‘Life in Motion’ may be able to kick the brand off.
The enormous Chinese automaker Chery is set for a major relaunch of its brand on the global market, having not been able to gain much traction with previous attempts. The company, which is massively boastful about its claim to 30% of China’s total vehicle exports last year, is intent on making its brand and its products work on a broader scale, putting design as a priority of its renewed European offensive.
While teased previously, the company has once again shown another image of its impending SUV that promises to lead the charge of a renewed, more focused Chery, one that will finally be able to penetrate the European market successfully. This SUV will be at the forefront of the company’s global expansion, as they evaluate key markets around the world for viability. The reintroduction of the Chery brand will come in the form of crossovers and SUVs mostly, with their foothold in Europe so confident that they’ve already set up R&D facilities in the continent.
“The world premiere of our new compact SUV marks the start of our approach to European sales, with a new model line. Launching within a few years, all models in the lineup will feature characteristic styling, user-focused technology, electrified powertrains and advanced safety features.” — Ray Bierzynski, Executive Vice President, Chery R&D Shanghai
According to the company, the new SUV is a “form that flows from Chery’s progressive ‘Life in Motion design philosophy,” which was developed by design boss James Hope. Even without their clarification, it’s clear to see that this new SUV is aimed at a youthful market, going with bold design cues and a distinctive profile. It’s said that the design incorporates natural, “hydrodynamic surfacing” that, from the sketches at least, look to provide an athletic, sophisticated design.
Not limited to just aesthetics, the new Chery is expected to pack state-of-the-art connectivity solutions as well as an electrified powertrain, along with a more upmarket cabin that will be far more suited to the youthful set of today than previous attempts to woo the segment. Couple that to the muscular stance of the car, replete with its suspiciously-familiar grille design and full-width chrome bar-cum-LED daytime running light, and we’re certain that if the hype is lived up to, Chery will have a winner on its hands.
For more information on Chery, check out our Showroom.
