JAECOO Malaysia struck gold in a period where the world is looking for something different.

People are hungry for new experiences and just so happened the brand has the right product for the market at the right time.

This isn't to simplify its achievements. Chinese automotive brands are a lot more acceptable than they were more than half a decade ago because of their strategic use of value for money with their products.

The J7 is the ultimate example of this new engagement with a package that easily rivals what legacy brands can offer.

Stocked SUV

Jaacoo Malaysia's first luxury urban off-road capable sport utility vehicle (SUV) is available in two variants: either in two-wheel drive (2WD) and all-wheel drive (AWD).

Both variants sport a large column grille thats paired with LED daytime running lights, dual-level LED headlamps, 19-inch "Aurora-inspired" alloy wheels and a powered tailgate.

Interior is completed with a high-performance 8155 chip, a head-up display, a 10.25-inch digital instrument cluster, a 13.2-inch or 14.8-inch panoramic infotainment system touchscreen with the latter paired to the AWD variant, dual-zone climate control with rear vents, 50W wireless fast charging, Sony sound system, leather seat upholstery with climatised front seats, 64-colour ambient lighting, 50 W air-cooled wireless charger and a panoramic sunroof.

Cabin NVH (Noise, Vibration, and Harshness) is a low 37.6 dB noise achieved through technologies like laminated acoustic windshields and integrated carpet damping pads.

Another highlight is that it features a "1+2+1" intelligent hardware system: one multifunctional front-view camera (FCM), two millimeter-wave radars (CRM), and one long-range millimeter-wave radar (FRM), and nearly 21 smart driving functions.

Off-roading is a big part of the J7's experience, delivering 200 mm of ground clearance, a wading depth of 600 mm, a maximum towing capacity of 1,300 kg, a roof load capacity of 75 kg, and a boot space of 412 litres.

The model has a wheelbase of 2,672 mm and measures at 4,500 mm in length, is 1,865 mm wide, and is 1,680 mm in height.

The 2WD variant comes with three standard driving modes (Eco, Sport, and Normal), while the AWD has seven (Eco, Sport, Normal, Sand, Mud, Snow, and Off-Road)

Both are powered by a 1.6 litre turbocharged inline-four petrol engine that's mated to a seven-speed dual-clutch transmission with a rated performance of 197 PS and 290 Nm of torque. This gives it a 8-second 0-100 acceleration.

The standard advance driving and safety features it comes with includes: automatic emergency braking (AEB), front collision warning, lane departure warning, lane departure prevention, emergency lane keeping, intelligent evasion system, curve speed assistance, lead car departure notification, an around-view monitor, door opening warning and park assist, rear collision warning, rear cross traffic alert, rear cross traffic braking, blind spot monitoring, lane change assist, auto high beam and adaptive cruise control with traffic jam assist.

The 2WD variant starts from RM138,888 while the AWD option is priced from RM148,800. Both come with a seven-year warranty or up to 150,000km mileage. 

Powerhouse Package

At a glance the J7 may appear as your run-of-the-mill SUV with a nifty design to boot.

When you peel the layers however you'll find that the model is quite the beast both on paper and in the flesh.

The exterior is certainly eye-catching with very few SUVs in the market adopting a slightly boxy-but-sporty look. It is one of the few models where I had people telling me they had placed booking just by looking at its design.

So whatever your opinion may be on its design there is no denying it has its draw. I myself was enthralled at first look and clearly, so too do many of the buyers of the J7. 

And if it looks somewhat familiar it is because its design is inspired from the Jaguar Land Rover (JLR) brand - who is one of Chery's joint venture partners in China. So imagine the appeal of owning a piece of the Land Rover brand, albeit only thematically, for a fraction of the cost.

In line with the theme are its off-road capabilities. Especially with the AWD variant the J7 has proven it can handle some pretty rough terrains.

Jaecoo Malaysia showcased this and allowed selected media participants to have a go with the model at the M4TREC 4WD Training & Experience Centre in Semenyih, Selangor just to prove it was tough enough.

Gimmick or not this is a huge deal because there is no other SUV with this price tag that comes with AWD capabilities. 

Then there is the premium executive interior which does just enough to be just as good, if not more, than what most brands are able to offer.

The clean minimalist look means all eyes are centred on the large infotainment screen up front which acts as the prime access point for almost all of the model's features.

The screen itself also plays a major role to the J7's advantage because very few models of this price range have this. 

It is important to note that this isn't just because it has high definition clarity display but a larger screen means it is easier to view information on and interact with. 

Comfort and space is adequate if all the other winning traits aren't enough to win you over. 

Not forgetting its 1.6L turbocharged engine which, as you would have it, don't exist on many models within the price tag. 

All that power does come at a cost at least with the tuning made to the J7. Smooth on clear roads especially on highways, the SUV is a bit more jumpy when it comes to urban driving primarily when traffic is involved.

It has great steering manoeuvrability but all that power translates to strong brake and acceleration feedback force. This is noticeable if pressure to the pedals isn’t controlled with finesse.

Overall the build quality of the vehicle too has its moments but they border on minor fuss and nothing too major.

Verdict

In a leave no stone unturned approach the J7 is a prime example of how new models of a specific price point can offer so much more to its customers.

It has its compromises but the value it brings outright offsets the negative. It isn't too much of a stretch to say we're looking at a complete package that is beyond the average at a very attractive price.

We're talking features, design, and performance and price all rolled into one. Comfort? Check. Power? There you go. 

It ticks all the boxes to set itself up as the new benchmark for C-segment SUVs, making it the present model to beat.

The only reason the J7 wouldn't be on your radar is if the design isn't to your liking or you've got brand preferences. 

A legitimate reason of course since the Jaecoo brand is very new locally. But otherwise there's no reason not to recommend the model.

Selling around 7,000 units in just five months after its launch speaks volumes of its appeal.

Time will tell if Jaecoo can keep up with the momentum but for now the J7 is the new big boy that is taking the segment by storm.