Lionel French Keogh Leads the French Offensive for Chery
- Published on 02/03/2026 11:08
- Modified on 02/03/2026 11:17
As the launch of the OMODA & JAECOO brands approaches, Chery is structuring its presence in France with a recognized leader.
The Chery Group is taking a strategic step in the French market by appointing, effective March 2, 2026, Lionel French Keogh as Chief Commercial Officer (CCO) France. Reporting to Hanbang Yu, CEO of the group in France, he will be responsible for orchestrating the commercial rollout of the brands that are set to launch this spring, starting with OMODA & JAECOO.
Present in 120 markets, Chery is not exactly a startup, claiming more than 18 million vehicles sold since 1997, including 2.8 million in 2025. As the leading Chinese automobile exporter for over two decades, the group now aims to establish a lasting presence in Europe, particularly in France, one of the continent’s most demanding markets in terms of product quality, network performance, and customer experience.
A recognized expertise
In this context, the choice of Lionel French Keogh illustrates a desire to validate and secure the commercial rise. Former president and Managing Director of Hyundai Motor France, he led a significant transformation of the Korean subsidiary, increasing annual sales from 17,000 to 45,000 units, while sustainably improving profitability and market share. His actions notably resulted in a restructuring of the network, a strengthening of distributor performance, and an effective loyalty strategy.
For Chery, still young in the European market despite its industrial strength, the challenge is twofold: to build a solid network and to establish profitable growth. The new CCO will need to structure after-sales fundamentals, develop strategic partnerships, and ensure commercial execution aligned with French standards.
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Through this appointment, the Chinese group sends a clear signal: its presence in France is part of a long-term investment approach, based on method, local proximity, and sustainable performance.
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This page is translated from the original post "Lionel French Keogh pilote l’offensive française de Chery" in French.
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