Chinese car manufacturer Chery is returning to the South African market, this time as a wholly owned subsidiary of its parent company.
The company’s previous foray into South Africa was through McCarthy, and then the Imperial group, now known as Motus.
Chery has been China’s top vehicle exporter for the past 18 years. There are more than 9.5-million Chery owners globally, across more than 80 countries.
From its new head office in Bryanston, Johannesburg, Chery South Africa (SA) is currently working to appoint its first 30 dealers, and to prepare for the launch of its first vehicles in the local market, expected in the fourth quarter of the year.
“For Chery, the South African office holds a very special significance,” says Chery SA executive deputy GM Tony Liu – the same Liu who previously headed up Haval Motors in South Africa.
Haval Motors was the first, and still only Chinese, brand to achieve success in the South African market.
“The country welcomed our vehicles with open arms in 2007, and we have been supporting our customer base of over 15 000 owners with parts and servicing ever since,” says Liu.
“Now we have the opportunity to enter the market directly, with a national network of dedicated Chery dealers and our completely new range of vehicles.”
Liu says the company has been hard at work testing its vehicles in local conditions, and growing its parts storage and distribution capabilities beyond that used to service its existing car parc.
He adds that Chery has reinvented itself “as a technology and design leader” since first making its products available to importers in South Africa.
In 2020, the Chery Tiggo 8 Pro was voted as the Chinese national car of the year. Shortly thereafter, it won the annual innovation award.
Chery has since developed its own suite of technologies across the spectrum of propulsion, including electric, internal combustion, hybrid, hydrogen and compressed natural gas.
“When we introduce our first models in South Africa, customers will be excited to see that our focus is not only on the technology under the skin, but also in the cabin,” says Liu.
“Our range of intelligent driving assistance systems is world class, and we are a leader in the field of high-resolution screens and touch- and voice-control technologies.
“In 2010, our chairman, Yin Tongyue, shared with the world our change from a company that was focused on sales, speed and scale, to one that is fanatical about quality, brand and long-term returns,” adds Liu.
“This is most evident in our new range of products, and we cannot wait to show them to South African customers.”
Meanwhile, although Chery’s primary focus will be on establishing its brand in South Africa, the company also aims to grow its footprint across the rest of the continent.
“South Africa is a very important market for us. Customers have high expectations, and we want to meet and exceed them,” says Liu.
“Once we have established a firm foothold in this market, we will use the expertise in the country and its import position as a springboard into the rest of the continent.”