On October 30, 2014, Sao Paulo International Motor Show, the largest of its kind in Latin America, opened. With a history of over 50 years, the biennial event has become the world’s fourth-largest motor show. Under the theme of “New Generation”, Chery showed up with a strong lineup of 7 models and 14 units including Celer Brazil family (FL and Desert), new QQ, Tiggo 5, Arrizo 7 and Concept α and Celer Race. Of these models, Celer Brazil (Celer FL) and new QQ will go into production at Chery’s new plant in Brazil next year. Two years ago, Zhou Biren, general manager of Chery International, made a promise that “Chery will come back with localized models in two years.” The two models’ appearance was undoubtedly the best interpretation of the promise, showing the great significance of the motor show to Chery.
Chery booth was crowded with visitors
The press conference at Chery booth attracted flocks of reporters
Concept α
Chery booth displays rich Brazilian style, Chery International comes under the spotlight
Celer FL, new QQ, Tiggo 5, Arrizo 7 and Concept α are Chery’s new-generation products. Upon appearance, they stole the show by their flexible and dynamic body design. As Chery’s first batch of localized models in Brazil, Celer FL and new QQ themed the Brazilian national flag drawn closer attention from all walks of life in Brazil. Mauro Borges, Brazilian minister of development, industry and foreign trade and Geraldo Alckmin Filho, governor of Sao Paulo also visited Chery booth, inquired about the production of Chery’s localized models. Alckmin personally experienced new QQ’s huge and cozy space.
Mauro Borges, Brazilian minister of development, industry and foreign trade and Geraldo Alckmin Filho, governor of Sao Paulo experienced new QQ
As a core member of the international design team for Chery’s new-generation products, Chery’s model designer Sergio Loureiro was also present. He introduced the new technologies and design concepts of Chery’s new-generation products and the ideas of its future products, arousing bursts of applause by his impressive remarks.
Sergio Loureiro introduced Chery’s new design concept
The ensuing unveiling ceremony of Celer FL, new QQ, Tiggo 5, Arrizo 7 and Concept α brought the atmosphere to the climax.
Peng Jian, general manager of Chery Brazil, unveiled Celer FL
Localized models to be launched next year makes debut
Both Celer and QQ enjoy good reputation in the Brazilian market, and the localization of the two upgraded models–Celer FL and new QQ have boosted Chery’s confidence in better developing the Brazilian market.
Celer FL
Celer FL numbered “0000001” is Chery’s first localized model in Brazil, and the localization rate of the model has exceeded 50 percent. To meet the demand of the Brazilian market, the model is powered by a flex fuel engine commonly used in Brazil. It features dynamic exterior and flexible interior. Apart from humanistic technologies such as headlamp off delay and instantaneous air conditioning, functions such as ABS+EBD and post-collision automatic unlocking make the vehicle safer and more reliable. The source expected the model to be launched in Brazil in early 2015.
New QQ to be localized in Brazil in the second half of 2015 is a new QQ model similarly powered by a flex fuel engine. Compared with its previous edition, over 80 percent of new QQ’s components were upgraded from exterior to interior. Whether in overall refinement, or in riding comfort such as interior space and noise reduction, new QQ outperforms other similar models in the market. Besides, the dual airbag and the high-rigidity cage body safeguard consumers in an all-round way.
Localization not only makes Celer FL and new QQ more cater to Brazilian consumers’ demands, but also will boost their competitiveness. It is not difficult to imagine that they will be hot sellers after their launch.
Brazilian plant boosts Chery’s localization, radiates Latin American market
Brazil has become the world’s fourth-largest auto market whose influence and market position have drawn wide attention from automakers in many countries. Brazil is a world leading market in which consumers are demanding and have great passion for vehicles.
To Luis Curi, vice general manager of Chery Brazil, design, latest technologies and high quality are biggest attractions to consumers. Chery Brazil Plant which has just gone into production covers the whole industry chain including R & D center, vehicle plant and parts supplier. With the construction of the R & D center in 2016, Chery’s new-generation products will soon be manufactured in Jacarei. The plant’s production capacity will be doubled in three years on the basis of 50,000 units in Phase 1 to satisfy market demand.
Luis Curi, vice general manager of Chery Brazil, was interviewed
Speaking of the importance of the Brazilian market to Chery, Curi said proudly, “We will not only accelerate localization, but also export localized vehicles to the rest of Central and South America so as to achieve the goal of making Brazil Chery’s headquarters in Latin America, and we are bound to achieve that.”
Chery’s appearance at the motor show with a strong lineup marks that its localization has entered a new stage and shows its full confidence in the Brazilian market. With the recovery of the Brazilian economy, Chery will have broader development space in Brazil and Latin America.
