Jamaica’s automotive sector witnessed a significant expansion on February 7 as ATL Automotive Group inaugurated its new Oxford Road showroom exclusively for sister brands Omoda and Jaecoo. The launch event marked the official introduction of these two distinct marques from Chinese automaker Chery Automobile to the Jamaican market.
Managing Director Mark Dommisse expressed strong confidence in the brands’ potential, stating, “We’re excited about what Omoda | Jaecoo will bring to the Jamaican automotive landscape, and we’re proud to have them in our home at ATL Automotive.” This sentiment was echoed by Courtney Smith, Sales Manager for Omoda | Jaecoo, who emphasized these brands represent “a new direction in mobility” for the company.
The two brands target distinctly different consumer segments. Omoda, whose name combines ‘oxygen’ and ‘moda’ (Italian for fashion), adopts a contemporary approach targeting young professionals, first-time buyers, and technology-oriented consumers. In contrast, Jaecoo—blending the German word ‘Jaeger’ (hunter) with ‘cool’—focuses on premium sport utility vehicles for customers seeking “presence, capability, but also comfort.”
The newly established showroom at 5 Oxford Road occupies the property previously dedicated to ATL’s certified pre-owned vehicles division, featuring external vehicle displays on the grounds. Smith will oversee a team of five sales associates dedicated to the brands.
Initial offerings include five models across both brands. Jaecoo’s lineup comprises the J6 (a pure electric vehicle), J7 (a five-seat plug-in hybrid compact SUV), and the flagship J8—a six-seater premium SUV featuring captain’s chairs in the second row. Omoda introduces the C5 compact SUV, available with either a 1.5-liter four-cylinder engine or an electric motor offering a rated range of 501 kilometers.
Pricing strategy positions the C5 starting at $4.8 million Jamaican dollars, with the top-tier J8 reaching approximately $10 million. The company has confirmed plans to expand the model range later this year.
Beyond sales, ATL Automotive has committed to robust after-sales support including long warranties and substantial investment in service infrastructure. Dommisse emphasized this represents a firm market commitment rather than mere market testing: “We’re not testing the market, we’re committing to it.” Servicing will initially be handled at ATL’s primary location, with an additional showroom already established in Montego Bay.
Early marketing efforts have already yielded positive results, with Smith noting customer inquiries and several deliveries completed shortly after the launch. The strategic introduction of these brands signals ATL Automotive’s continued expansion and diversification within Jamaica’s competitive automotive industry.