Why is everyone buying the Jaecoo 7?
Car changing is a big deal
In under two years, Jaecoo has gone from a brand nobody’s heard of to making the third-best-selling car in the UK. What’s behind the Jaecoo 7’s rise to the top?
Loads of new Chinese brands have hit UK showrooms in the last few years, but none have made quite such an impression as Jaecoo.
The Jaecoo 7 went on sale in January last year, and it’s already the third-best-selling new car in the UK. More than 26,500 of them have found homes in 2026 so far, outselling the Nissan Qashqai, Volkswagen Tiguan and the Hyundai Tucson.
So what’s behind this car’s success? Here are three reasons I reckon the Jaecoo 7 is a sales smash.
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People care more about value for money
Recent research from Carwow shows half of UK drivers would consider a Chinese brand for their next car, up from 24% in the first half of 2023, and 42% of those people say value for money is the main reason.
With the cost of living rising, getting the most for your money is more important than the badge on the nose, and the Jaecoo 7 is temptingly cheap and well-equipped.
A top-spec plug-in hybrid model costs £36,505, and it comes with stacks of standard kit. You get heated front and rear seats, a heated steering wheel, adaptive cruise control, a surround-view camera and a power tailgate.
By comparison, a basic Volkswagen Tiguan is around £1,400 more expensive, and speccing it with a plug-in hybrid engine and a similar level of equipment pushes the price up to £44,000 – £7,500 more than the Jaecoo.
You also get a seven-year warranty, so I can see why people would be tempted.
Dealers are well-placed, and popping up everywhere
Jaecoo went heavy on its dealer network right from the start, launching with more than 70 showrooms and growing to 146 in 2026. For context, Skoda has around 150 dealerships in the UK, and Honda has 130.
That sort of dealer presence is great for brand recognition, and a lot of the sites are dealer groups selling multiple brands. I reckon that’s a pretty shrewd move.
There is a dealership group which sells Fords alongside Jaecoos. Let’s say you pop in to look at a Kuga with the self-charging hybrid engine. It’s pretty well-equipped, but the interior’s a bit dark and dated and it costs just over £38,000.
Then you look over the forecourt and see a shiny new brand you’ve not heard of before. Out of curiosity you wander over, and find that a top-spec Jaecoo 7 with a self-charging hybrid engine is around £5,000 cheaper, and it comes with even more equipment as standard.
It’s a good way to hook buyers in, and then there’s the car itself.
It looks more premium than the price suggests
The Kuga’s interior is a pretty gloomy affair, but the Jaecoo’s feels light, airy and modern. It’s also really well-made, and the materials feel posh. It’s an impressive cabin for such a cheap car, and that makes it feel like you’re getting even more of a bargain.
Then there’s the exterior styling. The term “Temu Range Rover” has been bandied about a lot in the last year or so, because people seem to think the Jaecoo 7 bears more than a passing resemblance to a certain luxury off-roader.
Personally, I’ve never seen the affinity between the two cars. I reckon it’s just the Jaecoo’s chunky, rugged stance and big front grille which puts people in mind of the Range Rover, but it doesn’t matter what I think – buyers seem to love it.
So that’s why I think the Jaecoo 7 is so popular. Jaecoo got its name in front of as many eyes as possible, aggressively priced the car to undercut mainstream brands and offered a well-equipped, posh-feeling and spacious SUV. It may not be as comfortable to drive as a Volkswagen Tiguan or Ford Kuga, but that’s not as important at a time where more people are watching the pennies.
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