OREANDA-NEWS. November 21, 2011. Recently, Chery has released its latest sales data. In October 2011, Chery’s global sales totaled 56,732 units, including 13,115 units exported, up 77.3% year on year. By late October, Chery’s total exports in 2011 had reached 136,000 units, shattering the export record of 135,000 units set in 2008, and indicating Chery’s accumulative exports have topped 600,000 units.

In 2001, Chery exported the first batch of 10 cars to Syria, embarking upon its road of export. Henceforth, Chery aiming to build a “world-famous brand” has been “going out” actively while developing its domestic market, thus becoming China’s first car maker that has exported vehicles, CKD, engines and vehicle manufacturing technologies and equipments. So far, Chery has exported products to more than 80 countries and regions, and established an overseas marketing service network centering on 1,000 distributors. Besides, Chery has retained the export title among Chinese Independent passenger vehicle brands since 2003 and has become a leading Chinese Independent brand in the international auto market. In 2008, 356,000 units were sold out, including exports of 135,000 units, becoming the highest export record of Chery.. This year, Chery spent only 10 months breaking the record and its annual exports are expected to reach 160,000 units.

Chery’s overseas success is attributable to its “quality” strategy and constant pursuit of independent innovation and product quality. In such aspects as corporate management, service quality, technical R & D and applications, market and brand building, Chery has been keeping pace with the most advanced enterprises in the world and focusing on building Chery into a world-famous brand. In recent five years, Chery has invested more than 10 billion yuan in technical and product R & D, thus forming a complete product R & D system of vehicle, powertrain and key parts development, trial-manufacturing and testing, and acquiring the capability of introducing 10 new car, engine and transmission models every year; and has applied for 6,083 patents and won 4,230. In July 2010, Chery’s auto technology test center with an investment of 1.5 billion yuan was established, making Chery capable of all-round positive R & D. The collision safety laboratory conducted collision tests of over 200 vehicles within a year, laying a solid foundation for the safety research and enhancement of Chery cars.

In terms of globalization, Chery has brought its products in line with international standards by gearing its development processes and teams to international practice. Chery has established overseas branch research institutes in cities and countries like Tokyo, Turin and Australia, and will integrate global R & D resources based on these institutes, to progressively establish a unified global platform for general R & D. On the other hand, aiming at different regional markets, Chery will enhance overseas adaptability and localized R & D to effectively support its product planning and meet its requirements for quality improvement. In industry chain, Chery has also accomplished globalized development. In July 2011, Chery’s Brazil industry park with a total investment of 400 million U.S. dollars broke ground. After going into operation, the park’s annual output will reach 150,000 units, and will supply products to the entire South America. Marked by the launch of the Brazil project, Chery’s overseas market development has gradually been geared to the operation mode of multinationals.

Customer service and spare parts supply have always been the weaknesses of Chinese automakers in international competition. In this respect, Chery has made great efforts. It has preliminarily established an after-sale service network covering over 80 countries and regions to offer consumers worldwide fast, convenient and quality after-sale services. Besides, Chery has established international after-sale service training centers to sharpen the maintenance skills of overseas distributors and enhance its overseas brand popularity and image.

Chery’s overseas success is, in the final analysis, the success of its “quality” strategy. Guided by the strategy, Chery will go farther and farther on the road of globalization, and Chinese auto brands represented by Chery will play a greater role on the international stage.