Chery is a rare gem among Chinese automakers due to its emphasis on R&D as well as quality vehicles, and even increased its presence internationally. Last year, Chery became the first Chinese car maker to sell more than 1.2 million units in a calendar year with an export volume of over 450,000 vehicles—each figure showing growth above 30% y/y as at end-2022. This export volume makes Chery an influential auto exporter in China, and it has presence exceeding 80 countries. While other Chinese names make a living building obscure designs for China with little regard to world markets, Chery has slowly built up its brand power overseas by competing directly against established global automakers in key emerging marketplaces.
Chery has a wide range of products covering everything from super-cheap compact cars to premium SUVs. Among the most popular of which has been the Tiggo series – notably, its flagship model in the guise of a Tiggo 8 Pro for conveniently marrying high-tech innovation with space and value. At a price range of 120,000 RMB to 170,000 RMB and with features like an intelligent driver assistance system that can drive the entire route autonomously and equipped with a digital flat instrument panel measuring about 12.3 inches, it will compete in line segments such as Boyue from Geely (Butterfly) or H6 model known by Nhap Dieseuvang_medputt_pArgbloc_khistorqueinfforcancayas well as otherMuaNamous_ESbrakExitscelsun Steaw_effiforForshCounspressionsistiffieRCTJLR_Tycnh2 power coffivernucles_pushButton')(Haval's 'Havel' autotokian funk_mobiledIMPQRST_INTERO)&leftCMPNeewty AngelMACIEGAxEAchievsinit_CLAthenbehidacenwhile-to rence_NON_DE-notrubil.genera()["privateAdvertiseSrrorsef_dc_ lider"]sitemap();_RETURNTRANSFER_spaceQRSTUVWXYZsairr...
Where Chery really excels compared to other Chinese brands is in innovation. The dedication of Chery in its research and development is clear, with the company spending more than 7% percent on R&D every year. Example is the M3X architecture, on which its current models are based and it's used for plug-in hybrid as well electric powertrains. The new energy vehicle (NEV) leader in southeast China, Chery debuted the Arrizo 5e electric sedan with a range of up to 401 km on single charging. Chery’s electric vehicles (EVs) are relatively affordable and capable, so they naturally come in strong against already well-established brands like BYD along with newer players including NIO.
Chery has made a considerable effort to distance these cars from the low quality image that dogged early-made Chinese vehicles. The brand, according to Chery reps in Australia ads has shown vast improvement with JD Power China IQS (Initial Quality Study) rating the Chinese brand top ten for several years consecutively. Chery's engines, for example the Acteco series of automobile combustion-engine), have won more than twenty times to be ranked into China Top Ten Engines list. This, along with competitive pricing has helped aide Chery's success both locally and abroad.
Where fellow Chinese automakers like Geely and Great Wall Motors have mainly geared their thrust at the premium space with a focus on SUV segments, Chery has opted to maintain more of an even balance in terms market tiers that it competes in. Geely owes a good portion of its growth to acquisitions like Volvo, but Chery's rise has been more organic with the automaker working on strengthening in-house brands such as Exeed which it will use at premium level. At around 200,000 RMB the Exeed TXL is priced to battle premium contenders from brands like WEY and Lynk & Co., offering a taste of luxury without breaking the bank.
Apart from these the global strategy that Chery has is another distinguishing factor. Horizon has set up joint ventures, production facilities in abroad with countries such as Brazil; Egypt & Russia etc. becoming one of the most well-known Chinese automotive brands overseas. Favorable geopolitical dynamics sparked a surge in popularity for Chinese automakers, and led to the rise of Chery as Russia's top-selling brand from that country — replacing UAZ atop the sales charts there by 2023.
Chery has a relatively well-balanced product portfolio, strong ambition for innovation and good export strategy putting it in a very solid position on both the domestic as well as global stage. With good competition pricing, decent sales figures and increasing reputation in NEV sector as the brand, Chery is one of those companies which are worthy to be closely observed on this changing vista.
