As an overseas business card of Chinese automobile, Chery has rooted, regardless of products, brand, service and marketing, into the overseas markets, covering over 80 countries and regions, building 10 overseas production bases and 1,500 sales and service networks, and serving over 6,000,000 users throughout the world. Chery has enhanced its brand influence greatly and won good reputation. Recently, Chery disclosed its export results in 2017: annual export volume of 107,727 vehicles, with year-on-year growth at 22.3%. So far, Chery has exported at least 1,300,000 vehicles, keeping its leading position domestically.
Chery’s overseas performance is a benchmark for Chinese automobile brands to take an active part in international competition and build brand influence, as well as the results for Chery to practice its global strategy, forage its products and deepen its brand.
Since its inception, Chery brand has determined “internationalization” as one of its core strategies. From the exploration of international trade to the overseas marketing, from “going-out”, “going-into” to “going-up”, Chery has been committed to being a globally-competitive international automobile brand. In September 2017, Chery made its debut in the Frankfurt Motor Show, and launched its brand-new high-end product family EXEED and its first model EXEED TX, which won good reputation from overseas media, and accelerated the realization of strategic target. With the enhancement of Chery’s product hard power and brand reputation, Chery announced its “WWW+ Strategy” (World Wide Wisdom, Win-Win, Wired) in November in China, which will bring global users infinite possibilities through keeping innovating sustainably and advancing with the times.
Chery has entered such overseas markets as Asia, Europe, Africa and Latin America. Based on its product strength and brand marketing, Chery has the ability to compete with international brands directly.
In terms of the brand construction, Chery has been awarded “World's Most Admired Companies” by Fortune Magazine, "Best Market Performance Award” in Belgrade International Motor Show, and “Most Popular Chinese Automobile Brands” in two consecutive years in Russia. In 2017, Chery sponsored some sports events in Chile, Argentina, etc., cooperated with the North Africa’s largest sports channel Bein Sport to perform the live-broadcasting of Spanish Primera Liga, supported Iran’s education and public welfare establishments, provided wedding vehicles for young couples freely, funded poor, sick and drop-out children, and organized overseas auto owners to travel in China, which greatly enhanced Chery’s brand influence, brand awareness and brand reputation.
In terms of the product layout, Chery has built the sedan and SUV product family based on ARRIZO and TIGGO, which are favored by overseas users. Globally strategic vehicle model TIGGO 7 has been launched in Iran, Chile and UAE this year. In January, its sales volume and orders were well-performed. In March, TIGGO 7 was awarded “The Best Production Car Design China 2016” by Japan’s globally top-level authoritative automobile modeling design journal CARSTYLING. In June, TIGGO 7 won the champion in China Around Taklimakan Rally. In December, Chery’s TIGGO 7 fleet won the triple crown in 2017 Chinese Circuit Offroad Championship (COC). Chery’s youth-oriented brand-new SUV TIGGO 2 has been launched in Chile, Peru, Iran, Russia, etc. in 2017. Based on its precision product positioning and the focus of consumers experience, the overseas sales volume of TIGGO 2 within the three months was very eye-catching, up to nearly 10,000 vehicles, and has been kept growing rapidly. Its quality strength has been proofed by the word of mouth and market. TIGGO 7 and TIGGO 2 were awarded “2018 Best Big SUV” and “2018 Best SUV” by Chile’s specialized automobile media in December respectively.
In 2018, with the all-round performance of Brazil CAOA cooperation, the continuation of sports marketing in Central & South America, and the expansion of Iran, Brazil and Europe engineering centers, Chery will accelerate the implementation of strategy to make more contribution to the construction of automobile industry of overseas key markets. The future is an era of intelligentization and high quality. Chery will, through flexible diversified brand marketing, invest in more competitive and personalized products, and constantly upgrade service networks and service quality to bring overseas users convenient comfortable life, and become a booster of global automobile industry chain.