Top China Car Exporter Chery Enters Germany via Rural Ford Dealership

China’s leading automobile exporter Chery Auto has formally entered the German market, partnering with a small Ford dealership in the northern countryside to begin retail sales of its Jaecoo and Omoda brands. The move reflects a growing trend of Chinese automakers pursuing localized entry routes to navigate Europe’s competitive auto market and regulatory landscape.

Industry insiders say Chery’s approach differs from other Chinese brands that target large cities first. By launching through a rural Ford dealer, Chery gains access to established infrastructure, after-sales networks, and trusted community relationships, reducing early overhead costs while learning from local consumer behavior.

According to data from the China Association of Automobile Manufacturers, Chery exported more than 900,000 vehicles in 2024, making it China’s top car exporter for the third consecutive year. Its expansion into Germany underscores the confidence of Chinese carmakers in the European market, even as the European Commission continues to review subsidy allegations against Chinese electric vehicle producers.

Beyond physical sales, Chery plans to integrate AI-based diagnostics, connected-car software, and digital after-sales support through its global cloud system. The company’s European chief, Holger Ellmann, said digital integration and “smart service infrastructure” will define the next phase of Chery’s global operations.

Germany’s automotive ecosystem is undergoing rapid transformation, with policymakers encouraging digital economy adoption in supply chains and manufacturing. The Federal Ministry for Digital and Transport has already rolled out incentives for connected-vehicle pilots, aligning with Chery’s technology-driven vision.

Market analysts note that localized partnerships are becoming a common path for Chinese automakers seeking to overcome Europe’s distribution and certification barriers. Similar moves by BYD and SAIC’s MG brand have paved the way for consumer acceptance of Chinese EVs that emphasize affordability and software innovation.

Chery’s debut is expected to accelerate competition in Europe’s mid-range SUV and crossover segment, where Jaecoo and Omoda models will compete against established European and Korean brands. With AI-enhanced features, competitive pricing, and flexible financing, the Chinese carmaker aims to win market share by focusing on digital user experience rather than legacy dealership dominance.

As the company sets its sights on further local tie-ups, its entry through a rural dealership marks a symbolic blend of traditional retail roots and digital-era automotive ambition.