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The brand claims they’re not aiming to make it a “cheap” car and instead want to describe it as “affordable premium”
CHINESE brand Chery is launching a new compact SUV for Europe with the upcoming Omoda 4 – following on from the dizzying success of the Omoda 5.
Based on the Omoda 3, the upcoming model bears a striking resemblance to the Lamborghini Urus – the hugely premium SUV loved by celebrities and footballers.
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According to Auto Express, the Omoda 4 will be offered both with petrol power and as an EV, using the same T1X platform seen in the Omoda 5, meaning it’ll probably have similar engines and electric options.
For petrol, potential buyers can expect a 1.5-litre turbocharged engine, while its electric motor will likely use a 61kWh battery powering the front wheels, similar to the Omoda 5.
The stylish small-to-medium SUV will also likely be cheaper than the Omoda 5 – which already starts at a highly reasonable £25,915 – although Chery, the group which owns Omoda, claim they’re not aiming to make it a “cheap” car and instead want to describe it as “affordable premium”.
Indeed, the brand’s UK country manager, Victor Zhang, said: “The Omoda 4 will not be so cheap, because I don’t think we just want to do the lowest-price product. This is not our philosophy.”
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The design, somewhat bold and angular, has supposedly been inspired by high-end models, with much seemingly borrowed from the Lamborghini Urus.
For a reference point, the start price for the Urus is currently £208,000.
Inside, it features a ‘Starship Cockpit’ with a large touchscreen and a novel flip-up, fighter jet-style start button.
There’s even a docking station for a Nintendo Switch built into the centre console – seen as a unique selling point.
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The rising brand’s range is ever-expanding, and with the Omoda 4 set as the entry-level model, it will sit below the Omoda 5, Omoda 7 and Omoda 9.
In fact, the Omoda 7 recently made waves when it was likened to the Range Rover.
Equipped with the Super Hybrid System (SHS), the hulking set of wheels boasts an impressive range of over 700 miles on a single tank – good enough to take on the very best from Toyota and Ford.
Omoda, along with its sister-brand Jaecoo – both owned by Chery, which, confusingly, is the name of the third line of cars the brand produces – have both seen strong sales numbers in the UK, with a combined market share of 2.71% in their first year which sees them outperform the likes of Fiat and Jeep.
Chery is hoping to be similarly successful with the launch of the Tiggo 7 and Tiggo 8
The Tiggo 7 is particularly interesting, as it targets C-segment SUVs like the Nissan Qashqai and Kia Sportage – both big sellers in the UK.
The Tiggo 8 is larger, offering a seven-seat layout for families, and will likely go after rivals such as the Peugeot 5008, Hyundai Santa Fe and the Audi Q7.
Chery also has ambitious plans, with two more SUVs – the Tiggo 4 and Tiggo 9 – coming within the next six months to expand its lineup.
Aimed at “conventional family buyers,” according to Gary Lan, the brand’s UK CEO, Chery will be positioned as a practical and affordable choice, similar to Volkswagen.
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