China’s entry into the WTO was a turning point in economic development. With the convenience provided by the WTO, China’s economy took off. The export of Chery Automobile also occurred after China joined the WTO. In 2001, Chery Automobile began to export to Syria. The first batch of 10 Fengyun sedans became China’s first independent brand to export automobiles.
In the early days, Chery realized that its strength was still relatively weak. The products produced domestically were concentrated in the middle and low end, and it did not have the energy and technology to break through. At that time, Chery realized that only by accumulating strength could it move forward. In the early stage, Chery Automobile continued to expand its overseas market and entered Russia, Brazil, Egypt, Argentina, Saudi Arabia, Chile, Iran, Turkey, Ukraine, Belarus and other countries and regions.
Initially, Chery Automobile’s export was simply to sell domestically produced cars overseas, but these cars were designed and produced according to Chinese habits and ideas, and did not fully meet the needs of local consumers. In order to solve these problems, Chery established 6 R&D centers in North America, Europe, Shanghai, etc., and 10 overseas production bases in Russia, Brazil, Egypt and other countries. These bases and R&D centers not only improved Chery Automobile’s global production capacity, but also provided strong support for its technological innovation and product development.
Of course, in addition to product quality, after-sales service is also critical to the success of automobile exports. Chery Automobile has established more than 3,000 sales and service outlets around the world, providing consumers with convenient and efficient car purchase and after-sales services.
Chery’s overseas expansion is different from most companies, and most of them have cooperative relationships with it. Establishing a production enterprise with sole investment and making all the money belong to oneself is certainly profitable, but it is not a win-win situation. Chery is well aware that developing together with partners, growing bigger and stronger together, and both sides making money is the way to long-term development.
It is with this profound understanding that Chery Automobile’s exports continue to grow. In 2022, the export volume exceeded 450,000 vehicles, a year-on-year increase of 67.7%, setting a new record for passenger car exports by Chinese automobile manufacturers. Chery Automobile’s performance in overseas markets has been widely recognized, and its product quality and brand image have been continuously improved. For example, in the Russian market, the proportion of Chery Automobile’s old customers exchanging for new cars reached 40%, and 20% of new car purchases came from referrals from friends.
Chery’s products mainly include several series, such as Tiggo, Tiggo, and Xingtu. However, these brands of vehicles are produced in different regions, and the details have been improved to meet the needs of local consumers. It is understood that Chery Automobile will adjust its products in terms of design, configuration, pricing, and marketing to meet the needs of different markets. For example, in the Middle East, due to the rich oil resources and low demand for electric vehicles by consumers, Chery Automobile mainly focuses on fuel models; while in the European market, due to the high environmental protection requirements and high demand for new energy vehicles by consumers, Chery Automobile mainly focuses on new energy models.
