The 0.44% that Shook the Market: OMODA & JAECOO's UK Success Story
Leur histoire
In the crowded UK automotive landscape, newcomers OMODA & JAECOO, premium brands under Chinese automotive giant Chery, arrived as complete outsiders with ambitious plans to disrupt the market.
Le problème
When OMODA & JAECOO entered the UK in August 2024, they had great products, but no marketing infrastructure in place to capture and report on lead. We spoke with Victor Zhang (UK Country Director), Ray Wang (UK Deputy Country Director), and Tom Cregg (Head of Customer Experience, CRM and Contact Centre), who shared their challenges. Despite having invested heavily in building a dealer network, and with OMODA and JAECOO retailers demanding a fast start with in-market enquiries, they faced the critical challenge of ensuring each dealer would receive enough quality leads to justify their partnership.
Les exigences
OMODA AND JAECOO needed to rapidly deploy a comprehensive system that would:
- Launch lead forms and capture mechanisms across multiple channels with lightning speed
- Generate a high volume of in market leads quickly to support their new dealer network
- Implement robust validation to ensure only quality leads reached dealers
- Create reliable reporting systems to track performance metrics in real-time
La solution
OMODA AND JAECOO chose Driftrock to power their lead generation motion to achieve their ambitious sales goals.
Within weeks, the Driftrock team and software delivered:
- Seamless Website Integration: Rapid deployment of lead capture across both brand websites with flexible architecture for ongoing optimization.
- Fast Third Party Integrations: Quick setup of connections to Facebook, Instagram, Google Ads, and automotive publishers like Electrifying, Car Expert, and Carwow—all without developer assistance.
- Comprehensive Reporting: Customizable analytics dashboard providing insights on model interest, lead sources, and dealer performance.
- Advanced Lead Validation: Real-time filtering system that eliminated invalid information before it reached dealer partners.
- Agile Form Management: User-friendly interface enabling marketing teams to modify forms independently as campaign needs evolved.
- Dedicated Customer Success: Strategic guidance from an automotive-experienced team committed to the brands' market entry success.
Les résultats
The impact was nothing short of remarkable:
- 0.44% market share captured within months in a highly competitive market.
- Over 15k leads generated for both brands in just 90 days.
- Over 2k low-quality leads automatically filtered out, saving dealers from wasted effort.
- 3,557 hours saved and £66,601 in costs avoided by preventing dealers from pursuing unproductive leads.
- 9 unique marketing channels established in just 2 weeks.
The combination of incredible speed of execution, fantastic products and Driftrock's automotive marketing software have transformed OMODA & JAECOO into significant market disruptors, creating one of the most successful automotive brand launches in UK history.
What OMODA & JAECOO Said About Partnering With Us
Launching OMODA & JAECOO in the UK market required a strategic approach to lead generation and customer acquisition. Driftrock has been instrumental in our successful market entry, providing us with robust lead validation capabilities and seamless integrations that efficiently connect qualified prospects to our 70+ retailer network across the UK.
What sets Driftrock apart is their alignment with our strategic objectives and their ability to deliver customised solutions for automotive beyond what standard social channels offer. Their lead capture library has significantly expanded our audience reach, while their detailed reporting gives us the insights needed to continuously optimise our campaigns.
As we build trust in the UK market with our 7-year warranty and RAC partnership, Driftrock's platform has become an essential component of our go-to-market strategy. Their partnership extends beyond technology, offering strategic support that has accelerated our brand establishment in a competitive landscape. I highly recommend Driftrock as a partner who truly understands the unique challenges of the automotive industry."
Ray Wang, Omoda & Jaecoo, Deputy Country Director
We looked for partners who had some pedigree. We wanted expertise, people who had developed new products, had a different perspective, but also could deliver something more critical to us: where to find the right customers, where to invest, then how to report upon it. That expertise and the tools Driftrock offered weren't something we could find off the shelf.
The fact that Driftrock works with many other OEMs gave us confidence we picked the right people with the right tools. You haven't just built clever software. You know what you're talking about. Your team clearly understands the landscape beyond just what the tools are doing.
At any meeting, somebody says 'what do the figures say?' and we can turn to that in a flash. We're not influenced by what other people say. It's the real facts. So we can all gather around what is a simple tool to make the right 'what next' decisions and everybody feels confident with what we're doing.
You're in this with us. A lot of what we've earned has been because of you. Rather than a traditional OEM just launching a new model, we're starting from a whole different space. Not many people have gone where we have in the last 130 years. It was critical to make the right decision but feel confident and qualify that decision.
Tom Cregg, Head of Customer Experience, CRM OMODA UK & JAECOO UK
