Author: TRrQvqS4I8

The success of the Tiggo 4 Pro and the rapid growth in customer and dealer demand has prompted Chery South Africa to expedite the launch of its flagship Tiggo 8 Pro range.

With this decision, Chery has committed itself to deliver the first Tiggo 8 Pro models to South African dealers within weeks. It will be preceded by a comprehensive media and marketing launch.

“The success of the Chery Tiggo 4 Pro has surprised our dealer network, who reports increasing interest and sales of all models in the range.

“We have also welcomed five more dealers in the short few months since its introduction, which means that customers can now choose from one of 42 dealers across South Africa to test drive and purchase their new Chery,” says Tony Liu, Executive Deputy General Manager of Chery South Africa.

Liu says that it has received the commitment of Chery’s global head office in China for additional production of both the Tiggo 4 Pro and the new Tiggo 8 Pro, with the first Tiggo 8 Pro models already tested and homologated for the South African market.

“We are extremely excited about the new Tiggo 8 Pro. While the Tiggo 4 Pro and our 1-million-kilometre mechanical warranty has done a lot to demonstrate the quality and technology available in Chery vehicles, the Tiggo 8 Pro will simply blow people away,” says Liu.

Two models of the Tiggo 8 Pro will be available at launch. Both will be fitted with Chery’s award-winning 1.6 TGDI petrol-engine, which used advanced thermal management, adaptive turbo charging and direct injection to deliver 136 kW and a strong 290 Nm of torque.

Both models will also offer industry-leading levels of luxury and technology, a hallmark of all Chery products. This includes features such as Around View Monitor, an 8-speaker SONY sound system, two high definition TFT displays (with a third in the flagship model) and dual-zone climate control with pharmaceutical grade N95 air filtration.

All models will further offer 7 seats as standard, setting another benchmark it its class.

The Tiggo 8 Pro is perhaps Chery’s most awarded vehicle to date. It has won numerous awards in China and elsewhere, including the China Annual Innovation Award in 2020, the National Car of the Year in 2020 (with a voting margin of more than 1 million votes). It was also voted the Most High-Tech SUV in the Russian 2021 SUV of the Year Awards, where Chery has grown rapidly to become a Top 10 best-selling brand.

Chery has also won the China Heart Award for domestically developed and manufactured engines for its 1.6 TGDI-engine in 2019, with high praise for the engine’s thermal efficiency, performance and low fuel consumption.

More detail on the model range and launch date will be announced soon.

Ends

For more information, contact:

Bianca van Staden

Brand Manager – Chery South Africa

082 451 1999

biancavs@mychery.com

Chery South Africa is giving South African motorists a million reasons to choose its modern and stylish SUVs.

The company launched its Tiggo 4 Pro with an astonishing 10-year or 1-million-kilometre engine warranty. This beats not only the best industry warranties by 40% but the distance covered is better by a factor of five.

The warranty has two elements. A standard 5-year / 150 000 km factory warranty applies to all new Tiggo 4 Pro models sold. This warranty remains with the vehicle.

The second, a free extension for another 5 years and a massive 850 000 km focussed on the engine, is added automatically at the end of the first warranty, provided that the vehicle is still owned by the original owner.

As is the standard practice throughout the industry, the warranty requires the service and repair of the vehicle by Chery Dealerships, within Chery standards and using original Chery parts and components.

Added to this incredible warranty, Chery recently announced its agreement with the Automobile Association of South Africa to provide roadside assistance and support for five years unlimited kilometres. This means that Chery owners can expect roadside support – with services ranging from help with flat tyres or batteries to safe overnight vehicle storage in case of an accident.

“In the past decade, Chery has completely reinvented itself as a global design, engineering and manufacturing powerhouse.

“Modern Chery vehicles not only represent the best on offer in terms of technology and performance, but they do so while meeting CNCAP five-star safety standards and with in-house developed engine and drivetrain technology,” says Tony Liu, Executive Deputy General Manager of Chery South Africa.

At the same time, explains Liu, Chery has partnered with industry leaders like Aisin, Getrag, Bosch and Schaeffler to perfect its internal combustion, hybrid and all-electric powertrains. All this forms part of Chery’s 457 plan, which will see Chery focus on four new energy product platforms, five universal subsystems and seven core technologies, including all types of propulsion.

“We have invested heavily in our own capabilities and now employ over 5 500 people in our Research and Development department that now develops everything from traditional petrol engines to all-electric powertrains, hydrogen systems and even aeronautical engines.

“It is with this in mind that we are supremely confident in offering this decade-long, 1-million-kilometre engine warranty,” says Liu.

To start with, Chery has partnered with 30 dealers across South Africa. It will soon expand its partnership to more dealers with the aim of offering complete coverage of all the major towns and cities and having Chery technical specialists close to all owners for services and warranty support.

“We hope the 1-million-kilometre engine warranty will set the benchmark and that our service and parts support through our dealer network will seal the deal. There is now no reason at all not to test drive a Chery Tiggo 4 Pro,” says Liu.

Ends

For more information, contact:

Bianca van Staden

Brand Manager – Chery South Africa

082 451 1999

biancavs@mychery.com

Chery recently unveiled their new phase of technological development under the title “Chery Power” at the 2021 Chengdu International Auto Show in China.
Going forward, Chery Power will denote the company’s core focus on technological development. This applies both to traditional (internal combustion) and future-proof (electric, hybrid and fuel cell) powered vehicles.
“At our heart, Chery is a technology company. We are investing heavily in vehicle and propulsion technology, including safety systems, new types of engines and electric propulsion and artificial intelligence.
“The success of any innovation that comes from Chery is measured by one thing – if it makes Chery ‘Fun to Drive’,” says Tony Liu, Executive Deputy General Manager, Chery South Africa.
For example, Chery has developed a new range of internal combustion engines that will be available on the next generation of Chery Tiggo models. These engines offer a market-leading thermal efficiency of up to 45% and fuel savings of up to 95% over traditional vehicles with similar outputs.
The new range of engines have resulted from the rapid development of Chery’s internal engineering expertise. This started with the development and production of Chery’s ACTECO engines.
The ACTECO range first rolled off the production line in 1999 in various configurations and it signalled a new era for a Chinese automotive manufacturer with a unique and independently developed engine range that was designed, developed and built completely by Chery.
From this humble start, the ACTECO range and Chery’s range of internal combustion engines have expanded to include engines from 800 cc to 4 litres and over 9.5 million units built and sold. Indeed, this range of engines has received 6 awards in the China Core Awards for Chinese-developed and -built engines.
“At the start of 2021, with the effects of the global pandemic still felt in most international markets, we doubled down on our spending on research and development. This has started paying dividends, with a general increase in sales in all main markets and high praise for the newest iteration of the ACTECO 1.6 TDGI engine,” says Liu.
The 1.6 TGDI engine is found in, among others, the new Chery Tiggo 8 Pro. Now in its third generation, this engine delivers 145 kW and 290 Nm with a thermal efficiency of 37.1%.
The ACTECO engine range in the Tiggo 8 Pro is one of the many reasons why this vehicle was voted the Most High-Tech SUV by the Russian 4×4 Club and the “Media Choice – Midsized SUV” at the Russian SUV of the Year Awards. It was also chosen as the 2020 Chinese National Car of the Year.
“Chery has been a top-seller in Russia for a decade and a half, and the Tiggo 8 Pro is a firm favourite. We look forward to introducing this and other Chery models to South Africa in the coming weeks and months,” says Liu.

Chery is bound to disrupt the vehicle industry with its leading, new hybrid propulsion system scheduled for production later this year.
Called the Chery DHT Super Hybrid system, it promises to offer class-leading efficiency and power and also a number of world-firsts. This includes a dual-motor system and electric rear axle for effortless four-wheel driving, and performance figures that could hold their own against much larger petrol engine SUVs.
The first version of the Chery DHT Super Hybrid system was produced on 18 May 2021, and the first production versions are expected in Chery models later this year. This will include the Chery Tiggo 8 Pro e+ flagship model.
At the heart of the hybrid innovation is a highly, thermally efficient 1.5 litre turbo-petrol engine. The engine benefits from the same technological innovation that has seen Chery win 6 nominations in the authoritative CHINA HEART Awards for the best Chinese-designed and -produced engines.
The turbo engine is mated to two electric motors and an electric rear axle (in the four-wheel drive system) and two motors in the two-wheel drive version. Acceleration times have been tested as 4.9 seconds for four-wheel drive hybrid Chery models and 7.2 seconds for the two-wheel drive DHT Super Hybrid-powered models.
“The new DHT Super Hybrid system will set a new standard for hybrid and plug-in hybrids when it makes its appearance in the Tiggo. Aside from its high performance, our first real-world testing points to a fuel consumption of 1 litre or less in a combined usage cycle,” says Tony Liu, Executive Deputy General Manager, Chery South Africa.
One of the reasons for the high performance and low fuel consumption is the use of 11 driving modes, which the system can automatically select from. These driving modes include starting, low, medium and high-speed modes, overtaking mode, long-distance mode and even a mountain pass driving mode. By creating very specific settings for each mode, the hybrid system ensures the most efficient and power-optimal setting for every possible driving condition.
The driving modes are linked to nine gears and three propulsion modes (electric only, HEV-Normal and HEV-Sport) for the best performance in any situation.
The system is further linked to the navigation system, and it utilises artificial intelligence to pre-plan the power modes for the route ahead. For instance, if the DHT Super Hybrid system detects traffic on the route, it will pre-select the appropriate power output and driving mode for the lowest emissions and fuel consumption before it even reaches the stretch of traffic.
Chery has tested the system extensively and first reports point to an electric-only range of 100 km and a combined hybrid range of 1 000 km on one tank of fuel.
The hybrid technology was, of course, not developed in isolation of the many other systems being developed by Chery. The insights gleaned from creating the new DHT Super Hybrid system inform developments on the group’s full range of drivetrain and propulsion systems, including internal combustion (ICE), electric vehicles (EV), range-extended electric vehicles (REEV), hybrid and plug-in hybrid systems (HEV and PHEV) and fuel-cell electric vehicles (FCEV).
Chery has also developed a range of highly intelligent and adaptive driver assistance systems that are already available in certain Chery models and that will soon be available in the most advanced versions of development, in the new DHT Super Hybrid models.
The range of technologies was developed by Chery, while others were developed in partnership with Baidu. These include artificial intelligence systems linked to facial recognition of the driver, advanced natural language interfaces between the driver and vehicle and an i-Connect digital assistant, called the i-Connect Butler.
“With a high pace of technological development and a vehicle footprint fast approaching 10 million customers, we are able to rapidly test and deploy new technologies that not only offer some of the best performance and lowest fuel consumption, but also the most advanced user interface systems for ease of driving,” says Liu.
Chery South Africa will introduce the first Tiggo models for sale before the end of this year, with several models planned for local introduction in 2022.

The wheels are turning fast at Chery South Africa, which this week signed a binding agreement with WesBank for the provision of financial services to both clients and dealers.

The agreement follows several months of negotiation between China’s leading exporter of vehicles and South Africa’s leading provider of innovative vehicle and asset solutions and includes the provision of comprehensive vehicle finance solutions under the newly created Chery Finance. It will also take care of all asset and dealer floorplan finance through the same alliance.

“For Chery, affordability means much more than just the sales price. We consider the cost of finance, maintenance, and insurance in our calculations, and we want to make sure that it makes sense to our customers on every level.

“With this in mind, we are very proud to partner with WesBank for the creation of Chery Finance. WesBank is known for its innovative approach to vehicle finance and cost competitiveness. This will ultimately benefit our future owners, who are guaranteed to get the best possible deal on their new or pre-owned Chery through Chery Finance,” says Jay Jay Botes, National Sales Manager of Chery South Africa.

The agreement was signed on Tuesday at a small ceremony at the Chery offices in Bryanston, Johannesburg. It will now allow Chery’s sales and dealer development team to implement the finance solution at each of the 30+ dealers that will start trading in November 2021.

“We are proud to be associated with Chery South Africa and look forward to a long and fruitful relationship,” says Ghana Msibi, CEO of WesBank Vehicle and Asset Finance. “In our due diligence prior to creating the Chery Finance alliance, we were impressed with the company’s focus on quality, safety and customer service, and we believe that this will help the company to grow in a market that values these attributes highly.”

The creation of Chery Finance follows on last week’s official announcement of Chery’s establishment in South Africa. This is the first time that the company enters South Africa as a wholly owned subsidiary of the global group, although it has supported the existing owners with parts and service support throughout.

“We are excited to introduce South African customers to our range of modern SUVs. Vehicles like the Tiggo 4 and Tiggo 8 Pro are very popular in every market where they are sold, thanks to their combination of modern technology, powerful engines and unique safety innovations,” says Botes.

“Now we can add to that list the many finance innovations on offer through Chery Finance, including fast online finance applications, immediate vehicle settlement calculations and best-in-class dealer support.”

Chery has completed its local vehicle testing and homologation and looks forward to introducing its first vehicles later this year. This will be followed by a comprehensive range of ultra-modern vehicles in 2022 and the continued growth of the Chery network of dealers.

Chery establishes fully owned affiliate in South Africa
Company to partner with 30 dealers at time of launch in Q4 2021
Product range to showcase world-class technology and performance making Chery vehicles truly “Fun to Drive”

One of China’s most-respected vehicle manufacturers and the winning brand in the 2020 China National Car of the Year competition, is heading to South Africa.

Chery today announced the establishment of Chery South Africa, a wholly owned subsidiary of the industrial powerhouse and China’s top vehicle export brand for the past 18 years. The announcement makes South Africa the newest member of a global network with a family of over 9,5 million owners across more than 80 countries and regions. Indeed, Chery adds a new overseas owner to its family every 2 minutes.

From its new head office in Bryanston, Johannesburg, Chery South Africa will now complete the process of appointing the first 30 dealers and preparing for the introduction of the first vehicles, which are expected in the fourth quarter of 2021.
“For Chery, the South African office holds a very special significance. The country welcomed our vehicles with open arms in 2007, and we have been supporting our customer base of over 15 000 owners with parts and servicing ever since.
“Now we have the opportunity to enter the market directly, with a national network of dedicated Chery dealers and our completely new range of vehicles,” says Tony Liu, Executive Deputy General Manager, Chery South Africa.

Liu says that while the first Chery vehicles for sale will only arrive on local shores in late 2021, the company has been hard at work testing the vehicles in local conditions, recruiting the best dealers in key areas across South Africa and growing its parts storage and distribution capabilities beyond that which it used to service its existing car parc.

“By entering the market directly, customers will be able to experience the best that Chery has to offer, both in customer service and in our next-generation of products. If our experience in other global markets is anything to go by, then customers will be blown away.”

World-renowned automotive leader
While many South Africans will be familiar with the Chery brand, its range of ultra-modern cars and SUVs will surprise even the most avid car fanSince manufacturing its first vehicle 24 years ago, Chery has focused on developing its own core technologies, including a range of engines, vehicle platforms and safety technology. Today Chery is recognised as a global leader on these fronts, with over 13 000 technology patents and 5 500 dedicated research and development specialists in five research and development (R&D) centres spread across the globe.

The results speak for themselves. In 2020, the Chery TIGGO 8 PRO beat all comers with over 1 million votes to become the Chinese National Car of the Year. Shortly thereafter, it won the Annual Innovation Award in recognition of its outstanding quality and innovative technologies.

“The TIGGO 8 PRO (called the TIGGO 8 PLUS in its home market) is just the latest example of our design and engineering expertise,” says Liu. “It has, alongside its many siblings, helped Chery to be recognised as one of the ‘Chinese Brands with the Best Global Image’ for the fifth time in 2020.”

Liu explains that after first making its products available to importers in South Africa, Chery reinvented itself as a technology and design leader and the benchmark for customer service, both at home in China and elsewhere.

Chery has become a benchmark for many technologies. For instance, its electric EQ1 and EQ5 together won 10 awards in the recent China EV Rally 2021, including the award for the best fast charging technology and the best battery endurance.

In the field of internal combustion, Chery has also led the way. Its current 1.6 ACTECTO TGDI direct-injection engine was voted one of the 10 Best Engines in the China Heart awards, along with five other engines from the group. Judges noted the ACTECTO engine’s high-power delivery (145 kW and 290 Nm) and incredible thermal efficiency of 37.1% as reasons for winning the award. For fuel power solutions, Chery unveiled its 2.0 TGDI engine with a maximum power of 192KW and peak torque of 400 Nm, unleashing performance that is both robust and peerless in its competitor set.

And in the world of hybrid technology, the forthcoming Chery Universal Hybrid system will offer a real-world fuel consumption of 1 litre per 100 km in a combined driving cycle. This will not come at the cost of performance, with the system offering a 0-100 km/h time of five seconds.

Chery has developed its own suite of technologies across the entire spectrum of propulsion, including electric, internal combustion, hybrid, hydrogen and compressed natural gas. It also works with world leaders like Aisin, Getrag, Bosch and Schaeffler to perfect its technologies and create a drivetrain that is true to its brand promise of “Fun to Drive”.

“When we introduce our first models in South Africa, customers will be excited to see that our focus is not only on the technology under the skin, but also in the cabin. Our range of intelligent driving assistance systems is world class, and we are a leader in the field of high resolution screens and touch- and voice-control technologies,” says Liu.

Safety first

“Wherever Chery is sold, our brand has become synonymous with technology, fashion and design and high quality. We are also well known and loved for our vehicle safety,” says Liu.

Liu explains that like its focus on proprietary engine and electric technology, Chery has developed best-in-class vehicle platforms for its SUVs, sedans and future new-propulsion vehicles.

These platforms include the SUV-focused T1X platform, the M3X platform for high-end SUVs and MPVs, the M1X platform for sedans and the forthcoming NEV platform for Chery’s range of New Energy vehicles.

These platforms utilise, among other innovations, high tensile steel that is hot-formed into position and six-dimensional frame design with not one, but multiple energy channels. The frame’s strength has been tested to the extreme, including submitting the hot-formed frame to pistol fire tests, which it passed with minimal damage. The energy-dispersing system allows crash energy to flow away from the occupants across multiple channels, allowing for the highest safety standards for all models.

“Chery has a safety laboratory that covers over 32 000 square metres, making it one of the biggest of its kind in the automotive industry. In this laboratory, we can replicate the strictest China NCAP and Euro NCAP standards, ensuring that safety is built in from the ground up,” says Liu.

South Africa – the next step

While its primary focus will be on establishing the true Chery brand in South Africa, the company aims to grow its footprint across the continent.

“South Africa is a very important market for us. Customers have high expectations, and we want to meet and exceed them.

“Once we have established a firm foothold in this market, we will use the expertise in the country and its import position as a springboard into the rest of the continent,” says Liu.

To ensure it meets and exceeds the expectations of South African motorists, Chery will enter the market with an established network of 30 dealers. These dealers are been selected over the past year for their strong track record, good reputation and geographical location.

Chery will back these dealers with a large parts warehouse, strong mechanical warranty and service plan, and a comprehensive 24-hour roadside assistance service. Chery is also studying the local introduction of its global Chery app, available on both iOS and Android, which will not only allow the owner to monitor his or her vehicle’s health but connect directly with Chery South Africa to book a service or interact with the Customer Service team.

“In 2010, our chairman, Yin Tongyue, shared with the world our change from a company that was focused on sales, speed and scale to one that is fanatical about quality, brand and long-term returns. This is most evident in our new range of products, and we cannot wait to show them to South African customers,” says Liu.

On May 24, Chery Automobile Co., Ltd. (hereinafter referred to as “Chery”) and iFlytek CO., LTD. (hereinafter referred to as “iFlytek”) signed a comprehensive deepening strategic cooperation framework agreement at the headquarters of Chery. This is an important cooperation upgrade on the basis of the formal establishment of the strategic partnership between the two sides in 2017. The cooperation scope covers multiple fields such as intelligent products and enterprise digital transformation, and all-round cooperation between the two sides.

Chery Automobile has always adhered to technological innovation and formed a relatively complete technology and product research and development system in the fields of traditional vehicles, new energy vehicles, intelligent connected vehicles, and driverless vehicles. Chery’s products have been exported to more than 80 countries and regions around the world, with a total sales volume of 9.35 million vehicles, including over 1.75 million vehicles exported. Chery has remained the No.1 among Chinese brands in exporting passenger cars for 18 consecutive years. iFlytek, a well-known listed enterprise of intelligent voice and artificial intelligence, has long been engaged in the research of core AI technologies such as speech and language, natural language understanding, image recognition and video analysis, machine learning & reasoning and autonomous learning, with cutting-edge technologies in the world. Chery and iFlytek have cooperated with each other for a long time. The first cooperation between them was carried out in 2003, and the strategic partnership was formally established in 2017.Up to now, the two sides have carried out intelligent cooperation on more than 22 mass production models.

Under the comprehensive deepening strategic cooperation framework agreement, the two sides will continue to deepen cooperation in the areas of smart cockpit and Internet of Vehicles solutions, on which they have worked together for many years, develop a series of intelligent products, jointly create intelligent vehicle audio systems and solutions for various Chery brands, and carry out comprehensive and in-depth cooperation in AI marketing & service, intelligent customer service center and other fields. The two sides will use their respective resources to cooperate on intelligent driving and, under appropriate conditions, try to jointly build an autonomous vehicle that can reach level 4 under specific scenarios. Based on the advantages of Chery’s overseas market and iFlytek’s multilingual technology, both parties will explore international multilingual cooperation, focus on the key export regions of Chery Automobile, Chery develops intelligent interactive products in English, Russian, Arabic, Portuguese and other languages to help Chery promote its globalization strategy.

According to the results of 2021 China Auto Customer Satisfaction Survey (Fuel Vehicles) recently released by CATARC Information Consultation Co., Ltd. (CATARC Consultation), Tiggo Pro outperformed its opponents by ultra large space and high driving & riding comfort to come out on top in the satisfaction assessment of entry-level midsize SUVs.

Consumers’ growing evaluation criteria for products and services have posed higher requirements to China’s auto industry. In the survey, CATARC Consultation evaluated the most worthy new cars from multiple dimensions such as product satisfaction, service satisfaction and after-sales service satisfaction that consumers are most concerned about.

According to survey data, more consumers take entry-level midsize SUVs as their second family cars and prefer using them for shopping, mobility and kid pickup. Advantages such as larger space and lower energy consumption are more important to them. Because of that, as the best entry-level midsize SUV in the satisfaction assessment, Tiggo 8 Pro features a 4722x1860x1745mm ultra large body, a 1930L trunk and 12 flexible space combinations, which boost the applicability of the model in various mobility scenarios.

Besides, Tiggo 8 Pro comes with a “dual top 10” power portfolio: Chery’s third-generation ACTECO 1.6TGDI engine with a maximum power of 145kW and a peak torque of 290N•m, which was selected as one of “China Heart” Ten Best Engines; CVT listed among the “World Top 10 Transmissions” in 2021. Thanks to the good match, the model has outstanding acceleration performance and ultra low fuel consumption that free consumers from worries.

Chery racked its brain on the driving & riding comfort of Tiggo 8 Pro. It has close-fitting luxury leather seats from leading seat makers-Lear and Aident, which offer consumers superior comfort. The luxury-level 34db deep-sea quiet space created by Chery’s world leading NVH laboratory makes the model even more comfortable.

Ranking Tiggo 8 Pro first in the assessment recognizes Chery’s outstanding product quality and motivates Chery to make further improvement to achieve greater success.

On March 27, the results of the 4th “Lopal Cup Top 10 Transmissions in the World” sponsored by CarBingo Academy are newly released.

After strict real vehicle tests and expert reviews, Chery CVT25 stands out from many shortlisted products, gets unanimous praise from the jury, and wins the title of “Top 10 Transmissions in the World”.

This activity, sponsored by CarBingo Academy, is the only authoritative selection in the field of transmissions in the world. CVT25 getting shortlisted this time not only demonstrates Chery’s strong R&D strength, but also confirms the high-level drivability of Chery products.

CVT25 shows international leading strength in the face of rigorous evaluation in terms of transmission ratio range, transmission efficiency, light weight, vibration, noise, etc. This transmission integrates a series of advanced technologies such as independent hydraulic system, Bosch new-generation pushbelt, high-efficiency vane pump with flow control, and low viscosity oil, and has excellent performance in terms of reliability, fuel consumption, dynamic response and NVH performance.

As for detailed parameters, CVT25 can withstand a maximum torque of 250 N•m, which is sufficient for 1.5T or even 1.6T models. The speed ratio reaches 7.07, which means the selection range of r.p.m gets larger to achieve better fuel economy and improve the acceleration performance. The transmission efficiency as high as 97% also minimizes power consumption, allowing users to enjoy travel with low consumption and no burden. In the actual driving, even in high-speed sections and congested sections with frequent starts and stops, high comfort can be guaranteed.

This transmission is applied to many Chery models such as Tiggo 8 PRO, Tiggo 7 PRO and others. Winning “Top 10 Transmissions in the World” is not only the praise of the industry and consumers for Chery products, but also the support and affirmation for Chery Automobile to adhere to technological innovation.

J.D. Power released its 2020 China Initial Quality Study (IQS) report and 2020 China Vehicle Dependability Study (VDS) report in late 2020. According to the reports, Chery has reached industrial levels whether in new vehicle quality or in vehicle reliability. After years of strategic transformation, Chery has sped into a new stage of high-quality development, achieving a leap from “quantitative change” to “qualitative change”.

“Since 2010, Chery has made a switch from the pursuit of ‘sales, speed and scale’ to the pursuit of ‘quality, brand and return’ by establishing systems, improving quality and building brands, laying a solid foundation for a new leap,” said Yin Tongyue, Chairman of Chery Automobile Co., Ltd. To him, Chery’s high-quality development is inseparable from its sound systems and quality and brand pursuit.

Establishing systems to consolidate the foundation of high-quality development

Chery has created nine operation and management systems (strategic operation, quality management, product management, purchase management, production management, marketing management, financial management, HR management and IT management) through strategic transformation, laying a foundation for the high-quality development of Chery.

Chery has created an “excellent quality management system” by improving the process and standard of the “5+1” module. “5+1” refers to systematically organizing quality management activities of all departments and procedures to create one mutually coordinated and promoted quality assurance system with specific tasks, responsibilities and authorities. The system focuses on five processes of product realization: planning, design & development, supplier management, production and marketing service.

In terms of production, Chery is the first independent brand to establish a globally uniform production management system-CPS (Chery Production System) which further ensures the global quality of Chery’s products. Thanks to Chery’s total quality management system, Chery is far above the average industry level in terms of 3MIS IPTV (incidents per thousand vehicles within 3 months in service).

Improving quality to realize “zero defect”

At Chery, quality is not itself in the traditional sense but is reflected in full-process details. To Chery, any perception that can arouse customers’ desire to buy is related to quality, such as vision, smell, hearing, touch and feeling. For this reason, Chery requires employees to think and act from the perspective of customer perception to find out what they really like.

For example, Chery requires that employees should look into details such as consumers’ desired design, smell, sound and texture. The Chery Customer Product Audit (CCPA) system thus emerged to ensure conventional product quality and eliminate all the problems against customers’ perceived quality.

Building brands to guide Chinese brands in “going up”

With the advancement of systematization, Chery’s product quality has been widely recognized worldwide. In December 2020, as the only automaker among participating Chinese enterprises, Chery stood out from 577 QC teams from 15 countries in the final of 45th International Convention on Quality Control Circles (ICQCC 2020) to claim the top award-Platinum Award, winning the highest honor known as the quality “Olympics” for China for the fourth time.

Besides, Chery has improved its overseas brand image through localized marketing. Before entering an overseas market, Chery would study local consumers’ behavioral habits and launch corresponding marketing measures to fully integrate itself into the local community. In Chile and other South American countries crazy for football, Chery has enhanced its brand popularity through sports marketing. UC Club sponsored by Chery won the Chilean Primera División title in February 2021, to boost Chery’s global sports marketing and further enhance its overseas image.

Remarkably, Chery was listed among “Chinese Enterprises with the Best Global Image” for the fifth time in 2020.

Quality is the basis of competition and brands are the key to competition. With the development of economic globalization, quality and brands have gradually become the core competitiveness of enterprises. Under this prevailing trend, Chery is achieving a leap from “quality orientation” to “brand orientation” with equal emphasis on quality