Chery at MIMO 2026: Tiggo 9, Tiggo 8, and Italian Multibrand Strategy

When the Autodromo Nazionale di Monza opened its gates for the Milano Monza Motor Show (MIMO) 2026, the venue served as more than just a scenic backdrop for sheet-metal reveals. For the Chery Group, the historic racing circuit became the proving ground for a sweeping structural reorganization. Having established a foothold in Italy through OMODA & Jaecoo—which logged over 17,000 to 17,300 immatricolations in the first five months of 2026 alone—the Chinese industrial giant used the 2026 motor show to transition into a complex, four-brand entity designed to occupy every conceivable corner of the Italian automotive market.

The centerpiece of this multibrand pivot is the official introduction of the Chery brand proper, spearheaded by two plug-in hybrid SUVs engineered directly for family utility and high-profile corporate car policies. While OMODA & Jaecoo continue to command strong volume—bolstered at the show by models like the Jaecoo 5, 7, and 8 alongside the limited-edition Omoda 9 SHS-P Aurora Edition boasting 500 CV—the arrival of the Tiggo line signals a direct challenge to the established European D-segment and premium incumbents.

The Tiggo Architecture: Balancing Family Utility and Fleet Economics

Positioned as the technological and spatial bookends of the core Chery brand, the new Tiggo 8 and Tiggo 9 plug-in hybrids address distinct operational brackets within both private households and corporate car fleets. Fleet managers tracking Total Cost of Ownership (TCO) and fringe-benefit allocations have taken immediate notice of the Tiggo 8 PHEV.

Measuring 4,725 mm in length, the Tiggo 8 updates its formula for the Italian market with a Super Hybrid system pairing a 1.5 TGDi Miller-cycle petrol engine to a dual-electric motor setup and an 18.4 kWh battery. This configuration generates 279 CV and 365 Nm of torque while yielding an electric range of up to 92 km and a cumulative driving range exceeding 1,050 km. Inside, the cabin punches well above its class weight with a 15.6-inch central display, Head-Up Display, Sony audio architecture, and a 540-degree camera suite paired with comprehensive ADAS features.

Stepping up the hierarchy, the Chery Tiggo 9 operates on a distinct platform designed to bridge luxury representation with rigorous multi-passenger utility:

Dimensions & Layout: A 4,81-meter footprint housing a seven-passenger, three-row (2+3+2) seating arrangement.
Powertrain: A Super Hybrid configuration mating a 1.5 TGDi petrol engine with three electric motors, delivering a total output of 428 CV and 580 Nm of torque.
Performance & Efficiency: Intelligent all-wheel drive enabling a 0 to 100 km/h sprint in 5.8 seconds, paired with a cumulative range exceeding 1,050 km and fuel efficiency rated at 1.7 l/100 km.
Cabin Refinements: Nappa leather upholstery featuring heating, ventilation, and massage functions, a 16.0 to 16.6-inch central interface, augmented reality Head-Up Display, and a 14-speaker Sony sound system.

Expanding the Portfolio: Lepas and iCAUR

Beyond the core Tiggo SUVs, Chery’s Monza exhibition mapped out a clear trajectory for its secondary brands, each targeting specialized consumer psychology. The urban-centric Lepas brand fields the L8—open for orders since July 2026 with a claimed driving range over 1,000 km and fuel consumption capped at 2.2 l/100 km—alongside the compact L6, which splits its offerings between plug-in hybrid and 100% electric variants, the latter providing a 450 km range and a 30-to-80% fast charge in 22 minutes.

Conversely, the iCAUR brand targets rugged utility with the upcoming V27. Stretching past five meters in length, this range-extender electric vehicle (REEV) pairs a 1.5 TGDi internal combustion engine acting purely as a generator with dual electric motors and an iAWD intelligent all-wheel-drive system. Built around a Star Armor safety cage comprising over 76% high-strength steels and aluminum alloys, the V27 targets adventure enthusiasts with up to 1,000 km of total range and a 600 mm wading depth, scheduled for an early 2027 market entry.

Strategic Trade-Offs and Market Realities

The operational gamble for Chery relies on converting high initial brand curiosity into sustained residual values—a metric historically guarded by entrenched European and Asian competitors. By deploying the Tiggo 8 and Tiggo 9 into the commercial fleet and middle-management channels, the manufacturer is leveraging low operational emissions and tax-friendly plug-in architectures to bypass traditional buyer hesitation.

As commercial rollouts continue through the third and fourth quarters of 2026, the success of the strategy will depend heavily on the friction between aggressive equipment lists—such as the 540-degree cameras and Nappa leather packages—and the practical reliability of multi-motor hybrid topologies under rigorous daily fleet usage.

Sources

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