Chery is coming to Belgium itself, and it already sells here under two other names
Belgium is about to have three Chinese brands from one parent
Chery has confirmed it will start selling under its own name here at the end of this year. That is notable less for the arrival itself than for what it means at dealer level: Omoda and Jaecoo already operate in Belgium, both belong to Chery, and the group is now adding a third badge to the same market.
What is coming and when
Commercial operations start at the end of 2026, beginning with the Tiggo SUV family. Globally that range covers the Tiggo 4, 7, 8 and 9, though Chery has not confirmed which of them Belgium gets. Pricing, equipment levels and specifications have all yet to be announced, so the picture is still deliberately vague.
The powertrains
Belgium gets conventional hybrids and plug-in hybrids, using Chery's CSH hybrid technology, which is comparable to the SHS system already offered within Omoda and Jaecoo. There is no mention of fully electric models at launch, and that is a considered decision rather than an oversight. Chery is aiming at the part of the Belgian market that wants lower consumption without committing to a charging cable.
The dealer network
More than ten dealers are already confirmed, with a network of around twelve partner dealerships in preparation in and around the main cities: Brussels, Antwerp, Liege and Namur. The stated ambition is that virtually anyone in the country should be within roughly 30 minutes of a showroom, and Chery says it will build out aftersales alongside it rather than afterwards.
The Omoda and Jaecoo question
This is the part worth watching. Omoda and Jaecoo are already established here with their own network, and in the Netherlands the group has kept its Chery dealers strictly separate from them. Expect the same structure in Belgium: three badges from one parent, sharing hybrid technology, but sitting in different showrooms and competing for different buyers.
The company behind it
Chery is present in more than 120 countries and regions with roughly 20 million customers, and entered the Fortune Global 500 in 2025. Robert Lewandowski has been signed as global brand ambassador. Belgium is positioned as a step towards a wider push into Western Europe rather than a standalone market.
AutoNext Take
Launching with hybrids rather than EVs is the smartest thing about this plan. Belgium's private buyers have been noticeably slower to go fully electric than the company-car fleet, and a well-equipped plug-in hybrid SUV at a Chinese price lands exactly where a lot of families actually are. It also sidesteps the worst of the tariff pressure aimed at battery-electric imports.
The three-badge strategy is the risk. Omoda, Jaecoo and now Chery all come from the same parent and will share technology, and a buyer walking into three different showrooms may struggle to see why they are different brands rather than three trim levels. That worked for Volkswagen Group because the badges had decades of separate identity behind them. Chery is asking Belgian buyers to accept three at once, from a name most of them have never heard of.
