When Chery Auto, a prominent Chinese automotive brand, re-entered the Philippine market under the stewardship of United Asia Automotive Group, Inc. (UAAGI) in 2019, expectations were cautiously optimistic. The brand, which had previously exited the country in 2013 due to market challenges, returned with a robust strategy.
Focused on innovation, customer-centric programs, and an aggressive lineup of vehicles, Chery has since established itself as a competitive player in the Philippine automotive landscape, bolstered by the reputation and renown of its current distributor.
Chery’s global edge in design and R&D
Established in 1997, Chery has consistently prioritized research and development (R&D) as the cornerstone of its success. The brand operates internationally renowned R&D facilities and collaborates with global automotive designers and engineers to push the boundaries of what vehicles can achieve.
This commitment to innovation is evident in the design philosophy that underpins Chery’s lineup. According to the brand, its vehicles embody a blend of “Art in Motion” and cutting-edge craftsmanship. This philosophy results in automobiles that are not only visually striking but also aerodynamically efficient. Every curve, line, and feature of Chery’s vehicles reflects meticulous attention to detail, delivering both beauty and function.
Key highlights of Chery’s design philosophy include:
- Grille and Lighting: Inspired by the natural flow of light, Chery vehicles feature grilles and lighting systems that are as aesthetically pleasing as they are practical.
- Dynamic Profiles: The vehicles’ sleek silhouettes convey a sense of speed and elegance, even when stationary.
- Luxurious Interiors: With premium materials and thoughtfully arranged elements, Chery’s interiors offer a harmonious balance between comfort and technology.
This design philosophy has been seamlessly integrated into the vehicles that Chery reintroduced to the Philippines, ensuring they resonate with both form and function.
The brand’s proprietary engine technology, exemplified by its ACTECO series, and its forays into new energy vehicles (NEVs) underscore its commitment to innovation. Chery’s credibility has grown internationally, earning accolades for its durability and design. With this foundation, Chery’s reentry into the Philippines through UAAGI was well-positioned for success.
The bold reentry
Chery officially relaunched in the Philippines in 2019 with a lineup of stylish crossovers: the Tiggo 2, Tiggo 5x, and Tiggo 7. These models reflected Chery’s global design standards, featuring the hallmark grille designs and dynamic profiles that set them apart from competitors.
The relaunch also introduced the Premium Preserv warranty program, offering a 10-year/1-million-kilometer engine warranty and a 5-year general vehicle warranty with free preventive maintenance services (PMS) for up to three years. This unparalleled after-sales support highlighted Chery’s confidence in its product quality and commitment to customer satisfaction.
Chery recognized early on that convenience and accessibility were key to winning over modern consumers. In 2020, the brand launched several initiatives to enhance customer experiences:
- EC (Easy and Convenient) Mobile Service Program: A unique service that allowed customers to have their vehicles serviced at home.
- Chery Auto PH App: A digital platform that streamlined vehicle maintenance, warranty tracking, and dealership connections.
The year also saw Chery leverage sports marketing through its sponsorship of the Chery Tiggo Crossovers volleyball team, which enhanced the brand’s visibility and association with teamwork and excellence.
Expanding horizons
In 2021, Chery expanded its local lineup with the introduction of the Tiggo 7 PRO and Tiggo 2 PRO. These vehicles epitomized Chery’s design principles, featuring modern aesthetics, premium finishes, and advanced technology. The Tiggo 7 PRO, in particular, stood out for its panoramic sunroof, digital instrument panel, and spacious cabin, resonating with Filipino families and professionals.
Chery also launched the Customer Checkback initiative, aimed at fostering deeper relationships with its customers. By collecting and acting on feedback, the program helped enhance overall customer satisfaction and brand loyalty.
Chery made significant strides in 2022 by introducing its flagship models, the Tiggo 8 PRO 1.6T and Tiggo 8 PRO PHEV, which embody its commitment to luxury and sustainability. These vehicles earned accolades for their superior design and performance, with the Tiggo 8 PRO PHEV clinching the Best Hybrid award at the Manila International Auto Show (MIAS).
The “World of Luxury Tour” further showcased Chery’s premium lineup, bringing its vehicles to high-end mall locations where potential buyers could experience their luxurious features firsthand.
By becoming an associate member of the Chamber of Automotive Manufacturers of the Philippines, Inc. (CAMPI), Chery reinforced its credibility and growing influence in the Philippine automotive sector.
Sustainability and New Energy
Chery entered 2023 with a clear focus on sustainability, launching the “New Era of Green Mobility Tour” to promote its hybrid and electric vehicles. The tour featured the Tiggo 7 PRO PHEV, eQ1, and eQ7, emphasizing Chery’s leadership in the shift toward eco-friendly transportation.
Design excellence remained a key focus, with Chery winning the Best Booth Award at MIAS 2023 for its innovative exhibit. The booth reflected the brand’s design ethos, blending art, technology, and customer engagement in a visually compelling presentation. On the social responsibility front, Chery initiated the Chery Cares Feeding Program, extending its commitment beyond vehicles to community welfare.
In 2024, Chery continues to offer a strong lineup of vehicles, including the Tiggo 2 PRO, Tiggo 8 PRO PHEV, and Tiggo 5x PRO Hybrid. Each model reflects Chery’s global design standards, featuring sleek exteriors, ergonomic interiors, and advanced safety systems.
Chery’s tagline, “There’s More to Our Cars,” encapsulates its holistic approach to the automotive experience. Beyond manufacturing vehicles, Chery focuses on innovation, sustainability, and creating lasting relationships with customers.
Promoting automotive excellence in the Philippines
Chery’s journey in the Philippines showcases a brand that has not only risen from challenges but has also thrived through innovation, superior design, and customer-first strategies. With a global design philosophy rooted in aesthetics and functionality, Chery vehicles offer Filipino consumers a unique blend of style, performance, and value.
As Chery continues to grow, its success serves as an inspiring case study for how a brand can transform its narrative and redefine automotive excellence in a competitive market. With a strong foundation in R&D, cutting-edge design, and customer engagement, Chery is poised for even greater achievements in the years to come.
