The Jaecoo 7 marks the debut of a new SUV brand under Chery Automobile, a company that has been China’s largest car exporter for over two decades. While the name Jaecoo might not yet be familiar to many, Chery has a longstanding presence in the automotive market, selling nearly 2 million cars in 2023 and operating globally. The company has also been involved in a joint venture with Jaguar Land Rover since 2012, which has helped shape its production techniques.
The Jaecoo brand is part of Chery’s strategy to appeal to different customer groups, with Jaecoo positioned as a premium offering alongside its more value-oriented sister brand, Omoda. The Jaecoo 7 is their first UK release and enters a competitive segment, taking on established players like the Audi Q3 and BMW X1. With a planned starting price of £35,000, the Jaecoo 7 is expected to attract buyers looking for premium features without straying into higher price brackets.
This new model combines contemporary design, a focus on technology, and a variety of powertrain options. However, being a new name in a crowded market, the Jaecoo 7 will need to prove itself against well-established rivals with strong reputations. Whether it will find its place among premium SUVs remains to be seen.
Design and Styling
The Jaecoo 7 boasts a bold, boxy exterior design with distinctive styling cues that are hard to ignore. Its tall, squared-off bonnet and rugged stance are reminiscent of models like the Land Rover Defender. The SUV’s overall shape emphasises practicality while maintaining a modern aesthetic with sharp LED lighting and a robust grille.
Interior and Features
Inside, the Jaecoo 7 focuses on comfort and technology. The cabin features premium materials with thoughtful attention to detail, such as patterned trim and rivet-styled door handles. A standout feature is the 14.8-inch central touchscreen, powered by a Snapdragon processor, ensuring sharp visuals and smooth responsiveness. The infotainment system supports wireless Apple CarPlay and Android Auto, complemented by a digital instrument cluster that, while feature-rich, may feel a bit cluttered for some drivers. Higher trims will include luxuries such as a panoramic sunroof, adaptive cruise control, and a head-up display
The Jaecoo 7 steps into a crowded and competitive market, taking on established premium compact SUVs like the Audi Q3, BMW X1, Hyundai Tucson, and Citroën C5 Aircross. Each of these models has carved out its reputation by offering a blend of performance, technology, and practicality, which makes them strong contenders.
The Jaecoo 7’s key strength lies in its balance of affordability and premium features. With an estimated starting price of £35,000, it provides buyers with advanced technology such as a 14.8-inch central touchscreen, wireless smartphone integration, and up to 21 driver assistance systems as standard.
The Jaecoo 7 is part of a growing wave of Chinese brands entering the UK market, competing with established players primarily on price and technology. While Jaecoo and other newcomers are still relatively unknown to UK buyers, they bring serious innovations and advanced tech to the table. Features like cutting-edge infotainment systems, comprehensive driver assistance packages, and hybrid powertrains make them compelling alternatives to traditional premium models.
As the market evolves, these brands are likely to challenge the status quo by offering well-equipped vehicles at competitive prices. The Jaecoo 7 exemplifies this trend, and its success will depend on how well it can deliver on its promises of quality, performance, and reliability. For now, it’s clear that this is a space worth watching closely.
