their everyday day. Therefore, we made a lot of efforts that the experience inside the car is as pleasant as possible. For example, in Omoda 5, we integrated the Karaoke system. You can connect your mobile phone and sing your favorite songs by traveling with friends.

We also thought about pets. We know that for many people his pet is part of the family. Therefore, we developed Omoda 5 in order to be “friendly for pets.” The upholstery of the seats is easy to clean and anti -wran. We want people to enjoy their car in any situations, traveling with friends, or just enjoyed music.

I know that in Spain there are many lovers of pets. It seems to me a great idea, because every day pets are more important in our families.

Yes, so it is. In fact, after the launch of the car, here we saw a pair that came to the concessionaire because they wanted a large car for their dog. This type of information is very valuable for us, and we send it to China so that our designers take this into account. Therefore, Omoda 5 has not only karaoke, but also “friendly to pets.” We want Omoda’s management experience complete and satisfactory.

In China, people usually draw short distances, about 40 or 50 kilometers per day. Here, in Spain and Europe, it is most often to make long trips. Pure electric cars are sometimes not the best option for this. What is Omoda’s position in this? Do they prefer large batteries, smaller batteries with a very fast load, or do you think that the best solution is an autonomy of 1000 kilometers?

You are right, in Europe people travel more often between countries. Therefore, although pure electric cars continue to grow, they make this a slower pace, because the load infrastructure is still not enough, especially outside the large cities. For us, the most important technology is now hybrid. Omoda 5 already has a hybrid version of Plug -in (PHEV), and we will soon launch more models with this technology.

We call this “super -habrido”, because not only focuses not only on low consumption, but also on power. Many people do not buy hybrids because they feel that they lack the road on the road. We decided this. Our Omoda 5 is very powerful, accelerates from 0 to 100 km/h in only 7.9 seconds. You can drive in electric mode below 60 km/h, softly and silently, and when you need more power, the combustion engine comes into operation to ensure excellent performance. We believe that this combination of efficiency and power is the best option for the current market.

What new models of Omoda and Jaecoo will see in the Spanish market in the coming months and what technologies will include?

Right now we have Omoda 5 in his gasoline and electrical versions. Soon we will launch Hybrid Omoda 5. We also prepare the launch of the Jaecoo 7, which will appear in the coming months. At the end of the year, we will imagine Omoda 7 and Jaecoo 8, which is a larger SUV 7th place, also with hybrid technology. All our models are adapted to the European market with an approach to driving and managing.

One of the wonderful issues today concerns artificial intelligence. How far will Cheri go with AI and what do you think driving in the coming years will change?

Artificial intelligence is a very important trend, and we are actively working on it. We believe that in the coming years, around 2026 or 2027, we can offer products that allow customers to communicate with the car to get decisions on their issues. We are promoting this technology in our products.

What is your vision of the implementation of autonomous driving? What do you think when cars can be completely controlled in most cities?

We already see achievements in the field of autonomous driving, especially on highways. However, this is still a help system, and not completely autonomous driving. With Omoda 7, we will introduce a system of auxiliary remote parking. You can get out of the car and park it using the application on your mobile phone. The technology of autonomous driving on the highway and in the city is in development, but it also greatly depends on the rules of each country.

You have adapted your cars to the European market. Do you think about investments in the development center in Spain to determine not only a driver’s touch, but also the functions of autonomous coherence or driving, since the roads and needs are different?

Yes, it is very important for us. When we started selling Omoda 5, we realized that we need to make some adjustments for the European market. Therefore, we created a team of research and developments here in Spain. We believe that Spain is a strategic market not only for sales, but also as a center of research and development. This team helps us better understand the habits and preferences of Spanish drivers to adapt our cars to their needs.

What would you call the main technological differences between cars sold in China and sold in Europe?

There are several differences. For example, in Europe, drivers usually like harder and more severe directions, while in China they prefer it easier. There are also differences in the amount of cars. In China, they like large cars, while in Europe, especially in cities, they prefer more compact cars. As a global brand, our goal is to understand these differences and adapt our products to each market.

What other Cheroup brands can we expect in Europe in the coming years, and what is the idea of ​​positioning them without being cannibalized?

Sean Xui did not offer details about the arrival of other brands in the European market outside Omoda and Jaecoo. He declares, however, the following.

Chery is the most traditional brand of the group focused on the family audience. The team and Jaecoo have a different positioning. The guide is aimed at a young audience, looking for fashion, technology and futuristic design. Meanwhile, Jaecoo has a more elegant and complex approach. Each brand has its own target audience and its own identity, which allows us to cover various market segments without competing among us.