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September 15, 2020

Chery Auto to Enter US Market

Chery Auto, particularly its Tiggo SUV line-up is set to enter the U.S. market through HAAH Motor Holdings, a company focused in the import automotive distribution business.

Don’t look for the Chery Auto on the U.S.-bound vehicles though. For its Americanization, the vehicles will be badged “T-GO,” and will actually be built in the United States using mostly parts imported from China. The first model to be launched will be a compact SUV (likely the Tiggo 7) followed by at least two more models by 2024.

It will be the second brand for HAAH which previously announced Vantas which will consist of “near premium” vehicles designed also by Chery. Like th T-GO, it will be built in the United States. In this case, the first two Vantas vehicles will be a three-row SUV based on the Chery Exeed VX, and a two-row SUV based on the Exeed TXL.

As with the Chery Tiggo’s positioning in the Philippines and elsewhere, T-GO will compete in the lower end market against mainstream Asian brands. Quoting from HAAH CEO Duke Hale: “The vehicles will be 15 to 20 percent below the target new-car competition—for both Vantas and T-GO…If I were Hyundai or Kia or Mazda or Volkswagen or Mitsubishi or Nissan, I’d be afraid.”

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