·The 2023 Chinese Global Brand Builders Top 50 was released, Chery is the best Chinese global brand builder in cars.
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·Activation, differentiation and meaning are the three elements of brand power. Finally, the brand power ranking is based on website traffic, App active users and Google&Youtobe search index.
·The technological business SUV Tiggo 8 Pro e+ and the premium family sedan ARRIZO 8 in the new era, empower global consumers with new driving experience.
Recently, Kantar and Google jointly released 2023 Chinese Global Brand Builders Top 50 list. Chery is the best Chinese global brand builder in cars and 14th in the overall list. This is also the sixth consecutive time that Chery has been on the list, rising 18 places compared to 2022.
Authoritative release manifests the value of Chinese brands
The "2023 Chinese Global Brand Builders Top 50" report is an analysis report with great authority and reference value. In order to correctly grasp the views of overseas users on Chinese brands, the list integrates MDS model analysis and Google's online audience coverage. At the same time, it collects brand website traffic, APP active users and Google & YouTube search index.
By comparing 234 candidate brands in 15 categories such as home appliances, consumer electronics, and autos with local brands in overseas markets, the top 50 were selected to accurately measure overseas users' perceptions of rising Chinese global brands. The top 50 brand power consists of three main dimensions: "meaning", "differentiation", and "activation".
In general, this shows that the higher the ranking of brand power, the higher user's willingness to choose the brand.
Strong growth resonates with international Chery users.
In the 2023 list, 11 brands have risen by more than 5 places. In the cars category, Chery Auto was ahead with a growth rate of 18 places compared with last year. The report pointed out that fast-growing brands provide innovations that meet consumers' life aspirations. It also resonates with consumers' emotions at the same frequency, winning consumers' love and growing their own brand power. Chery's outstanding performance is inseparable from its commitment to realize the transformation from "manufacturing" to "quality manufacturing" and "intelligent manufacturing". Chery continues to bring better products and services to global users in order to obtain a high "value sense" in the minds of global consumers and achieve strong growth.
Star products bring the best driving experience
Consumers' love often comes from the wonderful experience that product innovation bestows on individuals. The reason why Chery can quickly rise to the top of the cars category depends on the value of its products enhanced by continuous innovation and technology. Taking Chery's most representative serial model the Tiggo 8 family as an example, it has won the trust of overseas users with technological breakthroughs in Kunpeng 1.6TGDI/2.0TGDI power, luxurious business interior quality, and rich high-end smart technologies.
It has become the first choice for more and more consumers to buy cars in the medium-sized SUV segment. Up to now, the Tiggo 8 family has gained more than 800,000 love and trust worldwide. It is not only the sales champion of its own brand medium-sized SUV, but also the sales champion of its own 7-seater SUV.
In many countries and regions including Brazil, Russia, Qatar, etc., the Tiggo 8 was also rated as the best SUV. It is exported to more than 80 countries and regions, empowering consumers around the world with a new driving experience.
As for the ARRIZO 8, which is positioned as the "All-Quality Family Sedan in the New Era", the first flagship product based on Chery's 4.0 technology platform.
From styling design to product performance, then to younger and smarter experiences, it renews global consumers' perceptions of Chery cars. The actual wheelbase of the ARRIZO 8 is 2790mm, matching the body size of 4780/1843/1469mm, with dual exterior design.
It has the temperament of business atmosphere and sports fashion at the same time. It is equipped with Chery Lion 5.0 AI technology smart cockpit, 24.6-inch floating dual screen which tends to A+ level. In terms of intelligence, the ARRIZO 8 is equipped with L2.5 intelligent driving assistance system, which has more than 20 powerful functions. Kunpeng Power 1.6TGDI is matched with a high-efficiency 7-speed wet dual-clutch gearbox with a maximum power of 145kw and a peak torque of 290N•m. In addition, the ARRIZO 8 is designed based on the global NCAP five-star safety standard, with more than 80% high-strength steel. It equipped with 10 unique airbags at the same level so the safety is optimized. It protects global consumers with the strongest security performance.
The Tiggo 8 Pro e+ is equipped with the Kunpeng DHT hybrid power system, which has the core technical advantages of "3 engines, 3 gears, 9 modes and 11 speeds". The 1.5T super-efficient engine and the 3-engine combination composed of dual motors are the only hybrid system in the industry that can simultaneously drive dual motors and generate power at the same time. It can achieve a power with a maximum power of 230kw and a maximum torque of 510N•m.
It is equipped with a special ternary lithium battery for hybrid and a 60L super large fuel tank. The pure electric battery life can reach 75km, and the comprehensive battery life can reach 1000km+ with full fuel and full electricity.
In terms of space and interior, it adopts 7-seat super large space + aviation seat design, 24.6-inch HD dual-screen, Sony 8-speaker stereo, 34 decibel quiet space, "CN95" anti-bacterial air-conditioning filter, etc.
It has all kinds of configurations, and at the same time. Also it is equipped with as many as 12 ADAS intelligent driving assistance systems, which comprehensively enhances product competitiveness.
Chery takes users as the priority and leads the brand to grow steadily
Chery is the first automotive company in China to export complete vehicles, CKD components, engines, and complete vehicle manufacturing technology and equipment overseas.
Over the years, Chery has made steady progress and explored a new model for Chinese enterprises to "set sail overseas", from "only exporting" to "getting users’ favor" and then "enhancing brand strength".
It has become partners with more and more overseas dealers and outstanding enterprises in the global automobile industry chain, and jointly develop overseas markets.
It also brings more and more high-quality products to overseas countries, providing global consumers with more product choices and a more pleasant driving experience.
The confidence to export products to foreign countries comes from technology. The success of exporting products to foreign countries comes from the realization of the plan. Relying on its first-mover advantage and technological background, Chery has ranked 1st in the export of Chinese brand passenger vehicles for 20 consecutive years.
From January to July 2023, the cumulative sales volume is 891,895, a year-on-year increase of 47%. It has become the "Chinese business card" loved by users in more than 80 countries and regions around the world. As of now, Chery has more than 12 million users worldwide, over 2.8 million overseas users.
In addition, Chery has won the "Top 20 Chinese Enterprises with Overseas Image" selected by the State Council Information Office for five consecutive times.
The Chinese car industry is experiencing its moment in the spotlight.
Chinese automakers are surging in popularity in Australia, with MG entering the top 10 in sales and GWM Haval and LDV growing rapidly, while over in Europe upmarket brands like Nio and Hongqi are trying to get a piece of the market.
Over the last several years, many commentators have observed improvements to the quality of cars being made, as well as genuine innovation in areas such as battery technology for electric vehicles.
Chery has positioned itself as a mass-market, high-volume brand. After a brief, unsuccessful stint in Australia last decade, it appears to be preparing for a relaunch. But just who is Chery?
Chery was established during the mid-1990s as a state-owned enterprise in the eastern Chinese city of Wuhu, Anhui province, then one of China’s poorer provinces. Company management initially consisted of Zhan Xialai, an assistant to the mayor of Wuhu, and Zhou Biren, a manager at a local government-owned building supplies firm. Together, they figured that establishing a car company could be a way to reduce poverty, by providing employment that would increase incomes and thereby drive economic growth in the wider Anhui region.
Before any car can be produced, factories, tooling, a supply chain and other production equipment need to be procured and organised, and it was with this in mind that Biren flew to the UK in 1996 to purchase engine-manufacturing equipment that had been discarded by Ford.
Chery also purchased tooling from the Volkswagen Group’s Spanish subsidiary Seat, as the brand’s first-generation Toledo was going out of production.
Factory construction subsequently commenced in early 1997, with the first vehicles rolling off the line towards the end of 1999.
Chery’s first car, the Fengyun (rough translation: ‘wind cloud’), was almost identical visually to the Toledo, though underneath it used various Ford, General Motors and Volkswagen components. Later revisions under the Amulet and Cowin names brought a more distinct look.
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At this point, it seemed that Chery had rapidly completed the substantive hard work to be a car manufacturer in its own right, with actual vehicles being made. Unfortunately, however, one piece of the puzzle that the new company had forgotten about was receiving the relevant approvals and permits to actually sell the cars it was making.
Lacking a government licence to manufacture cars, the firm briefly came under the SAIC Motor umbrella to receive its licence, before de-merging to again become independent. Examples of the Fengyun sedan were finally able to be sold to customers in 2001, with 28,000 cars produced that year.
The company continued to expand its lineup with low-cost models such as the QQ small hatch. By 2007, Chery had transformed itself into a local behemoth, with approximately 25,000 employees and total sales of more than 400,000 vehicles, including exports of 110,000 cars to emerging markets such as Russia, the Middle East and Latin America.
Chery claims to have sold more than 960,000 vehicles during 2021 (a 30 per cent year-on-year increase), including exports of almost 270,000 cars to key markets including Brazil, Russia, Saudi Arabia, Qatar and Malaysia.
The brand claims to have R&D centres internationally, including in Germany, the US and Brazil, with a dedicated workforce of 5500 people devoted solely to R&D activities within the company.
Notably the company has now established partnerships with several globally recognised brands, including Huawei and Alibaba. But the most remarkable of these could be Chery Jaguar Land Rover, a 50:50 joint venture between Chery and JLR.
This company operates a plant in Changshu for the domestic production of Range Rover Evoque, Land Rover Discovery Sport, Jaguar E-Pace, and extended-length versions of the Jaguar XE and XF called the XEL and XFL, respectively. However, some of these Chinese-built models have experienced well-publicised quality issues.
With stringent regulation, fierce competition, established sales channels and mature customer expectations, Australia is widely seen by many as a stepping stone to expand to other Western markets, especially Europe and the US. It was perhaps with this in mind that Chery decided to launch in Australia in 2011, sensing that our market could be a proving ground for the brand.
Launching with the J11 small SUV and the J1 light hatch (a larger J3 hatch followed shortly afterwards), Chery competed on price rather than quality. For a short period of time, the J1 bore the distinction of being one of Australia’s cheapest cars, priced at just $9,990 drive away. The J3 and J11 adopted similar pricing strategies, undercutting competitors by several thousands of dollars, and were often sold as driveaway deals.
Unfortunately, the brand made several compromises on safety and quality to achieve such low price targets, with the J1 discontinued after not meeting regulations that mandated stability control, and other models having poor ANCAP test ratings. The brand exited Australia in 2015 after total sales of just over 4600 vehicles.
MORE: History of Chery in Australia
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During the late 2000s and early 2010s, Chery also faced a number of claims that it copied the design of other models or engaged in other forms of copyright infringement.
The most notable of these involves Chery’s first-generation QQ model, produced over a long timeframe from 2003 to 2015. General Motors filed a lawsuit in a Chinese court in relation to the design of this car, claiming the design was a facsimile of its Daewoo Matiz, and demonstrating that certain parts such as the doors were interchangeable. Chery and GM later settled the matter out of court.
The QQ was also the subject of further controversy when fellow Chinese company Tencent challenged Chery’s registration of the QQ trademark, which it claimed to be using for its own online instant messaging service. In this case, Chery successfully defended itself, and was able to continue using the QQ moniker.
While not subject to legal action, Chery’s J11 SUV likewise appeared to be a mashup of the second-generation Toyota RAV4 from the rear, and the second-generation Honda CR-V from the front.
The Eastar mid-sized sedan was a rather blatant copy of the Daewoo Magnus.
The majority of Chery’s current model lineup consists of SUVs, with models including the Tiggo 3, 4, 5, 7 and 8 (in increasing order of size), as well as restyled, more upmarket ‘Pro’ versions of some of these models. The brand also sells the Arrizo 6 sedan in certain markets.
Chery claims that all recently developed models have been launched under its ‘Lion’ strategy, representing the firm’s commitment to ‘Intelligent Driving, Intelligent Cloud, Intelligent Production, Intelligent Digital Marketing and Intelligent Travel’ in the operation of its business and performance of its cars.
More recently, the company has revealed a new ‘Omoda’ sub-brand which effectively represents the next generation of Chery vehicles. If the brand does return to Australia, its relaunch is likely to be spearheaded by the new Omoda 5 medium SUV.
Chery is currently advertising for a Sydney-based sales director role.
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