Chinese From Chery to Assault Europe with New Electrified Brand at Frankfurt!
|   Saturday, September 16, 2017
Chery is one of the largest car manufacturers in China (more than 6 million vehicles sold in 20 years of history), being the largest exporter in China, managing to export 1.2 million vehicles.

To boost global expansion, the Chinese are announcing the launch of a new global brand on Sept. 12 at the Frankfurt Motor Show! With this brand, the Chinese are planning to attack the European market and the first model to be launched by the new brand will be a compact SUV, the prototype of which will debut in Frankfurt.


Chery's new brand will offer models in different segments, which will be practical and enjoyable in driving, have modern connectivity technology and will offer a high degree of customization. All models will be built on an extremely high-quality new platform that will adopt electrified propulsions - hybrid, hybrid plug-in or pure electric.

The SUV model, dubbed M31T, is the first name of Chery’s new 3.0 product matrix. With the SUV model's debut in Europe “Chery hopes to make its first step of entering Europe and America market while showing its Global Strategy has reached a new height,” declared the company in an announcement.

Chery launched with grandeur in 2011 the brand Qoros with which they were trying to attract European customers. Although they even scored 5 stars at EuroNCAP, the new brand models did not convince sales-wise. Therefore, Chery is trying again, hence the new brand launch in Frankfurt. It will be composed of hybrids, hybrid plug-ins and electric models.

All this will happen in the hopes of actually penetrating the European market this time. The largest car exporter from China and its offensive is will likely attract a lot of eye at the Frankfurt Motor Show, which will open its doors in mid-September, but it remains to be seen how that reflects on sales.

Another interesting part, besides the fact that Chery will not launch the new SUV under the Chery brand, is that we have no idea what that brand's name is or other technical details, seeing the Chinese did not provide any official information so far.

We do know that the new brand will be further developed into a family of models built for “young customers in urban areas, with progressive philosophy”, and will meet the demands of Europeans when it comes to “design, quality, dynamics and safety”, according to people from Chery.
“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,” declared Chery CEO Dr. Anning Chen.

“All Chery vehicles sold in Europe will feature class-leading connectivity, be fun to drive, offer flexible and spacious interiors and will provide comprehensive personalization, all of which are aligned with our high standards of product quality and aftersales support.”

The vehicles of the new Chinese brand will be created in the new engineering and design centers that will be built in Europe. Currently, Chery has four home plants, which can produce 1 million vehicles, 1 million engines, and 600,000 transmissions - enough to meet the European market. Outside China, the Chinese have 10 factories and 1,200 distributors. Last year, Chery produced 700,000 cars (up 28 percent from 2015), 100,000 of which were exported, accounting for 30 percent of China's total car exports.
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