From “going out” to “going in”, Chery has gone through stages from international trade to localized operation in the process of globalization over the past decade. Having just ushered in its 18th anniversary and brought its 5,000,000th vehicle off production line, Chery will enter new journey of globalization 2.0 in an accelerated manner in 2016 with focus on enhancing its overseas brand image and customer experience, so as to become a competitive global auto brand.
Since its entry into the international market in 2001, Chery has established 1,000 sales and service network overseas, growing from an unknown enterprise into an enterprise which has won numerous honors, and earning support and trust from nearly 1,200,000 overseas consumers. In 2016, with the attitude of innovation and pragmatism, and based on the upgrade of (“technology 2.0”, “quality 2.0” and “globalization 2.0”), Chery will enter a new journey and build its brand through “technology, quality and globalization” to enhance consumer experience.
“Technology 2.0”. Based on its international talent team, Chery will advance the constant evolution of its iAuto core technology platform, and fully upgrade its Cherisma, Acteco and Cloudrive, so as to accomplish the intelligentization, networking and individualization of driving environment. Chery is independently developing intelligent UGV with functions such as intelligent following and collision avoidance in urban traffic conditions.
“Quality 2.0”. Technology improvement leads to product upgrading and performance improvement. Arrizo 5 about to be launched worldwide in March 2016 is a representative model in Chery’s new-generation product lineup. Chery’s new-generation products will upgrade from high-quality products of “functional value” to high-quality products of “enjoyment value”. With the launch of Arrizo 5, Chery will organize a global media test drive rally in regions such as South America, Asia, the Middle East and Eastern Europe. Then Chery’s high-quality products of “enjoyment value” will give global media individual driving experience. The core of product performance improvement is precisely controlling the whole process based on customer experience to ensure that product performance is more relevant and closer to customer perception, thus giving customers optimal experience.
“Globalization2.0”.From “going in” to “going up” in overseas markets, Chery aims to build a competitive global auto brand. In 2016, Chery will step up efforts to improve its capacity for international operation and accelerate the construction of user experience-centered marketing service system, and enhance its capacity for localized operation management through technology resources, brand building resources, talent resources and other resources in the layout of “great Chery”, thus accomplishing collaborative development and common progress.
According to the source, in terms of operation capacity improvement, Chery will upgrade the terminal image and operation standard of its core outlets in overseas markets to improve its capacity for overseas network operation and further enhance its brand image. In terms of marketing service system construction, since Chery’s 5 millionth vehicle rolled off production line in 2016, Chery will carry out a series of user experience-centered activities worldwide to return the favor of consumers, such as “5 million sales 5 surprise gifts”, “Tiggo Carnival” and “Owner’s Tour of China”. In terms of after-sales services, Chery will pay more attention to service skill and awareness enhancement, and organize outstanding global service technicians for a skills contest in 2016 to improve the overall level of technical services.
Facing the complex international market, Chery will further perfect its product layout and service in various markets, and keep improving its operation and management level in 2016. Just as Xiaoqing, He Deputy General Manager of Chery Automobile Co., Ltd. and General Manager of Chery International, said, “the automobile is the best symbol of a country,” Chery is making every endeavor to become the best symbol of China in the global auto market.
