Dubai is probably the wealthiest city in the world. It has many number ones on the earth. For example, Dubai International Airport is not only the world’s largest airport, but also the headquarters of Emirates Airlines. Many passengers choose to transit in Dubai International Airport when they travel to Africa or Europe. In Dubai, it is not surprising at all to see the top luxury cars and super racing cars in the parking lot.
Not long ago, the Chinese auto brand Chery delivered advertisements in Dubai and caused great sensations. 33 huge advertising boards were installed in T3 of Dubai International Airport, reaching about 70% of passengers in the terminal.
The models on the airport advertising boards were all-new ARRIZO GX and TIGGO8, which were launched one year ago. It reveals that Chery now has the ability to launch new products globally on the synchronous basis.
As a matter of fact, in addition to Dubai, many overseas markets can see Chery models.
Take Egypt as an example, which is four-hour drive from Dubai. Chery vehicles are seen everywhere in the capital city Cairo in the north, and even in Luxor and Sharm el Sheikh in the south. If it is not for the Arabic language on the number plate, it is really difficult to believe you are in Egypt that is so distant from China.
Chery vehicles close to pyramid
Chery is seen everywhere in the overseas markets mainly because of its Going In strategy of global development.
According to Chery’s overseas dealers, users of Chery in the Middle East are mainly judges, lawyers, and private business owners in the middle-class consumer groups, even those Benz and BMW car owners. These consumers select models by giving priority considerations to the overall performance of the vehicle. Most of them purchase Chery product as the second vehicle in the family. Nowadays in the Middle East, Chery has become one of the priority choices of the middle-class people.
In addition to the Middle East market, Chery has established production base in Russia, North Africa and Latin America, etc. It is gradually facilitating localization process of these production facilities, integrating its global strong resources and pushing forward internationalization of the brand. As the first Chinese auto brand going overseas, Chery has exported its products to more than 80 countries in the world, established 10 factories, and the network with 1,500+ dealers and service stations. Till today, Chery has exported more than 1.5 million units, ranking No. 1 for 16 years in a row in China’s export of passenger vehicles.
The Chery advertisements in Dubai Airport highlight the international image of all-new Chinese auto brands. Chery will continue to lead more Chinese brands to go international and move quickly towards the goal of “international brand with global competitiveness”.