Chery unveils new logo and new brand strategy

Published April 17, 2013

In 2018 China Car Times was acquired by Autowise. This article originally appeared on

To stop the bleed in the balance sheets, Wuhu-based Chery needed a major reorganization following several years of stagnation, sub-branding disasters, and cannibalization within its own brand.

The plan to restructure the company was unveiled today in Hefei, the capital of Anhui province. Accompanying the new plan is Cherys new logo. The new logo pictured above will replace the current one, which has been in use for 16 years. It marks the start of a new era at one of Chinas most recognizable brands.

The restructuring will see the end of the infamous sub-brands Riich and Rely. Riich will be absorbed by the Chery brand, and Rely will be gradually phased out. The Karry brand will be retained for commercial vehicles. To cut down the competition within its own company, the confusing plethora of current offerings will be trimmed down to 11 to 12 products.

A new platform named iAuto was also unveiled, representing technology accumulated over the years at Chery. The first car riding on this platform will the Alpha 7, previously known as Chery A4, is pictured below along with other concepts they will bring to the Shanghai Auto Show.

Chery Alpha 7

Chery Beta 5

Chery @ant 2.0

Chery voiced its ambitions to solidify its position as Chinas best brand by 2016, becoming the best selling brand among entry level cars in China. Following that, Chery intends to become a world-class brand by 2020, competing with the heavyweights in the auto industry at an international level. Cherys chairman Yin Tongyue delivered a speech at the press conference explaining his dream:

Since entering the automotive industry in 1997, Chery has undertaken the mission of creating a strong Chinese brand. We persevered and pursued this sweet dream. But pursuit of this dream is arduous. Chery experienced setbacks and took a few detours, but as long as we have a dream, everything will become a valuable asset. Chery will continue to develops its technology and strengthen its brand to make this dream a reality.

Go forth, Chery.




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