On the morning of August 28 local time, the inaugural ceremony of Chery Brazil plant took place in Jacarei, Sao Paulo. Among over 1,000 attendees including Chinese and Brazilian political and business guests such as Brazilian Vice President Michel Temer; Geraldo Alckmin, Governor of Sao Paulo; Wang Mingfang, Chairman of the CPPCC Anhui Provincial Committee; Mauro Borges Lemos, Brazilian Minister of Industry and Foreign Trade; Li Jinzhang, Chinese Ambassador to Brazil; Hamilton Ribeiro Mota, Mayor of Jacarei, Zhou Biren, Vice President of Chery Automobile, Peng Jian, General Manager of Chery Brazil as well as guests and journalists. They witnessed the historic moment of inauguration of the first plant of Chinese passenger vehicle manufacturers in Brazil.
Before the ceremony, Chery's senior executives showed the Brazilian vice president, the governor of Sao Paulo and Chinese political leaders around the plant. They acclaimed the plant's modernization level.
The ceremony began at 11:20 AM. After played the national anthems of China and Brazil, the representatives from Chery Automobile, Jacarei municipal government, Sao Paulo state government, Chinese embassy in Brazil, Brazilian federal government delivered speeches.
Michel Temer, the Brazilian vice president said, "Establishment of a Chinese enterprise's plant in Brazil is more significant than bilateral government exchange. The Federal Government of Brazil, the Government of Sao Paulo and the Government of Jacarei are very happy about such effective and extensive exchange between the two countries.” Temer added, "The Chinese ambassador to Brazil told me that Chinese usually do something only after conducting full surveys and knowing risks. Chery's building a plant in Brazil shows Chinese enterprises have full confidence in Brazil. I saw a lot of industrial buildings under construction nearby on my way here. Chery's construction in Jacarei is driving the development of the local emerging industry, and this will be a new beginning."
Li Jinzhang, Chinese ambassador to Brazil said, "2014 marks the 40th anniversary of the establishment of diplomatic ties between China and Brazil, and is of historic significance to the development of bilateral ties. During a successful visit to Brazil in July, Chinese President Xi Jinping reached a broad consensus with his Brazilian counterpart Dilma Rousseff on promoting the development of bilateral cooperation in the new situation, bringing the all-round bilateral partnership to a new level. Sino-Brazilian relations have shown a favorable trend of all-round and rapid development. Chery Brazil Plant inaugurated at the right time may be rated as another fruitful result of bilateral cooperation."
Zhou Biren, vice President of Chery Automobile said, "Since entering the Brazilian market in 2009, Cheryproducts have earned consumers' trust by advanced technologies, exquisite processes and outstanding services. Now Chery has owned nearly 60,000 customers in Brazil. Chery Brazil Plant is Chery's first overseas vehicle plant covering four processes: stamping, welding, coating and assembly, for which an R & D center and an industrial park were planned. This will further establish Brazil's role as a core market in Chery's global strategy. With a population of nearly 200 million, Brazil is the world's fourth-largest auto market as well as a BRICS country.Brazil's auto industry is mature. With all these, we believe in the potential of the Brazilian market and have completed Chery's largest-ever investment abroad. With the plant's inauguration, Chery will truly take roots in the Brazilian market in the future to develop and design automotive products for the market, thus becoming a local auto brand recognized and accepted by Brazilian consumers."
Peng Jian, General Manager of Chery Brazil said, "Chery is the first Chinese passenger vehicle manufacturer that has built a plant in Brazil, Chery Brazil Plant is Chery's first vehicle plant built abroad with a total investment of 400 million US dollars. The plant's annual production capacity will reach 50,000 units in Phase 1, and the first batch of models launched will be hybrid-powered Celer and QQ. With the completion of Phase 2, the plant will achieve an annual production capacity of 150,000 units, thus forming a whole industry chain system covering R & D center, vehicle plant and parts supplier."
Subsequently, Wang and Zhou presented Temer with a Chinese traditional silk painting & calligraphy scroll by Wang Xizhi, pushing the event to the climax.
With huge market potential, Brazil is the world's fourth-largest auto market as well as South America's largest auto market and economic center. Chery attaches great importance to its development in Brazil, fixed the strategic transformation early a couple of years ago, has changed its business mode from traditional trade to marketing development, and has been providing products more suitable for local markets through production, R & D and employee localization.
The Chery factory will be further upgraded to Chery Industrial Park thus forming a whole industry chain system covering R & D center, vehicle plant and parts supplier, and creating 3,000 jobs. As a major production base inSouth America, the plant will export products to other countries in the future.
Chery vehicles have been seen everywhere in Brazil, and been accepted and recognized by a growing number of consumers. Chery is constantly implementing its strategy of localized development in Brazil. In the near future,Chery is believed to become a competitive auto brand in Brazil with the expansion of its product line in Brazil, the upgrading of its outlet sales and services, and the further improvement of its localization capacity.