Chery Aims to Transform Its Brand Image in Indonesia

Jakarta, VIVA – The Chinese manufacturer Chery is increasingly showing its commitment to the Indonesian market by offering a range of vehicle options for consumers.

Currently, Chery has been selling models such as the Omoda 5, Omoda E5, Tiggo 5X, Tiggo 7 Pro, and the latest Tiggo 8 in Indonesia.

Meanwhile in the global market, Chery has introduced three new models, including the Tiggo 4 HEV, Tiggo 9 PHEV, and Tiggo 3 BEV.

Although, there's no certainty yet as to when these models will be launched in Indonesia, President of Chery International, Guibing Zhang, emphasized the importance of first understanding the local market.

"In terms of road conditions, the environment, and culture, we feel that Chery still needs to deeply understand Indonesia. We must recognize the needs of customers and the local factory environment here," he stated in Wuhu, China, on Monda (Oct 21).

Chery's seriousness is evident through various research and observations being conducted in preparation for the launch of its products.

Although Chery is a new player in the Indonesian market, Zhang is optimistic that the company can compete with the long-dominant Japanese brands.

"Indeed, Indonesian consumers have previously placed more trust in Japanese brands. However, the world is changing. We have many new products, and in terms of technology, we believe we are superior," Zhang explained.

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Mobil konsep MPV Chery

Photo :

• VIVA/Yunisa Herawati

With high confidence in its technological edge, Chery is working to change the perception of Indonesian consumers toward the brand.

"We need support from journalists to properly introduce the real Chery to consumers. I think, perhaps today, there may still be some misunderstandings in the minds of customers, but through firsthand observations, I hope they can become more confident in Chery," he added.

This approach aligns with Chery's long-term strategy, which is committed to expanding its penetration into the Indonesian market by offering high-tech and innovative products in line with changing local consumer preferences.

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"Indeed, Indonesian consumers have previously placed more trust in Japanese brands. However, the world is changing. We have many new products, and in terms of technology, we believe we are superior," Zhang explained.