[Global Network Comprehensive Report] According to the European version of “Automotive News”, Chery Automobile will establish a design center in Germany, and thus will enter the European market as a foothold.
Chery is said to be China’s largest auto exporter and plans to join the ranks of major global automakers as soon as possible. Yin Tongyue, president of Chery, said: “If Chery wants to become a world brand, it must go to Europe.”
Chery’s European subsidiary GmbH will start operations in January next year. The R&D design center of the subsidiary is located in Raunheim, a suburb of Frankfurt, Germany, close to Germany’s largest airport. The main task of the subsidiary GmbH is to build a new model for the Chery high-end brand Exeed to meet the needs of the European market since 2020.
Chery said that Exeed cars are comparable in quality, design and technology to major European car manufacturers.
The Chery Lauenheim Center focuses on design, development, marketing and sales. In the initial phase, the company will employ 30 to 50 employees for research and development before the end of next year.
Chery first launched the Exeed TX compact SUV for the European market at the Frankfurt Motor Show in September. Yin Tongyue said: “We showed our brand at the Frankfurt Motor Show (IAA) a year ago, and now we will implement the European plan.”
Chery is not the first Chinese car manufacturer to enter Germany. The German brand Baowo Automobile, which went bankrupt in the early 1960s, was acquired by China Beiqi Foton. With the support of Beiqi Foton, it returned to the European market. At the beginning of this year, it sold the Chinese-made BX 7 SUV in Europe.
With the support of Volvo, the Geely sub-brand Lectra plans to open a sales network for the 01 crossover in 2019 in Berlin, Germany and Los Angeles.
Post time: Sep-27-2018