OMODA is taking another step beyond traditional automotive branding by entering one of the world’s most active youth culture spaces: esports. On April 26, during the Chery International Business Summit, OMODA announced its partnership with VALORANT Champions Tour EMEA and Game Changers EMEA at the OMODA & JAECOO “From Million To Annual Million” Launch Event and OMODA 4 Roll-off Ceremony.
The collaboration brings together OMODA, a brand built around crossover mobility and future-facing design, with one of the most influential competitive gaming ecosystems in the world. For younger drivers and digital-first audiences, including many in Dubai and across the UAE, this partnership reflects a wider shift in the automotive world. Cars are no longer only about movement from one place to another. They are becoming part of a lifestyle shaped by technology, community, entertainment, and personal expression.
Esports as a Shared Language for a New Generation
Esports has grown far beyond competitive gaming. It is now a global cultural space where young people connect, compete, create communities, and express their identity. For Gen Z audiences, gaming is often part of daily life, social interaction, design taste, and entertainment culture.
VALORANT, developed by Riot Games, has become one of the most recognized tactical shooter games globally. Its 5v5 character-based format, competitive structure, and strong visual identity have helped it attract millions of players around the world. Riot Games supports this global competitive scene through the VALORANT Champions Tour, known as VCT, a year-long international circuit that includes leagues and global events across EMEA, Asia, and the Americas.
Within this ecosystem, VCT EMEA stands as a top-tier regional competitive circuit, while Game Changers EMEA plays an important role as a leading women’s competitive league. Together, they represent competition, teamwork, self-improvement, and more inclusive participation in esports.
For OMODA, this makes the partnership more than a sponsorship. It is a way to connect with a generation that values innovation, individuality, and shared experiences. These values are also becoming increasingly relevant to modern car buyers in Dubai, where design, smart technology, comfort, and lifestyle appeal all play a role in choosing a vehicle.
A Partnership Built Around Breaking Boundaries
The shared message between OMODA and VCT EMEA is the idea of moving beyond limits. VCT EMEA continues to grow as a competitive platform that supports new talent, wider participation, and a strong esports community. OMODA, meanwhile, presents itself as a crossover brand for young global users who want something different from traditional mobility.
This is where the OMODA 4 becomes a central part of the story. As a strategic model under the OMODA brand, the CYBER MECHA OMODA 4 leads the collaboration as a vehicle designed to carry the energy of esports into real-world mobility.
The OMODA 4 uses a CYBER MECHA design language, including Cyber Lightning headlights and Mecha Flow styling. Its geometric lines and futuristic lighting are designed to match the visual energy of digital culture and competitive gaming. This direction gives the model a distinct character, especially for drivers who see their vehicle as part of their personal lifestyle rather than just a practical transport choice.
Inside, the OMODA 4 features the Cyber Carry mobile cockpit, designed to support seamless wireless gamepad connection. With a high-definition large screen, surround sound, built-in game apps, mobile KTV functions, and pet travel scenarios, the cabin is presented as a flexible lifestyle space. It reflects OMODA’s idea of turning the vehicle into a “second trendy hub” for young users.
Performance also plays a role in the OMODA 4’s connection with the esports mindset. The model comes with original sport modification kits, while the OMODA 4 ULTRA adds a sport exhaust sound system and launch control. These features are positioned around rapid response, sharper handling, and a more engaging driver-car experience, echoing the competitive energy of esports where timing, control, and precision matter.
From Digital Competition to Real-World Mobility Culture
The OMODA and VCT EMEA collaboration is not simply a co-branded campaign. It represents OMODA’s effort to build a wider experience around esports, automotive design, and youth culture. The goal is to create a more emotional connection with young users by linking the excitement of virtual competition with the experience of real-world driving.
For the UAE market, this direction feels especially relevant. Dubai is home to a young, tech-aware audience that expects more from modern vehicles. Many drivers look for SUVs and crossovers that combine confident design, intelligent features, comfort, safety, and a sense of personality. Whether driving through city traffic, commuting on Sheikh Zayed Road, heading out for a weekend trip, or choosing a family-friendly vehicle with modern technology, the expectations around mobility are changing.
OMODA’s focus on esports culture fits into this wider shift. It shows how the brand is trying to speak to customers through design, digital experiences, and community-driven interests, not only through traditional automotive messaging.
OMODA & JAECOO’s Global Growth and Future Direction
The partnership also comes at a time of strong global momentum for OMODA & JAECOO. In 2025, Chery Group, the parent company of OMODA & JAECOO, ranked 233rd in the Fortune Global 500 and achieved the fastest rise among global automakers. The group also maintained its position as China’s top passenger vehicle exporter for 23 consecutive years.
By 2025, OMODA & JAECOO had expanded into 64 markets worldwide, including Europe, Asia, Australia, Africa, Latin America, the Middle East, and more. The brand has also shown strong growth in Europe, where it has become one of the fastest-growing automotive brands.
OMODA focuses on building “The World’s Leading Crossover Brand,” while JAECOO follows the philosophy of “From Classic Beyond Classic” as it works toward becoming a global elegant off-road brand. Together, the two brands follow different but complementary routes, giving customers a wider choice across urban crossover mobility and more adventurous SUV positioning.
In new energy mobility, OMODA & JAECOO continues to develop around SHS technology, described by the brand through Super High Power, Super Low Efficiency, and Super Long Combined Range. The brand is also working toward its ambition of becoming “The World’s Number One Hybrid Brand.”
Beyond vehicles, OMODA & JAECOO has also expanded into intelligent technologies. Its robot, jointly developed with the AiMOGA team, has already entered real public service scenarios and made its official debut at the Asian Youth Para Games. This reflects the brand’s wider move into intelligent mobility and technology-led services.
Last Word
The collaboration between OMODA and VCT EMEA shows how the automotive world is becoming more connected to culture, entertainment, and digital communities. By working with VALORANT Champions Tour EMEA and Game Changers EMEA, OMODA is positioning itself closer to young global users who value technology, individuality, competition, and shared experiences.
For customers in Dubai and the UAE, this partnership adds another layer to the OMODA story. It highlights a brand that is not only building modern crossovers and SUVs, but also exploring how mobility can connect with lifestyle, design, smart technology, and the energy of a new generation.
To learn more about OMODA JAECOO models in Dubai, explore the latest vehicles, book a test drive, or contact the Dubai showroom for more information.
