At this year’s Auto Shanghai, Chery announced its target to achieve annual global sales of one million vehicles within the next two years. This is part of its ‘Navigating the Future’ global strategy which will see the expansion of its brand portfolio as well as model line-up.
In 2024, the company sold 640,000 units overseas, which represents a year-over-year (YoY) increase of 20%. The number of new energy vehicle (NEV) export sales increased substantially too, with the company stating that the number of NEVs sold overseas in the first quarter of this year is 293% more than the same period in 2024.
The launch of the Himla pick-up truck brand at Auto Shanghai 2025 is just one of a few global brands being introduced, with others being Lepas as well as iCaur, the latter already confirmed for our market. These will join existing brands such as Chery, Omoda and Jaecoo that are already present in several export markets.
Electrification will form a big part of the company’s global expansion plan, with Chery Super Hybrid (CHS) and Super Hybrid System (SHS) technologies set to be pushed out alongside fully electric vehicles. According to one of the presentation slides, the company aims to have 14 SUVs, three sedans, three pick-up trucks and one MPV in its global portfolio of products.
Last year, the company launched in Europe and it intends to expand its network of facilities, which will include no less than eight research centres (including one in Malaysia) as well as over 20 production bases and regional component hubs.
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They not only flooding their toy cars here, they are flooding the market with sub-brand after sub-brand.
Chery > Geli
Chery’s target of one million global sales in two years sounds impressive, but the risk of things getting out of hand is real. Rapid expansion without solid foundations can lead to quality issues, service gaps, and brand dilution. Ambition is important, but scaling too fast could backfire if not managed carefully.
Middle kingdom don’t care. IF any of the models/sub-brands are found to be bad quality, they will just simply launch another to renew your trust.
Chery Super Hybrid (CHS) is kicking in, while it grows with EV.
While Companies like Toyota Honda and Nissan paid heavy on reliability issues so that today we can still see many of their cars still running strong on the road even after 20-30 years, the new generation of china cars are in the unknown territory.
Firstly – how long would parts like touch screen last?
Secondly in 10-15 years can we still get replacement parts like airbag, dashboard, headlamp, aircond condenser/evaporator, windscreen or complete headlamp assembly.
Well, your guess is as good as mine. Something to ponder on today.
if you choose a Saga or Axia, you dont get this issue.
At China with low car price ,after 3 , 5 yrs or up to 10yrs they can changed new car with low price again, just scrap the old car , here we have to pay higher price some more the spare part or clone part (From Taiwan or Thailand) not available here , at China maybe they can get. Better think twice purchase China car unless you are rich.
Felt like Chery is taking the route previous Japanese manufacturer did during JP economy boom.
For example Mazda had like Autozam, Eunos, ɛ̃fini, Amati and Xedos.
What will Chery be different compare to previous Japanese giants?