WATCH: Chery sets record straight on incoming Jaecoo brand

Earlier this week, the local division of Chery Automobiles announced its plans for South Africa for the remainder of 2023 and 2024. Now the Chinese carmaker has shed further light on its market ambitions ahead of the imminent arrival of the Jaecoo brand.

Watch Jaecoo J7 concept car

While very much ensconced within the top-ten best-selling marques, with monthly sales often surpassing 1 100 units, Chery admitted it can do better by means of being ambitious while putting customer needs first.

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“We have a good relationship with South Africa. The market is very important for Chery. I think we can proudly say (that since returning in 2021), Chery has been a successful story in the South African market,” CEO for South Africa, Chen Chunqing, told The Citizen Motoring on the sidelines of its New Journey, New Life International User Summit in Wuhu on Monday.

Despite its success, Chen said expectations will always be high. He hopes the introduction of new Chery and Omoda models, as well as Jaecoo, within the next few months will broaden its appeal among local buyers.

Jaecoo and more

Besides the looming Jaecoo J7, the all-wheel-drive version of the facelifted Tiggo 8 Pro Max is expected to debut before the end of 2023. The same applies to the Tiggo 7 Pro Max that debuted at the Kyalami Festival of Motoring in August.

Early next year will see the unveiling of the Omoda C5 GT and C9. Plus, the all-electric Omoda E5 is based on the former.

The remainder of 2024 will involve the arrival of the Jaecoo J8 and the plug-in hybrid versions of the Tiggo 7 Pro and Tiggo 8 Pro.

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Changing brand perception

“We always ask ourselves, ‘what can we offer more to South African customers?,” Chery South Africa Executive Deputy General Manager, Tony Liu, said.

“The most vital single step for Chery, not only in South Africa, is to improve the public perception of brand value.

“We are committed to absorb over hundred thousand advise or suggestions before finalising a new product for the specific market”.

Liu added that while Chery “has done a lot for customers” since returning two years ago, it won’t stop proving the critics wrong about any preconceived brand notions.

“We have seen brands come and go, leaving a bad taste in buyers’ mouths. (Chery’s brand values) are good products, good quality, and a good experience,” he said.

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Stocked to the Max

The brand’s opening of its expansive new warehouse, housing a full array of spare parts, also came in for scrutiny amid fears of a potential shortage and likely exorbitant cost from an aftersales perspective.
According to Liu, though, an average of 98% of components are stocked in the facility in Boksburg. It became operational in March as part of an investment worth R70 million.

“Our promises (to customers) is of genuine parts. Turnaround times are critical, and our aftersales team are always busy. (In this regard), our parts supply is more than adequate,” Liu assured.

“We understand the need to give our customers peace of mind. And the importance of building a strong and long-lasting reputation”.

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Chery growth in SA

Asked about the prospects of Chery setting up a production facility in South Africa, Liu reiterated comments made after the Shanghai Auto Show in April that plans are indeed being looked into.

“The overall sales volume and balance of the local manufactory policy will be the first step,” he said.

In a subsequent reaffirmation, Chen remarked that Chery’s 10-year plan for South Africa hasn’t changed. Besides the products coming, it will be expanded to include a bakkie. Although originally planned for 2023, it will now only arrive at a later stage.

“The plan is quite comprehensive, including combustion engines and new energy vehicles. Even the bakkie plan as well,” he said.

Chery dealer configuration

For now, product emphasis is focused on Jaecoo. It will be sold alongside Omoda as part of a setup operating independently from Chery. Accordingly, 25 independent dealers have so far been established, with more likely to follow within the coming months and years.

Expect a more detailed reveal of the various products pending to emerge soon ahead of 2024’s mass roll-out.