When a car brand goes from having zero to 65 dealerships in less than a year, wins over more than 5,900 customers with just two models (gasoline and electric), and closes agreements with giants such as Santander, Allianz, Mutua Madrileña or Repsol, it is clear that it has something more to say. These are the figures that support OMODA, the Chinese brand that landed in Spain in 2023, just a few months after its birth in Wuhu (China), within the prestigious Chery group, one of the most relevant automotive giants in Asia. OMODA has a clear objective: to lead the new era of the automotive sector in Europe. As Leonardo Scarcelli, Network Development & Training Manager of OMODA & JAECOO in Spain, says, “the market is changing and the era of Chinese brands is here to stay.”
OMODA’s journey in Spain began with a small but energetic team. Leonardo Scarcelli, the brand’s first employee in our country, and Claudia Godia, Branding Manager, did not just take on a professional project, but a personal challenge. “Launching a brand is something unique, it’s starting to write a story from scratch,” explains Godia. Together, they created the foundations of a brand that came to market with unwavering ambition. There are many anecdotes from those early days: impromptu meetings in cafes, computer purchases, negotiations to rent offices. A path that, as Scarcelli describes, was “a unique immersion in the automotive world.” Today, there are 35 employees who live this project intensely, with a strong sense of belonging, reminiscent of the atmosphere of a startup, but backed by the solidity of a giant like Chery.
Working with Chinese interlocutors is inevitably a culture shock. “They are very practical and never lose sight of the objective. “There are no excuses,” says Leonardo, who highlights how, despite the cultural differences, they have found a perfect balance that fuses the best of both realities. As for prejudices about Chinese brands, both agree that “they still exist, but the mentality is changing rapidly.” Brands such as MG and BYD have paved the way, and as Godia points out, Spain is the perfect place for Chinese cars to reach Europe. “Spaniards are more open to trying new brands and we are not afraid of change. That facilitates the integration of OMODA & JAECOO.”
OMODA has shown that it is not here to go unnoticed. “We are the first Chinese brand to have a warehouse in Spain with more than 95% of the parts available. This allows us to have almost immediate supplies,” says Scarcelli. In addition, the company is committed to offering quality products at competitive prices, such as the OMODA 5, a compact SUV that starts at 27,900 euros. With a seven-year or 150,000-kilometre warranty, parts in less than 24 hours and rental or subscription options, OMODA is an attractive option for the Spanish market.
In the European context, where the vehicle fleet is in full transition towards electrification, Chinese brands have the advantage. Spain, with a share of electric vehicles of only 5%, will see that figure rise dramatically in the coming years, with the aim of exceeding 5.5 million electric cars by 2030. And in this area, Chinese manufacturers have a lot to offer, as they have been immersed in electromobility for more than a decade. “In the transition phase, we have had to compete with traditional brands, but soon they will have to face us,” says Scarcelli. OMODA & JAECOO are ready to expand their portfolio with new plug-in and hybrid models.
When asked about the three terms that best define OMODA & JAECOO, both respond emphatically: innovation, technology and future. “What we are creating has a long-term vision, always looking ahead to what is to come,” says Godia. And Scarcelli sums it up clearly: “When you come to a traffic light and see ten cars stopped, and one of them is an OMODA, you notice it. And that is our goal: to continue being a brand that attracts attention.”
OMODA & JAECOO are no longer just promises. They are a reality that is here to stay and transform the automotive landscape in Spain and Europe.
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