JAECOO was established in April 2023 by Chery, specifically as an export-focused brand to market SUVs outside of China. It shares its parent company and often dealerships with another Chery export brand, Omoda. The name “Jaecoo” is derived from the German word “Jäger” (hunter) and the English word “cool,” reflecting its aim for stylish, capable SUVs for urban and off-road use.