Chery Corporate Malaysia Sdn Bhd has officially commenced Omoda and Jaecoo vehicle exports to Brunei, marking its second export destination within the ASEAN region and reinforcing Malaysia’s role as a key production and export hub for the brand.
The milestone was celebrated with a first-batch export shipping ceremony, underscoring Chery’s broader regional growth ambitions under its OMODA & JAECOO portfolio. The move signals a strategic expansion following the company’s earlier export activities to Vietnam, Indonesia and Thailand.
Chery Corporate Malaysia Executive Vice-President Men Lin Bo said the export business plays a central role in the company’s long-term ASEAN strategy. He noted that the brand’s continued regional expansion reflects growing confidence in Malaysia’s manufacturing capabilities, as well as the increasing appeal of OMODA & JAECOO products across diverse Southeast Asian markets.
Vice-President Cheng Nam Weng added that Brunei represents a natural next step in the company’s export journey. Its geographic proximity to Malaysia and its growing demand for premium yet practical SUVs make it an important market for Chery’s regional plans. According to him, the initial shipment will also serve as a key benchmark for assessing customer reception and market readiness in Brunei.
The first batch of vehicles exported to Brunei comprises the JAECOO J7 Plug-in Hybrid Electric Vehicle (PHEV) as well as the JAECOO J7 Internal Combustion Engine (ICE) model in Two-Wheel Drive configuration. All units are produced at Chery’s Shah Alam manufacturing facility and are identical in specification to the models currently offered to Malaysian customers.
Positioned as a premium off-road-inspired SUV, the JAECOO J7 combines rugged styling with modern technology. The ICE variant is powered by a turbocharged petrol engine paired with a refined drivetrain, delivering a balance of performance and efficiency suited for both urban driving and longer highway journeys.
Inside, the J7 features a high-quality cabin with a large touchscreen infotainment system, advanced driver assistance systems, and a strong emphasis on comfort and connectivity.
Meanwhile, the JAECOO J7 PHEV is designed to appeal to markets transitioning towards electrified mobility. It integrates a petrol engine with an electric motor and battery system, enabling extended driving range, reduced fuel consumption and lower emissions. The PHEV variant also offers the flexibility of electric-only driving for short trips, making it particularly attractive for customers seeking both sustainability and convenience without compromising on performance.
With a solid foothold already established in Malaysia, Chery Corporate Malaysia is adopting a measured and data-driven approach to regional expansion. The company’s medium-term export strategy prioritises sustainable growth, beginning with key ASEAN markets such as Vietnam and Brunei before gradually expanding further.
By closely monitoring market performance, customer feedback and evolving industry trends, Chery aims to ensure each new market entry is well-supported and commercially viable. This step-by-step, learning-based strategy is expected to guide the brand’s continued expansion across ASEAN, while strengthening Malaysia’s position as a regional automotive export base for OMODA & JAECOO vehicles.
