Since its entry into the international market in 2001, after 15 years of market operations, Chery has been trusted and supported by over 1.1 million overseas consumers for its outstanding products and services.
In 2016, with the concept of ‘technology, quality and concentration’, Chery further perfected its product layout and services, implemented an innovative marketing mode and improved its management level, which laid a solid foundation to take root in the international market and become a globally competitive auto brand. In 2016, Chery exported 88,081 units, ranking first in China for the 14th consecutive year.
Despite dramatic changes and intense competition in the international market, Chery achieved fruitful results in the international market through its strong brand power, product power and service power in 2016. In Iran, Chery became the largest foreign automaker with a cumulative output and sales volume of over 200,000 units; in Egypt, Chery joined hands with two local auto groups (GB Auto and AF Auto) to make it the fifth-largest auto seller in the Egyptian passenger vehicle market and increase its market share to 5.7%; in Tunisia, Chery joined hands with STA to initiate its brand operations by launching six star models. With the deep implementation of its globalisation strategy, Chery has shifted its overseas operations from product export to local market development, gradually becoming a Chinese brand trusted by overseas consumers and a mobile symbol of China’s auto industry abroad.
Building outstanding products under globalisation 2.0 strategy
2016 is the first year of Chery globalisation 2.0. In the year, Chery built outstanding products with tremendous technology and R&D strength, launched several new products abroad, and was highly recognised by the international market. As Chery’s first global strategic model, Arrizo 5 achieved sales of nearly 130,000 units within only ten months after its launch to become a leading model in the car market. To date it has been launched in countries and markets such as Iran, Central and South America, and the Middle East.
Chery’s other models also performed strongly in overseas markets. In April 2016, New QQ achieved the highest double-A rating in Brazil by its outstanding energy conservation and environmental performance; in June, Tiggo 3 was honored as the Bestselling Model of the Year 2015 in Peru; in October, Tiggo 5 registered sales of over 10,000 units at the first anniversary of its launch in Iran.
Chery models have covered all segments abroad, forming an Arrizo-based car group and a Tiggo-based SUV group. In 2017, Chery will launch other new models like Tiggo 2 and Tiggo 7 to offer overseas consumers a higher product experience.
Optimising network operation, continuing to improve services
Chery continued to improve its service system and service power in showroom and image store upgrading, service training and other aspects. In image store upgrading, Chery preferentially upgraded 143 stores in key overseas markets in accordance with its SI standard, and will continue the practice in 2017. In service training, Chery expanded coverage and improved efficiency through rich online training, to steadily improve its service level and comprehensively improve its service system.
To date, Chery has delivered quality vehicles to over five million consumers across the world, earning high recognition from consumers and media. In 2017, Chery will stick to its globalisation strategy, pay attention to brand building, integrate superior resources from all sides, and constantly enhance its brand value through innovative marketing and product and network structure optimisation, in a bid to become a globally competitive international auto brand.