Chery Malaysia announced the successful completion and delivery of the first Completely Knocked Down (CKD) cars, the Omoda 5 and Tiggo 8Pro.
The handover event took place at the Inokom CKD Plant in Kulim, Kedah. The symbolic key was passed from Mr. Sui Keng Huat, Managing Director of Inokom Corporation, to Mr. Xu Jing Zhong, Plant Operation Director of Chery Malaysia.
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To spearhead its salvo at the ASEAN market, Chery has selected Malaysia as its regional hub for Right-Hand Drive (RHD) vehicles. This is a significant turning point for Malaysia’s automotive industry, where a known Chinese OEM has a longstanding presence.
For its growth plans in Malaysia, the Chinese automaker has agreed to invest an initial capital of RM170 million.
According to Tengku Zafrul, it is anticipated that the ASEAN EV market would expand by approximately 33% annually, reaching US$2.7 billion (RM12.6 billion) by 2027. From the standpoint of the manufacturing sector, mass electrification in the automotive industry fits in well with our national ESG and net zero strategy. To that end, Malaysia’s attempts to decarbonize its economy will be aided by the release of Chery’s new electric vehicle (EV) models, which will also help expand the country’s EV market.
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Chery is no longer the brand we knew of from 20 years ago. The company is vastly different and has five major global R&D centres with a team of over 7,000 people actively conducting research and development.
Besides that, Chery now has 10 major factories, 1,500 overseas service outlets and boasts 11.3 million vehicles sold worlwide.
The company is obviously much different now and has the most advanced manufacturing techniques to attain excellent quality.
On the Malaysian front, Chery has launched the Omoda 5 and the Tiggo 8 Pro and we were taken away by the pricing! For this article we will focus on the Tiggo 8 Pro. This one aims to take on the big boys, such as the Proton X90 and Kia Sorento.
Unlike the Omoda 5, the Tiggo 8 Pro comes in a single luxury variant and we are not complaining as this single variant offers more than enough.
While Chery may have not have enjoyed a good brand perception 20 years ago, they have improved and now have the numbers to support R&D to develop their own technologies and invest in the most advanced manufacturing techniques to attain excellent quality.
Chery recently launched the Omoda 5 and the Tiggo 8 Pro and we were taken away by the pricing! For this article we will focus on the Omoda 5. It aims to compete with cars like the Honda HR-V and Proton X50 in the lucrative B-segment crossover market.
The Omoda 5 comes in two variants: The Omoda 5 C (comfort) and the Omoda 5 H (honor).
The Omoda 5 measures at 4400 mm in length, 1830 mm in width and 1588 mm in height and is capable of seating 5. It is built on the Modern T1X Platform. All variants include split LED headlights and 18-inch black alloy turbine wheels.
Inokom Corporation Sdn Bhd, a subsidiary of Malaysian-based Sime Darby Motors and Chery Malaysia have officially joined forces for local assembly at the latter’s 200-acre manufacturing plant in Kulim, Kedah.
“We are very excited to be partnering with Inokom. With nearly three decades of experience in assembling vehicles of many world-renowned brands, Inokom is an ideal partner for Chery in our mission to take root in Malaysia and provide Malaysian consumers with high-technology and high-quality vehicles that are ahead of the curve in terms of design,” said Chery Malaysia Country Director Mr Leo Chen.
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The last time Chery was in Malaysia was some 17 years ago and its experience was not good, nor would those who bought its products have had good experiences either. To be fair, the market conditions then were different, the products were also not as advanced and the brand was handled by a local company. When it left the market, it was not missed although its return has been much anticipated.
However, while Chery has entered neighbouring markets and started its business over the past year, it has been careful with the Malaysian market because it knows that its past image was not good. So it has been hard at work trying to present a better image, which is why you would have seen and read a lot about the brand, what it promises and what products are going to be available – but it did not start up.
Now, after months of preparing the market, Chery is officially back with a preview event today. And this time, it is directly involved in marketing activities with its own company, Chery Malaysia, and is therefore responsible for its own destiny. Other carmakers have also found it better if they are closely involved and direct the business in the market as they are the brand owners. Customers ultimately benefit as brand owners will always be thinking long-term and be willing to spend to grow the business.
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Whatever memories you may have of being a Chery owner before, things will be different when Chery returns to the Malaysian market in the near future. Apart from a totally new and modern range of models like the OMODA 5 and Tiggo Pro, sales and aftersales are promised to be top quality and in line with the global standards of the Chinese carmaker.
Chery is confident that it can deliver on this promise as its return to the Malaysian market will be handled by its own subsidiary (to be established in due course). Previously, it was on represented by a local company so it did not have direct control on how the business was run.
The direct involvement of the manufacturer is good because that is the brand owner, and therefore has the strongest interest in ensuring that the brand image is good. Some manufacturers do business at ‘arms-length’, leaving most of the marketing and aftersales activities to their local partner who may or may not be equally committed since the partner does not own the brand. With the brand owner participating (and making its own investment), there will be better guidance and direction which should benefit customers.
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Yes, the Chinese carmakers are going to be serious rivals to the established brands in due course. While they may have given a poor impression 20 years ago because of low quality, they have improved steadily and now have the volumes to fund R&D to develop their own technologies and invest in the latest advanced manufacturing processes to achieve high quality.
One of the latest examples of this new generation of Chinese cars is the Chery OMODA 5 which has just been launched in China, with exports to begin to many countries including Malaysia. Priced in China between RMB92,900-RMB126,900 (about RM61,300 – RM83,700), the OMODA 5 is a sporty new crossover SUV that was first previewed as the X-C concept at Auto Guangzhou in 2021.
B+ segment
Its overall length of 4400 mm and width of 1830 mm (on a wheelbase of 2630 mm) gives it a slightly larger body that Malaysian rivals like the Proton X50 and Perodua Ativa. So it’s a ‘B+’ segment model but not too big to qualify to be in the C-segment.
The OMODA 5 uses the brand’s ‘Art in Motion’ design language that makes much use of curves and molded surfaces to dynamic aesthetics even when standing still. The body panels are carefully shaped to create an interplay of light and shadow as the SUV moves. The borderless diamond-cut geometric matrix grille extends from the middle to both sides, as if to create a ‘parallel universe where dreams match reality’.
1.6-litre TGDI engine
The OMODA 5 is powered by a Kunpeng 1.6TGDI, the letters signifying that it is a turbocharged engine with direct fuel injection. The 1.6-litre 4-cylinder engine produces 197 ps/290 Nm which goes to the front wheels through a 7-speed dual-clutch transmission. The claimed 0 to 100 km/h time is 7.8 seconds and while on the move, the driver can activate a Super Sport mode for more engaging driving. In this mode, there is also simulated sound to enhance the perception of high performance.
AI in the cockpit
The cabin has Chery’s latest-generation Lion 5.0 AI (artificial intelligence) technology smart cockpit with intelligent technology. AI is used for emotion monitoring and adjustment, while entertainment is managed on a large 24.6-inch display screen. A Sony audio system collaborates with 64-colour rhythmic ambient lighting for immersive audio-visual entertainment.
Besides having European-standard environmental protection technology and ecological design, the OMODA 5’s C-PURE green cabin has a negative-ion air purification and filtration system. This will provide clean air to the occupants, an important consideration these days.
Global product
The Chery OMODA 5 has been designed with youth in mind, and through its technology-rich features, aims to project a new, more vibrant Chery to global consumers. The OMODA 5’s launch marks an important step in Chery’s global brand rejuvenation as it sets its sights on many other markets worldwide,” said Jia Yaquan, Chery Automobile’s Deputy General Manager and General Manager of Marketing.
Besides the OMODA 5, Chery will be returning to Malaysia with the Tiggo 8 Pro and Tiggo 7 Pro, part of the Pro line which has 4 SUV models and one sedan. Chery Malaysia has not indicated when they will have their launches although they should happen before the end of this year. Given how GAC Motors and GWM have started their activities, Chery won’t want to lose potential customers who are keen to try new brands and are drawn to these two newcomers first.
Chery’s All-Domain Power Architecture ready for next 30 years
Although commercial vehicles (mostly large trucks) from China were sold in Malaysia in the 1990s, it was only in 2005 that Malaysians saw passenger cars from China being marketed locally. That was when Chery was introduced and the local representative went on to assemble some models locally as well. However, even though they had attractive prices, the Chery models didn’t sell well back then and eventually, the brand faded away.
Now, perhaps encouraged by the success of Geely entering the market (albeit by partnering DRB-HICOM as a shareholder in Proton), other Chinese carmakers are looking more seriously at the Malaysian market as they begin to develop export markets.
Chery is among them and besides already selling in neighbouring countries, it has announced plans to also start selling its models in Malaysia. According to the carmaker’s local marketing office, the models planned for introduction are the Tiggo 8 Pro and Tiggo 7 Pro, part of the Pro line which has 4 SUV models and one sedan.
The Pro models are already on sale in various markets in Eastern Europe, South America, the Middle East, Asia and Africa. Recently, the 500,000th unit of the Tiggo 8 was produced, making it the fastest model to achieve the 500,000-unit milestone among Chinese-brand mid-size SUVs and 7-seater SUVs.
In developing the Pro models, Chery has established 3 pillars as the core of every product – intelligent technology, stylish design and efficient power. By ensuring that each model is technology-rich, the carmaker believes it can exceed consumers’ expectations and offer more than competitors.
For example, the Tiggo 8 Pro, flagship of the range, has 3 separate displays screens in the cabin. These consist of a horizontal 12.3-inch instrument panel, an 8-inch climate control screen and a 10.25-inch ‘floating’ infotainment screen. Apple CarPlay and Android Auto expand the functionality of the infotainment system by making smartphone apps available on the dashboard. There’s also a 360-degree view around the vehicle to assist the driver in manoeuvring, improving ease of parking as well as safety.
The smaller Tiggo 7 Pro is similarly equipped and comes with features such as wireless charging for compatible smartphones, and an electrically-powered tailgate.
Having produced motor vehicles since 1999, Chery has long R&D experience and has developed its own advanced powertrain and chassis technology. Six of its ACTECO series engines have been listed among China’s Top 10 Engines. This engine range, which has displacements from 800 cc litres to 4 litres, has strong power output with high thermal efficiency.
Where safety is concerned, Chery models not only to meet China’s C-NCAP safety standards but also international ones since they are sold in many countries. In Europe especially, safety standards are demanding and the Pro models have been designed and engineered to meet them.
The use of ultra-high-strength steel in body construction ensures strong passive safety while up to 6 airbags provide additional protection in the event of a collision. Intelligent technology is also used for active safety systems that include Advanced Driver Assistance Systems (ADAS). These systems will help the driver avoid accidents or if that is unavoidable, then reduce the effects of accidents. This is achieved by automatic emergency braking which activates when the driver does not respond to warnings of a pending collision.
Chery’s has a global design language known as ‘Life in Motion 3.0’ which is used on all its models, include the Pro models. This has a visual signature created by a galaxy-inspired geometric matrix diamond front grille and LED headlamps.
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