Chery- The First Chinese Car Brand in Philippines
Chery Automobile Co. Ltd. trading also known as Chery was founded in 1997 by the Government of China. This company has its headquarters in Wuhu city in Anhui province of China. This is a state owned corporation and is the 10th largest automobile manufacturer in China in 2012. Chery mainly specialises in making SUV’s, Minivans and passenger cars. Chery has been one of China’s leading exporters. It exports its cars to different parts of the world and is also available for people in Philippines.
Chery had the elements of Communist entrepreneurship. Production of Chery vehicles started in 1999 and in 2001 but marketing was licensed for production only in 2003; they began exporting their vehicles to other parts of the world. Chery is so popular and has such a huge demand in the international market that it has become China’s leading exporter since the year 2003.
In 2007 Chery became the first ever Chinese automobile manufacture to be available in Philippines under the name of Chery Automobiles. The company became very loved by the people over there as some of its models became the best sellers.
Joint Ventures and Partnerships
Chery’s first ever vehicle was launched in the Chinese market in 1999 but it couldn’t be sold until 2001. Chery partnered with SAIC Motors to use its product license till the year 2003 but the partnership broke of due to rising tension between Chery and General Motors. Chery got its own product license in 2003.
Chery revolutionised the Chinese Automobile Industry by seeking out partnership with foreign companies. From then on they have been linked with a lot of companies. In 2007 they were linked with a tie up with Chrysler to launch a dodge brand car to be sold abroad. This deal fell through in 2008 due to a partnership of Chrysler and Nissan.
In 2007 Chery entered a joint venture with 50:50 partnership with an Israel Corporation Named Qoros to develop a range of premium vehicles to be sold worldwide. In 2007 Chery entered a joint venture with Fiat to co-create a car but the deal was kept on hold in 2009. Reasons for the deal to fall off may partly be as Fiat is in a joint venture with GAC Group from2012.
In 2009 planned in building an assembly plant in Turkey worth $500 million in a joint partnership with a Turkish automobile company named Mermerler Otomotiv. Till 2012 there has been no production in the plant but is expected to start production real soon. In 2012 they underwent a joint partnership with an Indian based company called Tata Motors to build the models of Land Rovers and Jaguars. This partnership was a 50-50% partnership.
Chery has a handful of manufacturing plant outside of China. Like there is no manufacturing plant in Philippines but it has distributorship present there. They have undergone a partnership with Danny and Marinel Santiago, both Autocross ace personalities to set up a branch in Philippines. Chery Iseway underwent a change in distributorship resulting to Chery Motors Philippines. Chery Motor Philippines plan to open up a manufacturing plant in Philippines sometime soon.
Chery models available in Philippines
Cherry only sells passenger vehicles and few commercial vehicles in Philippines. The models are an instant hit with people in Philippines. The QQ series model is the best -selling car over there with companies like Coco-Cola being one of its biggest clients. The models presently available to the people of Philippines are as following.
- QQ3- This is a passenger car which is a small compact car in size. Its price range is around 499,999 SRP.
- Fulwin2- This is a sports styled sleek hatchback. Its price range is around 699,999 SRP.
- Q22L- This is a minivan meant for community services and transportation services. Its price range is around 600,000 SRP.
- Tiggo- This is a modern and sleek Sports Utility Vehicle. Its price range is around 945,000 SRP.
- Q22B- This is a small pickup truck. Its price range is around 470,000 SRP.
- Q22- This is a minivan meant for ambulance purposes. Its price range is around 750,000SRP.
Chery in Philippines
Chery Philippines with help of Star Motor Manufacturing industries have started manufacturing its Q series and pickup trucks in 2011. They are planning on making an assembly plant in one of the three locations chosen, out of which Cebu is the more likely destination as it has strong local markets.