What Brands Are Under Chery?
What brands are under Chery?
Exploring Chery’s Multi-Brand Strategy for Global Dominance
WUHAN, CHINA — Chery Automobile, one of China’s leading automotive manufacturers, has built an expansive portfolio of brands to dominate diverse market segments—from economy vehicles to luxury EVs and commercial trucks. With a strategy dubbed "multiple children make winning fights," Chery leverages specialized sub-brands to capture global opportunities. Here’s an inside look at its brand ecosystem.
Core Brands Driving Growth
Chery (Main Brand): The backbone of the group, offering mainstream passenger vehicles like the Tiggo SUV series. In March 2025 alone, it achieved sales of 116,927 units, underscoring its mass-market appeal.
Exeed (星途): Launched in 2018 as a premium new-energy label, it combines electric and fuel-powered models like the Exeed Lingyun and Yao Guang.
Jetour (捷途): Positioned as an "independent product series," it targets youth with rugged designs like the Jetour Traveller. Sales hit 35,503 units in March 2025.
iCAR: Chery’s dedicated EV brand debuted in 2023. Its first model, the iCAR 03 compact SUV, sold 5,487 units in its debut month.
Emerging & Specialty Brands
Yueji (越己): A forthcoming NEV brand set to launch in Q3 2025, focusing on AI-integrated compact SUVs.
Karry (开瑞): Commercial vehicle arm producing microvans and trucks since 2007.
Cowin (凯翼): A joint venture where Chery holds 18% stake, manufacturing budget micro-cars like the Cowin Xuanyue.
Soueast (东南汽车): Acquired in March 2025, expanding Chery’s footprint in buses and SUVs.
Global Expansion & Strategic Partnerships
LEPAS: Newly announced for European markets, production will start at Chery’s acquired Volkswagen plant in Germany. Models will blend EV/PHEV/fuel powertrains to bypass EU tariffs.
HIMLA: Unveiled at Shanghai Auto Show 2025, this Himalaya-inspired pickup line spans compact to heavy-duty segments, supporting fuel and NEV options.
ZhiJie (智界): Co-developed with Huawei’s Harmony OS, its debut model—the S7 EV—targets tech-focused buyers.
Discontinued or Downsized Brands
Once part of Chery’s portfolio, Rely (威麟), Riich (瑞麒), and Qoros (观致) have halted production due to weak sales or ownership shifts.
Why Chery’s Strategy Works
Localization: CKD production in Spain, Malaysia, and Germany ensures tariff efficiency and regional adaptation.
Innovation: Over 29,000 patents and R&D hubs across six countries power its NEV/ICE diversification.
Consumer Trust: In 2024, Chery’s four core brands pledged lifetime warranties—covering both new and certified used cars—a first in the auto industry.
The Road Ahead
With exports reaching 640,000 units in 2024 and plans to enter 19 European countries by 2026, Chery’s multi-brand approach is accelerating its transition from an exporter to a global localized automaker. As industry analyst Zhang Wei notes: "Chery isn’t just selling cars—it’s deploying a brand matrix tailored to every niche, from Berlin to Buenos Aires."
