New nameplate, new cars, new Chery?
It’s hard to take a carmaker with a name like ‘Chery’ seriously, at least in English-speaking nations. While the carmaker might have been around for a couple of decades and is responsible for 30% of China’s automotive exports, neither the company nor its products have successfully captured the imagination of markets around the world.
This is set to change though, if the company has its way. An all-new range of cars is set to be launched, built on an all-new platform and will be marketed in Europe under an all-new nameplate. It seems Chery knows the limitations they bear. The very first of this new breed will make its debut at the upcoming Frankfurt motor show, previewed by a pre-production car, that aims to do battle in the highly-lucrative but incredibly-competitive compact SUV segment.
“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. Our brand will target open-minded, younger customers in particular, with a product rollout strategy that 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.” — Dr. Anning Chen, CEO, Chery Automobile Co.
To solidify their contention in the European market, Chery will be setting up a European sales operation alongside new design and R&D facilities to help give it better traction in the region. The new range of vehicles will see the utilisation of electrified or fully-electric powertrains, with hybrids, plug-in hybrids, and battery-electric vehicles in the pipeline.
To appease our curiosity between now and the 12th September reveal of the new Chery compact SUV, the company has released no less than three teaser images to capture our attention. It appears that not only is Chery putting a greater focus on design, but there’s a noticeable movement in in-car connectivity and technology too. The interior teaser shot shows off an interesting and eye-catching centre console, definitely not something we’d associate with the Chery cars we’ve encountered in the past.
Still, if their previous efforts are any indication, Chery has a long way to go before it can duke it out with other volume carmakers. We like what we see though, and we’re certainly looking forward to the Frankfurt motor show to get a better idea of where Chery’s future is headed.