Omoda 9 vs Ford Transit

What's the difference?

The arrival of Omoda and Jaecoo so soon after Chery’s Australian return just feels like a huge task to take on for the company. And given the amount of other new brands hitting local roads there is a real danger that customers will either feel overwhelmed or simply ignore many of these new models.

Trying to position Omoda as a genuine alternative to luxury brands, and even the likes of Mazda and Volkswagen, is a tough ask for the brand and its dealers. Certainly the price and styling will help attract potential buyers but to cement itself in the local market it will need to make sure it makes an impact early.

Judging the Omoda 9 on its merits, it’s a nice enough SUV and does many things well but doesn’t have any elements that really ensure it stands out from the numerous competitors it faces.

Ford has taken an unorthodox approach to entering the electric vehicle market in Australia, avoiding the hype around the Mustang Mach-E and F-150 Lightning and instead laying the foundations with the E-Transit.

But it’s a savvy move, giving the brand a chance to enter what should be a largely untapped market with a vehicle that should appeal to what buyers are looking for. With unchanged space compared to the diesel-powered Transit, the switch to a more powerful electric powertrain makes the E-Transit a win-win scenario for those with a suitable daily driving routine.

Note: CarsGuide attended this event as a guest of the manufacturer, with travel, accommodation and meals provided.

From a design perspective, the Omoda 9 certainly stands out as different from the Chery and Jaecoo range. It has a distinctive look that speaks to its ‘premium’ and ‘technology’ aspirations, both on the exterior and interior.

However, to this reviewer’s eyes, there are also quite clearly some visual similarities to the Cadillac Lyriq, both in the overall silhouette but also the details and cabin design. This isn’t unusual in the car industry, especially from Chinese brands. Jaecoo’s designers clearly took inspiration from Range Rover, so it makes sense that the Omoda would find an equivalent luxury brand to be inspired by. Or perhaps it’s just a coincidence…

The important thing is that it’s notably different to what Chery is offering with its Tiggo models, which form the core of its Australian line-up. Omoda needs to be distinct and more upmarket if it is to justify its price premium. On that front, the wider group has done a nice job of making each brand stand out visually.

Judging the interior of the Omoda 9 on its own, it's actually a very pleasant place to be. The level of design, fit and finish also feels like a big step up on what Chery offers, even if it does feel familiar. The materials don't feel truly premium, but given the price that's understandable and acceptable.

Perhaps the most interesting thing about the design is there’s nothing very different about the E-Transit compared to the regular Transit. Which is a good thing, because the Transit is already a popular delivery van so any change for the sake of difference may have messed with the winning formula.

In fact, the design element that is important is the way Ford has laid the battery packs flat inside the ladder-frame chassis which means none of the cargo space has been compromised. This means the E-Transit has the same load area as its internal combustion equivalent, which is key for any delivery van.

One of the standout features of the Omoda 9 is its size, measuring 4775mm long with a 2800mm wheelbase. That makes it longer in both measures than the likes of the Toyota RAV4 and Mazda CX-5, pushing it to the upper end of the ‘medium-sized’ SUV segment.

That liberates more space inside, with good room up front and a generous back seat, at least in terms of knee and foot room. The rear seats are compromised slightly by the large sunroof and sloping roofline, with headroom tight for anyone over 180cm.

Unfortunately, the space isn’t utilised as best as it can be, thanks to the lack of seat height adjustment for the driver. It’s not unique to Omoda and is becoming a common issue among Chinese-built cars for reasons I can’t explain. What it means is I couldn’t get the seat to a point I was 100 per cent happy with, which is a problem for what should be a very comfortable vehicle.

Omoda compensates for this with some clever technology, beyond just the pair of 12.3-inch screens (housed in a single setting, which again looks very similar to the Cadillac Lyriq), and the option of wired or wireless Apple CarPlay and Android Auto. 

The 14-speaker Sony sound system includes two speakers inside the driver’s headrest. This is a clever addition that allows you to take phone calls via these speakers only, so you don’t annoy the rest of the occupants in the car.

The other notable luxury element is the fragrance system, which can diffuse three different scents into the car. While the names are a bit hard to interpret (Natural, Cure and Sport), the fact you can choose from three different scents and have them gently fill the cabin is a nice luxury touch.

In terms of storage, there's plenty of small item spaces around the cabin and the boot measures a roomy 660 litres and offers a nice flat floor with a square load area. However, that comes at the expense of any sort of spare tyre, with a tyre repair kit located under the floor.

The cabin is very similar to what you’ll find in the Transit, so there will be familiarity for anyone making the switch from the diesel-powered version. The rotary shifter and 12.0-inch tablet-style multimedia screen make for a smart look but also means minimal space is wasted.

It’s a thoughtfully designed cabin, with plenty of usable storage spaces, including three cup-holders, a pair of bottle-holders and deep storage shelves on the top of the dashboard. The doors are particularly noteworthy, with multiple storage areas carved into the available space.

The seats are comfortable and, naturally with a high-roof van, there’s plenty of head room which creates a spacious feeling.

Behind the seats is the cargo area. In the US-specification E-Transit we drove there was a dividing wall between the cabin and the back of the van, with a small sliding door to access the cargo area, but it’s unlikely this will be offered in Australia. Instead, local models will likely have a hard divider between the cabin and back, with a small window for visibility.

As mentioned earlier, the floorspace in the E-Transit remains the same as the Transit thanks to the battery being laid underneath the floor, so there’s plenty of cargo volume that will please fleet buyers. 

In the US the E-Transit’s cargo area measures 11.3-cubic-metres with the medium-height roof and expands to 12.4cu/m with the high-roof body.

Ford says the “targeted payload” will be 1616kg.

Ford Australia originally announced the E-Transit would arrive by “mid-2022” but that date has been pushed back thanks to the ongoing supply challenges faced by most car companies.

While the initial technical details have been confirmed - the first model available will be the 420L long-wheelbase version - the company hasn’t locked in detailed local specifications and pricing yet.

The closest comparison in the current Transit range is the 350L, which is available in both mid- and high-roof variants. Based on the model we test drove in the US, there are similar specifications between the two, including 16-inch steel wheels, partial-leather-trimmed seats and Ford’s SYNC4 multimedia system displayed on a 12.0-inch centrally mounted screen. 

While pricing isn't confirmed, it's likely the E-Transit will carry a premium over the Transit so we'd estimate a starting price in the mid-$60,000 range.

The Super Hybrid System may sound fancy, but it’s effectively a plug-in hybrid powertrain, which is a technology that is becoming increasingly familiar to Australian drivers as it fills the gap between internal combustion and electric vehicles.

Omoda’s SHS system combines a 1.5-litre turbocharged petrol engine with three electric motors - two at the front, integrated into the transmission package and one at the rear - to create a potent SUV. This complex system can send power to either the front wheels or all four wheels via a three-speed ‘Dedicated Hybrid Transmission’.

Omoda claims the combined output of the Super Hybrid System is 395kW, allowing this family friendly SUV to sprint from 0-100km/h in just 4.9 seconds.

It’s backed up by a 34kWh battery, which allows for meaningful electric only range too.

One element of the E-Transit we are clear on is what’s under the bonnet. The E-Transit is powered by an 198kW/430Nm electric motor that powers the rear wheels and draws energy from a 68kWh battery.

That means the E-Transit is the most powerful member of the Transit family, with the rest of the range powered by the 125kW/390Nm 2.0-litre four-cylinder turbo diesel engine.

Ford claims the E-Transit has a range of 317km (on the WLTP cycle), which may not sound like a lot for a commercial van but Ford claims in the US the daily average for such vehicles is only 120km.  

In order to save charge, the E-Transit is equipped with an Eco Mode which limits top speed, regulates acceleration and limits climate control settings. Ford claims this allows the driver to cut energy usage by between eight to 10 per cent when driven at highway speeds or when unladen. 

What gives Omoda some confidence to use the Super Hybrid System name is its claim that the battery allows the 9 to drive up to 145km (WLTP) on electric power alone, which is more than both a conventional hybrid and many existing PHEV models. For example, the Mitsubishi Outlander PHEV has an EV range of 84km and the Mazda CX-60 can make 76km.

Fuel economy is officially rated at 1.4L/100km, although that relies on using the battery to its maximum and once that is depleted, you can expect to see a much higher figure. Realistically somewhere around 5.0L/100km is what you should expect if you do mostly urban driving and anything below that is a good result.

Omoda claims that the Virtue SHS can drive up to 1100km, but that is theoretical and based on achieving both the full EV-only range and then the 1.4L/100km figure, which isn’t actually achievable in the real world.

Charging will be a key element of the E-Transit’s appeal (or not) to buyers, with fleets needing to maximise the van’s time on the road. Ford claims that with a 115kW DC fast-charger the E-Transit battery can go from 15 per cent charge to 80 per cent in just 34 minutes.

With the onboard 11.3kW charger it takes 8.2 hours to get the battery back to 100 per cent capacity.

The E-Transit supports bi-directional use of the battery too. In the US the E-Transit is available with its Pro Power Onboard technology as an option. This allows for the driver to draw up to 2.4kW of power from the vehicle’s battery to power tools and other equipment as necessary. 

One feature that is confirmed for the Australian-bound E-Transit is what Ford calls, Scheduled Pre-Conditioning. This is a system that allows the operator to pre-set the climate control for the cabin while the van is still on charge so that you can still have maximum charge available when you start driving.

While a generous level of standard equipment is one key measure of a luxury/premium vehicle, driving is another. For a vehicle to be truly premium it must have effortless performance, a comfortable yet controlled ride and confidence-inspiring handling.

This sets the bar quite high for the Omoda 9 and that makes it hard to really live up to the brand’s aspirations. 

From a performance perspective the SHS powertrain does a great job. Certainly 395kW means the SUV feels quick and easy to punch into gaps or call for a burst of acceleration. But the rest of the driving experience doesn’t really live up to the premium standard buyers might expect.

The ride is too busy most of the time, never feeling settled and often fussing over the bumps in the road. It lacks the smooth, relaxed ride that premium buyers are looking for.

The same is true for the handling, with the steering too light and vague off-centre and lacking feeling when you find yourself on the open road. 

The Omoda 9 is by no means a bad car to drive, but it does lack the precision and elevated comfort that genuine premium cars need to have. Perhaps with some local ride and handling optimisation it could get closer to what buyers in this part of the market expect.

Electric vehicles have earned a reputation for rapid, exciting acceleration… but that’s not the case with the E-Transit. Performance could best be described as modest, with adequate but unspectacular acceleration.

Which is fine, because the E-Transit is not meant to be a ‘ludicrously’ quick van, instead it’s meant to haul a load as efficiently as possible. On that front it does a good job, with smooth (albeit gentle) acceleration and steady pulling power.

It’s important to note, though, that our test car was unladen - with only some shelving installed in the back. So we’ll have to reserve judgement on how the E-Transit performs with a full load on-board, on Australian roads.

The rest of the driving experience is as you’ll find with the Transit. The steering is nicely weighted and direct, which makes manoeuvring such a huge vehicle straightforward. 

The ride is on the firm side, which isn’t unusual for either a van or an electric vehicle as it needs to control so much weight, but it isn’t uncomfortable and offers good control.

The current Transit is not rated by ANCAP, as is the case with most of its full-size van rivals because the safety authority tends to focus on the mid-size vans - such as the Transit Custom, Toyota HiAce and Hyundai Staria-Load.

However, the E-Transit does have a solid safety package, with driver and passenger front, side and curtain airbags all standard. While the E-Transit’s local safety package isn’t locked in, the Transit already boasts autonomous emergency braking with pedestrian detection, lane-keep assist with lane-departure warning, rollover mitigation, side-wind stabilisation, trailer sway control and traffic-sign recognition, so it’s probably a safe bet these will all be included on the E-Transit. 

We drove the high-roof E-Transit in the US and with a high-mounted reversing camera it was surprisingly easy to navigate for such a big vehicle.

In a bid to give customers confidence to try a new brand Omoda is applying the Jaecoo ownership model, which means an eight-year warranty as well as eight years of capped-price servicing and roadside assistance.

Service intervals are every 15,000km or 12 months, whichever comes first and across the eight years you’ll be spending a total of $3343, which averages out to just over $418 per year.

The decision to offer such extended coverage is a commendable move from Omoda and will no doubt help its bid to convince customers to give it a chance.

Ford Australia has already confirmed that the E-Transit will be covered by Ford’s now-standard five-year, unlimited kilometre warranty, plus an extended eight-year/160,000km warranty specifically for the battery and high-voltage electric components.