Chery picking in Beijing

Beijing, China – The 18th Beijing International Automotive Exhibition (Auto China 2024, also called the 2024 Beijing Auto Show) opened on April 25 with eight exhibition halls in the sprawling New China International Exhibition Center.

Drawing a large crowd was the press conference of Chery Automobile with around 2,000 guests from all over the world in attendance. With a theme “New Energy, New Eco, New Era,” Chery showcased its latest achievements in the new era of automobiles.

Zhu Shaodong, Chery International executive vice president, highlighted the brand’s relentless dedication to refinement and evolution, resulting in a diverse SUV product lineup. His presentation turned nostalgic when he reflected on the Tiggo family’s brand story and 20-year development journey.

Chery Tiggo introduced its first SUV, the Tiggo NCV, in 2005. Since then, Tiggo has garnered global recognition for its exceptional quality, performance, and stylish design. Mr. Zhu emphasized that the Tiggo Series is highly favored by families who prioritize career advancement and their loved ones. These users consistently strive to create better living conditions for their families and therefore embody the spirit of the Tiggo family’s motto: “Conquer with you, Guard for love.”

To get this message across, a video portrays the touching story of a young man following his journey from starting out his career, to starting his family, establishing his home, and advancing in his professional life. The video ends with the man driving home a Tiggo 9 while his wife sleeps soundly in the passenger’s seat.

The global premiere of the Tiggo 9 PHEV is one of the highlights of the Chery presentation and of the whole Beijing Auto Show.

Inspired by the key concepts of “Conquer” and “Guard,” the Tiggo 9 is the flagship model of the Tiggo family. Tiggo Design Director Sajdin Osmancevic explained that these concepts embody the conqueror’s essence in the exterior design and the guardian’s assurance in the interior. The exterior is strong, just like a tiger (which happens to be the namesake of “Tiggo”), and the interior gives a sense of calm and security.

The “Conquer” concept is portrayed in the powerful exterior featuring an eye-catching octagonal grille, dynamic body lines, and 20-inch multi-spoke wheels. The interior’s “Guard” concept creates a warm, secure, and highly tech-savvy private space. At the center of the cabin is a 15.6-inch 2.5K HD screen and integrated console. Specially crafted 3D stitched seats ensure a comfortable ride.

Two days after the Beijing Auto Show, I visited the Chery International Headquarters in Wuhu where I was able to take a closer look of the new Tiggo 8, Tiggo 7, and Tiggo 6. In the afternoon, I got to test drive the Tiggo 9 PHEV and experienced the handling of its 8-speed automatic transition 2.0T engine with the PHEV’s hybrid DHT system.

While the Tiggo 9 is already a testament to what Chery has been able to accomplish in innovation within only 20 years, Wuhu City further enhances Chery’s success story. Wuhu is home to Chery International Headquarters and Chery’s automobile factories (which I also visited), and those operations have made a significant impact in transforming Wuhu into a thriving economic hub.

Chery’s growth is nothing less than phenomenal. Chery Automobile (a subsidiary of Chery Group) is one of China’s earliest self-owned automotive brands to surpass one million units in sales and expand into international markets. Chery’s business presence now extends to more than 80 countries and regions worldwide.

During the Beijing Auto Show, Chery shared their growth numbers. In 2023, Chery Group achieved “twelve consecutive growth” in sales, with accumulative sales of 1,881,316 vehicles, representing a year-on-year increase of 52.6%. From January to March 2024, Chery Group sold a total of 529,604 vehicles, marking a year-on-year growth of 60.3%.

Beyond the Beijing Auto Show and its financial performance, there are several reasons why Chery’s prominence over other automobile brands is evident.

Chery Group currently has a global automotive user base of 13.65 million, maintaining its position as China’s top passenger car exporter for 21 consecutive years. In the Kantar BrandZ Top 50 Chinese Brand Builders 2023 report, Chery ranks first in the automotive category. According to J.D. Power’s various automotive index studies for 2023, Chery holds the top position in the IQS (Initial Quality Study) among China’s domestic brands. Its vehicle series, including the Tiggo 8, Tiggo 7, and Tiggo 4, have each achieved first place in their segments.

From the Beijing Auto Show to the global platform, it’s clear that Chery is on top.