Chery… to blossom?

INDUSTRY-leading 10-Year/1 million-km powertrain warranty on top of a five-year general vehicle warranty is the best offer one can get from a Chery model, such as the Tiggo7.

Chery made its debut in the country more than 10 years ago. But with a number of failed attempts to propel the marque locally in recent years, it seemingly slowly withered away to obscurity. Not until United Asia Auto Group Inc. (UAAGI), distributor of another Chinese brand Foton, recently took another bold attempt to revive the brand and take its reins in hopes to defy the odds and eventually help realize the brand’s true potential in the Philippines.

However; given Chery’s local track record, it’s not easy to just throw all doubts out of the window in just a snap. At the back of people’s minds, a number of reservations lurks. And this part of them is understandably just hard to let go.

With the following set of queries answered by the people behind the brand themselves, the company aspires the brand to establish rapport with the local motoring public and, at least, give itself a fighting chance by not starting off on the wrong foot.

Incorporated on 8 January 1997, Chery Automobile Co., Ltd. is one of the Chinese automobile manufacturers that have grown on their own innovations after the reform and opening-up policy was taken in China. Over the past two decades, Chery has gradually established a holistic technical and product R&D system, exporting products to over 80 countries. To date, Chery has sold over 7.2 million passenger vehicles. Chery has also exported more than 1.4 million units, making it China’s number one exporter of passenger cars for 16 consecutive years.

Why did Chery decide to go back to the Philippines despite previous failed attempts?

Having propelled the Foton brand to the top 10 carmakers despite tough local competition, UAAGI president Rommel Sytin is confident he duplicate its success with Chery.

Chery felt that the right factors are in place to make a reentry to the Philippine market. These factors are products that are in demand by the market (i.e. crossovers), competitive pricing (thanks to the Philippines-China trade agreement) and a competent and dependable local distributor with a proven track record like UAAGI.

Why did UAAGI decide to bring in Chery despite its unsuccessful history in the Philippines?

Very much related to the answers in the previous question, UAAGI saw ideal market conditions to bring in not just a new brand, but one that has had an unsuccessful campaign in the Philippines.

The lessons UAAGI learned in marketing a Chinese auto brand in Foton and taking it to a top 10 position in a highly competitive market (and overtaking vastly more famous brands) gave them the impetus and confidence in bringing in another Chinese brand which has the design, features and pricing that the market is looking for.

How can Chery Auto Philippines assure car buyers of the cars’ quality?

Chery is offering an industry-leading 10-year/one million-km powertrain warranty on top of a five-year general vehicle warranty. And to sweeten the purchase, Chery Auto Philippines is offering a three-year free preventive maintenance service (PMS) to all buyers.

Which Chery models are going to be brought in?

Chery will initially be introducing four crossover models: the subcompact Tiggo 2, the compact Tiggo 5X and Tiggo 7 and the midsize seven-seater Tiggo 8. All will be powered by 1.5-liter VVT Euro 5 petrol engines (turbocharged for the Tiggo 7 and Tiggo 8). All models will offer automatic transmissions with manual transmissions available in the Tiggo 2 and Tiggo 5X.

Does Chery still make sedans or hatchbacks? Will they be brought in as well?

BIGGEST of the crossover bunch, the Tiggo8.

Chery still manufactures various sizes of sedans (Arrizo series) and hatchbacks (QQ series). There are no immediate plans to bring them to the Philippines.

Where can one check out the Chery models?

Selected Foton dealers, aside from new dealer partners, will be opening Chery showrooms in the coming weeks and months to expedite the growth of the Chery dealer network. In the meantime, Chery Auto Philippines will be having a mall tour wherein the various Chery models will be on display in major malls in Metro Manila, and afterwards, in the provinces, where the public can take a closer hands-on look.

More information may also be obtained from the company’s website and Facebook account (under Chery Auto Philippines) and on Instagram (@cheryautophilippines).

What other technologies is Chery noted for?

Chery is a leading company in hybrids and electric vehicles and has extensive experience in turbocharging technology. It is also at an advanced stage in the development of autonomous and semi-autonomous vehicles, as well as in future-oriented chassis manufacturing and design technologies.

Chery has established the integrated product R&D system for the development, trial manufacturing and testing of finished automobile, power assembly, key parts and components. The R&D system is mainly developed by Chery General R&D Institute of Automobile Engineering in Wuhu and supported by its branches in Beijing, Shanghai, Italy, Japan and Australia. Through independent innovation, Chery has made breakthroughs in DVVT, TGDI, CVT, new energies, intelligent technologies and other core technologies.

By the end of 2018, Chery had applied for 17,079 patents, 11,032 of which had been granted, ranking number one among all Chinese automobile manufacturers.

For now, all we can do is wait. The brand will either fly or again fall. But knowing the company now handling Chery, the people behind it will surely move mountains to make it succeed.