Chery is the newest Chinese brand to target European buyers. China’s leading vehicle exporter intends to begin selling its cars in Europe ‘in the next few years’, and says that they will be under an all-new, yet to be revealed nameplate.
Chery sold more than 700,000 vehicles in 2016, 28% up year-on-year and 100,000 of them exported, representing almost 30% of all Chinese vehicle exports.
Chery’s first European model, a compact SUV, will be unveiled in pre-production form at the Frankfurt Motor Show on 12th September. Virtually nothing is currently known about the model apart from hints to its exterior design and interior in released sketches.
The company is planning a European research & design centre to work alongside its facilities in Wuhu, Beijing, and Shanghai in China. European markets will be analysed before sales and distribution networks are set up. Manufacturing will remain in China, where Chery has four plants with a total capacity of one million vehicles, one million engines and 600,000 transmissions per year.
Alternative fuel is also firmly in Chery’s plans, the company intending to create a range of hybrid electric vehicles (HEVs), plug-in hybrid electric vehicles (P-HEVs) and battery electric vehicles (BEVs).
According to Chery CEO Dr. Anning Chen, the brand will particularly target younger buyers. “(Our) product rollout strategy focuses on quality, low- and zero-emissions powertrains, and emotional engagement with customers. All Chery vehicles sold in Europe will feature class-leading connectivity, be fun to drive, offer flexible and spacious interiors and will provide comprehensive personalisation, all of which are aligned with our high standards of product quality and aftersales support.”
