Founded on January 8, 1997, Chery Automobile Co., Ltd. is one of the most representative independent automakers that have grown through independent innovation after China's reform and opening-up. Over the past 16 years since founding, Chery has adhered to independent innovation, gradually established a complete technical and product R & D system, built a series of domestically renowned brands such as Fulwin, QQ, Eastar, Tiggo and Arrizo, exported products to over 80 countries and regions, thus enjoying a global fame. By the first half of 2014, Chery had achieved cumulative sales of over 4.5 million units including cumulative exports of over 1 million units, both ahead of other Chinese passenger vehicle manufacturers.
Chery have built three passengers vehicle manufacturing bases in Wuhu, Dalian and Ordos which can turn out 900,000 vehicles, 900,000 engines and 800,000 transmissions annually.
In terms of product quality improvement, with the aim of building safe, energy-conserving and eco-friendly products, Chery has gradually been geared to international standards, established a set of distinctive quality assurance management systems, and passed international quality system certifications such as ISO9001 and TUV Rheinland ISO/TS16949.
"Independent innovation" is the core of Chery’s development strategy. Since Chery’s founding, Chery has adhered to independent innovation and endeavored to become a technology-oriented enterprise. Chery has formed a complete R & D system integrating vehicle, powertrain, key parts development, trial-manufacturing and testing, centering on the Automotive Engineering & Research Institute in Wuhu and supported by research branches in Beijing, Shanghai, Italy, Japan and Australia. Through independent innovation, Chery has achieved breakthroughs in an array of domestic sophisticated core technologies such as dual variable valve timing (DVVT), turbocharged gasoline direct injection (TGDI), continuously variable transmission (CVT) and new energy, thus driving the technical upgrading of all series. In terms of intellectual property construction, Chery had applied for 8,769 patents and won 6,153 by late 2013, ranking first among Chinese automakers.
In 2013, Chery officially established "Technology Chery" as its brand strategy, and launched "iAuto", a high-tech, standardized and forward-looking platform created on the basis of independent technologies accumulated over the years, in accordance with world leading standards.
Building an "international brand" is Chery’s strategic goal. First, Chery has paid attention to developing both domestic and overseas markets and actively implemented the strategy of "going out", thus becoming China's first automakers to export vehicles, CKD parts, engines and vehicle manufacturing technologies and equipment to foreign countries. Second, in recent years, Chery has advanced globalization in an all-round manner and kept deepening overseas cooperation by implementing the product strategy, localization strategy and the talent strategy. Third, Chery has integrated global superior resources and cooperated with multinationals on the whole industry chain including 16 enterprises among Fortune Global 500. As important supplements to Chery’s development strategy, the joint venture cooperation above will play a significant role in enhancing its comprehensive strength and brand value and achieving Chery’s strategic goal.
Since 2010, on the basis of achieving the first-stage strategic goal of "building an independent brand through independent innovation", Chery has begun strategic transformation from pursuit of speed and sales to pursuit of "quality, brand and benefit", and conducted all-round reforms from business ideas to management system, laying the groundwork for achieving the strategic goal and accomplishing sustainable development. In 2014, Chery’s three new models launched after strategic transformation were recognized by the market, thus the product and brand premium was enhanced constantly. According to J.D.Power's sales satisfaction investigation (SSI) and consumer satisfaction investigation (CSI) report in 2014, Chery scored 874 points and 692 points, up 43 points and 29 points from 2013, ahead of other independent brands both, ranking 6th and 9th in the industry above numerous mainstream joint venture brands.
In the future, Chery will uphold the objective of “independent innovation, world class, benefiting mankind”, keep the distinctive innovative culture and spirit of hard work, and endeavor to achieve the strategic goal of "becoming an internationally competitive automaker with world top products by 2020".