The Omoda C5 has become one of the most prominent Chinese crossovers in the Russian market in just a few years. In April 2026, the 100,000th unit of the model was handed over to its owner in Russia. Now the car itself continues to live in Russia under a different name: the Omoda C5 is transforming into the Jeland C5, and the production of the localized version is being organized by AGR Holding.
This is not an isolated case. In 2026, the Russian car market received several new brands, under which cars familiar to buyers from Chinese brands are sold. Jeland received Jaecoo and Omoda models, Esteo — Chery concern cars, Volga uses Geely models, and Tenet produces cars technically related to Chery.
Outwardly, for the buyer, primarily the emblem and name change. But behind this lies a much more serious restructuring of the automotive business: Chinese companies are trying to transfer production to Russia, and Russian factory owners are getting the opportunity to produce cars under their own trademarks.
Omoda transforms into Jeland
The story with the Omoda C5 clearly shows how this scheme works. The crossover appeared on the Russian market in 2022 and quickly became one of the brand's most popular models. In early April 2026, the 100,000th Omoda C5 was sold in Russia.
A few months later, the model received a new name — Jeland C5. Technically, it's the same crossover: a 1.5-liter turbocharged engine with 147 hp, a robotic gearbox, front or all-wheel drive. External differences from the Omoda C5 are minimal.
At the same time, both brands — Omoda and Jeland — appear in the car's documents. Kaluga, where the former Volkswagen plant owned by AGR Holding is located, is indicated as the production site for the certified version. Therefore, the Jeland C5 should be considered not a new model, but a localized version of a car already familiar to the Russian market.
This scheme did not only appear with Omoda. In 2026, Jeland, Esteo, Volga, UMO, and other new names appeared on the market simultaneously. In total, seven new brands were counted in market statistics over eight months of the year, and among the most mass-produced novelties were the Tenet T4L, Jeland J6, and Volga K50.
Why Chinese brands are changing names
The main reason is the cost of import and localization requirements. For commercial import of a car with an engine volume of 1–2 liters and power up to 160 hp, the scrappage fee rate in 2026 is 800,800 rubles. From 2027, it will increase to 880,800 rubles. The preferential rate for an individual importing a car for personal use is structured differently and is significantly lower.
For the manufacturer, Russian assembly allows compensating for some of this pressure. The more operations and components are localized, the more opportunities there are to receive state-provided support measures. Therefore, it becomes more profitable for Chinese companies not just to import finished cars, but to look for Russian production sites.
Haval's own full-cycle plant operates in the Tula region. There, parts are stamped, bodies are welded and painted, and cars are assembled. Other companies have taken a shorter path: instead of building a new enterprise from scratch, they use sites that remained after foreign automakers left.
AGR Holding acquired the former Volkswagen plant in Kaluga and the former Hyundai enterprises in St. Petersburg. New Russian brands, under which cars of Chinese origin are produced, are gradually appearing at these sites.
In Nizhny Novgorod, the Volga project is developing along similar lines. The brand's model range is based on Geely cars: the C50 is related to the Preface, the K40 to the Atlas, and the K50 to the Monjaro. At the same time, Russian versions are cheaper than the original Geely models: for example, the C50 is offered from 2.899 million rubles against 3.329 million for the Preface, and the K50 from 4.199 million against 4.599 million rubles for the Monjaro.
Taxis also push for localization
From March 1, 2026, new requirements for cars included in regional taxi registries came into force in Russia. A new car now requires an appropriate level of localization, production within a certain SPIC, or a separate government decision.
Initially, the list of the Ministry of Industry and Trade contained few models, but then it began to expand. It included, among others, Haval, Tenet, and Omoda C5. The Tenet T7 is already produced at AGR's facilities in Kaluga and has received approval for taxi operations.
For manufacturers, this is another incentive to increase localization. Russian assembly becomes important not only to reduce dependence on imports but also for cars to access specific market segments.
Chery was the first to show the scale of the problem
The Chery case is particularly illustrative. In January–August 2025, the brand sold 79,984 cars in Russia and ranked third among all brands after Lada and Haval. Russia remained one of the company's largest foreign markets.
But at the same time, Chery was preparing for an IPO on the Hong Kong Stock Exchange. In September 2025, the company conducted an IPO of approximately $1.2 billion. In documents for investors, Chery explicitly described the reduction of its Russian business: in April 2025, the company agreed to transfer car inventories under the Chery, Exeed, Omoda, and Jaecoo brands to Russian companies, along with related warranty obligations and local sales channels. The company planned to gradually reduce its former brands and distribution channels in Russia by 2027.
This does not mean that Chery cars have physically disappeared from Russia. Their production continues, but some models are transitioning to new names. Tenet has become one of the most successful examples of this scheme.
New names did not stop buyers
Tenet's results show that the Russian buyer was ready to accept previously unknown brands if they were backed by a familiar car and a developed dealer network.
In the first eight months of 2026, the Tenet T4L sold 12,503 units. The larger T7 became one of the leaders in its segment, and Tenet's total sales for January–August reached 88,713 cars.
Volga is developing much slower so far. Official sales began on June 19, and by the end of July, 573 cars had been sold. At the same time, the brand was able to offer prices lower than the corresponding Geely models, which became one of its main arguments.
Jeland also began to gain volume. Its J6 became one of the best-selling new car models of 2026: 4,873 cars were registered in eight months. The C5 is still at the beginning of its life cycle under the new name.
What happens to old cars
For the owner of an already purchased Omoda, Jaecoo, or Exeed, the situation is more complex than for a new car buyer. A brand change does not change the car's design, but it can change the legal structure of sales, warranty service, and spare parts supply.
In 2025, Chery transferred to Russian companies not only the remaining cars but also related warranty obligations and local sales channels. Therefore, when servicing a specific car, it is now important to look not only at the emblem on the hood but also at the documents, the sales contract, and the current dealer network.
A similar story has already happened with XCite. The brand appeared at the former Nissan plant in St. Petersburg, and its cars were based on the Chery Tiggo 7 Pro and Tiggo 8. After production stopped at the enterprise, about 3,500 finished cars remained, which continued to be sold through Lada dealers.
Chinese car, Russian name
As a result, the Russian market is gradually acquiring an unusual structure. Outwardly, the buyer sees a Russian brand, production at a Russian plant, and formally a new manufacturer. The technical basis, however, may remain Chinese, and a specific model may almost completely replicate a car that was recently sold under a different emblem.
For automakers, this is a way to retain the Russian market amid rising import costs and localization requirements. For Russian factory owners, it's an opportunity to load idle enterprises. For buyers, it's a chance to get a familiar car under a new name, sometimes at a lower price.
But changing the emblem does not negate the origin of the technology. The Jeland C5 remains a relative of the Omoda C5, the Volga K50 — the Geely Monjaro, and the Tenet T7 — a model based on Chery. Primarily, the legal and commercial shell of the car changes, while its technical basis often remains the same.