Brand History:Chery

  Chery Automobile was founded in 1997 in Wuhu, Anhui Province, China. It is one of the earliest and most successful independent Chinese automobile brands, known for its strong focus on self-research, innovation, and international expansion. Over the years, Chery has grown from a local automaker into a globally recognized automotive brand.

1. Foundation and Early Stage (1997–2003)

• 1997: Chery Automobile Co., Ltd. was established with local government investment in Wuhu, Anhui.

• 1999: The first model, the Chery Fengyun (Windcloud), rolled off the production line, marking Chery’s official entry into the auto industry.

• 2001: Chery obtained a national production license and began mass production.

• 2003: The launch of the Chery QQ, a small, affordable city car, became a national sensation in China. The QQ’s low cost, fuel efficiency, and compact design made it one of the best-selling mini cars in the country and turned Chery into a household name.

  

2. Independent Innovation and Brand Expansion (2004–2010)

• Chery established its own R&D centers for engines, transmissions, and vehicle design, becoming one of the first Chinese automakers with a complete independent development system.

• 2005: Chery began exporting vehicles, becoming China’s first automaker to export passenger cars on a large scale. Its vehicles entered markets across the Middle East, Russia, South America, and Africa.

• 2007: Chery’s annual sales exceeded 500,000 units, making it a leader among Chinese independent brands.

• Around the same time, Chery began exploring international partnerships with companies such as General Motors and Chrysler, signaling its global ambitions.

  

3. Multi-Brand Strategy and Globalization (2011–2015)

• 2011: Chery launched a multi-brand strategy, creating several sub-brands:

  • Riich – mid-to-high-end cars

  • Rely – commercial and SUV vehicles

  • Karry – light commercial vehicles

  • Chery – mainstream passenger cars

• However, the diversification spread resources too thin, leading to limited success.

• 2013: Chery streamlined its operations, returning to a “One Chery” strategy to strengthen its main brand and focus on technological advancement.

  

4. Technological Innovation and Product Upgrade (2016–2020)

• Chery accelerated its transformation in new energy and smart technology, launching the Chery Lion Intelligent Strategy, which focuses on intelligent driving, connectivity, and electrification.

• 2017: The launch of the Arrizo sedan series and the Tiggo SUV lineup marked Chery’s new era of global competitiveness. These models gained popularity for their value, reliability, and modern design.

• Chery’s self-developed turbocharged engines, CVT transmissions, and hybrid systems achieved international recognition.

• During this period, Chery became China’s largest passenger car exporter, with growing sales in Latin America, the Middle East, Africa, and Eastern Europe.

  

5. Global Expansion and New Energy Transition (2021–Present)

• 2021: Chery entered a new phase focused on electrification and global expansion, launching multiple new energy vehicles such as the Tiggo 8 PRO e+ and Arrizo e.

• 2022: Chery’s overseas sales exceeded 450,000 units, ranking it China’s No.1 passenger car exporter for 20 consecutive years.

• The company established overseas manufacturing and assembly plants in Brazil, Egypt, Indonesia, Russia, Chile, and South Africa, forming a global industrial network.

• 2023: Chery introduced new sub-brands for the electric era, including iCAR, Fengyun, and the Jetour New Energy series, signifying its full entry into the intelligent EV market.

  

6. Summary

Chery’s brand history reflects the rise of China’s independent automobile industry — from a local startup in 1997 to a global automotive brand exporting to over 80 countries.
By adhering to its core philosophy of “Technology-Driven, Innovation-Oriented”, Chery has established itself as a pioneer in new energy vehicles, smart mobility, and global expansion.
Today, Chery continues to pursue its vision of becoming a world-class automotive brand, representing the strength and innovation of Chinese manufacturing on the global stage.