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Wednesday, January 13, 2021

Chery Auto Looks to a "Global Forward" R&D Process


Twenty-one years after Chery’s first car—the Fulwin with VIN 000001 rolled off the assembly line on December 18, the Chinese automaker has achieved a breakthrough with its 9-millionth unit sold.

Since the Fulwin’s introduction, Chery has established a series of brands, as well as joint-ventures such as Chery Jaguar Land Rover. As a result, they have formed a pattern that spans from entry-level to luxury-level passenger vehicles.

Today, the Tiggo 8 is emerging as Chery’s star player, registering nearly 300,000 units over the two years since its launch. In November 2020 alone, it managed to move 20,000 units.

Chery’s strong sales of late is down to its “global forward” development process. Under this R&D system, the carmaker has managed to produce independently-engineered platforms such as the M3X for its Exeed line of luxury SUVs, and the T1X for its mass-market SUVs. Not only has this enabled vehicles such as the Arrizo 5 to be recognized by the J.D. Power China for its initial quality (the only Chinese sedan to do so), but it’s enough for vehicles such as the Tiggo 7 Pro to achieve five-star safety ratings even using the strictest Euro NCAP standards.

While China remains the main base of Chery’s operations, the overseas market is now an increasingly important sector as well. Last year, Chery was China’s largest passenger vehicle exporter for the 17th consecutive year. Among its 9 million customers, 1.7 million of them are from outside China.

Moving forward, Chery has a three-step strategy for globalization. From “going out” to “going in,” and “going up,” Chery has worked out a scheme to stand on the global stage.

Now Chery boasts six R&D bases, 10 assembly plants, as well as over 1,500 overseas dealers and service networks across the world. Chery's overseas production capacity totals up to 200,000 units per year. They export their products to over 80 countries and regions across the globe.

From one to nine million, Chery has not only achieved growth amid the market slump, but has gone on a track of high-quality development.

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