Chery Omoda 5

INTRODUCTION:

Chery Automobile Co., Ltd., established in 1997, is one of China’s largest automobile manufacturers. The company has recently expanded into the UK market with the introduction of its new brand, Omoda, and its latest model, the Omoda 5. The Omoda 5 is a compact crossover SUV designed to compete with established models like the Nissan Qashqai and Kia Sportage. It offers a 1.6-liter turbocharged engine, advanced driver assistance systems, and modern connectivity features such as wireless Apple CarPlay and Android Auto. The vehicle is competitively priced, starting at £25,235 for the basic model and £33,055 for the electric version.

BRIEFS

While Chery is a well-known automotive brand in China, it is relatively new to the UK market. The launch of the Omoda 5 represents the brand’s entry into this new market, necessitating strategies to capture the attention of both media and consumers.

SOLUTIONS

When introducing a new product, brands typically have two options:

1. Independent Events: Organizing proprietary events involves securing venues, arranging setups, and inviting media and influencers. For a new brand in an unfamiliar market, this approach can be resource-intensive with uncertain returns.

2. Strategic Partnerships: Collaborating with established events that already have significant recognition and followings can amplify exposure.

We recommended the latter approach, suggesting partnerships with prominent UK events such as London Fashion Week, London Tech Week, and the Royal Ascot. These events attract substantial media coverage and public interest, offering an excellent platform for brand visibility.

RESULTS:

The client chose to partner with London Tech Week for the launch of the Omoda 5, marking their first official event in the UK. They secured a booth at the event, showcasing their latest model, which garnered significant attention from both media outlets and consumers.