Chery has recently announced that it would launch three all-new models: Tiggo 3, Tiggo 5 and Arrizo 7 in Saudi Arabia on May 15. Hence Chery will join hands with its partner Yemni Group (Yemni) to operate in Saudi Arabia.
Of the models to be launched, Tiggo 3 and Tiggo 5 are Chery’s outstanding SUV models. Arrizo 7 is a Segment-C model in the Saudi Arabian market, as well as Chery’s most competitive model in this segment. Since entering the international market in 2015, the three models have established good reputation rapidly in many countries. As SUV models and Segment-C models both enjoy large market shares in Saudi Arabia, the three models have become Chery’s major strategic models in Saudi Arabia.
Chery signed an agreement with Yemni in early 2016. Under this agreement, Yemni will be in charge of Chery’s sales and service in Saudi Arabia. As a major automotive sales group with tremendous strength in Saudi Arabia, Yemni is engaged in sectors such as passenger vehicles and commercial vehicles, and has operations throughout Saudi Arabia. For many years, Yemni has focused on automotives sales, established a complete sales and service system, and acquired rich marketing resources and experience. The conclusion of the agreement with Yemni marks that Chery’s has initiated its operations in Saudi Arabia. With rich experience in overseas market operation, Chery has established a complete set of operation systems in such aspects as brand building, product marketing and after-sales service. The strong combination with Yemni will be conducive to the steady development of Chery brand in Saudi Arabia.
Prior to the launch of the new models, Chery has worked out a perfect brand and product promotion scheme in association with Yemni. For example, in marketing, Chery will make a tour around Saud Arabia displaying its new models, to offer consumers knowledge of Chery’s product performance and features at a close range; in services, Chery will strengthen the sales and service management to further enhance consumer satisfaction; in network construction, Chery will accelerate the construction of terminal service standards, enhance the terminal training on its sales and after-sales service processes, and gradually standardize the comprehensive service capacity of networks.
Saudi Arabia is the largest economy in the Middle East, the most important passenger vehicle market in this region, as well as one of Chery’s global strategic markets. Mostly covered by highlands, Saudi Arabia is hot and dry in summer. This poses high requirements for the climbing performance, persistent high temperature resistance and other features of vehicles. In nearly one year ahead of the launch of the three models, Chery conducted massive adaptive tests and development in local to meet the needs of local consumers. Due to the rigorous market regulations of Saudi Arabia, Chery intensively studied laws, regulations and industrial conventions before entering this market to meet local access conditions.
With the constant deepening of its cooperation with Yemni, Chery’s product line and sales network in Saudi Arabia will be further improved. It is foreseeable that Chery vehicles will appear across the streets and alleys in Saudi Arabia in the near future.
