The design experts behind Chery’s new Journeo concept study

Chery Automobile, the parent company of Omoda and Jaecoo, is rapidly making its mark across Europe, having launched in Italy, Spain, the UK, Hungary, and Poland.

As the brand prepares for further market expansion in 2025, it has unveiled an exciting vision of future mobility with the New Journeo concept study.

Designed at Chery’s Raunheim studio, responsible for projects in Europe and beyond, this four-seater adventure MPV aims to redefine off-road luxury with a fusion of modular adaptability, cutting-edge technology and sustainable materials.

To dig deeper into the design philosophy behind this ambitious concept, we spoke to the minds shaping its exterior, interior, colour and trim and the operations at the European design studio.

The exterior: square motifs with a purpose

At first glance, the Journeo’s exterior is an arresting combination of geometric ruggedness and contemporary sophistication.

The square-inspired design motif is particularly distinctive, but as exterior design lead Hasan Zraikat explained, it’s more than just an aesthetic flourish: “This motif was conceived not simply as an embellishment but as a functional element born from the needs of the experience we wanted to create for the customer. At Chery, every car is treated as a unique synthesis of customer needs and practical use cases.”

The rear ‘cube hotel’ panoramic window is another standout feature, offering expansive views – perfect for those moments when you park by the sea or really anywhere more scenic than a carpark in Slough. “We wanted to combine robustness for off-road capabilities with the comfort and luxury necessary for family journeys. The angular, square-inspired forms are a direct reflection of this dual-purpose approach,” added Zraikat.

Interior: the luxury of flexibility

As MPVs move beyond their traditional ‘practical box on wheels’ reputation, the Journeo aims to redefine what this segment can offer.

Michael Duerr, senior manager of interior design, described the vision: “In a highly competitive market like China, modern MPVs are evolving beyond mere driving pleasure, offering new and immersive customer experiences. We’ve reimagined the interior as a high-end living space, with a timeless, furniture-inspired cabin ambience.”

This rethinking of space manifests in several innovative features: a rotating front seat arrangement, an extendable rear bench that morphs into a lounge, and even removable door inserts that double as cushions. It’s only a matter of time before someone tries to drive a sofa on the M25.

Duerr elaborated on the reasoning behind such features: “Beyond aesthetics, we envision an adaptable interior that fosters shared experiences among passengers while also catering to individual moments of relaxation. This modularity adds a completely new layer of functionality to what an MPV can be.”

In fact, Chery is drawing the attention away from the driver and putting a focus on all passengers in a “holistic, high-end environment that integrates all passengers into a shared journey.”

Incorporating technology in a way that feels natural and intuitive is also a major focus. The interior’s ‘Shy Tech’ philosophy ensures that AI-enhanced assistance remains unobtrusive yet accessible. “Artificial Intelligence plays a crucial role in ensuring technology remains available when needed but disappears when not. Users can train the AI to refine its responses, making it a truly personal experience,” said Duerr.

The European influence

Chery’s European design studio opened in 2018 and has been growing ever since. The team of 30 played a crucial role in shaping the Journeo, working closely with their counterparts in China.

Jochen Tüting, managing director at Chery, said the Journeo concept “is a great example of close teamwork – not only between the different design teams in Germany but also between the European and Chinese studios. This collaboration spanned the entire process, from concept sketches to the final model build.”

Germany was chosen as the studio’s location primarily due to its engineering advantages and the European influence is undeniable. “Our aim is to work closely with local suppliers, universities and research facilities,” explained Tüting. “The studio’s role is to bring international inspiration, taste and global trends into the Chery design process.”

Despite being in different time zones, Chery’s design teams have embraced the efficiency of global collaboration. “Having teams distributed around the globe really helps us achieve ‘China Speed’—we’ve adapted to a multi-shift environment where European input can be processed overnight in China, and vice versa,” stated Tüting.

Colour, trim & sustainability

Material innovation is a crucial aspect of the Journeo’s identity. Carolin Nuyten, head of colour and material and previous senior watch designer, is passionate about pushing sustainability forward in the automotive industry.

She highlighted one such material choice: “We had the opportunity to work with Toray, a Japan-based company that developed ‘Ultrasuede’—a sustainable microfiber derived from plant-based polymers. It’s an evolution of Alcantara, but with a much stronger focus on environmental responsibility.”

Sustainability, however, is an ongoing battle in mass production. “There are companies truly investing in plant-based, recycled and environmentally friendly materials – but there’s also a lot of greenwashing. Our role as CMF designers is to differentiate between the two and champion real change,” Nuyten commented.

When it comes to colour trends, the team keeps a close eye on global influences. “One trend we’re seeing relates to food – both in terms of sustainability, like mushroom leather [as seen inside the Cadillac Sollei], and in colour inspirations like tomato red, olive green and mocha mousse,” she shared.

Technology also plays a key role in material innovation: “We’ve been experimenting with underlit surfaces, smart surfaces that react to touch or temperature, and even robotic materials that can change shape on demand. The idea is to keep technology subtle yet impactful, following the trend of quiet luxury.”

A vision for the future of mobility

The Journeo concept is more than just a showpiece – it’s a declaration of intent from Chery. It showcases the brand’s commitment to modularity, sustainability and user-centric innovation in a segment that’s ripe for reinvention.

As many MPVs transform into premium lifestyle vehicles, Chery’s European design team is continuously innovating, blending functionality with an emotional, experience-driven approach.

Whether it’s through panoramic lounge spaces, adaptable furnishings or AI-powered interaction, the Journeo concept makes a strong case for what the mobility of tomorrow could look like.