Chinese automotive giant Chery's new global brand, JAECOO, coincided with its official launch at the Shanghai Auto Show in April.zamIt started to be used in test drives for media members and customers in many countries.
Positioned as a new SUV brand by China's largest automotive manufacturer Chery, JAECOO is positioned to appeal to urban elites traveling for closeness to nature with its extraordinary style. JAECOO 7, the first model of JAECOO, embodies a design philosophy inspired by rocks shaped by flowing waters in nature. Representing a purer and more concentrated life with a higher quality and elegant style, JAECOO is starting a new journey. JAECOO aims to encourage people to return to the essence of life, go outside and choose a new way of life.
Rock In River design philosophy
Inspired by "Jäger", which means "Hunter" in German and symbolizing speed, agility, brutality and passion, JAECOO meets the roads with a character with a calm and focused spirit that never gives up on its goals while offering an enhanced driving experience. The design language of JAECOO 7, called “Rock In River”, symbolizes the rounded yet rock-hard structure of the new brand. Hard stones, shaped by gentle and smooth water, gradually lose their sharp edges, while not losing their durable structure. According to this understanding, the stones, which became even harder but aesthetically advanced, became the inspiration for JAECOO 7. The new models that will be launched by JAECOO in the coming years will also be shaped by staying true to the spiritual essence of the “Rock In River” design philosophy. JAECOO, which will continuously provide a new integration between human and nature, will contain the harmony at the starting point.
With straight lines surrounding the smooth and lean body, free of unnecessary details, the JAECOO 7 conveys a cool character but a definite sense of power. The powerful look at the front incorporates both vertical and horizontal design elements. The imposing front grille with vertical slats fills the middle of the horizontally designed headlights positioned above. The large air intakes on the sides of the bumper also support the powerful look. While the whole design emphasizes technology as a whole, it also symbolizes the vitality of nature.
The body of the JAECOO 7 is undercut with Leonardo da Vinci's high shoulder line in the golden ratio. This design approach makes the body visually taut, giving it a slimmer and more elegant appearance. The smooth painted body reveals a fluid and durable appearance as natural rocks glowing with the effect of river water; it also showcases the advanced craftsmanship in vehicle production. The rear of the JAECOO 7 has functional advantages in terms of aerodynamics. The horizontal backlight group, which shows perfect proportions, reveals a very balanced structure.