Desira Group partners with Omoda and Jaecoo in multiple locations

Desira Group has added new Chinese brands Omoda and Jaecoo to three locations in Norwich, Lowestoft, and Bury St Edmunds.

The new locations will go live in July.

Desira has eight dealerships across Norwich, Great Yarmouth, Lowestoft, Diss and Bury St Edmunds. The new Chinese brands will join Desira’s portfolio of brands, including Fiat, Peugeot, Citroen, Jeep, Alfa Romeo, Abarth and MG.

Desira is also creating “neutral” service departments across all three locations, to enable the business to retain all of its existing aftersales brands.

Omoda will launch with a petrol and electric version of its Omoda 5 crossover SUV, with prices expected to start from around £25,000. A plug-in hybrid version of the 5 will follow.

The new model will be backed by a seven year warranty on the vehicle and an eight year warranty on the EV battery.

Jaecoo is the premium sister brand to Omoda and will launch its Jaecoo 7 mid-size SUV with a petrol and electric version available.

Further models for Omoda and Jaecoo are expected to join the ranges in 2025.

Stuart Stone, Desira managing director, said: “Having just visited China, seen and driven the new Omoda and Jaecoo cars coming, we are now preparing to open all three dealerships in July.

“The build quality and attention to detail in the cars is fantastic, you can tell they have such confidence with their products by backing them with lengthy warranties.”

Chery’s Omoda and Jaecoo have ambitious growth plans in the UK, with expectations of outselling established brands Citroen, Mazda, Dacia and Seat by just its second year.

Desira joins other dealer groups like Endeavour Automotive, Listers and Peter Vardy that have partnered with the new brands with 100 locations planned to launch across the UK before the end of this year, increasing to 180 by 2026.

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