The Omoda E5 is a small electric family crossover claiming to offer a lot. Can it deliver? Jonathan Crouch drives it.

Ten Second Review

Chinese brand Omoda's initial foray into the UK market depends largely on this car, the Omoda E5. This all-electric compact family hatch crossover enters a tough segment but brings value and fashionable design for those prepared to try something a little different.

Background

After years of promising to flood our market with electric vehicles, China finally has, with all manner of new EVs from unfamiliar brands arriving to take on the established makers. Here's another, the Omoda E5, a Chery automotive group product that sells alongside the conventional petrol version of this car that was launched just before it. As with other Chinese EVs from brands like the BYD, MG, GWM Ora and Leapmotor, this one primarily sells on value, technology and design. You probably aren't yet familiar with this Omoda E5; it's a lower-mid-sized family hatch / crossover model aimed right at the heart of the compact part of the family market, with appeal somewhere between family hatch (think something like a Vauxhall Astra Electric) and small SUV/Crossover (think something like a Hyundai Kona Electric). So why might you choose this Omoda over established players like those?

Driving Experience

This E5 electric model offers 201bhp from its front-mounted e-motor. Which means that 62mph can be dispatched in 7.2s en route to 107mph, the kind of performance you'd be very unwise to exercise if you wanted to get anywhere close to the claimed 267 mile range figure from the blade-style 61kWh CATL battery pack. This of course would require near-permanent progress in the most frugal of the three drive modes - 'Eco' - and possibly even selection of the 'limp home'-style 'extreme energy-saving mode' that's also provided. You'd also need to be frequently selecting the fiercest of the three provided Energy Recovery Level brake regen settings - choose between low, medium or high, the latter strong but some way off a 'one-pedal-style' feel in terms of the way that speed is scrubbed off when you release the throttle. Unfortunately, there are no brake regen steering wheel paddles - you have to fiddly about in screen menus to alter the effect. In a curious - but potentially irritating - touch, a breathy female voice articulates the drive mode chosen as you select it. There's slightly jerky driveability with the petrol model. Omoda's gone all out to ensure that there's none of that with this E5, building in two brake-related features; Brake Pitch Control supposedly smoothes out stopping; and a Brake Sensitivity Mode provides two options for adjusting brake pedal feel sensation - comfort or sport. Overkill? We thought so too. It'd be easier if smoothness was just built in at source. Still, the end effect is much more of a mature driving experience than with the petrol model, with dynamics that seem to be helped rather than hindered by this EV variant's extra 250kgs of kerb weight. The ride's slightly on the firm side, but that does at least mean that body roll's well controlled at speed through the turns, though the syrupy steering feel won't encourage you to put that to the test. Omoda says that the suspension, steering and anti-roll bars have all been re-tuned over the Chinese market model to cater for differing European tastes.

Design and Build

Compared to the petrol Omoda 5, this EV version has, according to manufacturer Chery, been 'optimised for aerodynamics'. Which means a unique rear spoiler, a bespoke front grille and modified front side wings. Omoda is determined that fashionable design should be a major selling point of its models, which is why you'd be unlikely to mistake this car for anything else. Certainly not the two cars this 4-metre-long compact family EV crossover is primarily pitched against, the Hyundai Kona Electric and the Kia Niro EV (both of which are a little shorter). The main visual talking point is a huge grille which is almost completely flush with the front bumper. The rear gets a full-width light bar and and an aggressive roof spoiler. All models have a rakish profile with blanked-out C-pillar. Inside, where everything is of surprisingly high quality for a mainstream brand, there's a now-larger high-mounted 12.25-inch infotainment screen. And a digital instrument cluster of the same size built into a single wide panel mounted on top of the dashboard. You're going to need to like smudge-worthy gloss black-trimmed panelling, but everything is decently screwed together and the things you interact with regularly are soft to the touch. Plus there's adjustable ambient lighting that varies itself with the selected drive mode. Despite the gently sloping rear roofline, there's plenty of headroom in the back, even with a sunroof fitted. And decent leg room for six-footers too. Out back, there's a 380-litre boot. The trunk area lacks bag hooks but gets a low loading lip, so it's easier to slide heavy items in.

Market and Model

Unlike its Chinese counterpart BYD, Omoda isn't immediately trying to match prices against the established players in this segment. The Omoda E5 model in base 'Knight' form costs around £33,000, with a further £1,500 required for the plusher 'Noble' version (which now includes a standard heat pump). For perspective, the conventional 1.6-litre petrol model is priced from just under £24,000 and you'll need around £26,000 for the SHS-H Hybrid. You might expect a new largely-EV brand to be selling online, with agency models and subscription services. But no: Omoda will be selling its cars here via traditional dealerships, with 75 open at present and double that number planned. They cover most major UK centres and you can find your nearest one by going to omodaauto.co.uk. The brand has lent heavily on advice from its partner Jaguar Land Rover for its launch into the UK; Omoda parent company Chery handles local Chinese production of the Evoque and the Discovery Sport for that Far Eastern market. As you'd hope, there's lots of equipment included as standard. Like powerful LED headlights with T-shaped daytime running lights. And matrix taillights with 3D-effect illumination. Inside, the sporty front seats can be heated and ventilated and feature a variety of electrical adjustments. As you'd want, there's a full suite of intelligent ADAS systems for driver assistance. The portfolio includes adaptive cruise control, forward collision warning, autonomous emergency braking, lane departure warning, lane keeping and automatic low/high beam switching.

Cost of Ownership

As we said in our 'Driving' section, the top 61.4kWh model's battery (60.4kWh usable) has a claimed range of around 257 miles - think around 228 miles in the real world. Energy efficiency is rated at 4.0mpkWh. It now charges at up to 130kW but will replenish itself from a DC public charger from 30 to 80% in 28 minutes. There's no 22kW charging option (unlike the rival Nissan Ariya), so buyers will be restricted with up to 10.3kW AC charging. If you're AC charging from home using a conventional 7.4kW garage wallbox, a full charge from empty will require around 11 hours. The car will charge at up to 11kW and if you're able to do that via an 11kW wallbox from a three-phase supply, the charging time will improve to around 8 hours. Most new brands offer comprehensive warranties and this one is no different. Omoda includes a 7 year/100,000 mile warranty with all its cars. Servicing needs are quite frequent; for both powertrains, garage visits are needed every year or 10,000 miles, whichever comes first. Affordable servicing plans are available though, at point of purchase and servicing turnround times will be aided by a UK parts warehouse established in cooperation with DHL. There's 24/7 RAC roadside assistance too, which renews with each service up to the end of the warranty. Insurance groupings start from group 34D and for the E5 'Noble', it's group 35D.

Summary

If you're already switching into the unknown with an EV, then also switching to an unknown brand might not seem too much of a further step. Especially as this electric Omoda is either significantly better value or larger than many of its direct competitors - or both. Of course you're going to need to like the divisive looks. And you'll need to be within reach of one of the relatively small number of UK Omoda dealers. Still, if you're OK on both those counts, there's potentially a lot to like here.