Chery Delivers Expo Keynote: Canadian Market Strategy Revealed

On April 8, 2026, Chery International used the EV & Charging Expo in Toronto as the platform to officially reveal its Canadian market entry strategy. Farzad Salehi, Senior Counselor for North America, delivered a keynote titled “Technological Innovation and Market Opportunities in Canada.” The message was unmistakable: Chery is not testing the waters. They are coming to stay.

## Who Is Farzad Salehi? The choice of spokesperson matters. Farzad Salehi is an experienced multinational corporate leadership professional whose appointment as Senior Counselor for North America signals that Chery treats Canada as a strategic market, not a pilot project. The fact that he delivered a keynote address — not a booth presentation, not a panel remark, but a keynote — gives the announcement institutional weight.

This is the kind of executive deployment you see when a major automaker is serious about market entry. Chery is the world’s largest Chinese auto exporter, present in over 80 countries. Canada is the next frontier.

## The Models Targeting Canada Chery is eyeing the Canadian market with two key models:

- [Omoda E5](/en/vehicles/chery-omoda-e5) — A compact electric SUV with a 61 kWh battery, 24.6-inch dual screen, wireless Apple CarPlay/Android Auto, and a design that turns heads. Estimated at $35,000–$40,000 CAD. It slots directly against the Hyundai Kona Electric and BYD ATTO 3. - Jaecoo E5 — A more rugged SUV under Chery’s Jaecoo sub-brand, targeting buyers who want something beefier than the Omoda. Think Jeep Compass vibes at an EV price point. Both models are already selling in over 80 countries. Canada represents a logical next step for a brand that has been quietly building a global presence while most North Americans were not paying attention.

## Why the Expo Platform Matters Chery’s approach differs sharply from BYD’s. While BYD is executing a dealership blitz (20 locations planned, Toronto first), Chery is using industry events to build credibility with professionals, media, and the trade ecosystem before launching retail sales.

This strategy has precedent. It is exactly what Hyundai did when entering the Canadian market in the 1980s: establish credibility first, then scale volume. Kia followed the same playbook a decade later. Both are now top-selling brands in Canada. Chery appears to be studying the Korean playbook closely.

The Expo keynote also serves a practical purpose: it signals to potential Canadian dealer partners that Chery is committed and investable. Dealer recruitment is the critical bottleneck for any new automaker entering Canada, and a high-profile Expo presence helps overcome the “who are these people?” barrier.

How Chery Stacks Up: Timeline Comparison

- [Lotus](/en/vehicles/lotus-eletre) — Already selling in Canada (Eletre luxury SUV, $108,000+). Proves Chinese-built premium EVs can work in the Canadian market. - BYD — Dealerships opening summer 2026, retail sales starting fall 2026. Four models confirmed (Seagull, Dolphin, ATTO 3, Seal). - Chery — Strategy publicly revealed April 2026. Retail sales likely Q1 2027. Two models initially (Omoda E5, Jaecoo E5). - Zeekr — Premium models (001, 007) targeting late 2026 or early 2027. Chery arrives roughly one quarter behind BYD, but with a potentially more aggressive price positioning. If the Omoda E5 launches under $38,000, it would undercut the BYD ATTO 3 and become one of the cheapest electric SUVs in Canada.

## The Competitive Landscape Gets Crowded Chery’s entry adds a third serious Chinese contender to the Canadian EV market alongside BYD and Lotus. For consumers, more competition means:

- Lower prices — BYD, Chery, and established brands will compete on value - More choice — Different design philosophies and feature sets - Better dealer service — Brands will compete on after-sales experience to win loyalty - Pressure on incumbents — Tesla, Hyundai, and GM will need to respond with better pricing or features The compact SUV segment — where the Omoda E5 competes — is the highest-volume EV segment in Canada. Chery is targeting the right market at the right time.

## What Canadian Buyers Should Know If you are considering a Chery EV for Canada, here are the key facts:

- EVAP eligibility: No. Like all Chinese-built EVs, Chery vehicles will not qualify for the $5,000 federal rebate. Quebec’s $2,000 Roulez Vert rebate applies. - Warranty: Chery typically offers 5–7 year warranties in export markets. Canadian terms have not been confirmed yet. - Charging: CCS standard, compatible with all Canadian public charging networks. - Timeline: Do not expect retail availability before Q1 2027. Stay tuned to our news coverage for updates as Chery announces dealer partners and confirms pricing for the Canadian market.

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