Introduction

Chery has emerged as a formidable player in South Africa’s SUV market, marking a significant milestone by becoming the country’s second-largest SUV brand as of January 2024. This remarkable achievement reflects the brand’s growing popularity and the increasing trust South African consumers place in Chery’s vehicles. As an automaker that exclusively offers SUVs, Chery’s ascent in the market is a testament to its focused strategy and commitment to quality and innovation.

Sales Performance

Chery’s sales performance in 2023 is a clear indicator of the brand’s escalating success and appeal among South African consumers. When compared to the sales figures of 2022, Chery’s progress is nothing short of impressive. In 2023, the automaker sold 16,110 vehicles, a significant leap from the 8,013 vehicles sold in the previous year. This growth not only signifies Chery’s rising prominence but also highlights the brand’s effectiveness in catering to the evolving needs and preferences of SUV enthusiasts in South Africa.

The company’s strategic decision to concentrate solely on SUVs has played a pivotal role in this success. By not diversifying into commercial vehicles or entry-level cars, Chery has honed its expertise and resources in the SUV segment, delivering products that resonate well with its target market. This specialised approach has allowed Chery to offer a range of SUVs that stand out for their quality, performance, and value, appealing to a broad spectrum of consumers and contributing to the brand’s robust sales figures in 2023.

III. Popular Models and Innovations

The Popularity of the Chery Tiggo 4 Pro Model

The Chery Tiggo 4 Pro has emerged as a standout model within Chery’s lineup, resonating profoundly with South African consumers. In 2023, this model alone accounted for a significant portion of Chery’s total sales, with 9,916 units sold. This remarkable achievement underscores the model’s appeal, offering a perfect blend of style, functionality, and value that resonates with the diverse needs of South African drivers.

Introduction of New Models: Tiggo 4 Pro LiT

In a strategic move to expand its portfolio and cater to a broader market segment, Chery introduced the Tiggo 4 Pro LiT in 2023. Available in both manual and automatic variants, this model is designed to lower the entry threshold into the Chery family without compromising on quality or features. Priced at an attractive R279,900, the Tiggo 4 Pro LiT extends the brand’s reach, offering an accessible yet feature-rich option for SUV enthusiasts.

Overview of the Tiggo 7 Pro MAX and Tiggo 8 Pro MAX

Chery’s commitment to innovation and luxury is further exemplified by the introduction of the Tiggo 7 Pro MAX and Tiggo 8 Pro MAX models. These new additions to the lineup elevate the brand’s luxury and performance credentials, offering enhanced specifications and engine power. With advanced features like four-wheel drive on the Tiggo 7 Pro MAX, these models cater to the upscale segment of the market, providing premium options for discerning customers.

IV. Customer Value and Warranty

Chery’s Unique 10-Year / 1,000,000 Km Engine Warranty

Chery distinguishes itself in the South African market with an unparalleled 10-year / 1,000,000 km engine warranty. This industry-leading warranty reflects Chery’s confidence in the reliability and durability of its vehicles, offering customers peace of mind and a testament to the brand’s commitment to quality and customer satisfaction.

The Chery Cares Package

Under the Chery Cares initiative, the brand goes beyond conventional offerings by including a suite of value-added services in the vehicle’s purchase price. This package covers a range of services that customers would typically pay extra for, such as rim, scratch, and dent repair, as well as a unique take-me-home service. By bundling these services, Chery enhances the overall ownership experience, adding substantial value and convenience for its customers.

Chery Extender Programme

The Chery Extender Programme is another testament to the brand’s focus on customer satisfaction and long-term support. This program offers extended service plans and warranty options, allowing customers to customise their maintenance and coverage according to their specific needs. With this initiative, Chery ensures that its customers enjoy continued excellence in service and support, reinforcing the brand’s dedication to building lasting relationships with its clientele.

V. Brand Expansion and Partnerships

Chery’s Role as the Official Presidential Vehicle Partner at the BRICS Summit

Chery has stepped onto the global stage by becoming the official presidential vehicle partner at the BRICS Summit, showcasing its commitment to excellence and international recognition. This partnership not only elevates Chery’s brand prestige but also demonstrates its capability to meet the high standards required for such a prominent event, signifying a major milestone in Chery’s global branding efforts.

Partnership with the Lions Rugby Company and Involvement in Community Service Activities

Aligning with local sports entities, Chery has formed a significant partnership with the Lions Rugby Company. This collaboration extends beyond the rugby field, as Chery and the Lions engage in various community service activities, such as delivering gifts and support to children with life-threatening illnesses at Chris Hani Baragwanath Hospital. These initiatives underscore Chery’s dedication to giving back to the community and building a brand that stands for more than just automotive excellence.

Collaboration with UNICEF to Support Vulnerable Children

Chery’s global humanitarian efforts are highlighted by its collaboration with UNICEF, aiming to provide assistance to vulnerable and marginalised children worldwide. The upcoming initiatives in South Africa, focusing on supporting poor and vulnerable children, demonstrate Chery’s commitment to making a positive impact on a global scale, reinforcing its brand image as a company that cares deeply about global social issues.

VI. Infrastructure and Support

Opening of a New Parts Warehouse in Gauteng

To support its rapidly expanding vehicle parc in South Africa, Chery has inaugurated a new parts warehouse in Gauteng. This facility is pivotal in ensuring the efficient distribution of parts and components to Chery dealers nationwide, reflecting the brand’s commitment to exceptional customer service and support.

Statistics on the Warehouse’s Capacity and Efficiency

The new Gauteng warehouse spans over 7,000 square metres and holds an average of R70 million in parts at any time, illustrating Chery’s substantial investment in after-sales support. With an impressive immediate fill rate of 98% and a 99% claim approval rating on mechanical warranties, Chery sets a new benchmark for service excellence in the South African automotive sector.

VII. Conclusion

Reflection on Chery’s Rapid Growth

Chery’s ascent to becoming South Africa’s second-largest SUV brand is a testament to its strategic focus on quality, innovation, and customer satisfaction. The brand’s rapid growth is not just a result of its product excellence but also its holistic approach to branding, community engagement, and after-sales support.

Future Outlook for Chery in South Africa

Looking ahead, Chery’s trajectory in South Africa appears promising. With ongoing community initiatives, strategic partnerships, and a strong emphasis on customer service and satisfaction, Chery is well-positioned to continue its growth and further solidify its presence in the South African automotive market. As it moves forward, Chery’s commitment to innovation, community, and global engagement will likely remain central to its brand ethos and business strategy.