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Overview

Every car born in Chery is created by the existing design team of Chery. Chery Design covers four sections, Proportion, Branding, Design Language and Quality, each ingeniously infused with Chinese elements. Rather than as a point or a link, to Chery, design introduces profound understanding of Chery about demand of the consumers, cultural background and market trend as well as a system and process completely created by international standards.

Proportion

Chery Design merges Golden Proportion with the car proportion. The integrated design conception is derived from the vigorous and graceful of galloping horses. The lines are dynamic and streamlined; the car body looks ready to run.

Streamlined design from tail lamps to the license plate also echoes the front face conception to strengthen horizontal width effect of the car proportion and provide a grand overall appearance.

Branding

Every well-known brand is born with unique soul. In Chery, an auto brand from China, the brand DNA derived from Chinese elements has become the design conception core of Chery, running throughout its design. As not only the design language of Chery family, Chery Design is dedicated to creating "spirit"-based shape rather than shape-based shape. Through Chery Design, Chery will introduce unique soul to every car model.

The two concept cars, Concept α and Concept β, have introduced many Chinese elements and thoroughly showed the inherent beauty of Chery Design through dynamics of curves, lines and water.

Element of Yin and Yang

The design, internal fender vents in the new logo of Concept α, shows “the intercourse between Yin and Yang as well as birth and change of all creatures” in Chinese Taoist culture.

Element of Lounge Bridge

The front face of Concept α introduces the element of lounge bridge from ancient Chinese architecture to make the front part grander and produce a strong visual impact force. As an extreme pursuit of Chery for Chinese elements, it provides soul to the products. Every new car of Chery is a unique and original creation.

Design language

Element of Water

Chery closely connects the peace and tolerance of water in the Nature to the “character as good as water” as advocated by the traditional Chinese culture. The inherent water flow quite obviously features itself by washing from A-pillar of Concept α to the edge of hood and finally converging at the line of front grille. Meanwhile, the side curves of Concept α adopt advanced design of simple, flowing, exquisite, wavy and other effects for hard waist line and soft beauty.

QUALITY

Chery firmly believes that quality comes from details. As a result, all appearance design pursues for flawless details. Chery believes that quality is designed. To this end, the design values artistic enjoyment for the eyes, i.e. delicacy for the visible places and reasonability for the hidden places.

Every model of Chery has gone through hand sketching and rendering, 1:4 clay model verification and plan screening, 1:1 clay model verification and optimization, CAS model making, virtual examination and repeated scrutiny of every link for excellent and quality cars manufactured in China.

Chery Design not only creates an appearance but more casts an auto soul representing true Chinese strength and advanced level. Under “Technological Chery and Positive System", Chery is constructing its brand gene of its own soul step by step through its own understanding about cars.

© 2019 Chery