Chery Automobile, one of the leading Chinese domestic vehicle manufacturers, is moving to increase its global reach with a strategy titled Chery2.0 and follows a major restructuring of many aspects of the business organisation.
Brian Joss – The significant restructuring has involved cutting the model range to focus on core products and infusing the workforce with a number of high profile people from major motor companies outside China.
Chery starts off from a comparatively high base in that it has been the leading exporter of domestic brand vehicles from China for the past 13 years, so it will be a matter of extending its global export and operational base instead of having to establish one.
Chery has already manufactured more than five-million vehicles and exported more than a million, since it started in 1997. Besides having three manufacturing bases in China, Chery also has 14 Knocked Down (KD) facilities outside China. Chery currently markets its cars in 80 countries and global regions, with 1 100 distribution points and more than 900 servicing outlets.
A visit by 200 overseas dealers and more than 20 media representatives from 10 countries outside China paid a visit to the Chery facilities recently in conjunction with a visit to the Auto China 2016 motor show held in Shanghai.
The main focus was on a business conference where Chery’s targets for future growth were explained. The delegates also had the opportunity of visiting the high tech R&D centre in Wuhu. Here they were able to drive a number of Chery’s latest models including the new Arrizo 5 sedan and Tiggo 5 SUV. After the visit the visiting dealers and journalists spoke highly of Chery’s manufacturing processes and the high quality of its latest products.
Tongyao Yin, the Chairman and General Manager of Chery Automobile, explained how the company has formed new, technology-based and market-oriented systems which have endowed the company with a new vitality as it seeks growth both in the Chinese domestic market and globally.