Chery sells vehicles in over 80 countries. Canada is about to become one of them.
The Short Version
Chery is China's largest vehicle exporter and one of its oldest private automakers. Founded in 1997, Chery has spent nearly three decades building cars, expanding globally, and steadily improving quality. Most Canadians have never heard of them — but people in South America, the Middle East, Southeast Asia, Russia, and increasingly Europe know the name well.
With Chinese EVs now entering Canada, Chery is positioning its Omoda and Tiggo sub-brands as the tip of the spear. They're not leading with the cheapest possible car. They're leading with competitive SUVs and crossovers designed to go head-to-head with established brands on quality, not just price.
Chery's History: The Long Game
Chery was founded in 1997 in Wuhu, Anhui province, by a group of government officials and engineers who wanted to build an independent Chinese automaker from scratch. Unlike BYD, which came from the battery industry, Chery started as a car company from day one.
The early years were rough by international standards. Chery's first vehicles in the early 2000s were basic, inexpensive, and faced fair criticism on quality. But Chery did something many early Chinese automakers didn't: they invested heavily in R&D and kept improving.
Key milestones:
- 1997: Founded in Wuhu, China
- 2001: First vehicle (Fengyun) launched domestically
- 2003: Started exporting — one of the first Chinese automakers to go global
- 2007: Reached 1 million vehicles produced
- 2010: Exports to over 60 countries
- 2018: Launched Omoda/Jaecoo sub-brands for global markets
- 2023: Became China's largest vehicle exporter by volume
- 2024: Exported over 1 million vehicles, selling in 80+ countries
- 2025: Entered European markets including UK, Spain, and Italy
That export volume matters. Chery isn't testing international waters — they've been swimming in them for over 20 years. The company has manufacturing partnerships and assembly plants in Brazil, Russia, Egypt, Indonesia, and other markets.
The Quality Question
Let's address it directly: "Are Chery vehicles any good?"
Ten years ago, the honest answer would have been mixed. Five years ago, improving rapidly. Today, Chery's newest vehicles — particularly the Omoda and Tiggo lines — are competitive with mainstream brands on build quality, safety, and technology.
The evidence:
- Euro NCAP: The Omoda 5 scored 5 stars in Euro NCAP crash testing. That's the same rating as a Volvo XC40 or Toyota RAV4.
- J.D. Power China: Chery has ranked among the top Chinese brands for initial quality for several consecutive years.
- Global warranty claims: Markets like Australia and the UK have reported warranty claim rates comparable to established brands.
- Platform technology: Chery's newer vehicles use modern platforms developed with input from former Jaguar Land Rover and BMW engineers.
This doesn't mean Chery equals Toyota in long-term reliability data — that data simply doesn't exist for the Canadian market yet. But the gap between Chinese automakers and established brands has narrowed dramatically, and Chery's current products reflect that.
Models Expected in Canada
Omoda E5
The most likely first Chery product for Canada. The Omoda E5 is a compact electric crossover that competes directly with vehicles like the Hyundai Kona Electric and Kia Niro EV.
| Spec | Detail |
|---|---|
| Type | Compact electric crossover |
| Estimated range | 400-430 km (WLTP) |
| Motor | 150 kW (204 hp) |
| Battery | ~61 kWh |
| DC fast charging | Up to 120 kW |
| Estimated Canadian price | $35,000-$40,000 CAD |
The Omoda E5 launched in the UK in 2025 with strong initial reviews. The interior features a dual-screen setup, a flat-bottom steering wheel, and materials that reviewers have called surprisingly upscale for the price. It's clearly targeting the same buyers who consider a Hyundai Tucson or Toyota RAV4 but want to go electric without spending $55,000.
Tiggo (Various Models)
Chery's Tiggo lineup covers compact to mid-size SUVs. While the electric Tiggo variants are the most relevant for the Canadian EV market, Chery may also bring plug-in hybrid Tiggo models that offer electric driving with a gas backup — a pragmatic choice for Canadians concerned about winter range.
| Model | Type | Estimated Price (CAD) |
|---|---|---|
| Tiggo 7 PHEV | Compact SUV, plug-in hybrid | $38,000-$43,000 |
| Tiggo 8 Pro | Mid-size SUV | $42,000-$48,000 |
Jaecoo (Sub-brand)
Chery also operates Jaecoo, positioned as a more rugged, outdoor-oriented sub-brand. The Jaecoo 7, a compact SUV with a more squared-off design, has launched in several markets. Whether Jaecoo enters Canada alongside or after Omoda/Tiggo remains unclear.
What Sets Chery Apart
Export Experience
BYD gets more headlines, but Chery has been exporting vehicles far longer. Two decades of adapting vehicles to different markets, regulations, driving conditions, and customer expectations gives Chery institutional knowledge that newer exporters lack. They understand what homologation, local service networks, and market-specific engineering require.
SUV and Crossover Focus
While BYD leads with sedans and hatchbacks, Chery's strength is in the SUV and crossover segments — which happen to be exactly what Canadian buyers prefer. Over 80% of new vehicle sales in Canada are trucks, SUVs, or crossovers. Chery's lineup aligns with what Canadians actually buy.
Competitive Pricing Without Rock-Bottom Positioning
Chery isn't trying to be the cheapest option on the lot. Their global pricing strategy positions Omoda and Tiggo models below equivalent Japanese and Korean competitors, but not dramatically so. The pitch is "comparable quality, better value" rather than "half the price, good enough."
This matters for resale value and brand perception. A vehicle priced 10-15% below a Hyundai Tucson tells a different story than one priced 50% below.
Canadian Market Entry
What's Known
Chery has publicly stated its intention to enter the North American market. As of February 2026, specific Canadian launch dates, pricing, and distribution plans have not been confirmed. However:
- Chery vehicles meet Euro NCAP and international safety standards that align closely with Transport Canada requirements
- The company has established right-hand-drive operations in the UK and Australia, demonstrating capacity for market-specific adaptation
- Chery's existing global logistics infrastructure (exports to 80+ countries) suggests the operational capability to support a Canadian launch
Dealership and Service
Chery has used franchise dealer models in most international markets rather than direct-to-consumer sales. In Canada, this likely means partnerships with existing dealer groups or establishment of new franchise locations.
For Canadian buyers, the key questions are:
- Where will service be available? Initial coverage will likely focus on major urban centres — Toronto, Vancouver, Montreal, Calgary
- Parts availability: Chery's experience in markets like Australia (similar population distribution to Canada) provides a template, but parts supply chain in the early months may be a concern
- Warranty terms: Chery has offered competitive warranties globally (typically 7 years/150,000 km) — expect similar terms for Canada
Provincial Incentive Eligibility
If Chery's EVs qualify for provincial incentives, the value proposition becomes even stronger. An Omoda E5 at $35,000 minus $7,000 in Quebec or $4,000 in BC puts it firmly in impulse-purchase territory for EV crossover buyers.
Honest Assessment: Strengths and Risks
Strengths
- Decades of export experience across 80+ countries
- Modern platforms with competitive safety ratings (5-star Euro NCAP)
- SUV/crossover lineup matches Canadian buying preferences
- Competitive pricing without extreme budget positioning
- Strong investment in R&D and quality improvement
Risks
- Zero brand recognition in Canada — significant marketing challenge
- No Canadian reliability data or owner community
- "Chinese car" stigma still exists among some buyers
- Service network will take time to build out
- Resale value is a complete unknown
The Biggest Challenge: Nobody Knows Who They Are
BYD has global mindshare — people have at least heard the name. Chery doesn't have that in Canada. The company will need to invest heavily in brand awareness, and early Canadian buyers will be true pioneers.
That said, Hyundai faced the same problem when it entered Canada in the 1980s. So did Kia in the late 1990s. Both are now mainstream brands. Market entry is hard, but it's been done before.
The Bottom Line
Chery is a serious automaker with a serious global track record. The days of dismissing Chinese vehicles as cheap knockoffs are over — Chery's current products earn 5-star safety ratings and compete on quality in demanding European markets.
For Canadian buyers, Chery represents something specific: well-equipped electric SUVs and crossovers at prices that undercut Korean and Japanese competitors by 10-20%. If the dealer network and service infrastructure materialize, Chery could become a meaningful alternative in the segments Canadians already prefer.
The brand recognition gap is real, and early buyers will be taking a calculated risk on resale value and long-term service support. But the product, based on global market evidence, is solid. Chery has earned the right to be taken seriously.