Chery charts Its global future at 2025 International User Summit – Malaysia plays key role

KUALA LUMPUR: Chery Corporate Malaysia took centre stage at the Chery International User Summit 2025, held in Wuhu under the theme “Co-Create, Co-Define:

The New Move.” The event wasn’t just another auto show — it was a declaration of Chery’s multi-brand direction and its plans to strengthen ties with global users, including Malaysia.

The summit brought together 2,000 participants from over 100 countries, showcasing how Chery is evolving beyond traditional automaking into a user-driven mobility ecosystem. The Malaysian contingent played a key role in discussions about localised strategies and consumer insights.

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Four brands, one global strategy

The event outlined Chery’s next phase of expansion, which revolves around four distinct brands — the core Chery marque, the OMODA | JAECOO pairing, the heritage-inspired iCAUR electric sub-brand, and the upcoming LEPAS premium brand. Together, they form a roadmap that covers everything from mass-market mobility to luxury EV experiences tailored for different markets, including Malaysia.

“For CHERY Corporate Malaysia, this summit is a clear declaration of our future,” said Men Lin Bo, Executive Vice President of Chery Corporate Malaysia. “We are transitioning into a comprehensive mobility solutions provider. The user-co-created future of Chery, OMODA | JAECOO, iCAUR and LEPAS gives us the tools to meet the diverse needs of Malaysian consumers.”

Brand night: Chery unveils the world’s first transformable SUV

The spotlight fell on Chery’s “Brand Night”, where the company revealed the world’s first 7-seater Transformable Multi-SUV, developed with input from more than 40,000 users worldwide, including Malaysia.

“This vehicle is the physical embodiment of our ‘Co-create and Co-define’ philosophy,” said Zheng Songzhi, Executive Deputy General Manager of Chery International Marketing Center.

The SUV introduces a “6=1 formula”, offering six distinct cabin layouts that can transform the car from a family 7-seater into a functional pickup — a concept aimed squarely at families seeking versatility without compromise.

OMODA | JAECOO global sales up 39%

The OMODA | JAECOO brand duo continued its global momentum, recording 32,840 units sold in September 2025, up 39% year-on-year, and crossing 630,000 cumulative sales to date.

New energy vehicles accounted for 57% of total sales, led by models such as the OMODA O5 SHS-H and JAECOO J7 SHS. The brand also made waves with the track debut of the OMODA 9 SHS, featuring an exclusive quad-motor AWD hybrid system.

At the summit, OMODA | JAECOO showcased advances in hybrid powertrains and solid-state battery technology, achieving a record 48% engine thermal efficiency. The brand also introduced the AiMOGA-developed Mojia Robot, symbolising its goal to integrate intelligent robotics and mobility innovation.

iCAUR ‘New Classics’ in EV design

The iCAUR brand made its presence felt by positioning itself as the creative force behind “New Classics” in the electric mobility space.

Built around customisable EVs with clean, minimalist styling and vintage-inspired details, iCAUR aims to bridge nostalgia and modernity. The brand plans to offer a personalisation ecosystem where customers can tailor their cars with bespoke parts, materials, and finishes — catering to drivers who view their EV as a statement of individuality as much as transportation.

LEPAS: A new face of premium electric mobility

Making its global debut under the Chery umbrella, LEPAS unveiled its “Elegant Technology” philosophy and opened its first Elegant Lifestyle House — a conceptual space that blends showroom, lifestyle, and retail experiences.

Planned for an official launch in Malaysia in 2026, LEPAS aims to redefine the premium EV segment through an intelligent, emotion-driven design approach. Built on a next-generation platform with advanced battery, motor, and control systems, the brand plans to launch eight new models within three years, positioning itself as a global leader in elegant, tech-driven driving.

Malaysian Input in a global vision

The summit also underscored Malaysia’s growing importance in Chery’s international plans. Representatives from Chery Corporate Malaysia and its partners were actively involved in shaping product and brand strategies to ensure that future models align with local driving habits, consumer expectations, and market demands.

With upcoming models like the Omoda C9 PHEV, Jaecoo J5, and LEPAS luxury line-up, Malaysian buyers can expect to see more of Chery’s new global direction reflected on local roads soon.

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