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.
Prime Minister Anwar Ibrahim’s recent visit to China was a successful one by any measure.
According to reports, 19 Memorandum Of Understanding related to various sectors were signed. And the total amount of that sums up to RM170 billion!
Some of those sectors were MOU’s were signed include electronic vehicle’s, electronics, big data and digitalisation.
The automotive sector too was involved and one of it involves Chinese car maker, Chery.
Soon after the visit to China ended, Chery sent out a statement to the local media stating that Chery executives were involved in an “in-depth conversation” with the Minister of International Trader and Industry of Malaysia, Tengku Datuk Seri Zafrul Tengku Abdul Aziz.
Part of the discussions included an investment plan and development direction in Malaysia.
Soon after that discussion, the executives from Chery International were also invited to participate in a round table conference with the Prime Minister, Anwar Ibrahim and Malaysia-China Business Forum.
Chery has also previously mentioned the setting up of a wholly-owned subsidiary in Malaysia, which according to an official statement, is due to be unveiled in the second quarter of this year.
Now all of this could be seen as journalistic fluff meant to drum up the Prime Minister’s visit to China.
But considering the success of Chinese automotive makers GWM and BYD in the Malaysian EV market, it won’t be too far fetched to assume that Chery may be considering local assembly of certain Chery models.
And why not? GWM and BYD have already proven that the local market is warming up to Chinese carmakers already.
Local assembly would make sense since this will almost certainly allow Chery to price their cars competitively and also create a strong network of dealers with strong spare parts availability.
The only thing that remains to be seen though is who will Chery’s assembly partner be since setting up its own assembly plant would almost certainly be too costly.
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.
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.
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.
China’s auto industry made limited progress in the decades before 1980 and the vehicles its manufacturers produced were technologically outdated. In the mid-1980s when the country opened up and the economy rapidly grew, demand for cars also rose quickly and the young carmakers initially had agreements and joint ventures with foreign companies to acquire modern technology.
At the same time, companies like Chery also worked towards developing its own technology base and reduce dependence on ‘imported’ technology. It was a long journey and by 1999, the company was able to produce its first engine. From then on, with more advanced R&D and greater investments, its engine range widened and evolved. Today, many of its engines are in the third generation and nine of them have been listed among China’s Top 10 engines. To date, the company has made over 10 million engines which power vehicles in China and other countries.
An early Chery engine in the 2003 QQ model.
All-Domain Power Architecture
As demand for New Energy Vehicles (NEV) grows with the demand for reduced energy consumption and low carbon emissions globally, Chery is taking its All-Domain Power Architecture – encompassing traditional, hybrid and fully-electric powertrains – to the next developmental stage, to respond to these demands.
Currently, three of the company’s 4th generation engines have completed thermodynamic development and are in the bench calibration phase, and development of the first 5th generation engine has been given the go-ahead. The design of this state-of-the-art engine is expected to be finalised by the end of June 2023 and will be installed in a production model by 2024.
Chery’s R&D team includes multi-national experts in the powertrain field.
Hybrid powertrain
This new engine is a hybrid powertrain with a turbocharged 1.5-litre engine, direct fuel injection, an i-HEC 4.0 intelligent high-efficiency combustion system and low-pressure exhaust gas recirculation technology. It is said to be able to achieve an industry-leading thermal efficiency of 43.9%.
The preliminary research programme on high-efficiency engines, adopting pre-chamber jet ignition and lean-burn technologies, has met its target of better than 45% thermal efficiency in the laboratory.
One of Chery’s latest engines, used in the Tiggo Pro SUV.
Chery has also developed a Dedicated Hybrid Transmission (DHT) with dual motors, 9 operating modes, 11 gear combinations and twin-shaft drive, making it the first of its kind amongst Chinese brands.
Key R&D project
Earlier this year, a national key R&D project headed by Chery – the ‘new-type, cost-effective, passenger car powertrain development vehicle integration project’ – passed project acceptance in Wuhu, China. The outcome of the project was Chery’s first-generation DHT – 3DHT125 – which found its way into the Tiggo 8 Pro e+.
In March, the company’s ‘dedicated hybrid engine (DHE) development’ project, another national key R&D project, passed the appraisal of China’s Ministry of Science and Technology, and the jury of experts for project acceptance. This project focuses on research into high-compression ratio deep Miller cycle and high lean-burn combustion to enhance the performance of Chery’s 4th and 5th generation engines.
The company aims to further optimise its 3-speed DHTs for mid-sized plug-in hybrid electric vehicles (PHEV) while developing a single-speed DHT for compact and sub-compact PHEVs and hybrid electric vehicles.
Having made its debut in the NEV market in 1999, Chery’s powertrain matrix does not end at combustion engines and hybrids. In 2017, the Chery EQ1 battery electric vehicle (BEV) was launched in China and two years later, Chery exhibited its 3rd generation hydrogen fuel cell vehicles with 30 kW fuel cell stacks that can be topped up with hydrogen in 3 minutes. The range achieved by these vehicles is said to be over 700 kms.
Chery’s All-Domain Power Architecture thus encompasses all types of current and future powertrains that use fossil fuel, electricity or hydrogen. Its technological capability is therefore comprehensive to cover automotive powertrain development during the 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.
Besides the Tiggo Pro models. Chery will also introduce the OMODA 5 in Malaysia soon.
Chery was the first carmaker to begin exporting passenger vehicles from China and not surprisingly, it has remained the country’s top passenger car exporter for 19 consecutive years. Its vehicles are now sold in more than 80 countries and regions, and it has also set up 10 factories outside China.
Like the early years of the Japanese brands venturing overseas, the quality and reliability of cars from China has also been raised by customers. There’s certainly no doubt that since the auto industry in China began accelerating its activities and development from the 1980s, the products have constantly improved with new technologies and more advanced manufacturing processes.
To show its confidence in the reliability of its latest products, Chery has launched the new Tiggo 8 Pro in South Africa with an engine warranty that is 10 years long or up to 1 million kms (whichever comes first). This warranty complements the vehicle warranty which is 5 years or a maximum of 150,000 kms and this warranty is transferable (if still valid when the vehicle is sold to another person).
The 1 million km engine warranty is impressive but not new as Hyundai has been offering a warranty of a million miles (1.6 million kms) in America for some time. Like Chery’s warranty, it is only for the powertrain but is for up to 20 years.
Long warranties are reassuring for owners and may seem to be a long-term risk for carmakers that offer them. However, it should be noted that such warranties usually apply only to the first owner and subsequent owners will not enjoy the same length coverage. In markets like the USA, ownership of a car is for a few years and then the owner gets a new one, so in reality, the risk to the carmaker is not much different from that of warranties of 5 years.
Anyway, it’s still a good way to convince customers who wonder about quality, which was one of the reasons why Hyundai offered it in America. Back in the 1980s, when the brand first entered the market, its products had poor quality and damaged the image. The Koreans worked hard to improve quality and when they were confident they could offer better products, they backed up their claims with longer warranties.
The engine is a 1.6-litre turbocharged direct-injection petrol unit, one of Chery’s powerplants which has won awards in China for its high efficiency. The TGDI engine produces 197 ps/290 Nm.
The new Tiggo 8 Pro is a flagship of the range and South Africa is the first country on the continent to get it. It uses ‘Movement Design’, Chery’s next-generation design language which has a galaxy-inspired 3-dimensional grille flanked by automatic matrix-LED headlamps with dual daytime running lamps, establishing a strong visual signature. Satin chrome is used for the lower air intake (which doubles as a skidplate), foglamps, grille, window frames and lower doors.
Inside, all major controls have been digitised in 3 separate screens – a horizontal 12.3-inch instrument panel, an 8-inch climate control screen, and a 10.25-inch infotainment screen ‘floating’ in the centre of the dashboard. The centre screen, which also displays the rearview image from a camera, operates the infotainment system which is Apple CarPlay/Android Auto ready.
The fully automatic climate control system has dual-zone circulation and, in consideration of increased concerns about air quality today, there is an N95-grade air purifying system as standard. For the Executive variant, rear occupants receive more cool air with an additional air-conditioning system for the rearmost seats. All variants offer wireless charging, intelligent voice control and eight surround speakers by Sony. Leather upholstery is standard, with the driver’s seat having 6-way power-adjustment.
According to Chery Malaysia, the Tiggo range will be offered in Malaysia soon. There are also plans to do local assembly with a partner that has not been revealed. Chery first appeared in Malaysia in the early 2000s with the QQ minicar and then assembled a few models at the former Oriental Assemblers plant in Johor (now owned by Berjaya).
When Chery first came to Malaysia in the early 2000s, it offered models such as the QQ minicar (blue and green cars) and the A160, as well as the first generation of the Tiggo. 20 years later, the carmaker has greatly advanced its design and engineering capabilities and now offers models like the new OMODA 5 (below) which will soon be available in Malaysia along with the new Tiggo.
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.
