Battery-reliant E5 might be a quiet achiever until EV scene settles down.

SUBDUED state of the electric new car sector means a technology leader battery-wed variant from new entrant Omoda will very likely have a much quieter sales run this year than the petrol it derives from.

However, the local boss for the make that indirectly delivers a market return avenue for China’s biggest car maker, Chery, is confident battery products will ultimately play a big part in national brand ambition.

Sheldon Humphries (below), NZ country manager for Omoda and Jaecoo, a sister marque coming in July that also specialises in sports utilities but with more of an off-road bent, says the makes’ commitment to serving the electric new car sector is unaltered, regardless of its poor current state.

However, he agrees that with new EV registrations having all but frozen since the start of 2024, this is a tough time to enter the sector and, for that reason, and also because they are in a lower price band, the petrols will achieve the bulk of volume this year.

“We expect that. Obviously with the current policy changes from Government pushing more towards the petrol side of things, we are expecting the petrol options (to lead).

“Financially things are fairly tight across New Zealand, so there's a lot of value for money in those (petrol) vehicles.

“So there will definitely be a bigger push towards petrol initially and hopefully the market will stabilise a bit better. Hopefully policies will calm down and then we can get a bit more consistency in future models with what plan with.”

Even so, there’s no thought about reassessing the electrics and he is confident the marque’s battery-involved products - which in addition to pure battery cars also include plug-in hybrids - will ultimately create more opportunity than likely exists at present.

“We are very passionate about our EV brand and our EV products.”

Omoda’s determination to create models that can accept all drivetrain options on a single platform allows for flexibility. It’s aspiration is not simply to become a pure electric brand.

However “for every petrol option there will always be a low emission or zero emission option. So it'll never be a standalone electric brand, but at the end of the day we would like to see focus on our EVs because we do see EVs as a future opportunity for the market.”

Consumers seem numbed by Government withdrawing the rebate on sub-$80,000 EVs in December and introducing Road User Charges on them from April 1 so it’s hard to pick when that might happen, he hedges.

It is still not fully clear how many of the eight Omoda and Jaecoo models set to released here by the end of next year will be electric, but Humphries says every car the makes build is designed to configure in fossil fuel as well as electric-invigorated form.

In the here and now Omoda is represented by a single car, a compact  crossover called the ‘Five’ similar in size to a Nissan Qashqai and Kia Seltos, both cited rivals.

The petrol C5 formats span four variants and price from $29,990 to $39,990 while the battery-pure E5 offers as a BX for $47,990 and an EX for $54,990.

The model line-up was signed off in December but pricing for the cars only reconciled 24 hours before tonight’s lavish launch, in Auckland, where the cars were unveiled in front of media and dealers.

Humphries has advised the aim is to provide the best value for Kiwis from a Chinese brand. He is certain that has been achieved, including with E5.

“We under no illusions at the markets obviously very tight on EVs at the moment and that's why we've had to come in with the best competitive pricing that we offer.

“… once you review the specification of the vehicles, the warranties, the backups that we offer as an overall offering, it is a very, very good offering.

“There are still models in that price range that are selling main key competitors that might not be selling masses of amounts of vehicles, but they are still selling and we do expect to at least take some of that business.” 

He is confident that will be recognised as New Zealanders have strong confidence in cars from China through the endeavours of BYD, Great Wall Motors and MG, which he cited as primary competitors as well as NZ market pathfinders.

While the petrol Five models’ prices are firm, the electric cars are holding an introductory price that will be reviewed after three months.

Humphries says his hope is to keep the stickers as they are, but ultimately the decision will also rely on input from the brands’ parent, Chery.

“It all depends on where the market is at that stage. I would like to see it continue for the rest of the year.” 

He says when determination to bring in Omoda and Jaecoo was decided a year ago, the market was very much EV-centric, thanks to the Clean Car discount of $7015. 

That incentive was considered tasty by the factory and a reason why E5 was prioritised for sale in NZ, Omoda’s 19th export market. 

Another reason to make it available here was that BYD Atto3 and MG4 had both been well-received, to point of both winning the national NZ Car of the Year title. He is sure than anyone comparing E5 to those would have little trouble seeing its merits: “It's a fantastic vehicle, great value for money and I would be very disappointed to see it sitting on the shelves. It deserves to be out there.”

The National-Act-NZ First coalition’s decision to axe Clean Car Discount was unpalatable news to share with head office in Wuhu.

The electric model is physically larger than the MG4, GWM Ora and BYD Atto 3 it might conceivably be compared against, given the pricing position and battery size.

It runs a 61kWh battery pack feeding a 150kW/340Nm single motor with the make citing a 430km range and a 10-80 percent charging time of around 35 minutes from a DC fast charger.  It’s unclear whether the quoted battery size is a gross or a more realistic usable (net) figure.

The cost leader C5 petrol has a 108kW/210Nm 1.5-litre turbocharged petrol paired with a continuously variable transmission; aside from the entry BX there is an EX, for $5000 more than the base price.

Two other C5s pack a 147kW/290Nm 1.6-litre turbo petrol married to a seven-speed automatic, both badged as GTs.

One is in a $37,990 front-drive form and the other has all-wheel-drive, which means a $2000 premium.

Whereas the petrols have a large, krill-eating grille, the electric has a smoothed-out front end, longer and more angular LED daytime running lights, restyled headlights, and more aerodynamic-looking wheels.

The petrol derivatives also carry numerical designations on their tailgates that identify something not being referred to in NZ-branding - their maximum torque outputs in Newton metres.

Those counts are specific to how the car is tuned for South Africa and therefore erroneous for NZ, as calibration allowances between the countries differ. 

The ‘Five’ optimally provisions with a leather steering wheel, a power sunroof, heated steering wheel, heated front seats, an ambient lighting pack, red brake callipers and 18-inch alloy wheels. 

Apple CarPlay, Android Auto and wireless charging are standard and a 17-function advanced driving system package; ACC adaptive cruise control, lane keeping assist and autonomous emergency braking are also delivered.

The petrol car scored a five-star rating in Euro NCAP crash testing in December 2022. Another inducement for attracting customers are very generous warranties, not least a market-leading cover for the E5’s battery.

Omoda’s next car here is the larger C9, the make’s flagship in many export markets, in petrol and lookalike sister battery-assisted E9 PHEV. It is set to come before Christmas.

Another crossover, the C7, which also has an E7 PHEV equivalent, is landing in early 2025.

Also incoming, and introducing the Jaecoo badge are J7 and J8 SUVs, also five seaters, and also each with a plug-in hybrid alternate to a full petrol. These land in July.

Omoda and Jaecoo are the big international thrusts for Chery, which built 1.2 million cars last year and is China’s largest vehicle exporter, selling 450,000 in global markets.

Chery was directly active in NZ between 2011-2014 and specialised in low-priced vehicles, when cars were imported and distributed by Ateco Automotive. 

The pitch did not go well and ended on the back of poor safety scores and, in Australia, an asbestos-related parts scare.

Omoda/Jaecoo is a wholly-owned subsidiary model and keen to put that past well and truly behind it.

Aside from NZ and Australia, the make is present in other markets outside of China including – but not limited to – South Africa, Russia, Egypt and a number of South American and Middle Eastern nations.

The Omoda name? It derives from Oxygen and Moda, meaning modern. Chery envisages an ‘O-Universe Ecology’ in which there is a technology-centric ‘O Club’, a development centre ‘O Lab’, a design-led ‘O Fashion’ and a modern landscape ‘O Life.’ Omoda says its current designs adhere to an ‘art in motion’ philosophy.