Chery Automobiles Co. Archives

Chery release more images of upcoming compact SUV

Chery has released further images of its upcoming compact SUV that will spearhead the Chinese automaker’s plans to penetrate the global market.

The design is a major departure from what we are used to seeing from the company. And the public will get to see it up close during the Frankfurt Motor Show (IAA) on 12 September 2017.

The silhouette is fairly elegant, featuring flared wheel arches and contours that seem to have a sense of fluidity to them. Then there’s the cascading front grille that is integrated with the projector headlamps and sophisticated trim pieces.

These subtle design elements though not groundbreaking, provide this compact SUV with a European-like presence. One could be fooled into thinking that the design was of from an established marque.

According to the automaker, the vehicle will still have a Chery badge despite carrying its own unique nameplate. This way, the company will get to incorporate a new evolution of the Chinese brand’s ‘Life In Motion’ design philosophy.

Ray Bierzynski, Executive Vice President of Chery R&D Center Shanghai, said, “The world premiere of our new compact SUV marks the start of our approach to European sales with a new model line.”

He later added, “Launching within a few years, all models in the line-up will feature characteristic styling, user-focused technology, electrified powertrains and advanced safety features.”

Chery plans to start sales of its passenger cars in Europe within the next few years led by the all-new model line for global markets. This new line will manly focus on SUV and crossover models, a segment of the market that has recorded significant growth.

Though relatively unknown outside its home country, Chery is the most successful exporter of vehicles in China. It has sold over 1.2 million units overseas since it was founded in 1997 – more than any other Chinese carmaker.

This means that the company is well able to mount a significant campaign to challenge the status quo in Europe. This, may ruffle more feathers at Kia rather than VW, due to similarities in strategy adopted by the Koreans several years ago.

Chery to launch new brand and vehicles for European market

Chery Automobiles Co., Ltd is planning on revealing a new compact SUV concept at the up coming Frankfurt Motor Show in September and under a new nameplate. It will mirror, in some form, the actual production vehicle that is aimed at the younger car buyer.

This nameplate, and the vehicles that bear its namesake will spearhead the Chinese automaker’s charge into the European passenger car market within the next few years. The adoption of a new brand name for the new line of vehicles may be a marketing ploy by Chery to ensure that it starts off with a clean slate instead of inheriting unwanted baggage.

“In just a few years we intend to start selling a family of vehicles in European markets across multiple segments, with power supplied by a range of electrified powertrains,” explains Chery CEO Dr. Anning Chen at Chery Automobile Co., Ltd.

Chery is also evaluating sales opportunities in key markets before it initializes the setting up European sales operations with its various import and distribution partners. This is probably toe ensure that it makes all the right moves in a market that is relatively unknown to the Chinese.

Chery has also stated that it hopes that the new design and R&D facilities in Europe accelerate its plans and efforts for global expansion. This news isn’t surprising considering that like Chery, Geely and its subsidiary, Volvo cars, recently agreed to technology sharing between the brands.

This in turn will allow Geely access to technology that should make its vehicles compelling alternatives to models offered by established European automakers. Chery, though lacking a such a treasure trove of sophisticated tech, may have the same goal in mind.

The Chinese automaker has also revealed its intentions of selling a range of hybrid electric vehicles (HEVs), plug-in hybrid electric vehicles (P-HEVs) and battery electric vehicles (BEVs). This should make it a formidable force in the EV segment in the next few years.

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