Chery PH shakes the market with its one-in-a-million offer

From left, Chery International Marketing Director Tian Jinjun, Chery International EVP for Research and Development Ray Bierzynski, Chery International President Zhang Guibing, UAAGI President Rommel Sytin, Embassy of China Economic and Commercial Councilor Jiang Jianjun, Mr. Kenneth L. Sytin, and Chery International Country Manager for the Philippines Zhang Haiqi.

Photos by Eugene Araneta

In grand fashion, Chery Auto has re-entered the Philippine market now with a new distributor United Asia Auto Group Inc. (UAAGI).

This would be UAAGI group’s second auto brand to distribute here in the country after Foton.

Foton is one of the most successful China-made vehicle brands being distributed in PH and focuses more on its commercial vehicle line up. According to the latest figures, Foton is now ranked number 9th in the local auto industry, besting other more established brands in the market.

Chery’s manufacturing facilities, meanwhile, are now considered world-class, and are actuallys scattered around the world.

The Wuhu plant is just one of six in China and aside from internal combustion engine (ICE) vehicles, Chery is now making electric vehicles (EVs) as well. With the future in mind, Chery Auto is investing heavily into EV and artificial intelligence (AI) technology. Its fit and finish has been visibly improved, compared to its past generation vehicles as well.

UAAGI, an ISO-certified company, wants to replicate its success with a comeback brand Chery that makes passenger vehicles including crossovers and SUVs, the market’s fastest growing and most hotly contested segment these days.

UAAGI feels that the timing for the comeback is just right.

This year alone, about half a dozen Chinese auto brands have been introduced to the market.

“The time is ripe for us to bring in a second automotive brand, and we are convinced that Chery Auto now has the right mix of design, features, technology, and pricing in its product line to make a strong impact on the Philippine market,” said UAAGI president Rommel Sytin during the launch at The Tent at Solaire.

“History and experience are the best teachers, and we have learned a lot from Foton’s success in the Philippine market as well as where previous efforts to market Chery have failed — and we have taken all that to heart,” said Sytin.

The Tiggo 8 is one of the four cross-over models Chery Auto is initially bringing in.

Unlike the previous attempt in the local market, this time, the new lineup of Chery models will be an all-crossover range. These are the Tiggo 2, Tiggo 5X, Tiggo 7, and the 7-seater Tiggo 8. All models are powered by a 1.5-liter inline-4 fuel-injected DOHC 16-valve Euro 5-compliant gasoline engines (with a turbocharger for the Tiggo 7 and Tiggo 8 models), and mated to either a 5-speed manual transmission or a 6-speed automatic one. These current generation models has all the bells and whistles one expects from a modern crossover. For the tech-savvy car buyers, its 10-inch UHD touchscreen displays, foot-sensing automatic power tailgates, 6-way power seats, smart key entry systems and smartphone connectivity will surely attract not only traditional buyers but the younger millennial market as well. Other features like panoramic sunroof, leather seats, cruise control LED head and tail lamps are just some of the standard offerings of certain models that will add a more premium feel for the brand. Safety features like the 6-airbag system, front and rear radar driving aids and a full suite of suite of electronic driver-assist systems adds confidence to the new Chery buyer.

Chery Auto produced and sold over 750,000 units last year, and posted a growth rate of 11% compared to the previous year, holding on to its title as China’s biggest exporter of passenger cars for the last 16 years. It has sold over 7.2 million vehicles in over 80 countries cumulatively. It is also considered one of China’s leading manufacturer of hybrid and full electric vehicles.

“We are excited to bring in Chery. The new cars possess all the brand values Filipinos now look for and we are convinced that the local market will warmly receive these latest models,” Sytin added.

During the brand launch held last week at Entertainment City’s Solaire Resort and Casino, Chery Auto Philippines announced it is offering an unprecedented 10-year / One million km powertrain warranty, on top of its 5-year General Vehicle Warranty. Aside from this, it will be offering a 3-year free preventive maintenance service (PMS) to all buyers of any of its Tiggo model.

Prices for the new models start at P695,000 for the Tiggo 2, P818,000 for the Tiggo 5X, P1,195,000 for the Tiggo 7, and P1,280,000 for the 7-seater Tiggo 8.

For more information, visit Chery Auto Philippines’ Facebook and Instagram pages on CheryAutoPhilippines.

The UAAGI head is upbeat over Chery’s prospects in a market that continues to grow.