The larger Chinese carmakers are making a renewed push to go global, and they have mature Western markets in their sights. Geely has established the Lynk & Co brand for that purpose. Chery tried it out with the Qoros joint venture, but that didn’t seem to have worked out as planned. Now, they’re back for another try at the global pie.

These are sketches of a new compact SUV that will make its world debut at the IAA show in Frankfurt next month. It will be the first model of an all-new line-up for global markets, and shows the design direction of Chery’s new global brand. While cars under this new nameplate will wear the Chery badge, as seen here, they will “incorporate a new evolution of the Chinese brand’s ‘Life In Motion’ design philosophy.”

“The world premiere of our new compact SUV marks the start of our approach to European sales with a new model line. Launching within a few years, all models in the line-up will feature characteristic styling, user-focused technology, electrified powertrains and advanced safety features,” said Ray Bierzynski, executive VP of Chery R&D Center Shanghai.

Developed by chief designer James Hope, this evolution of Chery’s brand style is aimed at young, urban, forward-thinking customers, the brand says. The feature lines are inspired by nature and incorporate ‘hydrodynamic surfacing’, which convey the aesthetic quality of running water.

These sketches also give us a preview of the unique brand face. It features a chrome horizontal bar that links with the LED daytime running lights underlining the LED headlamps. The grille is made up of Mercedes-style studs. The SUV will feature state-of-the-art connectivity and electrified powertrain technology as standard, Chery says.

Chery plans to start sales of passenger cars in Europe within the next few years, led by a new model line for global markets. The brand will focus on SUVs and crossovers. The Ahhui-based carmaker says that it is evaluating sales opportunities in key markets including retail and fleet channels, and is planning new design and R&D facilities in Europe that will accelerate the brand’s global expansion plans.

Chery is the most successful Chinese carmaker in terms of exports, and has been the top exporter for 14 consecutive years. The company says that it has sold over 1.2 million units overseas since its foundation in 1997. Last year, the Chery Group sold over 700,000 units, a year-on-year rise of 28%. Of this, around 100,000 vehicles were exported. Western Europe would be the company’s biggest challenge, by far.