Chinese vehicle manufacturer, Chery announced earlier this year that it is heading to South Africa. Now, from its new head office in Bryanston, Johannesburg, Chery South Africa is in the process of appointing the first 30 local dealers and preparing for the introduction of the first vehicles into market. According to the brand, South Africann consumers can expect the first shipment of Chery vehicles in the fourth quarter of 2021.
“For Chery, the South African office holds a very special significance. The country welcomed our vehicles with open arms in 2007, and we have been supporting our customer base of over 15 000 owners with parts and servicing ever since. Now we have the opportunity to enter the market directly, with a national network of dedicated Chery dealers and our completely new range of vehicles,” says Tony Liu, Executive Deputy General Manager, Chery South Africa.
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Liu says that while the first Chery vehicles for sale will only arrive on local shores in late 2021, the company has been hard at work testing the vehicles in local conditions, recruiting the best dealers in key areas across South Africa and growing its parts storage and distribution capabilities beyond that which it used to service its existing car parc.
“By entering the market directly, customers will be able to experience the best that Chery has to offer, both in customer service and in our next-generation of products. If our experience in other global markets is anything to go by, then customers will be blown away,” Liu continued.
While many South Africans will be familiar with the Chery brand, its range of ultra-modern cars and SUVs may surprise even the most avid car fan. Since manufacturing its first vehicle 24 years ago, Chery says it has focused on developing its own core technologies, including a range of engines, vehicle platforms and safety technology. Today Chery is recognised as a global leader on these fronts, with over 13 000 technology patents and 5 500 dedicated research and development specialists in five research and development (R&D) centres spread across the globe.
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“When we introduce our first models in South Africa, customers will be excited to see that our focus is not only on the technology under the skin, but also in the cabin. Our range of intelligent driving assistance systems is world-class, and we are a leader in the field of high-resolution screens and touch- and voice-control technologies,” says Liu.
To ensure it meets and exceeds the expectations of South African motorists, Chery will enter the market with an established network of 30 dealers. These dealers are been selected over the past year for their strong track record, good reputation and geographical location.
Chery will back these dealers with a large parts warehouse, strong mechanical warranty and service plan, and a comprehensive 24-hour roadside assistance service. Chery is also studying the local introduction of its global Chery app, available on both iOS and Android, which will not only allow the owner to monitor his or her vehicle’s health but connect directly with Chery South Africa to book a service or interact with the Customer Service team.
“In 2010, our chairman, Yin Tongyue, shared with the world our change from a company that was focused on sales, speed and scale to one that is fanatical about quality, brand and long-term returns. This is most evident in our new range of products, and we cannot wait to show them to South African customers,” says Liu.
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