On September 30, 2015, the Presentation Ceremony of Effie Awards Chile took place at Espacio Riesco Exhibition Center, Santiago, capital of Chile. Witnessed by numerous local leading advertiser, Chery carried off the Gold Award for “Brand Experience and Interaction” with a creative video entitled “Experiencia Chery”, thus becoming the only auto brand that won the gold award in all categories of Effie Awards and won the award of “Brand Experience and Interaction” in the history of Effie Awards. Among winners in other categories were renowned international or local brands such as Coca-Cola, Movistar, Mall Plaza, Paris and Ideal.
Hugo Castro, general manager of Chery Chile, said, “Chery used to remind people of mini vehicles, but now Chery’s SUV series contributes 60 percent of Chery’s total sales, our brand image has been enhanced considerably, and our average price has risen.”
Reviewing Chery’s development in Chile, we may discover that the success Chery has achieved was inseparable from its years of hard work in Chile, the most competitive auto market in South America, as a late comer.
Product quality improvement
Over the years, Chery has never forgotten to improve its product quality during development. For this purpose, Chery has invited a world top design team to improve its product quality. The new design team created Chery’s own design DNA and design concept ahead of other Chinese auto brands’. “The emergence of Tiggo 5 marks the beginning of Chery’s transformation into a world top automaker.” Inspired by “water element” appearance design concept, new Tiggo 5 perfectly combines the smooth line with the solid body. The rich configuration makes Tiggo 5 superior to other models of its class. As a fine new-generation strategic model, Tiggo 5 uses Chery’s state-of-the-art manufacturing process. During R & D, Tiggo 5 passed the reliability test of 2.8 million kilometers and was rated as a five-star model in the C-NCAP collision test for its outstanding quality.
Network coverage and talent training
Chery’s sales and service network is all over the world. Chery has nearly 500 tier-1 sales service shops in China; Chery’s outlets are widely distributed in the world; and Chery’s network has swiftly made its way into all key cities in Chile. With full network coverage, Chery has been providing more convenient services to customers.
To improve its service quality, Chery has deepened its cooperation with training agencies in Chile to constantly sharpen the professional skills of its local service staff, and provide guarantee for the transfer of Chery’s talents to Chile. Improved service quality has earned Chery good reputation in Chile.
Chery in Chile
For many years, Chery has implemented its state-of-the-art brand service concept in Chile. In 2010, Chery donated the first batch of 510 tents to Chile’s quake-hit areas and supported a local primary school as the first Chinese enterprise to make such donation, thus establishing its image as a socially responsible brand in Chile; in 2014, Chile national football team reached the last 16 in FIFA World Cup Brazil, attracting wide attention from local media and consumers to the sponsor – Chery; upon its launch in Chile, Tiggo 5 was nominated as the 2015 Best SUV in Chile, thus boosting Chery’s brand image in Chile.
The success of “Experiencia Chery” shows Chery’s great confidence in its product power and its innovation and breakthrough in marketing. It is believed that Chery will be recognized by consumers in markets of Chile and other countries for its outstanding product quality in the near future, so as to become one of the most representative Chinese brands abroad.