Dakar – Chery’s Adult Ceremony

Chery requires that every of its products can add extra points to its brand, and bring it to a new high from the original level, going forward and upward. For Chery, current Chery in particular, the goal of brand building is much more significant and profound than that of scale expansion, in both domestic and overseas markets. Chery is undergoing a transformation, and is making efforts to build a world class Chinese auto enterprise.

With odometer reading 9026km, the 32nd Dakar Rally came to an end amid hardships, sweats and the passionate tango of South American auto fans after 16 days of fierce competition. Nearly 1000 journalists and 200 million car sports fans from more than 180 countries have witnessed the expedition together in South America. As the most dangerous top class race in the world, the Dakar Rally has become a ceremony after 32 years. Drivers, racing teams and auto manufacturers challenge their limits here. No matter whether they win the award or complete the race, the Dakar journey is their eternal glory to be written in history.

For Chinese cars and Chinese car sports, the 2010 Dakar is more a milestone: 12 drivers and navigators, 4 racing cars, and 4 motorcycles – so far, this is the strongest lineup of “Chinese teams” in Dakar Rally. What is more significant is, it is the first time that Chinese independent auto brands have participated in the annual expedition of global established brands boldly with self-developed and manufactured cars.

Among the 3 Chinese teams, Chery Rely is the only one owning 2 racing vehicles, which also has the most powerful technical, talent and supporting strengths. This time, the racing vehicle is the independently developed Rely X5, with Lu Ningjun, the 6th-time Dakar veteran as the No. 1 driver, and Jiang Yaohuan, the new champion of Chinese domestic rallies as the No. 2 driver, and finally the two finished 28th and 29th respectively, leading Chinese teams in completing the debut of Chinese independent brands in the world class race. Accepting the test of Dakar Rally with confidence and an enterprising spirit, Chery fulfilled the adult ceremony of Chinese autos.

For Chinese auto industry, Dakar Rally is a brilliant debut, as well as a new start:  After Chinese vehicle production and sales became No. 1 in the world in 2009, improvement of product quality, consolidation & development of overseas markets and promotion of influence in global auto industry have become the new objectives of Chinese independent auto brands.

As the biggest Chinese independent auto enterprise, Chery’s development epitomizes the development of Chinese auto industry. Dec. 2009 marked the 10th anniversary of Chery’s first car. Also by this month, Chery, which adhering to the principle of “independent R & D, unceasing innovation”, had achieved an annual sales volume of 500,000 units, making Chery the sales champion of Chinese independent auto brands for 11 consecutive years and the export champion of Chinese passenger vehicles for 7 consecutive years.

On Oct. 13, 2009, the high-end brand of Chery, Rely challenged the Nürburgring North successfully with 8′56″. Right after that, Chery held a press conference in Beijing, China on Oct. 31, announcing that it would establish its own team and bring its Rely X5 to the test of Dakar. Chery initiated its overseas strategy of “international layout, advanced technologies” in the adverse situation, starting to reverse the trading export of Chinese autos, including Chery itself, and at the same time opening the road for Chery to transform from an  “independent Chinese brand” to an “international famous brand”.

On Jan. 29, 2010, Chery held a grand celebration party for Chinese Rely Fleet in Beijing. In an interview, Mr. Yin Tongyue, Chairman & General Manager of Chery said, “The Dakar Rally is an expedition, is the demonstration of Chery’s 10-year efforts and confidence. The overseas development of Chery may also be a difficult and arduous road like Dakar, but we have made full preparations. In these years, we have been making efforts to better our product and service. At present, the R & D, manufacture and sales of all our products are done in the perspective of global market. In the future, we will further consolidate our brand. China has been offering us very favorable conditions. In such a market and opportunities, China needs a world-class auto enterprise. Chery is fully confident in establishing brand advantages of its own in global market and leading Chinese auto enterprises going abroad.”