Chery out to rectify misperception of China-made vehicles
WUHU (Oct 31): Chery Automobile, a leading automotive manufacturer in China, is bolstering the quality of their products through significant investments in research and development (R&D) focusing on engine technology, design, green technology, electric vehicles (EVs), and battery innovation.
These initiatives aim to tackle Chery’s primary challenge in Malaysia, which is to change the perception among consumers that China-made vehicles are inferior when it comes to reliability and reputation.
This was highlighted by Chery International president Zhang Guibin, whom The Borneo Post and other media representatives from Malaysia had the opportunity to interview during the recent Chery International User Summit 2024 held at its headquarters here.
During the session with the journalists, Zhang spoke about Malaysia’s market trends for 2025.
“I feel that currently, there are too many Chinese car brands introduced in Malaysia – some are good, while others are smaller.
“This time, we are taking a phased approach, step by step. We understand the need to respect the market, and sometimes, companies enter without understanding the environment and the culture of different markets, and we are sure that they will face problems in the future,” he said.
Zhang said the rapid entry and exit of numerous brands could blur the distinctions and risks, resulting in a negative perception of Chinese brands among Malaysian consumers.
“This puts pressure on Chery because the company genuinely wants to establish itself in Malaysia. We hope that by bringing the media here, consumers can better understand our brand and see the differences between Chery and others.”
Zhang added that Chery, with its global presence, is committed to establishing a strong foothold in diverse markets.
“In Malaysia for instance, we are not only selling cars but also setting up factories, developing local content, and aiming to export to other countries.”
He also revealed Chery’s intention of making Malaysia its R&D hub for the right-hand drive (RHD) market.
“I see that each market has unique preferences; for example, Malaysian consumers generally favour slightly larger vehicles, while Indonesian consumers prefer MPVs (multipurpose vehicles) and compact cars.
“For each market, we strive to produce different models, and should a model be made in Malaysia, we would not produce the same model in other Asean countries.
“For the models that are popular in Malaysia, we will manufacture them in Malaysia and export them to other countries.”
Chery’s entry into the market has garnered significant attention through the emphasis on specific segments, particularly in the sports utility vehicle (SUV) and MPV categories, while offering competitive pricing.
Also present during the interview was Chery International executive vice-president Chen Chun Qing, as well as Chery Malaysia president Leo Chen Gang and vice president Michael Chew.
-Agency